Meet The Panellists: How Are Agencies Evolving?
As part of Little Black Book's exploration into the major trends, changes and challenges facing the UK marketing advertising and creative communities, Better Together will dedicate a special session to the evolution of agencies.
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At 15:00, our very own Zhenya Tsenzharyk, UK Editor, will be joined by:
- Matthew Watson, executive creative director, Sips & Bites (PepsiCo)
- Pip Hulbert, CEO, VML UK
- Natalie Graeme, founder, Uncommon
- Chris Gallery, head of strategy, Mother
- Carlo Cavallone, VP of Creative, Our LEGO Agency (OLA), the LEGO Group
PANEL SYNOPSIS
Keeping up with advertising agencies and their changes can feel like a full time job in itself.
For what seems like forever, the major players in the advertising industry have been restructuring, shaking up their offering and smooshing together previously happily separate agencies. More and more brands are building their own tailor made studios and hot shops. And indies are becoming more entrepreneurial than ever. No one seems to do just one thing any more, some do PR, some have built up events, some have built their own production units, talent agencies, tech expertise and more. For those who work with agencies, whether marketers, suppliers or partners, it can be confusing to figure out who does what and where opportunities lie. We’re bringing together agency insiders from a whole spectrum of the industry to learn just how agencies are evolving, how to get the best out of them and where they’re going next.
MODERATOR
Zhenya Tsenzharyk, UK Editor, Little Black Book
In 2021, with a decade of creative writing experience under her belt, Zhenya joined LBB as a writer in EMEA. Over the past three years at Little Black Book, Zhenya has written about all facets of the creative industry from brand through to creative, production, music, sound and martech. Her portfolio includes interviews with some of the industries most celebrated business people and most brilliant creative minds.
In August 2024, Zhenya stepped into the role of UK editor. Zhenya’s new role is a commitment to giving businesses within the UK more time, attention and coverage on LBB. Alongside her, managing editor of EMEA Alex Reeves and writers Olivia Atkins and Zoe Antonov cover all other key regions across Europe and MEA.
PANELISTS
Matthew Watson, Executive Creative Director, Sips & Bites / Pepsi
Matt joined PepsiCo in 2020 and is currently Executive Creative Director for Sips & Bites Europe heading up the creative department and leading the agency. Since joining Matt has built out a team of award-winning creatives delivering multiple Cannes Lions, Yellow D&AD pencils and many other global awards. Working across the whole portfolio including Walkers, Doritos and Pepsi. He’s even managed to get a Guinness World record for the world’s largest Wotsit which was featured on the BBC and ITV news!
Prior to joining PepsiCo, Matt spent 2 years as ECD of Cult LDN/NYC straddling across both locations leading the creative on Burberry, MAC, Nike and Marc Jacobs to name a few. Previously, Matt built a Publicis One cross agency team for Kellogg’s from the ground up, leading the creative across both Leo Burnett and DigitasLBi. Winning many creative awards for Pringles and Kellogg’s.
Matt is an award-winning Executive Creative Director that delivers fame driving ideas that work. A hands on thinker and doer that has honed his trade all over the world for some of the world’s biggest brands. He believes in giving back to the creative community is equally important with keynotes at industry events like MadFest, D&AD and speaking on many panels and judging creative shows regularly in the likes of D&AD and the DMAs. He spends his spare time nurturing young creatives, at the Brixton Finishing School by mentoring them and preparing them for their first gig.
Pip Hulbert, CEO, VML UK
Pip Hulbert is the UK CEO of VML, a leading global agency built to create connected brands to drive growth. Born from the merger of two of the world’s most powerful agencies, today, VML is a trusted partner that is equal parts creative agency, consultancy, and technology powerhouse, with its expertise delivering end-to-end solutions that result in revolutionary work.
VML is proud to serve some of the world's most recognised and respected brands, including Boots, Ford, HSBC, The Coca-Cola Company, and Wendy’s, who come to the agency for the perfect integration of Brand Experience, Customer Experience and Commerce. This unique ability has seen VML’s legacy agencies awarded Campaign’s Agency of the Year for six consecutive years, from 2018 through to 2023.
Pip has worked hard to build a culture that sets VML UK apart and allows people to bring their whole selves to work. This includes putting wellbeing, learning and development and inclusion, equity and belonging at its heart. A dedicated wellbeing studio and learning lab provide physical reminders of the agency’s commitment, supported by a calendar of training, events, and talks available for employees.
Under Pip’s leadership the agency has further committed to progress with a dedicated Inclusion, Equity and Belonging team and five employee resource groups, who together work to advance the equality of women’s and working parents’ rights, as well as LGBTQ+, BAME, and disabled and neurodiverse communities within the agency. This important steering committee also ensures diverse representation is always considered in the work VML creates.
Pip’s focus on nurturing people has seen her appointed as an IPA Fellow and Chair of the IPA Effectiveness Council, as well as holding a seat on the WPP Advisory Board for Women, Stella, and the WACL Board. Pip has been named in the Pitch Fanzine’s Superwomen List, Campaign’s Female Frontiers list, Creativepool’s Top 100 Leaders, AdAge’s Leading Women, and Campaign UK’s newly revived A-List in 2024.
Natalie Graeme, Founder, Uncommon
Natalie Graeme has over 20 years experience working at some of the most successful and creative agencies on the planet. Between London and Amsterdam she has run business defining relationships and strategies for global and local brands for the likes of Sony, BBC, Coca-Cola, Vodafone, The Times and many more.
Graeme is now the co-founder of Uncommon Creative Studio, alongside Nils Leonard and Lucy Jameson. Under Natalie’s leadership Uncommon has grown quickly. In 2024, Uncommon was ranked number 1 on Fast Company’s coveted Most Innovative Companies list in Advertising and Marketing globally.
The studio now boasts an impressive global footprint with offices in London, New York and Stockholm, with a far wider reaching impact. At the same time as going against the tropes and traditions of the industry, Uncommon’s commercial success continues to grow stronger year on year - doubling its revenue last year and most recently orchestrating a landmark deal with Havas/Vivendi to support the studio’s expansion plans into new geographies and capabilities - such as continuing to build the studio’s presence into the world of entertainment through long form content, documentaries, experiential, design and events.
Off the back of being named Campaign’s coveted Creative Agency of the Year last year for the second year running, the studio went on to be awarded Ad Age’s International AOTY, Creative Circle’s AOTY for the fourth year running as well as named a 2024 Contagious Pioneer.
Chris Gallery, Head of Strategy, Mother
Chris has worked at Mother for 15 years as a strategist across many of the agency’s major accounts, developing everything from global brand strategy for Stella Artois to local notoriety for MoneySuperMarket. As a strategist Chris has won multiple APG and effectiveness awards including the Grand Prix for both APG and Euro Effies. He is very proud that he, as head of strategy, led Mother London to Effie Agency of the Year and APG Agency of the Year in the UK in 2019, as well as Campaign Independent Agency of the Year and AdAge’s Standout Agency 2023. As a Partner, alongside Katie and Felix, Chris is now responsible for the day to day running of Mother London, its future direction and strategically leading key client relationships like KFC, Uber and Uber Eats. He loves nothing more than the promise of a new brief and the chance to solve a client’s business problem with creativity.
Carlo Cavallone, VP of Creative, Our LEGO Agency (OLA), the LEGO Group
Carlo Cavallone leads the creative output globally of Our LEGO® Agency (OLA), the LEGO Group’s internal creative & strategic agency, as its first ever VP of Creative.
Carlo is a core part of the OLA leadership team, stationed at its headquarters in Billund, Denmark, and working closely with OLA’s creative talent there as well as its China, Singapore, UK and US Hubs to meet the demands of an evolving consumer and media landscape, bringing to life the LEGO Group’s brand vision.
Previously, Carlo spent 13 years at 72andSunny, previously holding the role of Global Chief Creative Officer and Partner – based in their New York office but having worked in their Amsterdam and Los Angeles offices during his tenure there also, across brands including Google, Samsung and many more.
Prior to that, Carlo spent over eight years at Wieden+Kennedy in the Netherlands working with clients including Nike, EA Games and Heineken, and also worked as part of Leo Burnett’s Milan office.
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