About
I have spent twenty years being brought in when a strategy has to survive contact with reality.
Why FastMora
The reina mora, or Puerto Rican spindalis, is the national bird of Puerto Rico. It is also one of the island's most important seed dispersers, carrying Cecropia schreberiana, the pioneer tree that colonises broken canopy.
When Hurricane Maria tore through the island in September 2017, the forest didn't come back because anyone replanted it. It came back because small birds carried seeds into the gaps. Most of those seeds went nowhere. Enough of them took.
That is how transformation works, and it is what this practice is named for. You don't rebuild a system by decree. You distribute many small, contained attempts, cheaply enough that most of them can fail, and you scale the ones that take.
Fast, because the seeds move quickly. Patient, because the forest grows on its own time.
Gary Bonilla FCIM
At Interpublic Group I was Executive Vice President and Chief Strategy Officer, leading transformation strategy across one of the world's largest marketing and communications networks. Before that, SVP at Nickelodeon and Paramount, running brand and organisational strategy through a period of significant platform disruption. Earlier work through those roles spanned L'Oréal, Nestlé and Unilever.
In 2016 I was brought into Ogilvy & Mather as strategic maker to build Makerspace, a unit created with the EMEA C-suite to prove that transformation could be piloted rather than planned. It worked, and then it dissolved into the way the agency worked, which was the point.
Everything since has been a version of the same idea.
I hold a Fellowship of the Chartered Institute of Marketing and a Bachelor's degree from Boston University, awarded cum laude.
I also serve as Chief Strategy Officer of Sepanta, an enterprise AI platform group, and as Co-Founder and CEO of GoodMora, the structural intelligence platform whose modelling we use on FastMora engagements where the work warrants it.
I am fractional Chief Strategy Officer of Tipify, which is rebuilding how emerging musicians earn. Streaming pays artists for distribution; Tipify lets audiences pay them for the music, without asking them to become merchandisers or subscription sellers first. That is a structural change to who gets paid and for what, not a new marketing channel. In February 2026 Tipify and SPIN launched Road to Austin, a discovery programme that selected a dozen independent artists on editorial merit rather than follower counts and put them on stage in Austin during SXSW week. Deliberately not a voting contest. The whole point was to test whether curation still beats engagement metrics at finding who is actually good.
And I chair the board of Aprender, a UK education development foundation working in some of the hardest places in the world to teach. Since 2024 we have taken it from a travel-dependent model costing around £500 per educator trained to a digital cascade costing £100. The same money now reaches five times as many people. That one is not a client engagement. I do it because it matters.
The practice
FastMora is a practice, not a firm.
That is a deliberate choice. Engagements are led by me. Specialists join by engagement rather than sitting on a payroll waiting for work, which keeps the standard high and the overhead honest.
Roo Mackie
Brand and business proposition
Claire Coady FRSA
Strategic brand, third sector
Dr Rodney Collins PhD
Cultural strategist, anthropologist
Dr. Collins' presence is not decorative. Systems and Empathy requires both halves, and the empathy half is anthropology done properly rather than a persona workshop.
What we don't do
- No retainers
- No off-the-shelf workshops
- No design briefs
- No commodity execution
- No permanent seat in your business
Every engagement is scoped to a decision and designed to end.
A note on credentials
There are two kinds of name on this site and we keep them apart.
Career. L'Oréal, Nestlé, Unilever and others were worked on through Interpublic and Nickelodeon. That is where the expertise was built. It is not FastMora's client list.
FastMora engagements. Primo Waters, Yogasleep, Jadex, EY, Makerspace at Ogilvy & Mather, a listed digital services group, a national foundation, American Express, BTTR, Rogative, Shake It Easy, Committed to PR.
Merging the two would make the logo wall look better and the evidence look worse.