Greg Rowland studied semiotics and cultural theory at Oxford University, where he received a First.

He joined Semiotic Solutions in 1992, and was trained in the commercial aspects of semiotics by Virginia Valentine, who vanguarded the application of semiotics for marketing and advertising in the UK.

Greg formed his own consultancy in 1996, and has written and broadcasted about cultural issues for BBC Radio Four, BBC London, The Idler, Channel Four News, The Guardian, The Observer, Campaign, CNN, ITN, Wired, Brand Strategy, The Hermenaut and Cabinet.

In 2004 Greg was joint winner of the Market Research Society ‘Best New Thinking’ award. In addition to papers presented at the MRS he has addressed the AQR, APG, The UK Government Environmental Conference, The UK Department of Health, the Office of the Deputy Prime Minister and many others.