About the author 3
About the author
Jonathan McClory is an Associate of the Institute for Government and anindependent strategy consultant specialising in soft power; public diplomacy;cultural relations; place branding and creative industries. Jonathan previously ledthe place branding practice of the London-based creative agency, Winkreative(the sister company of
). Prior to joining Winkreative, Jonathanworked as a consultant in the London office of the Boston Consulting Group.Before working in the private sector, Jonathan was Senior Researcher at theInstitute for Government, where he remains an Associate. His work at the Institutehas spanned a number of areas including foreign policy strategies, effectiveleadership in government, strategic reform of central government, andtransformational change in the public sector. While at the Institute, Jonathandeveloped the world's first composite index for measuring the soft power of nations. The results of the index are published jointly by the Institute and
on an annual basis.