We work with a Beta mindset.
Curious, collaborative and always evolving.
Full stops are for sentences, not progress.
We’ve helped redefine international service providers, launch challenger brands, inject life into property businesses, reposition professional services, and roll-out campaigns for global tech and retail. Some were household names. Others were starting from scratch.
The common thread? We made their message land and their brand take hold. We’re not here to coast on past work, but we will bring the experience that gets things right, faster. We ask better questions. We listen harder. We get under the skin of your brand, your audience.
As a team we’re commercially sharp, culturally aware, and allergic to beige. If you’re after safe and easy, we’re probably not for you. If you want straight talk, bold thinking and real progress, you’re in the right place.
Key People
Richard Hatfield
Director
Richard Hatfield
Director
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 toolkit, 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.
At The Beta Theory, 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. Equal parts strategist, marketer, and (reluctant) diplomat, he’s the one keeping ambition on track and everyone pointing in the same direction.
If it sounds a little serious, don’t worry, he also swears by Yorkshire Tea and decent playlists.
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 toolkit, 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.
At The Beta Theory, 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. Equal parts strategist, marketer, and (reluctant) diplomat, he’s the one keeping ambition on track and everyone pointing in the same direction.
If it sounds a little serious, don’t worry, he also swears by Yorkshire Tea and decent playlists.
Jenny Green
Director
Jenny Green
Director
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.
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.
Tom Warman
Director
Tom Warman
Director
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 content strategy and creative, 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.
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 content strategy and creative, 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.
Mike McGowan
Creative Director
Mike McGowan
Creative Director
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.
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.