Five by Five Appoints Annabel Mackie as Managing Director

Independent creative and innovation agency Five by Five today announces the hire of Annabel Mackie as its new managing director. With 20 years of experience across the full spectrum of marketing, Annabel has worked on everything from brand strategy for the likes of Marks & Spencer, to digital transformation for Boots.

Spending the last five years as managing partner at M&C Saatchi, Annabel handled everything from client meetings on creative and strategy, procurement, and policy and benefit updates that ensure a continued commitment to diversity, equality and inclusion. An asset to the agency, Annabel was directly responsible for leading and growing their Costa Coffee client, launching their hugely successful loyalty programme last year. With sustainability baked into its core proposition, the scheme has already proven to be greatly beneficial for the customers, business, and environment alike. Annabel’s career also boasts a proven track record of winning new business, with Waitrose being the most recent example.

A passionate advocate for diversity and inclusion, Annabel was also DE&I leader and co-chair of the Family Network while at M&C Saatchi. In addition, Annabel currently sits on the IPA Talent Committee and is a Mentor for Mentor Black Business, a proactive response to the systemic racism faced by black people in the industry.

Relishing any opportunity to broaden her knowledge, Annabel has consciously strived to elevate her offering to the next level. Stepping into the world of digital media, social strategy, and creative, Annabel dedicated herself to learning about the digital media planning and buying function to improve her channel knowledge. To complete the final piece of the marketing puzzle, Annabel has also worked to expand her knowledge about the customer space, specifically loyalty and CRM.

Now at Five by Five, Annabel particularly looks forward to elevating and expanding the agency’s existing clients’ remit, and to add yet more new client wins to an already impressive list for this year.

Annabel Mackie says: “I’m so excited to be joining Five by Five to help the agency achieve its ambitious goals. It’s got some real momentum going, so I see a great opportunity to grow at pace and produce some really exciting work. Its client roster is really interesting, especially its heritage in gaming, and given all the buzz on the metaverse I think they really have a head start in this space. There’s just so much I’m keen to get going on!”

Nick Lawton, CEO of Five by Five, comments: “Though I’ve always found interviewing one of the hardest parts of the job, occasionally the decision is easy. Annabel lit up the room and blew us away with her energy, compassion, and humility - in addition to her undoubtable experience. Her commercial, client, and people smarts meant that we instantly felt comfortable and could imagine ourselves and our clients working with her.”

He adds: “We have ambitious plans for the upcoming months, which will only be achieved with the right team in place. A raft of new business wins already this year, with plenty of pitches in the pipeline, on top of expanding client remits means that Annabel will build on the existing talent across the agency. Her rounded and proven track record in all aspects of agency life will enable us to go from strength to strength. We're just so excited to have Annabel join us - a genuine and, on a purely human level, lovely person.”