Rob Thomas studied semiotics at Oxford University, before joining the Procter & Gamble graduate programme in 1993. From there he joined L’Oréal, to run the category-defining skincare brand, Synergie. Then it was time for a change: three years with Semiotic Solutions, the UK pioneers of brand semiotics.

In 2005, sensing clients’ need for a more accessible approach, Rob founded Practical Semiotics and soon built a list of forward-thinking global clients and agency partners.

As well as running the business and leading on projects, Rob teaches semiotics for the Market Research Society in London.