James Kerr

    Founding Partner

    Charismatic, dogged, poetic – our intellectual beacon

    James is a renowned author, speaker, and business advisor. He has over 25 years’ experience delivering game-changing solutions for world-class clients such as HSBC, Shell and KPMG. His international bestseller, Legacy – What The All Blacks Can Teach Us About The Business Of Life, explores the culture of the New Zealand rugby team, the most successful sporting side in history.

    Employing the insights he’s gleaned from working with the Gurkhas, Tier One special forces, and other top-flight sports teams, James is the intellectual foundation of Fable.


    Roger Hart

    Founding Partner & CEO

    Calm-under-pressure, authoritative, entrepreneurial – our unflappable pilot

    Roger has 25 years’ experience working across marketing and business consulting on both the client and agency side. He’s a natural entrepreneur and leader, having founded a number of businesses and led others to commercial success. He’s also managed a number of large-scale transformation projects for clients like HSBC and Shell.

    Last but not least, he’s the dynamo and CEO of Aesop Group.


    Edward Woodcock

    Strategy Partner

    Unassuming, thoughtful, provocative - our narrative guru

    Ed has over 15 years’ experience in brand strategy and advertising, helping some of the world’s most influential organisations, such as Boeing, Squire Patton Boggs, and HSBC. But it was his MA in Creative Writing that inspired him to invent our narrative approach.

    He’s passionate about the idea that business leadership is as much performance as science.


    Paul Howarth

    Client Partner

    Inquisitive, empathetic, tenacious - our genial host

    Paul is the focal point of client relationships at Fable. He’s helped brands and businesses tell better stories for over twenty years, counting comparethemarket.com, Unilever, Volkswagen, Pernod Ricard, Marmite and The Big Issue Foundation among his clients.

    In his spare time, Paul commentates on Guerilla Cricket Radio, telling the never-ending saga of the England team.


    Paul Shearman

    Strategy Partner

    Insightful, rigorous, creative - our strategic champion

    Paul has been a brand and communications planner for 25 years. As well as developing award-winning campaigns for the likes of Sony, Nissan and UKTV, he has led global brand strategy for HSBC, Shell and Team Sky – the latter one of the world’s most successful teams. 

    His flipchart storytelling is the stuff of legend.


    Rachel James

    Account Director

    Cool, sparky, organised – our project quartermaster

    Rachel handles the full range of projects at Fable. Her roll call of satisfied clients includes HSBC, Clipper Teas and Tic Tac. If you’re interested, she can tell you the full story of the HSBC employee whose actions led to the arrest of a nefarious individual on suspicion of human trafficking.

    When not looking after Fable clients, Rachel is something of a boxing whiz.