%22Philip Slade%22 title.jpg

over excitable strategist making a hash of it in advertising



Philip Slade : A different kind of planner. 

Energised strategist. Over 20 years experience split between major agencies and three start-ups. Curious of the world. Lateral thinker, mentor and entrepreneur with over 25 years’ experience split between international agencies and three start-ups. A multi award winning Creative Director who switched sides to become an Energised brand strategist. Previously leading and inspiring work for; Argos, Bentley, De Beers, Diageo, Honda, Mini and the UK’s National Lottery. Currently leading the strategic team at Jaywing for brands such as First Direct, Hermes, KPMG and UBS. 

Honorary vice president of the Marketing Agencies Association and Fellow of the Royal Society of Arts.

oh, yeah, I also performed in the London 2012 Olympic and Paralympic opening ceremonies. but thats a whole another story…


Jaywing.com. Sept 2017 - Present

My role is to lead an inspiring group of planners and strategist. Jaywing was born from data science in the city of makers, Fuelled by creativity we are instigators, collaborators and creators of brand communications. The difference and value we add is in the unique mix of people we employ across a 450 strong workforce. Headquartered in Sheffield, but with centres of excellence in Leeds, London, Newbury and Sydney.

Senior Strategist. Keko London. Nov 2016 - August 2017

Consultant role working with an amazing group of specialists at this agency that focuses on influencing wealthy consumers. I led the successful pitches for Nyetimber English wine and Forevermark / De Beers diamonds. I also led an amazing project looking at engagement for Bentleys centenary in 2019

Managing Partner. Crispin Porter + BOGUSKY March 2014 - July 201

This group strategic role was created when CP+B brought my start-up agency; Path in 2014. Lead strategist on many new business wins and work on a number of exciting clients in the London office of CP+B, one of the world’s most innovative creative agencies.


 Sipsmith Gin. Strategic and comms approach for this award-winning premium gin brand’s first full eComm site. Strategic plan for the co-ordination and linking up of existing social channels to fans. Launching late 2016.

Mini Clubman 2015 global launch: co-Wrote pitch-winning strategy ‘Go with your gut’, to draw potential VW Golf purchasers back to the Mini brand.

New Balance Asia: Won this Hong Kong based account with an experiential strategy called ‘Run On’ which was a concept focused on pushing yourself further. Fun runs with two finish lines one at 5K and then another 1K further on. As well as fitness day activities we added night-time music and social for those pushing on.

Chad Valley. For Britain’s oldest toy brand I wrote a re-launch strategy based around celebrating unstructured playtime. Over 3 years this grew brand awareness in a category of continual decline all with a budget that was a fraction of Chad’s competitors. In terms of executions we made some really cool radio spots that got amazing responses and also made stacks of ultra low budget TV product ads that mainly ran in the run up to Christmas in 2015 & 2016. All of which was backed by bunches of digital work that was contextual to weather and location to match toy specifics

Richard Pinder CEO UK and International CP+B commented, “Today’s multi-channel world demands increasingly innovative approaches to unlocking value in the path to purchase. In integrating Path with CP+B London we now offer clients deep shopper and activation expertise seamlessly connected with award-winning creative ideas.”

Philip Slade, co-founder of Path added, “Consumers now happily skip between digital, physical and social channels to complete a single purchase. They do this while two opposing mind-sets are re-shaping retail; shoppers who seek greater automation, versus those who desire richer experiences. It’s an incredibly exciting time that demands a new approach to insight gathering and planning of activations.”

Co-founder and Strategy Director. Path / The House Worldwide 2013-2014

Path was set up to offer brand building activation strategy, with Laurent-Perrier and Argos Own Brands as founding clients. We wrote a strategy for Laurent-Perrier to appeal to millennial drinkers that, in part, resulted in the brand cancelling its title sponsorship of the Chelsea Flower Show and instead launching an annual immersive experience at the boutique festival Wilderness.

Path First Year "Philip Slade"

Path was nurtured by The House Worldwide, Richard Pinder’s group of independent creative agencies, which Crispin Porter + Bogusky brought in July 2014. Path was nominated for Best Breakthrough agency in the 2015 MAA/Guardian Awards.

Working with Path has inspired Laurent-Perrier to look afresh at its business. Their extensive knowledge has provided clear insight of our industry’s future. This insight is now informing our marketing strategy ensuring continued and relevant engagement with trade and consumers.
— David Hesketh MW, Managing Director. Laurent-Perrier UK
What I loved about the ‘Hot House’ process was the speed at which creative ideas were developed, the diversity of people involved and the client having a ‘seat at the table’. What this delivered was a variety of strong creative territories and ideas which were sequentially developed in the space of just 3 days.”
— Jack Wallace, Marketing Controller - Own Brands at Argos
Path’s ability to draw on expert input has given our campaign a strong and credible foundation – which has stood the test of almost a year’s worth of activity (& scrutiny!). Tangibly their radio campaign has delivered our highest ever recall and persuasion tracking measures, which is a testament to their strong creative delivery and really ‘getting’ our brief.

They’re willingness to involve and engage me throughout the process has been refreshing. Furthermore, their input has given us a plethora of creative territories and communication strategies, banked and ready to be explored in 2015 and beyond!
— Rob Quartemain. Brand Manager. Chad Valley. Argos Own Brands

Launch spot for new UK furniture and homewares brand. September 2014

Strategic Consultant. Freelance   2011 - 2013

A high-energy pitchtastic couple of years that also gave me the flexibility of time to focus on rehearsals for the London 2012 Olympic opening ceremonies. Achievements included: for Hometown London; Bupa pitch win. Ciroc pitch win. Rakuten pitch win. Virgin Water pitch win. For Fathom+Hatch in New York, a social media strategy for Harley Davidson. For FCB Inferno, European activation campaign for Nivea for Men. For We Are Social, Danone pitch win. For Camelot International; I assisted in the successful re-launch of the combined Canadian Lottery boards.

“ Very inspiring. A lovely person who’s also good fun to work with. Philip is one of the best forward thinking planners I’ve ever worked with”
— Matt Osgood Head of Brands & Marketing / Vice President at Camelot

Planning Director, Saatchi & Saatchi X, 2010 – 2011

Strategic Lead for the Diageo account with two reports. We focused mainly on the international travel retail channel. Liaised with brand teams, Smirnoff, Tanqueray (GTME launch of ‘Tonight we Tanqueray’), Johnnie Walker F1 & Mentoring, Baileys (launch of Biscotti variant), Bushmills and Guinness (ran insight project about St Patrick’s Day in emerging markets). On behalf of Saatchi & Saatchi I also appeared in 2 episodes of the Hairy Bikers/BBC series about rebranding Meals on Wheels. I completed APG training, The Saatchi Lovemarks academy and received four MAA award nominations resulting in one Best and one Merit won.

Creative Strategist, t7F London, 2007 - 2010

A time of learning new skills as a strategist with the consultancy part of the AW Media group. My key responsibilities were for First Drinks; Sailor Jerry and the all-business class airline Maxjet. For whom I also got to park a Boeing 767 at Stansted airport, which was one of the odder perks of the job.

co-Founder & Executive Creative Director, Passion / Pulse Group 2005 - 2006

Passion won business from Ministry of Sound and Blackwood’s Gin before we merged with the Pulse group to gain scale. For Emirates I designed an epic exhibition stand, a three-story high revolving globe which was still winning awards in 2013! For Diageo I worked on the award winning Pimm’s summer and winter cup campaigns as well as Smirnoff, Bushmills and Johnnie Walker F1. My favourite Diageo project was the launch of the World Class programme, as well as coming up with the name, I helped devise a structure for this advocacy programme, which is now considered the drinks industry gold standard for career progression.

Philip Slade


co-Founder & Executive Creative Director,

Hicklin Slade & Partners,   1998 - 2005

Starting from my front room HS&P became an iconic agency that at its height employed 90 and went onto sell for £9 million to Karmarama. Our first project was for Diageo, which saw me in Ibiza for a week reporting on the effects of club culture on drinking habits. We continued to work with Diageo on Johnnie Walker, Tanqueray and The Classic Malts. We also won work from Molson Coors. The National Lottery, Britvic and Honda, For Honda we won a stack of awards and I got to work closely with W+K London including the inspiring planner Russell Davis. 


Summer 2012 was an unbelievable time for me as I had spent my weekends and evenings since April rehearsing for performances in both the Olympic and Paralympics. My roles varied from being one of the workers in the industrial revolution section of Danny Boyles spectacular Olympic opening to leading the Russian Team out during the Paralympics closing ceremony –given the chance I can bore for England about the experience!