About

Si is a founder of The Ninety-Niners, a new breed brand and CX agency established in 2020, working with clients including Lloyds Bank, Organix, Avast and Dole. The Ninety-Niners is on the side of the 99%; the real people who experience brands, not the 1% who creative them and is on a mission to put real people back at the heart of advertising.

He was previously Global CSO at MullenLowe Open where he helped to establish the customer engagement capability and worked with the likes of Etihad, Danone and Harley-Davidson to deliver customer-centric campaigns. He was also an early pioneer of shopper marketing as Director of Strategy at Saatchi & Saatchi X, applying behavioural sciences and customer data to the business of selling.