About Us

Richard knows brand from both sides of the boardroom table and he brings that perspective into every client meeting he walks into.

With two decades spent leading marketing from the inside at fashion eComm trailblazers like Coggles.com and international magazine brand Grazia, he’s since added agency-side brand and marketing strategy to his skillset, helping businesses to sharpen their thinking, their voice, and their commercial edge. He’s as comfortable in a boardroom as a creative brainstorm, with a sharp focus on delivering exceptional brand communications that produce real-world end results.

He has a restless curiosity for where marketing is heading, but his real focus is on deconstruction, stripping back the hype of new trends to determine exactly how they can be applied to create a commercial advantage.

Equal parts strategist, marketer, and (reluctant) diplomat Richard leads with clarity, rigour, and a healthy bias for doing the right thing. He’s big on resilience, brand integrity, and helping businesses think long-term while still moving fast.

You can connect with Richard on LinkedIn.

Tom builds stories that connect - and makes sure every word earns its place.

Originally a journalist at Thomson Reuters (commodities, not celebrities), Tom’s writing has shaped everything from social campaigns to white papers, brand manifestos to national charity ads. Over the years, he’s worked on both agency and client side with brands such as McCain Foods, Cadbury’s and NatWest as well as in the Third Sector for children’s charity Barnardo’s and outdoors arts organisation Walk the Plank. Whatever the sector, he’s created engaging communications that have helped brands sound more human, more distinctive, or just more like themselves.

Tom leads research, insights and content strategy, working with clients to shape the voice, tone, and big ideas behind their brands. He’s a firm believer that every brand has a story - he’s just here to help dig it out, sharpen it up, and get it into the world with purpose.

He also thinks semicolons are misunderstood and that copy should never be an afterthought.

You can connect with Tom on LinkedIn.

Thirty (plus) years in, Mike still believes the best ideas usually start with “what’s hiding?”.

Equal parts wordsmith and visual thinker (a rare combo in the wild), Mike has led countless projects across strategy, identity, advertising, brand campaigns, interiors, tone of voice, film, photography and just about anything else you can throw a deadline at. Yet, still gets an unreasonable thrill from a perfect piece of typography, especially if it involves murdering a few widows and orphans along the way. His work spans sectors and disciplines, all with an unwavering resistance to settle for the obvious.

Clients come to him for clear thinking, strong ideas, and a working relationship built on honesty, not flattery. He’s sharp, calm under pressure, and not afraid to challenge if the brief needs pushing. He also believes in keeping things tight: design, language, timelines, budgets and, obviously, kerning.

Mike is the one who spots the thing in the room that no one’s saying. That’s usually where the idea lives.

You can connect with Mike on LinkedIn.

Jenny makes things happen - and makes them look easy while she’s at it.

With a background spanning brand, digital, and strategy, she’s worked across sectors and agencies, managing big builds, tight turnarounds, and everything in between. At The Beta Theory, Jenny blends head-down delivery with high-level thinking, helping clients turn brand ambition into comms that actually get seen, shared, and acted on.

Clients love her mix of calm confidence, attention to detail, and quietly ruthless organisation. She runs rebrands, long-term clients, and one-off projects with the same level of care - and always with an eye on what matters most: clarity, trust, and hitting deadlines without the drama.

She’s also the one with the plan, the spreadsheet, and the ability to keep a dozen moving parts running like clockwork.

You can connect with Jenny on LinkedIn.