Business Creativity looks beyond traditional campaigns to solve any challenge. By putting the best brains on every brief, out-thinking, not out-spending, it finds the sharpest creative idea and delivers the strongest commercial outcome.

Entrepreneurial. Unconventional. Always accountable. That’s Business Creativity

We’ve been thinking commercially and creating fearlessly since 1986.

Now, our highly respected trade body, the IPA, has recognised our Business Creativity approach as one of the most significant forces shaping our industry over the next ten years.

While some agencies employ textbook processes or rigid marketing models to solve a client’s problem, we see every challenge for what it is. Unique.

Analysing your team’s capabilities, we tailor a service that will maximise impact, not duplicate effort. It’s a collaborative approach that’s easier for you and more effective for your business.

We believe in Business Creativity – so much so that we often choose to work with our clients on a payment-by-results basis.

We demand to be accountable at the outset, agreeing what success looks like by defining mutually agreed KPIs and goals. With the risk shared and the ROI set, the result is a stronger, more measurable outcome for every client.
Our people make us who we are
The leaders of our business are impact players. Varied backgrounds and specialisms, but all trained to balance the commercial with the creative to deliver a difference for our clients. In no particular order, they are...
Dan Clifford
Director of Communications

Dan’s entrepreneurial spirit and ability to connect clients with their markets in innovative ways has seen him play a vital part in transforming dozens of businesses since he joined the agency in 2001. With professional ties to sport, journalism and the building trade, Dan quickly locates the most engaging and commercially valuable part of any brand’s story and oversees a communications strategy to maximise its potential.

Claire Murray
Strategic Planner

Claire is a senior planner with the ability to retain and distil huge amounts of information before connecting the dots to build compelling brands and high-performing marketing strategies. Taking learnings and best practice, patterns and trends, from across the globe, she has a passion for challenging clients with new thinking, consistently helping them to compete more effectively.

Andy Wilson
Chief Executive

Chief Executive of WAA Group and City Head of Birmingham for the IPA, Andy founded the agency in 1986, with no business experience and a £6,000 overdraft. He has overseen our evolution into one of the UK’s most respected independent agencies, with a roster of household name clients. Over thirty years, we have grown organically and through acquisition, constantly adapting to thrive in an ever-changing economy.

Jacqui Lennon
Strategy Director

Jacqui’s great skill is in guiding brands and helping businesses plan and implement highly effective strategic campaigns, irrespective of budget size. She joined WAA following 14 years directing accounts at BSB Dorland and Grey, London. After a rapid period of growth, she was appointed MD in 2005. She now heads our Strategy & Planning team, retaining a hands-on involvement on special projects for both new and existing clients.

Ellen Spencer
Operations Director

Ellen takes board level responsibility for talent recruitment and development, ensuring we have the right people in the right roles, with the skills they need to succeed. She also takes the lead on technical projects, turning her natural attention to detail to major client projects, once aligning product teams to launch 15 car models to 80 countries in nine languages.

Rob Johnson
Head of Creative

A graduate of Aston Business School with a flair for languages, Rob began his agency career in client services, before answering his true calling as a writer. Many years and awards later, he now leads a creative team he first joined in 2006. He is driven equally by a passion for great advertising and developing the skills of his talented team of writers and designers.

Craig Matthews
Director of Brand Experience

A long agency career, along with analytics training from INSEAD and Henley Management School, have helped Craig become a hugely influential figure across key accounts, with a genuine specialism in automotive. His strengths lie in planning and campaign strategy, skills he uses to drive our Brand Experience division, helping clients identify and maximise their crucial moments of truth with consumers.

Lisa Reeves
Head of Production

Responsible for scheduling all creative work and achieving best value for our clients for procurement, Lisa is one of the major focal points of activity in the agency. She brings a positive, can-do attitude to every job, regardless of timescale, while maintaining a constant eye on output quality. She provides invaluable support to the creative team as they bring their ideas to fruition.

John Knight
Group Finance Director

With previous roles at WPP and as Chief Financial Officer at Millward Brown, John is an experienced and innovative member of our senior management team. Joining in 2015 as Group Finance Director, he takes overall responsibility for our financial framework, working with the board and investors to deliver our strategic growth plan, constantly seeking new ways to generate value for our clients and the agency itself.

Kathryn Oliphant
Senior Account Director

With particular knowledge of land management, retail and automotive, Kat has amassed huge cross-sector experience over a long agency career. She brings a real tenacity to her role, along with a dedication to detail and commitment to quality. With spells client side and with a major print corporation, she is uniquely able to give her team a 360 view of every project.

Johan Perkins
Digital Director

Responsible for our entire digital output and for creating innovative digital approaches for our clients, Johan is an immensely driven professional marketer with a strong commercial acumen. He has a proven track record of developing and delivering successful digital strategies, with expertise in strategic development, project management, web development, online marketing, search, social, e-CRM and e-commerce.

Matt Guest
Director of on trade experience

A hugely engaging and experienced on trade expert, Matt heads up our award-winning Diageo Bar Academy team. Across the UK and into Europe, Matt’s team trains thousands of bartenders every year, giving them the skills and confidence to grow their spirit sales. An expert mixologist and regular speaker at industry events, Matt is an inspiring colleague with a real passion for his work.

All of our people are also part of our foundation, which raises money for charitable causes that matter to them, their families and their friends. Everyone donates a day to a nominated project, with all costs paid by the business, so every pound raised makes a difference.
Our foundation could help you.
If you have a cause you think we should support, please let us know.