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, 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.

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…

‘The Truth about Annuities’ award-winning integrated campaign for pensions provider

Case Study

Global brand strategy for top five global professional services firm.

Digital advertising campaigns for active fund manager across Europe.

Content and sales support in print and digital for leading UK finance team.

‘Black’ advertising campaign for thematic asset manager.

Advertising campaigns to enhance security operations

Case Study

‘The Great Business Debate’ social media campaign for Confederation of British…

Case Study

National advertising and social campaign to reappraise the BTEC brand

Case Study

Brand positioning and strategy work for international property firm

AML appointed lead brand agency after creative pitch January 2016

Creation of FSF Website and digital strategy for finance industry’s marketing association

View Website

Internal communications and digital strategy for global bank.

Content marketing and digital strategy for leading global banking group.

Case Study

‘Diamonds’ pan-European integrated advertising campaign for global asset manager.

Case Study

Global brand platform and all-channel advertising campaigns.

Case Study

Innovative brand platform using artforms generated by market data for AI-based investment firm

Brand advertising campaign launching Canadian firm BMO Global Asset Managers across Europe.

Service design and launch strategy for fintech start up.

Launch of UK’s first new building society in 30 years.

Brand strategy consulting for Paris-based global banking group.

Social media and digital strategy for specialist finance group.

Launched BNY Mellon’s sponsorship of Oxford v Cambridge race with ‘Which Blue Are You’…

Case Study

An unusual agency, and some extraordinary people

Meet the team

Darren Conyard

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.

Dariusz Nowacki

Freelance developer

Dariusz is often called upon in the hour of need to help produce all our banners and animated gifs. He freelances more often than not in the AML studios.

Matt Evans

Copy writer

Voracious bibliophile and copy fiend, Matt took his law degree in an unorthodox direction when he entered advertising several years back. Today, he still gets giddy over a good turn of phrase and would love to pen an impossible-to-stage play.

Toni O’Brien

Senior Account Director

Bringing with her over 11 years’ financial services marketing experience, New Zealand import Toni enjoys nothing more than escaping to the ocean, sipping on a perfectly brewed coffee and being inspired by dream homes on Grand Designs.

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 past times 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.

Jonathan Hirshler

Digital Director

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.


Richard Germain

Creative Director

Award-winning copywriter, author and film critic, Richard worships simple, powerful ideas. With nearly two decades’ experience in adland, he heads up the creative team in the penthouse of AML towers – where he spends much of his time worshipping.

Glenn Harris

Head of Copy

Glenn is a highly experienced financial writer and creative, specialising in investments and pensions. In his spare time, he plays drums (when possible) and commutes (a lot). He was born on the cusp of Cancer and Leo, which means half of him is caring and sensitive, and the other half eats zebras.

Chris Walker

Creative Director

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.



Elizabeth McCallum

Client Service Director

Elizabeth is AML’s welsh-speaking account handling ace. When not busy delivering work sure to leave clients grinning from ear to ear, she’s burning through HBO box sets and obsessing over her personal Twitter followers*.

*Seventy at last count

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…

Christian Barnes

Strategic Director

When Christian isn’t indulging his joint passions for the slopes and the surf, he brings cool-headed insight as the agency’s top brand strategist and communications planner.


Miten Patel

Senior Account Director

Miten has been working collaboratively with financial services clients since 2004 and seemingly can’t get enough of it. In his downtime he enjoys football and sipping a good single malt on the rocks. Open fire optional.

Damian Chaleyssin

Art Worker

As a Senior Artworker, Damian has hawkish eye for consistency. When not hunting accidently italicised full stops, he likes going for long walks and exploring new music. He’s also a dab hand at pairing cheese and cask ales.


Jess Over

Senior Account Executive

Two years and counting in account management, Jess enjoys spending her free time hiking, playing hockey or does her best trying to be a sailor. Except for Sundays when even the lure of waves can’t coax her away from reading the paper.

Jonathan Sebire

Digital Strategist

Although a razor-sharp digital strategist today, it’s unlikely it was Jonathan’s plan when, as a child, he fell through scaffolding at the Louvre and caused a minor international incident. Both he and his interest in urban exploring survived.

Jonny Spry

Front End Developer

Junior developer that lives in London.

Leonor Gusmao


Speaks Portuguese, English, French, Spanish, some Czech, some German, a little Japanese and is fluent in design. After fleeing the Portuguese mafia for London, she can often be found eating dim sum, reading Monocle or sitting in the sun.

Hobie Walker


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.

Qian Lu

Digital Designer

Making her way to the AML team from China via France, Qian is the foremost eBay denim bargain hunter. When not at the helm of a fantastic design project, her favourite pastime involves pretty much anything to do with whiskey.

Sonam Tsutsatsang

Front End Developer

Known as ‘Scarface’ at school, Sonam may very well be the Tony Montana of the studio. Always armed with a smile, he’s a watch obsessive who enjoys his world cuisine and, if the rumours are true, also hunts pigeons in Trafalgar Square.



Shalini Laxman

Account Manager

Raised in Belgium and a born account manager, Shalini likes to divide her free time between horse riding and playing tennis terribly. When she’s not going full-on John McEnroe, she’s on the hunt for London’s best burger.

Nicola Webb-Jenkins

Production Manager

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.

Anthony Theodosiou

Digital Project Manager

Rumoured to be more intelligent than Einstein* and wielding the power of eye-watering sarcasm, Anthony’s expertise is literally the reason we’re all here – on the website that is.

*His rumour.


Charlie Lynch

Account Executive

As if being a hybrid Account Exec and Strategist wasn’t enough action, Charlie has reached for the clapperboard to produce his own short film. He’s quickly learnt it’s a great way to spend (and waste) both time and money.

Where creativity, business and technology collide

Be part of the team

Get in touch

Find us

101 St John St,
London EC1M 4AS

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+44 (0)20 3056 7080

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