Spencer McHugh helped create the EE brand from scratch – made doubly challenging by the need to migrate customers from the Orange and T-Mobile brands in a short space of time. Along with the new 4G functionality that needed explaining to customers, visionary thinking was essential. He already had the iconic Orange brand under his belt, having been on the team since 2003. He previously worked agency-side on data and as a planner.
Lightbulb moment: "Realising the best strategies are useless unless they culminate in brilliant execution."