United Kingdom
As a founding partner of Umbrella, I have over 20 years of experience in creating engaging and effective promotional marketing campaigns for CPG and other categories across various channels and platforms. I lead a team of experts in integrated marketing, digital strategy and relationship marketing, who deliver innovative solutions that drive purchase and loyalty for our clients. An important part of our work with brands is around their partnership with sports and events. Understanding how that partnership is weaved into the culture of consumers is critical to delivering our objectives for brand penetration and category growth. Whilst media delivers traditional brand metrics - at Umbrella we deliver commercial results and data dividends. A not-so-well-known fact about me is my passion for Web3 and blockchain infrastructure. It delivers a paradigm shift in marketing and breaks all the rules about fandom and personal IDs. This new technology heralds-in not only the most amazing immersive brand experiences, but it also allows for personalisation on a whole new level. I am working with clients to develop strategies and test out campaigns that leverage the power of decentralized technologies, smart contracts, and collectables...because although the tech is new....most of the marketing techniques remain unchanged. In everything we do...our goal is to provide the best advice and service to our clients, while staying on budget and ahead of the culture curve.
Over the past seven years, UK advertising has experienced significant growth, with exports increasing from £7.1 billion in 2016 to £18.5 billion in 2023. This positive trajectory can be attributed partly to the growing number of UK advertising and market research companies engaging in international activities. In 2023 the number of companies categorised as advertising and market research services is 23,095, a number that has remained largely stable since 2016. Just under a third of UK advertising and marketing related service companies currently engage in exporting, indicating significant untapped potential for growth. To further drive growth and expand global reach, the industry launched the UK Advertising Exports Group (UKAEG) in 2020. This initiative, supported by the Advertising Association, APA, BPMA, IPA, and the Department for Business & Trade aims to promote UK advertising services worldwide. My role on the Leadership Board is to ensure every exporting opportunity is fully shared amongst members and that the presence of UKAEG members at international events stands head and shoulders above other markets. Make certain that UK Advertising creativity takes front and centre and conversations with global brands continues long after each event.
We are a Promotional Agency that specialises in Shopper Activation (win, free gift, cashback, couponing & loyalty mechanics). We build consumer journeys for on and off-pack competitions promotions and project manage from start to finish. We offer strategic advice and manage all the processes involved: redemption websites, winning algorithms, digital and paper coupons, data & compliance, Ts&Cs, prize sourcing, delivery winner management, fulfilment, independent adjudication and safeguarding budgets with risk management insurance. We do not have an in-house creative or design team and are therefore the perfect partner to creative agencies as well as brands. If you are planning an incentive mechanic or promotion, then we are the right partner for your team.
URMA is Umbrella's counterpart for the Asian Pacific. URMA is headed up by Melissa Whitby and offers services very similar to the UK. This geographical area is experiencing tumultuous growth and all of the marketing challenges that goes with it. It is beneficial for our core clients to have an Umbrella Team closer to their own shores, with that vital understanding of their market.
Mando is part of the WPP network and offer Fixed Fee promotional cover as well as promotional fulfilment and call handling for their clients. I worked across a range of brand owners and creative agencies.