Judges 2012

Member Name

Pete Robins




Managing Partner

16 years ago, Pete jumped from a traditional media planning background to become one of the UK's first digital media planner buyers. In 1999 he launched his own online media agency: media21, also co-founding digital creative agency Glue. Following the private sale of media21 to Grey Global Group, he then co-ran MediaCom's digital division for four years, sitting on the Board of Directors. In an attempt to build a more nimble way to deal with the opportunities in digital media, data and technology, he then left in 2005 to set up the media agency agenda21 with his two business partners, and more recently their sister data and tech focussed business, Media Science in 2011. He was laughably ranked 3rd in Campaign's top 10 "Online Pioneers", is Chair of the IPA's Digital Media Group, and advises and invested in a range of other digital businesses.

Amanda Smith

Alex Tait

American Express

(Client Judge)


Director, International Digital Acquisition

Alex leads acquisition core media and e-commerce strategies internationally at American Express. Alex's digital career has also included roles in retail at The Post Office, Associated Newspapers and Argos. He is the Chairman of the Digital, Data & Direct Action Group at the UK's trade body for advertisers, the Incorporated Society of British Advertisers (ISBA). This year Alex was nominated by the New Media Age Awards for Greatest Individual Contribution to New Media for his work with ISBA.

Elliot Muscant

Emily Beresford

Carat Manchester



Emily has over 12 years experience in online marketing covering the core disciplines; Online strategy, Search Engine Marketing, Affiliates, Aggregators, Online display and mobile. Her current role involves managing a dynamic team of 14 split into 3 core product areas; Affiliates & Aggregators, Display and Performance Display. Emily joined the Carat Media board of Directors in 2011, and plays an active role in industry thought groups like the IPA and the iab. She is currently deputy chair on the IPA Digital Media Group.

Paul Nasse

Lydia Boulstridge



Having graduated from Cambridge University with a science degree, Lydia found herself surprisingly satisfied by the workings of direct response communications. With nine years of experience, Lydia now holds a dual role at Profero as Head of PPC, SEO, Affiliate and Performance media in combination with leadership of a business unit that delivers digital media, mobile, search, affiliate and social media consultancy and execution globally. She works very closely with clients, ensuring the deep understanding of their business required to devise cross-channel strategies that will achieve ever more challenging objectives. Clients include FedEx, Western Union, Internaxx, GSK, All Saints and Mars.

Adam Russell

James Gyngell

Arena Media


Head of Digital

Jim joined the Arena Media team in 2008. He is responsible for the digital development and output of Arena Media. His role also covers all key trading negotiations and contracts for online media, third party services, technology and production. Jim also oversees the development of Emerging Channels.

Claire Valoti

Alan King

UM London


Head of Digital

Alan has been in digital from the near beginning. He joined Zenith's original digital team 12 years ago where he was responsible for BMW, Lexus and Lloyds TSB amongst others. He was headhunted as an Account Manager for UM's new Microsoft account in 2003 and quickly became the Digital Account Director on business. Under his stewardship digital became the dominant medium for Microsoft for a number of years. He is currently responsible for the digital product at UM London.

Paul Vassallo

Will Smyth



Head of Digital

Will has been in digital media for more than 11 years and worked for some of the most highly regarded media and advertising agencies. He started agency life at i-level in 2002 working on BT and Yell.com. During his time at i-level Will worked across and led a number of key accounts including Orange, P&G and the COI. After six years there he joined Wieden + Kenney as a strategist where he worked on Honda and the now famous, first ever live TV ad campaign. Joining OMD UK in 2008 as Digital Planning Director, Will was charged with building the creative output of the Digital team. He was promoted to his current Head of Digital role in 2009 to lead the agency's Digital team and output. He is responsible for operational management and the establishment of new digital services including mobile, social media and digital consultancy. Will sits on the IPA Digital Media Group and regularly comments in the trade press.

Amanda Smith

Justin Taylor

MEC Digital


Managing Director

Justin Taylor has been working exclusively in digital since 1999. He started his career at the height of the dot com boom at a start-up specialising in promoting financing solutions for the SME and enterprise sector – a revolutionary business (which was five years too early). With a taste for all things online he moved to one of the digital leaders, M Digital; learning the digital media trade on IBM, Kellogg's and Ford, creating pioneering digital media firsts. He joined MEC Interaction from OMD International where he was Head of Digital responsible for clients such as McDonald's, Vodafone and Sony (including the multi-award winning Sony Bravia 'Balls'). Justin is now Managing Director of MEC Digital (UK). Working across a diverse cross section of clients from Lloyds Banking Group to Nintendo he continues to drive digital excellence.

Member Name

Anna Watkins




Managing Director and Head of Digital

Anna joined Initiative in March 2012 as Managing Director and Head of Digital. Previously she spent 6 years at the full service digital agency, Grand Union where she was CEO. Anna also launched Hubbub, a branded content and social media agency in 2005. Previous incarnations included a couple of years as Content Director of TBWA's branded content agency, Stream, and before that a 2 year stint as Sales and Sponsorship Director at Prisa, the Murdoch of Spain. She started out at M&C Saatchi in 1996 after graduating from Oxford University.