We created IPG-X as a specialist boutique agency with the ability to harness the power of the holding group it sat in. As Global ECD I worked to a mantra of Connected Creativity, blurring the lines between disciplines and channels – leading The Executive magazine to interview me on the topic.

With core competencies in Luxury, Automotive and Brand Identity, our founding client was Bentley Motors, working with them on their core car business, but beyond that into bespoke travel, residences, furniture, fragrances, and apparel. In addition to working with brand partners like Naim & Focal, Picante, Bomber, and The Macallan.

The combination of understanding UHNWI audiences, with a dynamic agency structure, attracted new clients like Princess yachts and Triumph motorcycles – appreciating our strong brand strategy, leading to crafted execution, and cultural relevance.

(The IPG-X agency was reluctantly collapsed into McCann as part of the Omnicom merger in late 2025).