Georgina founded Untapped Brading to help companies define their purpose and tell their stories through branding, communications, and design.  

What’s your story?

Ever since I read the book as a little girl, “What do People do All Day, by Richard Scarry”, I’ve wondered what makes people tick.  Born into a family of South African academics in Barcelona, I’ve always been curious about what people do and why. This curiosity led me to focus my business career on branding and connecting the dots between how people live and how brands can intersect with them.  Branding led me to work at leading strategy consultancy Vivaldi Partners in London and New York and then to head up strategy for the ExxonMobil advertising account in Asia Pacific. I now run and own the branding agency, Untapped Branding.  

What excites you most about your industry?

We’re living in a time where how you tell your story is more important than ever.  We’re all looking to hear from people and brands that talk to us personally, authentically and that share our values.  Having Untapped Branding as a part of these conversations is incredibly exciting  

What’s your connection to Asia?

I moved to Asia from New York with my husband at a time when the world was sinking under the weight of a recession, and Asia was booming.  The momentum and energy of this region is incredibly inspiring.  

Favourite city in Asia for business and why?

Hong Kong.  I started Untapped Branding here because it has such a positive, dynamic and open business community.    

What’s the best piece of advice you ever received?

Spend a third, save a third and pay rent with a third. Simple but effective.  

Who inspires you?

My father passed away last year, and we were very close.  Whenever I have to do anything, I still check with him first.   Things he would say (mainly while jogging with me): “We just have to run to that lamppost over there, then we’ll find another lamppost to run to after.” “Don’t worry, it will all come out in the wash in the end.” Referring to things all settle down in the end  

What have you just learnt recently that blew you away?

I am fortunate enough to meet a lot of people through my work.  The other day I met the creative director of an innovation firm who told me they had cured his wife of cancer through radically changing her diet.  They now live on a farm and sell their organic vegetables at the market. I had always taken the whole clean eating movement with a pinch of salt, but his story has changed my mind.  

If you had your time again, what would you do differently?

I’d have learnt to ski when I was young enough not to freak out.  

How do you unwind?

I read to my kids every night. We’re going through the “Little People, Big Dreams” collection and are all enjoying learning something new as we fall asleep.  I also listen to PodCasts – Oprah’s MasterClass and TED Talks are some of my favourites

Favourite Asian destination for relaxation? Why?

Hanoi.  I always feel like I’m on a treasure hunt there for secret coffee shops and a hundred ways to eat pho.  The madness of the city suddenly disappears as you escape into tree-lined residential streets and rooftops.  The place is quite magical.

Everyone in business should read this book:

Simon Sinek’s, Start With Why. Every business should be driven by its purpose.

Shameless plug for your business:

We help companies define their purpose and tell their stories through branding, communications, and design. We work with big brands like Decathlon and Tatler, but we also work with exciting smaller firms that are changing their industries.  Here’s our website:

How can people connect with you?

Email: [email protected]

Twitter handle?

I’m more active on LinkedIn as Twitter feels like a messy playground at the moment for politics, job searches, daily news, and gossip, where everyone is seeing who can shout the loudest.  Better find me on Linkedin: Georgina de Rocquigny  


This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder and CEO of MBH Corporation PLC. He is the author of two best-selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:

Download free copies of his books here:

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