Richard Robinson

Richard Robinson

Managing Director at Oystercatchers
London, United Kingdom

About me

Leading change and making good things happen for brands, agencies and talented folk. I specialise in accelerating marketing performance & delivering digital transformation. You'll find me on twitter @londonrobinson. Managing Director of Xeim Engage, incorporating Econsultancy and Oystercatchers. One of the four equity owners of Oystercatchers who successfully sold the company to Centaur Media PLC in 2016.Named in the top 100 people working in Digital Marketing by BIMA. Chartered Marketer, accredited Management Consultant and Fellow of the Royal Geographical Society. Award winning Diversity advocate. Named in the top 20 male advocates championing women in the workplace by both the Financial Times and Yahoo Finance, a 'Male Agent of Change' by the Women’s Business Council & Management Today, and a Trailblazer by Campaign. Winner of the Major's Diversity Champion of the Year, runner-up as Equality Advocate of the Year at the Women in Marketing Awards, included in the 40overForty and the IPA iList. Trustee of The Ideas Foundation, Board Member of Creative Equals, BAME2020, Token Man & Edcom (The European Institute of Education in Commercial Communications). The first male SuperMomma for SheSays and an Ambassador for The Marketing Academy Foundation. Regular mentor for WhosYourMomma, BIMA, NABS & The Women's Sport Trust. Proud to be called a 'Campaigner for increased diversity in the industry' by The Huffington Post. Published by the Wharton School of Advertising, regular columnist for Marketing Week, sometime Brand Expert for Channel 5 News and Visiting Lecturer at The European School of Advertising. Final round Judge for the UK & European EFFIEs, Women's Sport Trust and The Marketing Academy's Scholarship Programme.Creator & Expedition Director of The 2012 Olympic Games Pledge, an expedition to Mount Everest led by Kenton Cool that fulfilled a century old promise between Great Britain and the IOC to place an Olympic Gold medal on the summit on behalf of 'every country in the world'.When time allows a remarkably slow marathon runner.


Managing Director: Xeim Engage
June 2019 - Present (1 year 11 months)
Managing Director of Xeim Engage, uniting the world-class brands of Econsultancy, Marketing Week, Creative Review, Oystercatchers, the Marketing Week Mini MBA with Mark Ritson, Festival of Marketing and Influencer Intelligence into bespoke solutions of marketing excellence.Collectively the team works with over 1.5million digital, marketing, creative and influencer professionals, in 70+ markets across 1,250 brands designing and applying seamless combinations of learning, organisational design, best practice & ways of working.
Managing Director
London, United Kingdom
June 2012 - Present (8 years 11 months)
Managing Director an 2020 – Present
Proud to be one part of the UK's leading intermediary in agency search and marketing transformation.

We're still on a mission and it's the same one we set out when we first started: To accelerate marketing performance & growth for brands. We put the right team, the right ways of working and the right client-agency relationships at the heart of business and brand transformation.

We're quite big on the colour orange too.

Managing Partner Jun 2012 – Dec 2019
One of the original four equity Partners of Oystercatchers, leading Management Consultancy in accelerating Marketing Performance. Contributed to consistent YOY growth over a 5 year period of +500% including full earn-out following acquisition by Centaur Media in September 2016.

Architect of modern Marketing Excellence, a methodology uniquely designed to enable CMOs to transform their Marketers from competent to Practioner through training, ways of working, capabilities and culture.

Proud to see our work awarded "Most Acclaimed Marketing Training Programme 2016" and Oystercatchers identified as the UK's "Leading niche Marketing Consultancy" in 2016 & 2017 as well as "Most outstanding management consultancy for Marketing 2017". In parallel Oystercatchers has been recognised for 'Consulting Excellence' by the Management Consultancies Association.

Part of the team voted the UK's leading Intermediary by the IPA (May 2013).
Managing Partner
United Kingdom
January 2018 - December 2020 (2 years 11 months)
Strategic & commercial lead for Econsultancy's consultancy and capability programmes, delivering excellence in digital, marketing and eCommerce at scale.

Unlocked Econsultancy's unique ability to apply best practice through participatory, blended programmes of thought leadership and application.
Managing Director
United Kingdom
March 2011 - June 2012 (1 year 3 months)
2013Directed the first successful summit of the "Everest Triple Crown" by Kenton Cool. This involved summiting the three mountains that make up the Everest horseshoe in one continuous climb, a feat previously classified as impossible.Between the 19th - 21st May Kenton Cool summited Nuptse (7,861m), Everest (8,848m) and Lhotse (8,516m) rewriting climbing history in the sixtieth anniversary year of the first Everest summit. On his return Kenton received direct thanks from HRH Queen Elizabeth II and the British Government.2012Created and directed The Olympic Games Pledge delivering c.£5m of unpaid media for Samsung, a reach of +67,500,000 and an ROI of +1,250%. The Olympic Games Pledge fulfilled a 90 year promise made by Great Britain to the Founder of the IOC to place an Olympic Gold Medal won in 1924 on the summit of Mt Everest 'not just for your country but for all humanity'. Kenton Cool summited Mt Everest for a tenth time, and BAFTA & EMMY Award winning cameraman Keith Partridge captured the expedition in real time for social media and Samsung's London Piccadilly Circus jumbotron. The films have now been seen by 1m+ viewers.The expedition received the full endorsement of Lord Coe, the Royal Geographical Society, the British Mountaineering Council, the Alpine Club, the Himalayan Club, the British Exploring Society and the Nepalese Ambassador to Great Britain.2011Created and directed The 3G Everest Challenge delivering c.£2.5m of unpaid media for Samsung, a reach of +200,000,000 and an ROI of +1,600%. The 3G Everest Challenge saw Kenton Cool summit Mount Everest for the ninth time to prove the existence of 3G on the summit by sending the first tweet and making the first 3G phone call from the roof of the world.The tweet sent is now recognised by Twitter as one of their ‘top ten most epic tweets’ alongside Jack Dorsey’s first tweet and the first tweet from the NASA Space Station.
Regional Business Leader. Europe, Middle East & Africa
United Kingdom
February 2006 - March 2012 (6 years 1 month)
Director and Account lead for P&G's Oral Care and Health Care Advertising and holistic communications in Europe, Middle East and Africa. Lead for the successful global launch of Oral-B Toothpaste from initial concept through to multi-market implementation (Brazil, India, Nigeria, UK, Benelux, France, Argentina & Australia). Strategic and business lead for the creation and deployment of a radically new multi-agency partnership model for the Publicis Groupe and P&G across all brands and communication channels in Africa.

Directly responsible for quadrupling the size of the P&G account in London, moving it from being a small & low profit piece of business to the largest account in the agency delivering a third of the agency's revenue and the majority of its profit. Won Publicis UK's first & only Euro EFFIE.

The portfolio included Oral-B, Crest, Blend-a-Med, Ipana and Vicks (Sinex, Medinait, Daymed, Vaporub, First Defence, Cough syrup and Blau throatdrops).
Head of Adult & Family Marketing
McDonald's Corporation
United Kingdom
January 2004 - February 2006 (2 years 1 month)

Headhunted from The Coca-Cola Company to lead the strategic development and implementation of all Adult, Family and Breakfast Marketing plans. This included overseeing the best global advertising of 2005 and a full review of all restaurant merchandising resulting in the development and implementation of a consistent Creative approach in every restaurant for the first time.

Lucky enough to work through the "Super Size Me" years and learn first-hand the true meaning of crisis management. Part of the leadership team responsible for laying the strategic foundation of 'food quality' that has enabled McDonald's to deliver the unrivaled success it enjoys in the UK today.
International Marketing Manager
The Coca-Cola Company
United Kingdom
November 2000 - December 2003 (3 years 1 month)
Directly responsible for identifying and delivering strategically-based beverage solutions to maximise the global McDonald’s/Coca-Cola partnership. The role covered every market & every region (exc North America) with a remit of 15,000 restaurants.

The highlight was creating and patenting the world's first straw that could change the flavour of any carbonated drink. Once created the magic straw was taken away and buried deeper than The Ark of the Covenant in the final scene of Raiders of the Lost Ark. When you find it in the Coke vaults let me know.
Group Account Director
United Kingdom
January 1996 - November 2000 (4 years 10 months)
Promoted through to become Carlson Marketing Group's youngest ever Group Account Director. Directly responsible for several major new business wins including John Smith's, Newcastle Brown, Courage Best, Theakston, Scottish & Newcastle Retail, Pernod Ricard (Aberlour & Clan Campbell), The Marketing Society and T-Mobile.Successfully managed to spend a disproportionate amount of time on distillery tours in the early years while working on United Distillers UK (Bell's Whisky, Gordon's Gin, Pimm's, Glen Ord & the Classic Malts).
Account Manager
London, United Kingdom
March 1994 - December 1995 (1 year 9 months)
Jumped into the deep-end of Sales Promotion and Trade Marketing managing the Leisure, Catering and International retail accounts of Britvic Soft Drinks, Pepsi, Tango & Odeon Cinemas. Drank far too much fizzy pop if I'm being honest.
Account Executive
Branch Lines Ltd
December 1993 - March 1994 (3 months)
Worked on the launch of Orange, as well as the ongoing management of Hutchison Paging, Hotpoint & Tefal projects. Learnt the art of making large quantities of tea for thirsty Creatives while simultaneously sending multiple faxes.
Sales person of some-sort
Filofax UK
October 1993 - November 1993 (1 month)
Spotted early-on that having a career selling paper-based personal organisers was going to be daft.


Chartered Marketer (MCIM)

1996 - 2017 (21 years)

Diploma (ISPD)

1994 - 1995 (1 year)

History and Educational Studies

1990 - 1993 (3 years)

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