Richard Madden

Working on some of the best-loved brands in Britain with some of the brightest people in the business.

Following the sale of Kitcatt Nohr to Publicis, Richard continued to develop Kitcatt Nohr’s strategy product, first as part as Digitas, then as part of LBi. Along the way he wrote pitch-winning strategies for Aviva Investors, Nationwide, AXA, Infiniti and Bupa Global.

When the agency moved to trendy Shoreditch, Richard took the hint that it was time for him to move on. Besides, his brogues kept slipping on the pedals of his fixed gear bicycle and the stick-on beard wasn't fooling anyone. Though he does miss the bagels.

Found begging in the street following his unfortunate spell at Claydon Heeley, Richard was invited to join his old friends Paul Kitcatt and Marc Nohr at their eponymous agency. Here his work ranged from flavour consultancy for Pepsico to planning CRM programmes for John Lewis and Waitrose. He also played an important part in helping WaterAid get toilets onto the agenda at the United Nations General Assembly. However, his proudest achievement was planning the launch of the first Kosher mouthwash in the UK.

Everyone takes a mis-step in their career and this was Richard's. Short of money after a failed attempt at a start-up, he was flattered into taking a role which didn't suit his skills or temperament. The agency was based south of the river, which didn't help either. Despite this, he learnt a lot about digital communications, network politics and his own leadership style. He also led the winning pitch for Royal Mail's digital work.

Following the merger of GGT with TEQUILA\ in a network re-alignment, Richard reshaped the planning department and played an important role in developing the global Disruption strategy toolkit with TBWA\. He led integrated strategy on several successful pitches with TBWA\London, including General Electric, Corel and Npower. Richard also served stints with TBWA\ offices in Paris, Toronto and Jo'burg.

Richard set up the planning department at GGT Direct and was instrumental in many of that now defunct agency’s new business and award wins. These included Abbey, Prudential, Eagle Star and Marks & Spencer, for whom he developed and launched the pioneering &More card and loyalty programme. He was able to attract so much great talent that in one year's School Report, Campaign described his department as 'The ace up GGT's sleeve'.

In addition to rebuilding the creative department after a management defection and performing yeoman service writing personal loan and life insurance copy by the yard, Richard won DMA and ECHO awards for NS&I, Vauxhall and others. He was forced to relinquish his role on the latter account when he described the Astravan as 'Britain's Biggest Load Swallower' in a headline.

Richard learnt his direct marketing craft in bucolic Cirencester under the guidance of legendary creative director Graeme Robertson.