Richard Robinson

Managing Director at Xeim, Econsultancy and Oystercatchers

London, United Kingdom
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Projects credited in

About me

Leading change & making good things happen between brands, agencies and talented folk. International Marketing, Digital & Communications. Much travelled. You'll find me on twitter @londonrobinson. Managing Director of Econsultancy and Oystercatchers. I specialise in accelerating Marketing performance & Digital transformation. Chartered Marketer, accredited Management Consultant, Fellow of both the Royal Geographical Society & The Royal Society of the Arts. Award winning Diversity advocate. Named in the top 12 men championing women in the workplace by the Financial Times, a 'Male Agent of Change' & one of the top 30 men challenging gender inequality by the Women’s Business Council, Management Today and Yahoo Finance. Winner of the Major's Diversity Champion of the Year & runner-up as Equality Advocate of the Year at the Women in Marketing Awards. Vice-Chair of The Ideas Foundation, Board Member of Creative Equals, BAME2020 & Token Man, the first male SuperMomma for SheSays and an Ambassador for The Marketing Academy Foundation. Regular mentor for the NABS 100 Club and Magnificent Generation and proud to be called a 'Campaigner for increased diversity in the industry' by The Huffington Post. Published by the Wharton School of Advertising, regular columnist for Marketing Week, sometime Brand Expert for Channel 5 News and Visiting Lecturer at both The European School of Advertising and the #FutureLeaders Programme which identifies and empowers the next generation of female Creative Directors. Final round Judge for a whole lot of awards including the UK & European EFFIEs, MAA DoDifferent and The Marketing Academy's Scholarship Programme. Remarkably slow marathon runner (London, Edinburgh and Tresco). Creator & Expedition Director of the2012 Mount Everest expedition with Kenton Cool to fulfill a century old pledge between the IOC and Great Britain to place an Olympic Gold medal on the summit .

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  • Advertising
  • Marketing
  • Media
  • PR
  • Consultancy
  • Creative Consultancy
  • Business Startups
  • Digital
  • Brands
  • B2B B2C

Companies I’ve worked with

  • M


    • Oystercatchers


      • Marketing & PR
    • E


      • F


        Work history


        Managing Partner


        Jan 2018
        • London, United Kingdom
        • Full Time
        • Managing Partner of Econsultancy, the global home of Modern Marketing Excellence, thought leadership and digital marketing best practise. We work with some of the world's biggest businesses, helping their brands and Marketers to digitally transform. Focused on delivering best-in-class Marketing Transformation & Capability programmes for customer-led brands & agencies that are fuelled by the possibility of Digital. We are the architects of the Modern Marketing Model (M3), a radical new framework that enables Marketing and Digital teams to come together as one for the benefit of the customer.


        Managing Partner


        Jun 2012 - Dec 2017
        • London, United Kingdom
        • Full Time
        • One of five Partners in Europe's leading Management Consultancy specialising in accelerating Marketing Performance. Architect of modern Marketing Excellence, a methodology uniquely designed to enable CMOs to transform their Marketers from competent to Practioner through training, ways of working, capabilities and culture. Proud to see our work awarded "Most Acclaimed Marketing Training Programme 2016" and Oystercatchers identified as the UK's "Leading niche Marketing Consultancy 2016" & "Most outstanding management consultancy for Marketing 2017". In parallel Oystercatchers has been recognised as 'Consulting Excellence' by the Management Consultancies Association. Part of the team voted the UK's leading Intermediary by the IPA (May 2013). Acquired by Centaur Media (October 2016) and excited about the challenge ahead.


        Managing Director

        Skaramoosh Partners

        Mar 2011 - Jul 2012
        • London, United Kingdom
        • Freelance
        • 2013 Directed the first successful summit of the "Everest Triple Crown" by Kenton Cool. This involved summiting the three mountains that make up the Everest horseshoe in one continuous climb, a feat previously classified as impossible. Between the 19th - 21st May Kenton Cool summited Nuptse (7,861m), Everest (8,848m) and Lhotse (8,516m) rewriting climbing history in the sixtieth anniversary year of the first Everest summit. On his return Kenton received direct thanks from HRH Queen Elizabeth II and the British Government. 2012 Created and directed The Olympic Games Pledge delivering c.£5m of unpaid media for Samsung, a reach of +67,500,000 and an ROI of +1,250%. The Olympic Games Pledge fulfilled a 90 year promise made by Great Britain to the Founder of the IOC to place an Olympic Gold Medal won in 1924 on the summit of Mt Everest 'not just for your country but for all humanity'. Kenton Cool summited Mt Everest for a tenth time, and BAFTA & EMMY Award winning cameraman Keith Partridge captured the expedition in real time for social media and Samsung's London Piccadilly Circus jumbotron. The films have now been seen by 1m+ viewers. The expedition received the full endorsement of Lord Coe, the Royal Geographical Society, the British Mountaineering Council, the Alpine Club, the Himalayan Club, the British Exploring Society and the Nepalese Ambassador to Great Britain. 2011 Created and directed The 3G Everest Challenge delivering c.£2.5m of unpaid media for Samsung, a reach of +200,000,000 and an ROI of +1,600%. The 3G Everest Challenge saw Kenton Cool summit Mount Everest for the ninth time to prove the existence of 3G on the summit by sending the first tweet and making the first 3G phone call from the roof of the world. The tweet sent is now recognised by Twitter as one of their ‘top ten most epic tweets’ alongside Jack Dorsey’s first tweet and the first tweet from the NASA Space Station.


        Regional Business Leader. Europe, Middle East & Africa

        Publicis Worldwide

        Feb 2006 - Mar 2012
        • London, United Kingdom
        • Full Time
        • Director and Account lead for all P&G's Oral Care and Health Care Advertising and holistic communications in Europe, Middle East and Africa. Lead for the successful global launch of Oral-B Toothpaste from initial concept through to multi-market implementation (Brazil, India, Nigeria, UK, Benelux, France, Argentina & Australia). Strategic and business lead for the creation and deployment of a radically new multi-agency partnership model for the Publicis Groupe and P&G across all brands and communication channels in Africa. Directly responsible for quadrupling the size of the P&G account in London, moving it from being a small & low profit piece of business to the largest account in the agency delivering a third of the agency's revenue and the majority of its profit. Won Publicis UK's first & only Euro EFFIE. The portfolio included Oral-B, Crest, Blend-a-Med, Ipana and Vicks (Sinex, Medinait, Daymed, Vaporub, First Defence, Cough syrup and Blau throatdrops).


        Head of Adult & Family Marketing


        Jan 2004 - Feb 2006
        • London, United Kingdom
        • Full Time
        • Headhunted from The Coca-Cola Company to lead the strategic development and implementation of all Adult, Family and Breakfast Marketing plans. This included overseeing the best global advertising of 2005 and a full review of all restaurant merchandising resulting in the development and implementation of a consistent Creative approach in every restaurant for the first time. Lucky enough to work through the "Super Size Me" years and learn first-hand the true meaning of 'crisis management'. Part of the leadership team responsible for laying the strategic foundation of 'food quality' that has enabled McDonald's to deliver the unrivaled success it enjoys in the UK today.


        International Marketing Manager

        The Coca-Cola Company

        Nov 2000 - Dec 2003
        • Atlanta, United States
        • Full Time
        • Directly responsible for identifying and delivering strategically-based beverage solutions to maximise the global McDonald’s/Coca-Cola partnership. The role covered every market & every region (exc North America) with a remit of 15,000 restaurants. The highlight was creating and patenting the world's first straw that could change the flavour of any carbonated drink. Once created the magic straw was taken away and buried deeper than The Ark of the Covenant in the final scene of Raiders of the Lost Ark. When you find it the Coke vaults let me know.


        Group Account Director

        Carlson Marketing Group

        Jan 1996 - Nov 2000
        • London, United Kingdom
        • Full Time
        • Promoted through to become the youngest ever GAD in Carlson Marketing Group. Directly responsible for several major new business wins including John Smith's, Newcastle Brown, Courage Best, Theakston, Scottish & Newcastle Retail, Pernod Ricard (Aberlour & Clan Campbell), The Marketing Society and T-Mobile. Successfully managed to spend a disproportionate amount of time on distillery tours in the early years while working on United Distillers UK (Bell's Whisky, Gordon's Gin, Pimm's, Glen Ord & the Classic Malts),


        Account Manager


        Mar 1994 - Dec 1995
        • London, United Kingdom
        • Full Time
        • Jumped into the deep-end of Sales Promotion and Trade Marketing managing the Leisure, Catering and International retail accounts of Britvic Soft Drinks, Pepsi, Tango & Odeon Cinemas. Drank litres of fizzy pop if I'm being honest.


        Account Executive

        Branch Lines

        Dec 1993 - Mar 1994
        • Princes Risborough, United Kingdom
        • Full Time
        • Worked on the launch of Orange, as well as the ongoing management of Hutchison Paging, Hotpoint & Tefal projects. Learnt the art of making large quantities of tea for thirsty Creatives while simultaneously sending multiple faxes.


        Sales person of some-sort


        Oct 1993 - Nov 1993
        • Swindon, United Kingdom
        • Full Time
        • Spotted early-on that having a career selling paper-based personal organisers was going to be daft.



        BA History & Educational Studies, Upper Second Class Honours


        Sep 1990 - Aug 1993
        • Oxford, United Kingdom


        BA Hons 2.1 Education

        Oxford Brookes University

        Sep 1990 - Sep 1993
        • London, United Kingdom


        3 A levels & 10 GCSEs


        Sep 1985 - Jun 1990
        • Sherborne, United Kingdom