founder at addictive
United Kingdom
- Current
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- founder at addictive
- Past
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- Founder at Big Picture mobile ( working title)
- Chief Digital Strategy Officer MindShare at WPP
- Digital Chief Strategy Officer at Mindshare
- Founding Partner at Big Picture
- Partner at DLKW
- Founding Partner, Europe at Modem Media
- Strategic Development Director at Ogilvy Direct
- Media Planning Director at Zenith Media
- Media Planning Director at Young & Rubicam
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Simon Andrews’s Summary
I have just launched addictive - the full service mobile agency. Previously I have launched 4 digital agencies.
The first, in 1995, was a dismal failure – few marketers understood the internet then and even fewer cared.
The next three were a little more successful – I was one of three partners who launched what became Modem Media in Europe – growing a business from 6 people in one room in Soho to 250 people in London, Paris and Munich.
I then joined DLKW in 1999 at the time of their management buyout and built DLKW Dialogue into one of Londons most respected digital agencies before launching Big Picture in 2005 which focused on emerging media such as mobile, social networks and newTV.
I joined MindShare as Chief Digital Strategy Officer in November 2006 - part of the global management team - and left in June 2009 to develop the business plan for addictive - working title Big Picture Mobile.
My role at Mindshare was focused on ensuring that key clients receive the best digital thinking (and doing) from Mindshare around the world. I was also highly involved in developing the talent, product and processes necessary to deliver this thinking and doing
By the time I'd left we had significantly improved our digital talent in all key offices and restructured the company in a way that positioned digital at the heart of the business - cliched but actually true in this case.
I speak at conferences around the world and have been published in many industry titles. In the last year I've spoken at events in Shanghai, Cannes, Berlin, Nice, Las Vegas and London.
Before going digital I was Media Planning Director of Young & Rubicam and Zenith Media, and then Account Planning Director of Ogilvy Direct.
Simon Andrews’s Specialties:
1/ World class strategic thinking, focusing on how brands can use digital in its widest sense to build their business. Through extensive experience of advertising, direct and digital I'm uniquely equipped to drive real integration between online and offline.
2/ A track record of developing and executing innovative, effective marketing programmes combined with real thought leadership.
3/ A key part of my success has been my ability to identify and develop exceptional talent.
Simon Andrews’s Experience
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founder
addictive
(Marketing and Advertising industry)
November 2009 — Present (2 months)
I left Mindshare in the summer to investigate opportunities in mobile. I've had a fascinating time, meeting lots of very smart people in the space (some old friends and many new friends) and I'm absolutely convinced that mobile is going to transform our business. If you have any doubts at all over the impact mobile is having, take 5 minutes to watch this Morgan Stanley video;
http://www.addictivemobile.com/blog/2009/11/19/mary-meeker-video-its-all-about-mobile.html
What I also realised is that, with some honourable exceptions, the space is not that well served by professional services companies. Brands just don't believe that their agencies - creative or media - get this space. And amongst those who do take it seriously there is too much emphasis on technology and not enough on consumer insight and creative thinking.
So I have decided to start an agency in this space. I've teamed up with my friends at Agenda21 - some of the smartest digital media people in the business - and we are launching addictive! - a full service mobile agency.
The team will offer everything needed to develop effective marketing campaigns that have mobile at their heart - strategy, creative, development and media. Clients can use all the services or just the ones they need at the time.
Whilst we specialise in mobile, we'll be working in areas like Facebook too, as we see the worlds of mobile and social as very close. And, just as we pioneered at DLKW Dialogue and Big Picture, we'll be working in an open source way; collaborating and partnering with our clients, technology providers, content producers, media owners and other agencies to produce big addictive ideas that define how mobile can be used to build business.
And of course if you, or anyone you know, need help determining how best you can use mobile to build your business do get in touch. I'll buy the cup of tea. -
Founder
Big Picture mobile ( working title)
(Privately Held; Marketing and Advertising industry)
June 2009 — November 2009 (6 months)
I'm working on a business plan for a start up focused on mobile content and services. With 300 million smart phones shipped since the start of 2007, there is a huge potential for business to engage with their customers using these pocket computers - yet there are few professional services companies who really get this space.
My vision is for a firm that has great strategic thinking, backed up by excellent project management and supported by an extended family of tech specialists.
I'm meeting lots of potential partners and keen to meet as many people who get this space and have the ability to help move this idea forward. -
Chief Digital Strategy Officer MindShare
WPP
(Public Company; WPP; Marketing and Advertising industry)
November 2006 — June 2009 (2 years 8 months)
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Digital Chief Strategy Officer
Mindshare
(Public Company; Marketing and Advertising industry)
October 2006 — June 2009 (2 years 9 months)
My role at Mindshare is focused on ensuring that key clients receive the best digital thinking (and doing) from Mindshare around the world. I am also highly involved in developing the talent, product and processes necessary to deliver this thinking and doing.
Key clients include Nestle, LG, HSBC, Nike & PlayStation.
Our recent reboot brought digital to centre stage and widened the palette of services we offered clients - and was a key factor in MindShare being chosed as AdAge's Global Media Agency for 2008.
I left in June 09 to develop a mobile focussed business, under the working title of Big Picture Mobile
This is the press release on my Mindshare appointment
MindShare has hired Simon Andrews as its first Digital Chief Strategy Officer. Simon will work within the network consisting of 96 offices worldwide and billings in excess $23 billion (source RECMA July 2006). Simon will be working closely with other Digital group heads John Montgomery, Worldwide CEO, Rob Noss EMEA CEO and Ruth Stubbs, CEO GroupM Asia Pacific.
Simon will be reporting to Nick Emery, GroupM Chief Strategy Officer who said;
” In a market full of hype and inexperience, Simon is a bloodied and pedigree talent who will continue to ensure that Digital is at the centre of our strategy".
Simon Andrews said; “It’s clear that Digital is ready for prime time. And it’s clear that in Digital, any distinction between media ideas and creative ideas is irrelevant. So the opportunity to help shape how Mindshare adds value for its clients in this new age is irresistible. I’m looking forward to working with the team to deliver groundbreaking work". -
Founding Partner
Big Picture
(Marketing and Advertising industry)
May 2005 — October 2006 (1 year 6 months)
A new business launched to help clients navigate the changing world of marketing and media. As consumers can and do use technology to become ad avoiders the marketing model needs to move from interruption to invitation
I launched Big Picture to specialise on next generation digital marketing focusing on permission / invitation - and grew this into a thought leading company working with brands like Halifax Bank, Sony Ericsson, STA Travel & Tetley.
Big Picture identified a brands most important customers, developed insights into their 'desert island' media and channels and executed big ideas in those channels. We focussed on social media, mobile and dialogue marketing.
The influential blog we used to market the agency and share our thinking is still active - http://www.bigpictureadvertising.co.uk -
Partner
DLKW
(Privately Held; Marketing and Advertising industry)
January 2000 — May 2004 (4 years 5 months)
Joining DLKW at the time of their management buy out in 2000, I was instrumental in the agencies' development as an integrated agency. I built the agencies capabilities in digital, direct and integrated marketing, leading to the launch of DLKW Dialogue in January 2002
Since launch DLKW Dialogue has grown quickly (noted as one of the fastest growing DM agencies in Marketing magazine) and won numerous awards for its digital work – including a Gold at the DMA awards. Clients included HBOS, Teletext, BAA, COI, Vauxhall & Australia Tourism
From the bottom of the top 30 ad agencies, consistent growth on the back of highly effective advertising moved DLKW into the top 10 UK agencies in 2008.
When we sold the agency to Creston I took the opportunity to start Big Picture, an agency focused on the new opportunities of mobile, social and new TV. -
Founding Partner, Europe
Modem Media
(Public Company; MMPT; Marketing and Advertising industry)
January 1996 — October 1999 (3 years 10 months)
One of the three partners who launched Poppe Tyson in Europe in 1996 and subsequently managed the merger with Modem Media - growing the company from 6 people to over 250. Modem Media Poppe Tyson grew to become one of Europe's leading interactive marketing agencies with offices in London, Paris and Munich - it's now called Digitas.
We built the European client list to include IBM, General Motors, Playstation, Unilever, Amazon, FT.com and Citibank.
I was responsible for strategy on all clients in addition to leading the Digital Media and Research teams. -
Strategic Development Director
Ogilvy Direct
(Marketing and Advertising industry)
1993 — 1994 (1 year )
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Media Planning Director
Zenith Media
(Public Company; Marketing and Advertising industry)
1992 — 1993 (1 year )
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Media Planning Director
Young & Rubicam
(Public Company; Marketing and Advertising industry)
1989 — 1992 (3 years )
Simon Andrews’s Contact Settings
Interested In:
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- consulting offers
- new ventures
- job inquiries
- expertise requests
- business deals
- reference requests
- getting back in touch
