Strategic Advisory
We provide the essential thinking layer that must exist before any execution begins — combining senior marketing strategy with deep expertise in human behaviour, culture, and social psychology.
The Problem
The right problem is worth far more than the right solution to the wrong one. Yet the industry has replaced curiosity with data, thinking with tools, and discernment with trends.
Curiosity · The Why
We challenge the assumptions behind your brief — decoding what your customers actually believe, not what they say in a survey.
Diagnosis · The What
We isolate the underlying thinking problem — the one that, once named correctly, changes everything downstream in your strategy.
Discernment · The How
We direct where and how to act — with clear strategic counsel that cuts through media noise to meaningful market growth.
How We Work
The person who understands your business is the person doing the work. No junior handoffs, no conflict of interest, no technology to push. Independent thinking, beginning to end.
For organisations navigating growth, transition, or declining effectiveness
For the humans behind the brand
For leadership teams seeking independent judgement and challenge
The Founder
Shveta Singh is a marketing, strategy, and digital transformation leader with over 25 years of experience across WPP, GroupM, Dentsu, Cheil, and Havas — advising brands including Coca-Cola, Samsung, Ford, Maruti, and Himalaya.
Over the course of her career, she led large-scale digital transformation programmes, built specialist capabilities and centres of excellence, and partnered with CXOs on growth and marketing strategy at scale.
After two decades in the industry, one observation remained constant: most marketing problems are not media problems. They are thinking problems. That insight led to the creation of Iridescent Lens — an independent practice built around curiosity, diagnosis, and discernment.
She combines strategic marketing expertise with ongoing study of social psychology, history, and human behaviour. She writes a monthly column, The Unexamined Brief, for Exchange4Media, and publishes essays through her Substack, Unsettled Ideas. She is currently authoring her first book.
Ideas in Public
Ongoing research, writing, and public commentary on human behaviour, culture, strategy, and technological change.
Contact
"The right problem is worth far more than the right solution to the wrong one."
For consulting, speaking, writing collaborations, and advisory enquiries.