Simon Tilden

Simon Tilden

Founder at Marketing Productivity Company
London, United Kingdom

About me

Simon started his career in advertising as a Media Planner and moved into Account Management
working at Saatchi & Saatchi, D’Arcy Masius Benton & Bowles and McCann World Group.
Not confined to just work out of London Simon went to Moscow in 1993 spending 3 years as
Client Service Director for D’Arcy Masius Benton and Bowles. Following the Moscow assignment,
he spent time in other Central and Eastern European countries, Asia Pacific and the USA on
assignment.
During his time in advertising he worked with a broad spectrum of UK and international brand
owners as a Global Account Director: Masterfoods Mars, Coca Cola, P&G, Unilever, Philips,
Gillette, Wrangler, Reebok, Tourism Ireland etc.
In 2003 Simon was a founding partner of the independent agency network - thenetworkone.
An international network of like-minded independent agencies that is ‘custom-fit’ around a brand’s
needs.
In 2006 Simon joined Diageo Plc as Global Category Director Advertising across all brands. His
role to work closely with Marketing stakeholders at all levels to develop and refine ways of
working with agencies, improve quality of output, manage the agency roster and drive improve
value from marking investment.
Simon left Diageo at the end of 2018 to take time out after 12 years in the same role and is now
working as a consultant to both agencies and brand owners.

Positions

Global Category Lead Advertising & Content
Diageo Plc
United Kingdom
March 2006 - September 2019 (13 years 6 months)
Ex - Global Category Lead Advertising & Content
I joined Diageo Plc as Global Category Director Advertising at the beginning of 2006 in what is now defined as the Global Marketing Procurement team (http://www.marketingweek.co.uk/sectors/food-and-drink/news/diageo-says-marketing-effectiveness-boosted-by-72m-efficiency-drive/4011287.article).

My role was to work closely with the global Marketing stakeholder community at all levels from CMO down to define and agree category direction and strategy. The team had the responsibility to develop and refine ways of working with agencies, identify and introduces new agency resources, lead and manage pitches, ensure all appropriate commercial, compliance and M&E measures are in place and drive improved ROI from A&P expenditure.

My role and the team I managed expanded to encompass all 'create' agencies that develop, produce and manage activity or assets that recruits new consumers and builds affinity for Diageo brands.

In the last 2 year the team has also been focused on developing Marketing Productivity strategies, defining ‘Right Agency for Task’ sourcing, improving marketing services and agencies ways of working, ROI M&E and marketing automation, The strategic initiatives delivering £100m plus annual marketing reinvestment savings.

Global Category Director Advertising & Content (Mar 2006 – Present)
All the Account Management roles up to Global Client Lead
Saatcchi & Saatchi, D'Arcy (DMB&B), McCann Worldgroup
United Kingdom
1987 - 2006 (19 years)
I started my advertising career as a Media Planner and moved into Account Management working at Saatchi & Saatchi, D’Arcy Masius Benton & Bowles and finally to McCann Worldgroup.

Not confined to just work out of London I went to Moscow in 1993 spending 4 years as Client Service Director at D’Arcy Masius Benton and Bowles. Following the Moscow assignment, I spent time in Asia Pacific, the USA and other Central and Eastern European countries on assignments.

I worked with a broad spectrum of international brand owners:

• Allied Domecq
• Bristol Myers Squibb
• Coca Cola
• Gillett (Braun and Duracell)
• IDV
• Masterfood-Mars (all brands)
• Merloni
• Phillips
• Tourism Ireland
• Proctor & Gamble
• Reebok
• Roche
• Stirling Health
• Wrangler
• Western Union
• Unilever
• GlaxoSmithKline

For 3 years prior to joining Diageo in 2006, I with colleagues from D'Arcy, established www.thenetworkone.com the world largest network of leading independent advertising and content agencies.

Education

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