Attention is easy.
Relevance is harder.
Forward Slash helps organisations turn audience insight into strategy that drives relevance, community and growth.
AUDIENCE • BRAND • SOCIAL • CULTURAL STRATEGY
Founded by Keturah Cummings, Forward Slash is a creative strategy agency partnering with organisations, brands and creative businesses.
STRATEGIC CONSULTING • FRACTIONAL LEADERSHIP • STRATEGIC CONTENT SYSTEMS LEARNING & DEVELOPMENT • CAMPAIGNS & SPECIAL PROJECTS
SELECTED EXPERIENCE .
Most marketing problems don't start in marketing.
Organisations often come looking for help with social media, content or brand strategy.
Those challenges are real.
They’re also often symptoms rather than the cause.
• Brand awareness is growing, but consideration isn't.
• Marketing activity feels increasingly reactive.
• Different teams are pulling in different directions.
• Competitors seem to connect with audiences more naturally.
• Growth has slowed, but it's unclear why.
• Content output is increasing without delivering meaningful business impact.
The underlying issue is usually a disconnect between:
What the organisation wants to achieve
What its audience actually values
The strategic decisions being made between those two.
That's where Forward Slash works.
Better decisions start with better understanding.
Every organisation is trying to influence decisions.
Buy. Subscribe. Donate. Recommend. Apply. Return.
Those decisions are rarely shaped by Marketing alone. They're influenced by people's expectations, experiences, communities and the cultural context in which they exist.
Forward Slash helps organisations identify the value they need to create for the audiences they want to reach - and translate that into strategy, systems and practical ways of working, that deliver measurable commercial outcomes over time.
SELECTED WORK.
Strategy only matters if it changes outcomes.
Across media, entertainment, technology and consumer brands, Forward Slash has helped organisations to solve strategic challenges, strengthen audience connection and internal build capability that lasts.
MEDIA
Downtown Music
Audience Strategy and Content innovation.
PUBLIC SERVICE MEDIA
BBC
Audience Strategy and Content innovation.
TECHNOLOGY
Amazon Music
Audience Insights and Social Innovation.
ARTS & CULTURE
Partner Strategy and Campaign Direction.
ENTERTAINMENT
Netflix
Social Strategy and Campaign Direction.
Every engagement looks different. The objective stays the same.
HOW WE WORK.
Helping organisations make better strategic decisions with greater clarity and confidence.
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Audience, brand, social and cultural strategy.
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Senior strategic leadership embedded within your organisation.
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Connecting editorial strategy with day-to-day execution.
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Building strategic capability within internal teams.
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Strategic leadership for complex initiatives and campaigns.
A PERSPECTIVE BUILT THROUGH PARTICIPATION.
Research provides evidence.
Participation provides perspective.
Forward Slash's approach has been shaped through participation across multiple disciplines - not simply observation of them.
That perspective comes from experience on different sides of the work: inside organisations, among audiences and communities, within creative practice and through active participation in culture.
The thinking behind Forward Slash continues to develop beyond consultancy. Those experiences continue to inform the work delivered inside organisations.
BEYOND CLIENT WORK.
Cannes Lions
Jury Member, Entertainment for Music
Young Music Boss Awards
Named Music Entrepreneur of the Year 2025.
Speaking
Panels, keynotes and industry conversations exploring strategy, culture and audience behaviour.
Media
Podcasts, interviews and editorial features.
Let’s start with the right conversation.
Whether you're navigating organisational change, developing a campaign, strengthening audience connection or tackling a broader strategic challenge, every engagement begins in the same place:
Understanding the problem well enough to solve the right one.