Nathan Reddy is chief creative officer at GRID Worldwide. GRID Worldwide is a creative investment business which generates value for its client by creating solutions for its clients' business challenges. The agency specialises in creating challenger brands which disrupt the conventions of their marketing category. Underpinning its work is a proprietary investment creative operating model called #makeitmeansomething, an ethos which is grounded in giving brands real meaning and purpose so that they are able to live in popular culture.