Boffey is co-founder and director of consulting at Great State. A specialist in keeping brands relevant by improving the experience they offer, the Oxford PPE graduate has previously worked at agencies including DDB, Grey, Wieden + Kennedy and R/GA. He created the ‘Good Food Deserves Lurpak’ strategy which has now been around for over a decade and powered the brand to No 1 in its market. He authored the plan for Adidas’ activation of its sponsorship of the London 2012 Olympics, making the brand the most talked about at the games. He developed Adidas’s global football strategy that has seen it steal the crown of the world’s most valuable sports performance brand in soccer back from Nike.