m/SIX Expands Strategy Team with Three Senior Hires

m/SIX, the global media network has started 2020 off with a bang, strengthening its strategy team with two new hires and an internal promotion. As the agency continues to expand and enhance its strategic offering to support its increasing roster of clients, these are the first key hires since Jack Swayne, EMEA CEO joined in September 2019. The agency sees the appointment of Anthony Swede as EMEA head of strategy, Rachael Lake as UK head of strategy and Simon Foster, promoted to EMEA head of analytics. 

A commercially minded and audience obsessed strategist with over 20 years experience across a range of disciplines, Anthony Swede spent most of the noughties at independent agencies Naked Communications and BBH London (first hire of the Branded Content team), working with brands such as Playstation, Absolut Vodka, 118 118 and Coca-Cola. The last ten years have seen him holding senior roles at Mindshare and, most recently, Blue 449 where he was chief strategy officer. He is charged with leading the strategy for existing EMEA clients, whilst driving new business and seeking out growth in key target markets. Anthony said of his appointment: “m/SIX have a brilliant proposition, a maverick spirit and an awesome bunch of people to drive the agency forward. The business is absolutely flying - it’s a hugely exciting time to join.” 

Joining from Manning Gottlieb OMD, Rachael Lake has defined communications strategies for a range of iconic brands including Uber, Renault, Starbucks, Virgin Trains and NHS Blood and Transplant. She has a reputation for leading innovative award-winning work. At m/SIX she will be responsible for providing UK clients with innovative strategies and help to drive additional new business efforts. “m/SIX offers a genuinely different agency model and its track record in client retention and new business speaks to just how appealing this is to clients. I’m excited to play a role in building on this success by helping to create even more strategic, effective and transformational work” said Rachael.

In 2019, Simon Foster initially joined m/SIX as the TalkTalk client lead. His new role as head of analytics for EMEA will see him provide data insight, marketing and media mix optimisation, business forecasting and marketing effectiveness solutions to the agency’s clients across the region. Past clients include BT, Ebay, Expedia, Royal Mail, KAYAK and O2. Speaking of his appointment, Simon said: “m/SIX is targeting very high growth over the next two to three years and this creates a fantastic opportunity to develop a world-class Rachael Lake and Anthony Swede join, while Simon Foster rises through the ranks analytics function. To be given the opportunity to lead the analytics function at m/SIX and contribute to that growth is a hugely exciting opportunity.” 

Jack Swayne, EMEA CEO, said: “We’re delighted to welcome Anthony and Rachael to m/SIX, and see Simon step up within the business. The experience that each brings to the team, their sharp brains, and energy, will be integral to delivering our best of both worlds approach to all new and existing clients.” 

The news comes as m/SIX continues to experience positive growth, thanks to a healthy streak of new business and existing client wins over the past 12 months. 

Appointments are effective immediately. All will report into Jack Swayne and be based out of m/SIX London.