Luke D'ArcyUK President, Momentum Worldwide
Luke runs Momentum UK, one of the most globally awarded experiential and activation agencies working with clients such as American Express, Microsoft, SAP, Lamborghini, Coca-Cola and the Premier League. His team also led the experiential production of the 18 Cannes-Lions-winning Xbox Survival Billboard and have spent the last 5 years on Imperial brands such as blu, Pulze and Davidoff.
Named as one of their Global Agency Innovators of the year by Internationalist Magazine, Luke is also a Harvard Business School Alumni, sits on the 4A’s new business committee and has worked across numerous global networks and independents including IPG, Havas and Iris.
He has also spent time client side at Virgin working as Partnership Director of their Formula One team. He is a leading evangelist for experiential marketing in media such as CNBC, The Economist and The Telegraph Newspaper.
Luke is a firm believer that the world has finally woken up to the power of brand experience. The focus is no longer on what brands say – but what they do. If you are not creating experiences to shift sales, drive engagement and create headlines – you are dead in the water.
Hugh JohnsonManaging Partner & Global Lead Imperial Brands
Over the last 5 years, Hugh has built and led Momentum’s relationship with Imperial Brands. Kicking off the relationship in 2015 by winning the global brand activation brief for Imperial’s newly acquired EVP brand blu. This resulted in 4 years of hugely exciting strategic brand development and global brand activation strategy. Heated Tobacco came next, and in 2018 Hugh led the Momentum team that won the launch and strategic development of Imperial’s new Heated Tobacco brand PULZE. Through extensive NGP experience, coupled with TobMax experience across Davidoff and previously JTI brands (Camel & RYO MYO), Hugh has built a wealth of category experience and a passion for delivering work that really cuts through, in increasingly challenging regulatory environments.
Over nearly two decades Hugh has worked with some of the world’s biggest and brightest brands, to create experiences that capture the imagination and set tongues wagging including; Coca-Cola, Volkswagen, Bacardi Brands, William Grant & Sons, Nestle and the English Premier League. Highlights include launching the ‘Share A Coke’ program across 23 European countries to deliver a highly personalised way for people to enjoy a Coke, and transporting the magic of the English Premier League to India through the design and build of a 15,000 person Fan Park.
“The experience economy dictates that consumers only spend time with brands they feel understand them and add value to their lives. The only way to win hearts and minds is through brand experiences that truly connect and prove to our audiences “I get you”.
Kevin ExleyCreative Director, Momentum Worldwide
Having played a central role in the global repositioning and rebranding of Rothmans for BAT, Kev was given the opportunity to take Momentum’s work for Imperial’s blu brand to the next level. Heated Tobacco was next – and a place in the winning pitch team for the global launch of PULZE, a project that remains close to Kev’s heart as the creative director on the account.
Over the last twenty or so, Kev has been capturing the imaginations of little ones (Kinder Chocolate, Kinder Surprise) and adults (Heineken, Jack Daniel’s) through original activations and experiences. Other highlights include helping Coca-Cola drinkers celebrate football in every major market, creating 4-hour queues for personalised jars of Nutella in Selfridges, and enabling the world’s first vodka brand to become the UK’s favourite vodka brand through live events.
Kev believes that in a world where experiences are the new currency, a brand’s actions – and its ability to make people feel, connect and react – are where real value lies. When was the last time you caught yourself thinking about a poster – the day after you saw it?
Aaron RaybeDirector Experiential & Live Events
As a Production Management Professional Aaron has over 15 years’ experience delivering Project excellence in the Live Events industry here in the UK, the USA and in Europe for brands like Microsoft, American Express, Secret Cinema, Imperial tobacco and ABInbev.
His global experience is varied, running across Conferences, Exhibitions, Experiential and Live Events. Commercially minded, highly organised, competitive, passionate, and both persuasive and motivated, he lives by the mantra that anything is possible. And with him, it invariably is.
Aaron believes that Live Experiences are the only vehicle that will truly connect the brand with its target audience to drive a deeper return on engagement. This, in turn, creates the positive sentiment which can then drive better-qualified leads and, therefore, result in increased sales.
Allie WestmacottAccount Director
Allie’s experiences span the industries of Fashion, Sport and Entertainment. She has managed strategic amplification for multiple brands at London Fashion Week, the British Fashion Awards and the Olympics. In addition, Allie’s work has seen her executing on Brand PR across the Sport and Lifestyle industries on brands that include: Asics, Musto, LOGOC, Fred Perry and NBA.
During her time at the British Film Council, she was key account lead on partners such as American Express, Mercedes-Benz, L'Oreal, Mac Cosmetics and eBay Fashion. She both managed and implemented their sponsorships across multiple properties.
Since joining Momentum, Allie has led the team responsible for the most premium experiences on American Express. She has also worked on strategic activations and managing partnerships with The Grammy Awards, Noma, Cannes Film Festival, El Celler De Can Roca, Formula One, Wimbledon and, most recently, as lead on the Davidoff Evolve campaign.