Richard Pentin

Strategy Partner

About me

After 20 years in the industry I see myself essentially as a problem solver for big client challenges, whether that’s cracking a challenging proposition to shift entrenched consumer behaviour, shaping effective communication strategies to meet ambitious sales targets or driving transformative change within an organisation to meet the marketing requirements of tomorrow. I’m a firm believer of unlocking the wealth of data and consumer insights at our disposal to fuel strategic thinking and inspire creativity. After all, it’s only by identifying genuine human truths that we can create propositions and brand experiences of any meaningful value. We know customers don’t think in channel siloes so nor should we. Fortunately, my career spans both CRM and digital so I can adopt a more holistic view to comms planning, confidently developing seamless brand experiences across the full spectrum of touchpoints. I don’t profess to have all the answers but I never give up until I have a compelling strategic solution which I believe in. ‘Good enough’ is certainly not something in my vernacular! It’s this unrelenting commitment to excellence which drives me and which I hope earns the respect of my team, peers and clients alike. In my free time - which isn't much these days - I'm an avid photographer specialising in portraits and weddings. I'm a keen skier and was a qualified ski instructor once upon a time. I also love playing honky-tonk blues on the piano mixed in with an unhealthy mix of cheesy ballads!


  • Digital Agency
  • Strategic Planning
  • Consumer Behavior
  • Creative Thinking
  • Social Media Strategy
  • Content Strategy
  • Customer Experience
  • Measurement
  • Communication Planning
  • CRM and Digital Strategy
  • Advertising Account Planner Strategist

Companies I’ve worked with

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    • LIDA London

      LIDA London

      • Advertising

    Work history


    Strategy Consultant


    Mar 2015
    • Strategic planning for a range of clients (adidas, AA, Sony Mobille, Investec, Thomas Cook Airlines, Maurice Lacroix) spanning CRM, digital, ATL and brand planning. Agencies include Leo Burnett/Arc, BBD Perfect Storm, Havas Helia, Amp Communications and Oliver Markeitng.


    Strategy Partner

    LIDA London

    Mar 2014 - Apr 2015
    • Co-head of planning department consisting of 16 strategists, reporting directly into Chairman/CSO. Strategic lead on O2/Telefonica - the largest account in the agency - responsible for all customer loyalty communications.


    Group Planning Director

    TMW Unlimited

    May 2010 - Mar 2014
    • Responsible for managing and overseeing the Planning Department consisting 7 planners. Specifically responsible for global digital, social and CRM strategy for Sony Mobile, Sony Professional and Infiniti Europe as well as digital transformation consultancy to Unilever UK.



    Business Studies

    University of Hertfordshire

    Aug 1998 - Jun 1992