illuminating brands from strategy to store

We combine true business rigour with daring creativity and real-time research to activate brands brilliantly. From creating a unique position for them in crowded markets, to putting them in the spotlight along their path to purchase, our holistic way of working gets brands noticed, bought and loved.

Welcome to Pilgrim

The Pilgrim Way

Our unique combination of senior ex-clients and agency leads means we know how to solve clients’ challenges and bring their brands to life in more powerful, relevant and creative ways.

Business Strategy

The fact we have two senior ex-clients in our business means we don’t just interrogate what’s in a brief, we also rigorously explore what’s behind it. Brand strategy, overall positioning, the optimum comms platform – we verify every aspect to ensure we’re all on the right path from the start.

Daring Creativity

In a world of overwhelming choices, we believe that daring creativity and illuminating the path to purchase effectively are key to helping brands stand out. So we concept quickly, push further and share earlier – until we have the idea that will illuminate the brand in the eyes of the consumer.

Creative Testing

To ensure our creative is effective as well as daring, we don’t leave anything to chance. We use our Creative Testing approach to assess our thinking – helping us refine our ideas and messaging throughout the creative journey, ensuring our ideas truly shine.

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

Daring Creativity

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

Creative Testing

The invaluable insights we get from our in-house research and unique creative testing method mean ideas are constantly refined, helping us ensure they’re daring, landable and sales-driving in equal measure.

  • Qual & Quant Consumer & Shopper Research
  • Insight Identification
  • Pre-Campaign Testing
  • Campaign Effectiveness Analysis

The Pilgrims

Business Strategy

Andrew Marsden

Chairman & Business Strategist

Jim Sewell

Business Strategist

Integrated Creative

Toby Moore

Managing Director

Kat Mitchell

EXEC Creative Director

Creative Testing

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.  

Toby also leads agency and client team training workshops, covering multiple topics including creative process, brief writing, the importance of research, the art of shopper marketing and better agency/client relationships.

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.

Brand Experience

Our combined experience spans almost every sector and channel.
If you’d like us to show you some specifics, drop us a line - we’d love to chat.

Email Us


While every agency should be good at blowing its own trumpet,
we’d rather let some of our clients do it for us.

Right from the very beginning, Pilgrim got what we are about and where we wanted to take the brand. Great thinking, flawless execution and ruddy lovely people too. What more can you ask for?

Spencer Chambers
CEO Hofmeister

Pilgrim have come up with a stack of brilliant ideas that will engage our brand with communities across the UK and will help our business bloom.

Alex Albone
Founder Pipers Crisps

Join Us

You don’t need sandals to be a Pilgrim. Actually, you don’t even need socks. But if you’re endlessly curious, creatively daring and fantastically talented, you should get in touch. Even if we don’t have a role for you right now, we’d bet our Birkenstocks that our paths will cross again.


Contact us

Pilgrim Marketing
3rd Floor
16-17 Little Portland Street
London W1W 9BP