The Pilgrim Way

These days, it’s not enough to be an agency that’s different, but essentially the same. And that’s why we set out to improve the model to suit the ever-changing needs of today’s clients.

We built an agency that builds brands from the ground up, and we’re able to do this effectively by offering a unique combination of key skills:

Firstly, we have a number of super senior ex clients, providing top level brand strategy and business consultancy. Secondly, we validate the strategy through qualitative and quantitative testing via our in-house research department. And last but not least our award winning, integrated creative department are then able to produce great work, that we already know will resonate with the target audience it’s intended for.

Ultimately this results in bigger, more effective, impactful and memorable ideas, across a range of platforms.

Ideas that travel.

Our Capabilities

Business Strategy

As senior ex-clients, our vastly experienced business team have spent years turning complex problems into insight-led solutions, and consistently develop strategies that exceed KPIs.

  • Brand Positioning
  • Brand Strategy
  • Portfolio Mapping
  • Category, Shopper & Trade Strategy
  • Brand Innovation & Launch Programmes


Insight is a word that’s often bandied about, but means nothing if it doesn’t come from quantified and qualified testing.

This is so important to us that we have our own in-house research and creative testing department, and can constantly refine our work to make sure it’s always bang on the money.


Our diverse creative skillset and broad sector experience means we can connect brands with consumers holistically across multiple disciplines, ensuring the brand message is powerful, relevant and effective in every medium.

  • Integrated Campaign Development
  • Branding and Packaging Design
  • Shopper Marketing, In-Store & POS Design
  • Digital Marketing, Mobile & Social
  • Experiential & Sampling


The Pilgrims

Business Strategy

Andrew Marsden

Chairman & Business Strategist

Phil Toms

Brand Strategist

Jim Sewell

Business Strategist

Integrated Creative
and Creative Testing

Toby Moore

Managing Director

Kat Mitchell

EXEC Creative Director

Jason Vrakas

Head of Art

Rob Waddington

Head of Research


Andrew MarsdenChairman & Business Strategist

A high-profile marketer for over 30 years, Andrew is a keen believer in the power of marketing strategy within business, and has spent his career creating profitable brands products and famous campaigns for numerous global companies.

Pilgrim Chairman and our Brand Strategy Specialist, he has held Marketing Director, Managing Director, Chairman and Non-Exec roles, with notable periods at Britvic, Unilever, Vileda, Wunderman and HP Foods.

As well as successfully launching multiple brands, career highlights include leading the famous ‘You’ve Been Tango’d’ advertising campaign, winning Gold at Cannes for Innovation & Creativity, being part of the team that led Britvic’s floatation, managing the UK Pepsi franchise, turning Robinsons into the UK’s 7th largest grocery brand, making J20 one of the fastest selling products in the On-Trade, and being named Client of the Year and Jaeger-LeCoultre Marketing Director of the Year by the MCCA and The Daily Telegraph respectively.  

An all-round business strategist, Andrew is equally at home advising on brand-building initiatives as he is discussing the finer points of creative. However, his true skill lies in translating complex business issues into cohesive and actionable strategic plans, something he is directly involved in at Pilgrim.

He is a prolific exponent for the UK marketing community: has an Honorary Doctorate; is a Fellow of The Marketing Society, CIM, IPM and RSA; is a member of the Marketing Group of Great Britain and the Solus Club; a Marie Curie Trustee; and has been President of the Marketing Society, Chairman of the ASA Code Review and ISBA, Master of the Worshipful Company of Marketors, and served on the Governmental Advisory Committee on Advertising.

Jim SewellSenior Business Strategist

Entrepreneur and telecoms specialist, Jim has led Sales, Marketing, Product and Strategy at a number of successful businesses, charities and trusts for over 20 years.

Senior Business Strategist at Pilgrim, he has held Group Sales & Marketing Director and Chief Strategy Officer positions at Alternative Networks, one of the largest and most successful network re-sellers in the UK.

Career highlights include building Alternative Networks from a start up in 1994, through its floatation on AIM in 2006, into a business that was sold for £165m in 2016; being part of the team that cycled from Land’s End to John O’Groats and raised more than £20,000 for the Restless Development charity; and creating the Restless Schools Series, a triathlon for children that has raised over £110,000 for charity to date.

An experienced business consultant and B2B strategy specialist, he also holds a board non-exec role at Virtual1; is a trustee at the Restless Development charity, leading fundraising projects and helping UK businesses support entrepreneurs in Africa; and launched Restless Development’s Entrepreneur Panel at the House of Lords in 2015. 

Toby MooreManaging Director

A very experienced account handler and true creative champion, Toby has been an integral part of many daring and consistently effective campaigns for brands such as Skittles, Champagne Lanson, KP Foods, M&Ms, Snickers and Johnnie Walker.   

Managing Director and Founding Partner at Pilgrim, he has built, led and been part of many leading creative services teams at agencies including Mesh Marketing, 141, Tarantula and Marketing Drive Worldwide.  

Career highlights include being a founding partner of Mesh Marketing, one of the UK’s leading Shopper Marketing agencies; creating the first ever transactional shop on Facebook for Mars Confectionery; leading Wrigley’s most successful NPD launch, including experiential, digital and shopper; helping Champagne Lanson deliver consistent year-on-year volume and value growth in the UK; leading the wildly successful Mr. T shopper campaign for Snickers; and writing the category-leading Champagne Report for several years.

A passionate believer in cross-agency collaboration and in empowering his teams, his role as Managing Director at Pilgrim ensures ideas are not only nurtured but also challenged and researched to ensure their effectiveness.  

Kat MitchellExecutive Creative Director

Kat has worked in advertising and communications for over 20 years now, spanning Sydney, Chicago, and of course London for the most part. She has picked up a few skills along the way - namely the ability to come up with media neutral, big ideas, that travel anywhere.

This, she attributes, to having worked above, below, and through the line over the years.

Her favourite question is why. Her wingman is logic. And she strongly believes that there’s a nicer way of explaining, writing, or creating something, to make it simpler to understand, easier to remember, and generally more exciting. As she says time and time again in everything we do: you – just – need – a – great – idea, and the trust of a great client.

Her award winning Vote Rump campaign for Gourmet Burger Kitchen last year is a great example of this.

In recent years she’s won an Epica, been listed for Campaign Live’s top ten OOH campaign’s (2016), had campaign’s feature on The Drum (most creative campaign for the month across EMEA) produced a number of campaign’s that featured in Lurzer’s Archive, and even more recently had work requested for a feature in the New York poster museum - Poster House, opening 2018. The highlight of her career was judging D&AD in the integrated and collaborative sector.

Rob WaddingtonHead of Research

An authority in innovative marketing research, Rob has led numerous qualitative, quantitative and hybrid research projects for multinational FMCG, Media, Telecoms and IT brands over the past 15 years.

Pilgrim Head of Research, Rob has been Managing Director of research agency Futuresight for the past 10 years, and is actively involved in the development of Hypersonica, a mobile start-up providing convenient and secure search experiences.

A true believer in unearthing the insights behind the data, Rob not only provides Pilgrim with an in-house research facility for our clients but also plays a crucial role in concept testing during the creative process. A full member of the Market Research Society, his broad skillset covers market analysis, consumer insight, audience segmentation, brand strategy and development, marketing strategy and planning, product usability and messaging, digital content, analysis and tracking.

Jason VrakasHead of Art

With over 25 years in the design, advertising, and branding, Jason has judged and won global creative awards and brings with him a breadth of skills and knowledge.

Starting at MSW Rapp Collins as an Art Director, he then moved on to work for BBC Worldwide where he cut his teeth in editorial, and a number of packaging projects.

His varied CV goes on to boast The Economist, where he added NPD’s and further packaging projects to his experience, before joining Microsoft as an Art Director.

He was then head hunted back to The BBC where he was Creative Consultant to Lifestyle Group, which included fashion, food, drink, gardening, home, and antiques, across mediums.

In recent years he worked at You Agency as Design Director where he and Kat came up with the award-winning Vote Rump campaign along with many more integrated communications, before joining Pilgrim as Head of Art to continue the magic.

PHIL TOMSBrand Strategist

With more than 20 years experience in FMCG marketing, Phil has successfully lead and delivered key campaigns and marketing for a range of iconic British and Global brands. This includes supporting the recovery of the British beef industry - post BSE - where he successfully delivered the award winning ‘Recipe for Love’ advertising campaign. And he spent twelve years working for the Nestle/General Mills JV, Cereal Partners, where he was made head of Marketing, and lead increasing demand for iconic breakfast favourites such as Shredded Wheat, Shreddies and Cheerios. Plus, he’s proud to be the marketer that brought the Shreddies ‘Knitted by Nanas’ campaign to life, as well as leading the strategy and execution that saw Cheerios re-positioned globally.

Phil has a real passion for effective commercial marketing and led key cross portfolio initiatives for Nestle, including the green banner for wholegrain, plus high impact consumer promotions, and the establishment and leadership of the Shopper Marketing team including development of category visioning projects.

He joined Charles Wells Brewing and Pubs in 2012 as Marketing Director, and led the global acceleration of the branded beer portfolio: Under his tenure, Estrella Damm became the fastest selling world beer in the UK, Bombardier, McEwan’s and Young’s were re-positioned for growth and effective programmes for a diverse portfolio. And he also developed an innovation programme which saw the Charles Wells brewery accelerate and deliver highly accretive NPD to market in both the on trade and off trade.

Phil’s also a consultant for a select number of ventures, working with multiple food and drink businesses, developing strategies for growth with a real focus on NPD projects. Additionally, he spent time supporting the Zoopla business, providing leadership on key brand projects.


We’ve recently welcomed Lindt onboard and are working with them on some exciting projects. We’ve begun working with Crosta & Mollica too, and we’ve just completed our third project for Burger King – first a brochure, the second a King Box Xbox promotion and the third a range of posters and awnings signalling their rebrand, refurb status, and we’re in the process of launching a new global brand campaign for Lanson Champagne.



All the lovely clients we’ve worked across since our official launch in March.

Our combined experience spans most channels and sectors. If you'd like to see something specific, just drop us a line.

Contact us

3rd Floor
16-17 Little Portland Street
London W1W 8BP