A thought leader and innovator in advertising and marketing operations; founder of the How to Buy a Gorilla Company
Best-selling author: How to Buy a Gorilla (2017) and Tuning Up (2023)
Specialist in improving agency outcomes with clients, procurement, and new business.
Expert in transforming agency teams, processes, performance, and culture to drive growth and engagement

Bio

A recognised trouble-shooter and problem-solver, in a career spanning more than 30 years I’ve worked on some of the industry’s most demanding and high-pressure accounts.

I held senior roles at global agencies, including Grey Worldwide and Ogilvy & Mather with my final agency position as Head of Country for Ogilvy Russia during the BRIC boom, where I built out the group offer and grew revenue by more than 500% in under four years.

The experience and insights I gained from my agency life became the foundation for my consultancy, which I launched in 2009. It became The How to Buy a Gorilla Company, dedicated to improving marketing value by resolving conflicts in the marketing-procurement-agency triangle through intermediary, consultancy and training services.

Central to my relationship work is the Meikle Matrix – a practical tool for diagnosing and improving relationships, team performance, and organisational culture.

I help agencies transform how they work — improving performance, reducing stress, and fostering healthier, more productive cultures.

I’ve published two books – How to Buy a Gorilla (2017) and Tuning Up (2023) – both exploring the dynamics between clients, agencies, and the individuals within them.

Expertise

  • Transforming agencies through operational improvement, commercial effectiveness, performance management, and culture change
  • Improving client-agency relationships through diagnostics, training, and coaching
  • Designing and delivering training for the agency sector in commercial negotiation, client management and new business.
  • Using Tuning Up and the Meikle Matrix to help leadership teams improve performance, strengthen culture, and reduce stress

Other Pimlico Team Members

Simon Steel

With over 30 years of experience leading advertising production for global agencies, my work has focused on managing change, streamlining production, and building effective marketing systems. I’ve helped over a hundred brands and businesses transform their marketing operations - and now, my priority is helping entrepreneurs and brands grow.

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Catherine Allison

I’m the founder and director of Master the Art, delivering pitching, presentation and communication skills training to agencies, media owners and creative-minded businesses.

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Emma Thwaite

One of six children in a family of serial entrepreneurs, I grew up with an instinct for spotting opportunity and a love of growing things – whether people, teams, clients or businesses.

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Leanda Trethewey

I’m an accomplished marketer with over 20 years of client-side marketing leadership helping agencies understand what clients truly need.

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David Eakins

After nearly two decades working as an Art Director for some of the world’s leading advertising agencies, I faced a life-changing moment. Whilst I was going through a mental health challenge, the lack of proper safeguarding in the workplace only compounded my situation, ultimately leading to a moment of crisis.

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Matt Phillips

I’m a fractional director of communications for growth-stage companies and ambitious SMEs — bringing senior-level strategic thinking to businesses that need it, without the overhead of a full-time hire. With 24 years’ experience across media, music, technology and financial services, I’ve sat on every side of the communications equation — as spokesperson, agency director, in-house lead, and founder.

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David Meikle

A recognised trouble-shooter and problem-solver, in a career spanning more than 30 years I’ve worked on some of the industry’s most demanding and high-pressure accounts.

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Rob Harrison-Plastow

I'm a qualitative researcher and strategist. I built a better model for making sense of people that won the MRS Research Innovation of the Year 2025, and now powers strategy for teams at Adam & Eve\TBWA, The Kite Factory, TUI, McCain and many more.

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Looking for a blend of expertise? The Pimlico Group can help

Many clients are looking for a mixture of the skills represented by the members of The Pimlico Group. If you have a problem or project that you think would benefit from several Pimlico members, contact