Business Creativity means being alive to every opportunity for our clients to grow. With eyes and minds wide open, we find answers to their challenges that marry the commercial and the creative to powerful effect.

Business Creativity is...

A commercial intuition, the instinctive ability to solve marketing challenges that comes from a heightened awareness of opportunities to supercharge sales, inspire client teams or change the shape of entire categories.

A natural curiosity, spending more time in our clients’ markets and close to their business. Digging deeper for our insight, challenging what’s accepted and always looking for the next opportunity to make transformation happen.

An entrepreneurial spirit that comes from the top. Founded over 30 years ago by a business mind – and still proudly independent – we’re trained to think differently, to spot the true triggers of brand performance and get them firing.
Business Creativity has been recognised by the IPA as one of the most significant forces shaping our industry over the next ten years.
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...
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.

Dan Clifford
Managing Director

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 2010. 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.

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.

Craig Matthews
Director Open Road & CSD

With a long and varied agency career, and analytics training from INSEAD and Henley Management School behind him, Craig is a hugely influential figure across key accounts – with a genuine specialism in automotive. Craig’s 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.

Rebecca Dainter
Group Finance Director

Becky, who qualified as an accountant at KPMG, brings a wealth of insight and corporate experience to our business, providing counsel, practical advice and highly effective solutions to colleagues and clients. As a member of the WAA Chosen board, Becky works closely with the Chief Executive and MD to ensure that the company’s financial strategy and processes make us transparent and easy to do business with.

Jo Medlicott
Highvis Director

An award-winning communications professional with over 20 years’ agency experience, Jo spearheads our work in the trade sector. Under her leadership, the HighVis team leverages a wealth of industry knowledge and insight, delivering multi-channel comms programmes that seamlessly blend traditional and digital marcomms. Jo’s particular strength lies in helping our clients build authority through thought-leading campaigns that drive awareness, generate leads and drive sales.

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

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.

Kathryn Oliphant
Client Director

With particular knowledge of land management, retail and automotive, Kat has amassed huge cross-sector experience over a lengthy and varied agency career. She brings 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 equipped to give her team a 360° view of every project.

Will Cole
Head Of Sales & Marketing

CIM and IPA qualified Marketing and Communications specialist, Will is the face of the agency’s new business arm. With over 15 years’ experience of the industry and client landscape, his approach is based in always having open and honest conversations with new prospects; working to ensure that WAA Chosen is in the best possible position to partner with them and grow their business, for the benefit of everyone.

Lisa Norledge
Head of Production

Responsible for scheduling all creative work and achieving the 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 timescales) while maintaining a constant eye on output quality. She provides invaluable support to the creative team as they bring their ideas to fruition.

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.