Great People: Introducing Daniel Vincent

Meet Daniel, Great State’s resident deep thinker, endlessly energised by insights and connecting the dots.

He’s a philosophical mind with a knack for uncovering deep insights and seeing the bigger picture. An Arsenal fan, and true in form, he’s always second to arrive at the office (😉). A devoted bookworm too – looking for your next great read? Daniel’s got you covered.

Take it away, DV.

Who are you and what do you do?

Hello, I’m Daniel Vincent – Digital Strategist at Great State.

How did you get to be here?

It’s been a winding road via London, Lisbon and Auckland, a previous life as a one-man-accounts department and long-held dreams of becoming a legendary novelist, following in the footsteps of Huxley, Hemingway and Hunter Thompson.

I channel that same curiosity and love of stories into my work - spotting patterns in chaos, crafting campaigns that truly resonate, and turning data into insights that create real impact.

What are you excited to get started working on?

I’m leading our internal research programme, Shifting States, which looks at Gen Z digital behaviours and preferences. It’s revealed that brand loyalty is dead. Gen Z expect seamless digital experiences and won’t stick around for anything slow. I helped co-present a recent webinar which featured input from some big players in their sectors: ASOS, Waitrose and Jaguar Land Rover.

Other than that, I’m helping the RNLI level up their volunteers' digital experience and kicking off an exciting new opportunity with the British Army.

How do you know when you’ve produced something great?

What a question! What’s the bar? I have pretty high standards – so the oh so elusive 10/10? I’m not sure it’s even possible. There’s always room for improvement, right?

What excites you about your work?

I’m a naturally curious, philosophical problem-solver, so I love being able to lean into those traits every day. I love doing original research and digging for insights.

I love that feeling of seeing something in a whole new way or joining dots that haven’t obviously been joined before. I love crafting compelling narratives that enhance understanding or move people somewhere new.

And I love fixing: uncovering problems, flipping into opportunities and helping teams dream up exciting solutions. After living a few different lives so far, I’m super grateful to be living this one right now. 

What excites you in life?

The Afuri hazelnut tantanmen, truly the best ramen dish out there. Madeline Miller’s next novel. Oh, and snorkelling coral reefs. Need I say more?

If you could work on one brand which one would it be, and why?

Just one?! Impossible. I’ll go for three: FIFA – because I’m a football fanatic and they’re a hugely influential, vaguely shadowy organisation I’d love to peek behind the curtain of. Mental health charity Made of Millions trying to change how the world perceives mental health, because they’re doing vital work close to my heart. And fun, impact-led Karma Drinks making fizzy drinks meaningful, because nothing quite beats a bottled Razza on a hot day.

What is the future of tech looking like to you?

I think we’ll see a future that feels both space-age and grounded. On one hand we’ll see a future of quantum computing, data crystal storage and Artificial General Intelligence, with humanoid robots, neural interfaces and instant everything.

However, on the other I think we’ll see widespread digital pushback, with large swathes preferring a more in-real-life, slowed down, nature-based lifestyles. Whether they’ll be two sides of the same coin or at odds with one another is to be seen.

The best outcome is AI productivity freeing time for more rich and meaningful lives… but in reality, it’ll probably be far less egalitarian. One thing’s for sure: change will come a lot faster than we think.

Ask a question back. What do you want to know?

Why are people fixating on the environmental impact of ChatGPT searches, but hardly noticing the 23 million+ TikToks (etc) uploaded every day?

Want to take your digital strategy to the next level? Drop Daniel a message at daniel.vincent@greatstate.co.