Simple ideas for complicated businesses

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Simple ideas for complicated businesses

Here’s a simple idea. Find an emotional connection between your value proposition, however complicated, and your audiences. Use it to inspire and guide all your communications – ads, social, video, digital, events, content. Let those channels do what they do best, from impact to engagement, encouraging audiences to build their own unique conversation with you. And deliver an immersive, lasting brand experience. 

It’s a simple idea, but it’s quite hard to achieve. Doing it means finding people with the strategic understanding of how your firm really works, in all its complexity. The creative ability to turn that understanding into powerful, emotionally-driven words and pictures. And the capability to deliver integrated communications in any medium, anywhere. It’s what we do at AML. We call it simple ideas for complicated businesses. 

As an independent, fast-growing agency we can give our clients the energy and attention of the whole team. Our new management team, headed by Ian Henderson and Tim Lloyd, bring together experience from some of the world’s leading agencies and brands in creativity, business and technology. If you’re wrestling with tangled markets, tough audiences and tricky propositions, we can help.

An independent approach to global campaigns

Our global reach

In the sectors where we work – finance, professional services, even national security – borders are barely relevant any more. Our clients, audiences and digital media channels are part of a global super-culture; so our ideas have to be up there with them. 

In a connected world, organisations are able to operate freely almost anywhere. People who work in knowledge businesses can move from one country to another more readily than ever before. Global audiences get their news, entertainment and information from the same shared sources. 

Cultural, language and political differences happily still exist; and the technology exists to transcreate and transmit  specific messages that work for local audiences. But for multinational communications similarities are rapidly becoming greater than differences, even in the regulation of multinationals. And that means an already enormous opportunity for international organisations to run global campaigns from a central marketing hub. 

For creative agencies too, the game has changed completely. The need for local offices managing local campaigns as part of an international network has largely gone. Multi-channel, integrated campaigns can be created, mastered, localised and delivered digitally – with adaptations that reflect local difference – in any language, any medium and any territory. 


This is not news. AML has been doing it for a long time, working closely with media networks, implementation partners, research agencies and local client offices. But what’s changing is the constantly-improving technology that makes it all possible; we believe it’s now easier for clients to co-ordinate a global campaign through a single hub in London than to work with an old-style network. 

One team, one brief, one set of objectives and metrics. And the benefits to our clients – economic as well as strategy – of one simple idea that aligns and unifies global communications should be immediately apparent. Although as ever, the proof is in the delivery.

In just eight weeks from inception, our global brand platform for Robeco was live in ten languages and twenty-seven countries around the world, far exceeding campaign targets within three months of launch. 

We’re currently running campaigns across Europe for several clients, big and small. And we’re running local campaigns in specific countries all over the world – like Italy, Japan and nationwide across the USA. 

There’s still a place for the large agency networks. But for many clients especially in complicated business areas – finance, professional services, security, technology – we think it’s time for a new, independent approach. To find out more, get in touch.


Our client club…

Renaming, strategic positioning and brand relaunch

Strategic positioning and branding in Europe

Brand campaign, creative and asset creation

New brand campaign

Content strategy and delivery

Brand & digital strategy

Creating a refreshed brand visual identity

Strategic positioning and launch of their Security Services

Brand campaign, creative and asset creation

Content strategy and delivery

Global brand platform and all-channel advertising campaigns.

Case Study

Global integrated campaigns

Case Study

Global integrated strategic and creative campaigns

Advertising, content & digital campaign (EMEA)

Case Study

Brand strategy & B2C advertising campaign

Case Study

Advertising campaigns to enhance security operations

Content marketing and website development for leading international law firm

Case Study

National print and digital advertising for launch of newly-merged pensions provider

Case Study

Global rebrand and strategic positioning

Case Study

Creative campaign for construction industry

Content marketing for leading international law firm

Case Study

National ad campaign across USA for retirement adviser

Case Study

Global content campaign

Social media and digital strategy for specialist finance group.

Content marketing and digital strategy for leading global banking group.

Case Study

An unusual agency, and some extraordinary people

Meet the team

Duncan Walters

Experience Partner

Car and bike enthusiast with the (not so) secret soul of a geek, Duncan brought his love for data to AML. He heads up our Experience team and has over 15 years’ experience leading digital and integrated strategies. He helps brands grow by leveraging intelligence, content, behaviour and technology – impressive, almost as much as his wood fired cooking skills!

Dianna Lu

Junior Account Manager

Dianna joined AML with two years’ experience in marketing for cosmetic brands. She combines an obvious love for creams with a surprising love for crimes – not an offender though, just an avid listener of true crime podcasts (phew). When she’s not taking brilliant care of her accounts, she also gardens for berries.

Ross Garden

Creative Director

After astonishing adventures such as traveling around the world nine times, flying solo in a homemade aircraft and working in a Victorian lunatic asylum, no challenge is too big for Ross. And when it comes to creative challenges, he’s been dealing with those brilliantly since 1992. Award-winning art director and creative director, if in a tight spot he can always rely on his fire-breathing skills to get some extra wows.

Silvia Cutrera

Junior Copywriter

Copywriter by day, ukulele-armed-wannabe-comedian by night, Silvia’s life is quite different from her old days as a lawyer in Italy. Still, now as before, she loves to eat, sing, and talk a lot.

With her hands, of course.


Sarah Nunneley


Sarah came to us straight from university where she graduated with a degree in psychology. Her thesis looked at how the way we think about the future affects our decision making – perfect preparation for her strategic role at AML. Sarah is also chief wrangler to Jellybean, her Toy Cavapoo, who’s just one of our canine staff members. Outside the office she is a devoted aficionado of Musical Theatre and dog walks.

Rowena Turrell

Management Accountant

Rowena has brought over twenty years’ experience in the industry to AML and is just as excited by putting in new processes as she is keeping the numbers in check: ‘There’s never been a dull moment’ she asserts. When not deep in forests of figures, Rowena loves nothing more than getting out to the theatre, the ballet, the opera or a gig – with ‘a spot of yoga or a gong bath’ thrown in to ensure that she maintains her equilibrium and keeps those pesky numbers thoroughly crunched.

Joanna Lippiatt

Senior Account Director

Joanna has worked at a number of London’s leading agencies, many of them focused on the financial and professional services sectors. In her (very little) spare time she plays regular netball in one of the London Leagues and also confesses to a fascination with the world of traditional baking, taking particular delight in decorating celebratory cakes. She is at pains to point out that she never combines her passion for netball with her passion for baking, ‘as that might be messy’.

Eleonora Rimini

Marketing Executive

Eleonora recently completed a languages degree, which she followed up with a year of valuable experience working in two in-house brand-marketing roles in Europe. Fluent in both French and Italian, her continentally acquired addiction to coffee sees her endlessly scouring London for that perfect cappuccino.

Christian Barnes

Strategy Director

Christian heads up the AML strategy team and has over 35 years’ experience of working with clients from household automotive and FMCG brands such as P&G, Cadbury and Perrier – to financial, educational, charitable, chartered and legal organisations. Outside work, Christian intends to ski and sail as long as his knees and his bank manager support him – but is more often to be found watching rugby, ballet, film or theatre – or, indeed, the foam atop a hoppy IPA.

Faye Newbold

Account Executive

Always armed with hand sanitiser, Faye is AML’s resident germaphobe. But when it comes to account handling, she’s not afraid of getting her hands dirty. In her downtime, she enjoys collecting Kinder Egg toys.

Marc Shalet

Senior Account Manager

Marc acts as the primary day to day contact for AML’s clients, assiduously representing their needs within the agency – and what gets him out of bed in the morning is delivering fast-paced, integrated campaigns. Give Marc half a chance and he’ll be glued to the tennis or rambling determinedly for miles around the capital. Either that or it’s ‘apron on’ for a spot of cordon bleu.

Annabelle Meddows-Taylor

Senior Account Manager

Having recently moved to London from Sydney, Annie brings her talent for building big brands to AML. She enjoys travelling, listening to podcasts and is a proper foodie and ‘drinkie’ (Aussie for ‘pub-crawler’?).

Mat Carpenter


In his time before AML, Mat worked in high-end fashion and the publishing world – enhancing images for some of the world’s most prestigious brands. Outside work, Mat’s an F1 obsessive, though as he says, “I’ll watch anything if it’s on a race track”. The high-octane thrills aren’t confined to the trackside however; snowboarding season will find him performing ‘Canadian Bacons’, ‘Cross-rockets’, and ‘Super-Mindys’ wherever the powder is freshest.

David Walton

Group Account Director

Account man, semi-professional footballer and drummer, David’s interests are as diverse as the brands he’s worked on. With nearly two decades of agency experience, he’s seen it all in adland. Oh, and he’s also a DIY enthusiast with a tool shed that’s ‘equipped to handle anything’.

Merope Beddard

Client Services Director

With over fifteen years’ agency experience, Merope heads up the account handling team at AML. When she’s not busy building brands, nurturing client relationships or listening to Radio 6, you’ll find her sprinting down the streets of Clerkenwell (she’s an active member of AML’s running club).

Dan Anderson

Head of Delivery

A highly experienced, cross-discipline project director, Dan is the man when it comes to making sure AML delivers. He enjoys 10k runs along the Brighton seafront, as well as pilgrimages up and down the country to watch his beloved Brighton and Hove Albion. Dan also likes to cook pig’s head with langostines. It is, he assures us, delicious.

Lucy Rogers

Account Director

Lucy has seen it all in client services and prides herself on being truly unflappable – an invaluable trait among AML’s account handlers. Two things she’s sure to lose her cool around though are her twin loves of food and dogs. Throw in a beach and she’s pretty much in heaven.

Alex Francos

Studio Manager

Alex’s 14 years’ experience, both agency-side and in-house at an investment firm, means she can navigate financial jargon as well as she can her own studio. She’s also a dab hand at freehand writing techniques, an admirer of garden design and collecting leopard print clothing – if that’s a hobby.

Jack Howell

Account Manager

Channeling his knack for coordinating campaigns, Jack has managed to corral creatives and account handlers into AML’s five-a-side team. When he’s not commanding the football pitch, he’s salivating over plans for his next culinary escapade.

Tim Lloyd

Managing Director

Since being tricked into doing a presentation in a nurse’s uniform when he started working at Allison Mitchell back in 1993, Tim has moved from the role of trickee to master trickster. Outside of work (and that outfit) his preferred pastimes revolve around horse riding, flying and driving tractors.

Ian Henderson

Executive Creative Director

Endlessly fascinated by business, brands and human behaviour, Ian brings extensive experience to his role as creative director, strategist, writer and agency head. His varied interests also include bikes and boats, but they’ve both proven tricky to enjoy inside the agency – so far.

Chris Walker

Head of Art

Award-winning Art Director and former UK Jitterbug Champion, Chris pairs a heavyweight creative mind with some seriously fancy footwork. Always has an ear out for live bluegrass too, should you know anywhere good.



Matt Kebbell

Video Production

Said not to have smiled since the summer of ’69, Matt is a regular winner of AML’s Mr Happy Award. But as he’d be the first to point out, who needs smiles when your video content is second to none?

Xinna Wang

Financial Officer

Born in Tianjin, China, Xinna originally studied economics. She then went on to further her studies in the UK before joining AML at its incorporation. But her talents extend beyond just figures, she was once given the title of ‘Top 10 Singers’ at university and still enjoys a bit of karaoke today, but only in Chinese.

Laurence Nash

Senior Back End Developer

Laurence lives in Brighton, which is close to the sea. Has also learnt to love commuting…

Hobie Walker

Head of Wellbeing

Experienced counsellor and our second UK Jitterbug Champion, Hobie holds the agency together without even breaking a sweat. She enjoys running, dancing, tennis and watching athletics, as well as sneaking in the odd cinnamon bun from Gail’s bakery.

Stephen O’Neill

Art Director

An award-winning, all-round creative type, Stephen once played for St. Mirren and now runs a website dedicated to vernacular typography. He is yet to launch a sister site celebrating his taste for bridies.

Where creativity, business and technology collide

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