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