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.
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.
Renaming, strategic positioning and brand relaunch
Strategic positioning and launch of their Security Services
Global integrated strategic and creative campaigns
Advertising campaigns to enhance security operations
The workplace pension scheme set up by the government especially for auto enrolment.
Brand development and marketing.
Brand launch campaign for leading FinTech.
Creative campaign for construction industry
AML appointed lead brand agency after creative pitch January 2016
Creation of FSF Website and digital strategy for finance industry’s marketing association
Global content campaign
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 development, digital and marketing for fintech leader.
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.
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’.
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.
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 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.
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.
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.
Rod is from Brazil. If that isn’t cool enough, he brings his golden creative touch to AML via respected agencies in Belgium and Brazil. Outside of AML Towers, he plays slave to Bobó, his Maltese master. When released from dog-sitting duties, he enjoys pub crawling around Notting Hill.
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’.
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).
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.
Digital Project Manager
Izzy keeps all of our digital projects absolutely on-track using her four years’ experience – and counting – in project management at an array of different agencies, including in-house at various client businesses. She has been in love with all things digital for even longer. Outside AML you can usually find her with her head buried in her sketchbook – or teaching herself to play the piano, with a glass of Chenin Blanc balanced precariously next to the rippling keyboard.
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’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 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.
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.
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.
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.
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