Simon is the Global Agency Strategy and Creative Innovation Leader at EY, with more than 20 years’ experience spanning client- and agency-side roles across B2C and B2B. His work sits at the intersection of brand strategy, creative excellence, agency partnerships, and marketing transformation. At EY, he established and leads the Global Brand and Creative Council (aka Newsroom), helping teams develop stronger propositions, sharper creative strategy, and more distinctive, on-brand work. He has also built and now leads the agency strategy; a highly collaborative ecosystem of world-class agencies serving brand and marketing needs across the business. Simon is passionate about orchestrating high-performing teaming environments between clients and agencies, helping both sides do their best work together. During his career, he has led major campaigns, transformed marketing operating models in complex, regulated environments, and helped build some of the biggest global brands, including The National Lottery, Visa, Singapore Airlines, and GSK. A huge fan of the Springbok rugby team, Simon likes to think of himself as marketing’s answer to the Bomb Squad, a versatile team player who can make an impact wherever the team need it most.