Jonathan McClory is a Partner at Sanctuary Counsel. He is a globally recognised expert on soft power, public diplomacy, and place branding. Jonathan has advised governments across four continents on matters of reputation, policy, campaigning, place branding, and effective global engagement. Before joining Sanctuary Counsel, Jonathan was General Manager for Asia at Portland, where he built up and oversaw the company’s work across the Indo-Pacific from Singapore. Jonathan also served as a Partner in the Government Advisory practice of Portland in London and is the creator of the annual study: The Soft Power 30. Prior to his time at Portland, Jonathan oversaw place branding strategy at Winkreative (the sister company of Monocle magazine). While at Winkreative, Jonathan led the development and launch of a new nation brand and global campaign for Thailand, commissioned by the then Prime Minister. He also worked as a consultant in the London office of the Boston Consulting Group. Before working in the private sector, Jonathan was a Research Fellow at the think tank Policy Exchange and Senior Researcher at the Institute for Government (IfG). While at the IfG, Jonathan developed the world's first composite index for measuring the soft power of countries. This earlier work informed Jonathan’s eventual creation of The Soft Power 30.