Over a beer in the summer of 2020, Ant & I scribbled down a phrase on a scrap of paper: “Big agency thinking, without the big agency bullshit”. We imagined a new breed of agency. Where the senior team are in it with you from start to finish. Where clients get the best talent on their business, not the cheapest available. Where creativity is not constrained by organisational silos. Where everything is focused on real work for real people.A month later, The Ninety-Niners was born.

Ant Hopper and I joined Lowe to build a new agency network, dedicated to serving shoppers in the digital age. Seeing the opportunity to bring together data, behavioural sciences and creativity, we transformed the fledgling retail activation shop into one of the UK’s leading customer engagement agencies. We helped some of the biggest and best companies in the world build ‘customer-out’ campaigns, including Unilever, Google, Diageo, Harley-Davidson, Etihad, Danone, Discovery and Mars.We… Show more Ant Hopper and I joined Lowe to build a new agency network, dedicated to serving shoppers in the digital age. Seeing the opportunity to bring together data, behavioural sciences and creativity, we transformed the fledgling retail activation shop into one of the UK’s leading customer engagement agencies. We helped some of the biggest and best companies in the world build ‘customer-out’ campaigns, including Unilever, Google, Diageo, Harley-Davidson, Etihad, Danone, Discovery and Mars.We established MullenLowe Group UK’s first data planning team and expanded the Open network, with new offices in New York, Paris and Abu Dhabi. MullenLowe Open was merged with MullenLowe Profero in 2020. HighlightsNHS ‘We are the Nurses’The Drum Marketing Awards 2020: Most Effective Use of Data & Grand PrixDMA Awards 2019: 3 x Gold, including Best Customer JourneyHarley-Davidson: Personalising lead nurture and loyaltyEstablished 3 year strategy to leverage Harley’s rich first party data and transforming tech stack across 17 markets.Change Cycle repurchase campaign: 6:1 ROI; Handraiser campaign: 9:1 ROIDMA Award 2020 (Silver): Best Use of EmailGordon’s Yay DelayDMA Award 2018: 2 x Silver (Best Data Strategy, Best Use of Mobile)Etihad: Loyalty Reimagined3 year strategy to reimagine Etihad Guest frequent flyer programmeAverage $2.5m incremental revenue per monthEffie Gold 2018 (Travel for Good)Google Cloud ‘Ask the Cloud’Targeting Enterprise chief technology officer with limited edition Google Home that answered questions about the cloud.. Response: 16% (2.2X benchmark), qualified lead potential $235MEffie Silver 2019, Clio Bronze 2018The British Heart Foundation ‘Bag it Beat it’MAA Gold 2015, Best Integrated CampaignPersil ‘For Whatever Life Throws’Euro Effie Silver 2014MAA Gold, Household Category 2014MAA Bronze, Shopper Marketing 2014 Show less

I was an early pioneer of shopper marketing, applying new data and consumer psychology to the act of shopping. I became Director of Strategy, responsible for developing the strategic capability of the London office of Saatchi & Saatchi X. I worked closely with key clients including Proctor & Gamble, Diageo, HTC, Pepsi Co, Cadbury and Starbucks building strategies for global, regional and local campaigns. Also led internal and external training programmes designed to help people see the… Show more I was an early pioneer of shopper marketing, applying new data and consumer psychology to the act of shopping. I became Director of Strategy, responsible for developing the strategic capability of the London office of Saatchi & Saatchi X. I worked closely with key clients including Proctor & Gamble, Diageo, HTC, Pepsi Co, Cadbury and Starbucks building strategies for global, regional and local campaigns. Also led internal and external training programmes designed to help people see the world through the eyes of the shopper.HighlightsMCCA Agency of Year 2010Guinness 250 'Arthurs Day'Global celebration of the 250th anniversary of a remarkable beer. MCCA Gold, Best Campaign featuring sales promotionBest Client, Ronan BeirnePampers Unicef 'One Pack = One Vaccine'Campaign to eliminate new born tetnus which started life as a UK shopper activation. 16 years after the first campaign was launched in the UK, more than 100 million women and babies have been protected.MCCA 2 x Gold (Best Long Term Campaign, Best Promotional Campaign), 2nd Place Best Overall Campaign Show less

Led a team responsible for growing P&G business including Pampers UK and Beauty brands in Western Europe. Also responsible for taking the pioneering message of Shopper Marketing out to new clients including Coca-Cola, General Mills and Pepsi-Co.

Joined the board at Dynamo, with responsibility for Business Development.

Led an account team responsible for winning and developing new clients at Dynamo. Highlights included working with Unilever, launching Lux and creating activation campaigns for Lynx. Also developed retail activation and promotional strategies for Nectar (LMUK).

Led the expansion of the Budweiser account team to become Dynamo's biggest client, delivering on and off trade activations.

Key clients: Scottish & Newcastle Retail, Southcorp Wines (Lindemans), Sharwoods. Created S&NR's first ever Occasion Based Marketing tool enabling pub managers to focus their offer on the needs of the customer at key periods of the day, week and year.