Growth and reputation strategies for global trade.
We help shipping, commodity, and trade technology companies build the reputation that turns operational excellence into commercial advantage.
Your reputation is your most valuable commercial asset.
Most companies in shipping, commodities, and trade technology are better than their reputation suggests. They have operational strength, deep expertise, and loyal clients — but the market doesn't know it.
JJN Capital exists to close that gap. We're a brand strategy and marketing consultancy built exclusively for global trade. We help our clients sharpen their positioning, build credibility with the people who matter, and develop the marketing and lead generation functions that drive commercial growth.
From strategic advisory to fully outsourced marketing, we give our clients the tools and capabilities to turn reputation into revenue — and visibility into pipeline.
Three ways to engage.
Every client relationship starts with understanding what you need. We offer three engagement models designed to fit different stages and ambitions.
Strategic advisory
Senior-level counsel on positioning, reputation strategy, and market approach. For leadership teams who want a trusted outside perspective on how to build and protect their brand.
Learn moreEmbedded team extension
We integrate with your existing team to add specialist marketing and communications capability. Think of us as your brand department — without the overhead of building one from scratch.
Learn moreOutsourced marketing
Full marketing function, outsourced to JJN. From content and digital to PR and lead generation — we run the engine so you can focus on running the business.
Learn moreBuilt for your world.
We don't do generic. Every strategy, every piece of content, every recommendation is rooted in deep sector knowledge.
Sector expertise
We speak your language. Shipping, commodities, trade tech — we understand the commercial dynamics, the relationships, and the unwritten rules that shape your market.
Business-first thinking
We measure success in pipeline and revenue, not impressions. Every strategy we build is designed to drive commercial outcomes — not win creative awards.
Full resource access
Strategy, content, design, digital, PR, lead generation — one relationship gives you access to the full capability set. No gaps, no handoffs, no excuses.
Measure what matters.
The RPI is a comprehensive diagnostic that scores your company's reputation across ten dimensions — revealing exactly where you're strong, where you're exposed, and what it's costing you.
- Composite score across 10 reputation dimensions
- Benchmarked against sector peers
- Reputation value estimate tied to enterprise value
- Actionable gap analysis and strategic roadmap
Senior people, not junior proxies.
Joe Cook
Founder & CEO
Joe brings 20 years of senior leadership across global shipping, commodity trading, and strategic communications. He founded JJN Capital to do for trade, logistics, and commodity businesses what most generalist agencies can't: bring genuine sector expertise to brand and commercial strategy.
Annie Dalby
COO & Executive Director
Annie has spent over a decade building and running marketing functions across B2B and cultural sectors. At JJN, she leads on client delivery — turning strategy into programmes that reach the right audiences and drive real results.
Harry Colby
Senior Consultant & Executive Director
Harry is a social media and paid media specialist with over a decade of experience running global campaigns for some of the world's largest organisations. At JJN, he brings the analytics, reach, and creative rigour that turns good strategy into measurable results.
Ready to close the gap between performance and perception?
Whether you need strategic counsel, a marketing function, or a complete reputation diagnostic — we're ready to talk.