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, Tim Lloyd and Jonathan Hirshler, 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.
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.
Brand development and marketing.
Brand development and marketing.
Brand development, digital and marketing for fintech leader.
New product development and global marketing.
Integrated adviser marketing across Europe.
AXA Investment Managers
National ad campaign across USA for retirement adviser
AML appointed lead brand agency after creative pitch January 2016
‘Black’ advertising campaign for thematic asset manager.
Digital advertising campaigns for active fund manager across Europe.
Global brand strategy for top five global professional services firm.
Creation of FSF Website and digital strategy for finance industry’s marketing association
Social media and digital strategy for specialist finance group.
Launch of UK’s first new building society in 30 years.
Service design and launch strategy for fintech start up.
Brand advertising campaign launching Canadian firm BMO Global Asset Managers across Europe.
Innovative brand platform using artforms generated by market data for AI-based investment firm
Primed by two global agency internships and over a year as a Usage Rights Manager on Unilever, Alex adds his constantly expanding talents to AML’s account handling department. And despite his clear dynamism, he still uses a retro iPod classic, which everyone but him finds a bit odd.
Don’t be fooled by the job title, ‘Tall George’ is a multi-talented member of the creative department who joined us after long jaunt exploring India and South-Eastern Europe. Outside of AML Towers he enjoys gigs (and vinyl – obviously), overpriced beer and his own beard.
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.
With time spent in agencies all over the world and as part of a team that picked up a Cannes Gold, Cat brings her enviable experience to AML’s creative penthouse. It’s little wonder that she unwinds with yoga most days of the week and escapes to the wilderness whenever she can.
If you follow us on Twitter then you’ve probably already heard from Harry. He’s the master of AML social media, new business research and a pro account handler in the making. He has also turned the agency into a testing ground for his baffling language experiments.
Senior Account Manager
With six years’ agency experience on both sides of the Atlantic, Amanda can be sure to coax out great creative – even when deadlines are tighter than a New York minute. When she’s not at AML, you’ll find her in an apron; baking her weight in cupcakes and going all Mary Berry.
Back End Developer
Darren is on the frontline of back-end development and brings five years’ web dev experience to AML’s second floor. Outside of creating cutting-edge work he enjoys football, a good run and MMO games. He has recently re-located to central London and is loving being in the beating heart of the capital.
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 past times revolve around horse riding, flying and driving tractors.
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.
With a background in political communications, Jonathan ran his own digital agency for 10 years before merging with AML. Weirdly, every politician he worked for has since wound up in a scandal*. Thankfully, his love of tech geekery, The West Wing and ferrying his kids to football keeps him out of trouble.
*Five at last count.
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.
Originally from Essex, Nicola once made an appearance on Top of the Pops with Kid Jensen (circa ’83). She rules the studio floor with an iron fist, but after a long day of intricate planning and traffic control, she can’t wait to unwind with the Made in Chelsea gang.