Delivering insightful and successful commercial and digital strategies through consulting and non-exec work.

About Resonant

Andy Examines Tomorrows Consumer

Analysing ‘The New Consumer’
at The Baltic, Gateshead

Resonant is a management consultancy with an outstanding reputation among its clients, most of whom have been working continuously with Resonant for several years. It’s the consulting vehicle of Andy Atkins, a Fellow of the Institute of Leadership & Management with a senior commercial management background and over 16 years experience of the online world. Resonant’s core activities have a focus on creating commercial and digital success that’s delivered through either consulting or NED appointments. If you want to deal directly with someone who understands corporate and top-level marketing issues inside-out, we should get to know each other. However, knowledge and experience are meaningless without results and it’s difficult to get across the immense value that clients receive from working long-term with someone who inherently ‘gets’ things like business objectives, organisational constraints, short-term wins, etc., although the testimonials on this page provide some insight.









What Does Resonant Offer?

Strategy & Business Planning

Andy is a commercially-focused strategist by training and trade and he’s been involved in mapping-out ‘big’ decisions since his mid-20s at British Steel (plant investments/closures) and then Golden Wonder (adoption of category management and commercial reorganisation).

For the past 20 years, he’s defined and managed the strategic changes of many of the organisations he’s worked or consulted for. This means he’s developed the unnerving, but ultimately beneficial, habit of identifying an organisations challenges and opportunities very quickly and in very straightforward terms, whilst being able to coach teams through the implementation of subsequent strategic choices. ‘Clarity’ is a word often used by clients. This is particularly useful for organisations involved in significant realigment or in major marketing or online developments, as it’s incredibly easy to be overwhelmed in what are usually extremely complex and rapidly-evolving environments.

Marketing Consulting

Andy built his career through national account management, marketing, product development and branding long before getting involved in the digital world. As a result, Resonant maintains a strong portfolio of online and offline marketing work, whether through consulting projects or non-exec positions. Illustrations of this from the past year include several months spent reinvigorating the design and NPD output of a soft furnishings business, managing a corporate rebranding exercise and repositioning a pet foods business.

Resonant isn’t an agency – it’s a marketing strategy and planning consultancy that identifies where to go, how to get there and what assets are required, so there’s no need for Andy to chase fees by convincing a client that they need lots of ‘marketing stuff ‘. In fact, Resonant often sources any required assets (with no agency commissions) and manages the implementation alongside the clients’ internal resources.

Digital Consulting

Resonant’s digital consulting work has broadened as the digital revolution has matured. Whilst SEO, search advertising and connectivity were the dominant issues in the early 2000’s, when Andy was a senior manager at Sage and consultant on tech investments, today’s work is more complex and more integrated. Clients now need marketing campaigns and activations that seamlessly leverage online and offline channels and assets, whilst the distinctions between in-house and cloud IT, or websites and social platforms, have become very blurred.

In this environment, Resonant provides reassurance through multi-faceted planning – including offline marketing integration, security, data protection, online platforms and online advertising – as well as progression through a deep understanding of the relevant critical success factors. When it comes to digital, Resonant has spent 7 years ‘walking the walk’ as well as ‘talking the talk’, through work in some of the most competitive and dynamic online markets.

Clients & Projects

As you'll see from the examples, Resonant's work covers a variety of sectors and business types. The factors that are common to all projects are that Resonant will have shown previous expertise in the work to be undertaken and that the work requires a strategic approach i.e. it's fundamental to the organisation's future.
With a strong record of successful project delivery, the reality is that most clients have on-going working relationships with Resonant.

Taking the 'geek-speak' out of managing cybersecurity risks

The Resonant Approach

Different Methods for Different Requirements

Resonant is unusual in embracing two quite different models of working with clients - consultancy or non-executive directorship.
It's more usual for a managing consultant to hold one of two NED positions on a personal basis and outside of their 'normal' work. However, by offering both routes to clients within the Resonant framework, they can (and do) utilise either approach seamlessly and with identical access to resources and risk-management.


Not surprisingly, virtually every client that Resonant has worked with started with a single-project or limited-time consulting contract, regardless of whether this was for digital marketing work, business planning or coaching. However, the nature of the work tends to have a bearing on the length of contract - consulting on a big system selection project might take 4 days over a short period, whereas an effective coaching or mentoring programme would take at least 6 days over as many months and often longer.

Whilst Resonant still undertakes a few one-off, short-term contracts, individual clients have increasingly developed an on-going relationship. This is both a vote of confidence in Resonant and a recognition by clients of the benefits of using someone that's regularly engaged with their business and their people. If you think that your organisation might benefit from sustained expert input, but you don't want to make a long-term commitment, this just might be a good way to access that help.

Non-Executive Directorship

Andy's held a variety of executive and non-executive directorships over more than 20 years and has experience of leading Boards and managing external investors as a non-executive chair going back nearly 10 years. Although most of these non-executive roles have had a significant element of project consultancy rolled into them, they are otherwise quite different in nature.

A good non-exec is there to support as well as question and to have a firm grasp of the trade-offs between opportunities and risks. Importantly, they are duty-bound to further the best interests of the company, not their own income needs, and to ensure that other directors do the same. Because effective non-execs have to trust as well as be trusted, appointments often end very quickly or will last years. In Andy's experience, open and honest initial discussions are crucial to a successful appointment, as the relationship needs to withstand the inevitable future stresses and strains.

If your organisation could perform better over the long-term with high-quality input that combines drive, grip and calmness, the non-executive director route can play an important part in realising those ambitions. Andy has a wealth of business knowledge in addition to being a Fellow of the Institute of Leadership and Management and a qualified business coach, so feel free to get in touch if you want to find out more.

New Product Consultancy from Concept to Customer or Consumer

Some Testimonials

Banging the drum isn't really the Resonant style and virtually every current client came via a thoughtful referral, rather than overt marketing. Having said that, it is a source of immense pride that comments such as these are regularly offered by clients.

“Andy has a great deal of experience and a number of talents that contribute to his effectiveness as a Non Exec and Senior Advisor. As well as a great deal of knowledge in a great number of areas – it’s always impressive to watch how easily Andy re-frames complexity to simplicity.”

David Morton - Mayborn Group

“Andrew has proved invaluable to our business growth in the last two years. His technical expertise in marketing and information technology is exceptional, allied to his general all round advice and support in many other critical areas.”

Rob Clayton - Blueberry Hill Preserves

“The training provided by Resonant was superb; tailored perfectly to meet the needs of the North East BIC.”

Victoria Thompson - North East BIC

“Andy continually helps us deliver against our KPIs and much more”

Mark Dolder - Bazaar Group

“Andy Atkins made a significant contribution to the project through a very solid knowledge of online marketing and social media”

John Orchard - Marchday plc


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01748 889304


5A Newby Stables, Newby Hall, RIPON, North Yorks, HG4 5AE