Jo Moore
Creative Director

Jo is an executive creative director who delivers bold and effective ideas across any channel. She has over 25 years of experience in top London agencies and has won more awards than you can shake a stick at. She won Campaign’s Inspiring Women award 2024 for ‘Conquering Creativity’.

Jo was raised at BBH, learning the skills of storytelling and craft. Her work being recognised at Cannes and D&AD before continuing her career at WCRS and then Engine. Most recently she creatively led House337 through its first two years of infancy, achieving her mission to make it into Campaign’s Top10 Creative agency list. That year gaining over 60 industry awards from all the major creative gongs to the Effies for Impact. This resulted in Jo winning Campaign’s Inspiring Women award 2024. Jo also led the agency’s largest billing client Santander UK, totally transforming its creative offering with The Bank of Ant and Dec and using Brian Cox from ‘Succession’ as spokesperson for the corporate side. Jo has also made standout work with Autistica, Alzheimer’s Society, Women’s Aid, King, Dream Games, Mini and Sky Movies.

Sarah Davies
Behavioural Strategist

Sarah has spent over 30 years using her understanding of people, culture and brands to inform successful strategy. She has worked in diverse agencies, starting her career working in a planner led qual agency working on creative development. She went on to build the Strategy team at trends based brand consultancy HeadlightVision before heading up Strategy and Innovation at The Future’s company within WPP. 14 years ago she co-founded The Behavioural Architects, one of the first strategic consultancies with Behavioural Science at its core.

She has worked across many influential brands in the commercial and social space including Diageo, CRUK, Google, PepsiCo, Reebok, Waitrose, Salomon and Sport England.

She is passionate about applying behavioural science to get to what really makes people tick, unlocking insight that can transform brand strategy and lead to ideas that have impact.

She believes in constantly challenging herself and that bravery and risk taking is key to having real commercial impact and driving behaviour change.

Sian Davies
Behavioural Strategist

Sian has over 35 years experience in marketing, blending expertise in behavioural science, trends and strategy to drive growth for clients.

She spent the first part of her career in strategy consulting, specialising in marketing and growth challenges. She then joined the Henley Centre for Forecasting, part of the WPP group, to work on media futures and head up the communications consulting team. Prior to co-founding The Behavioural Architects in 2011 she was Global CEO of The Futures Company, a trends and consulting centre of excellence within WPP.

Sian has worked with many leading brands including Google, PepsiCo, Mondelez, Liberty Global, KFC and Nationwide. She led The Behavioural Architects award winning work with Google - Decoding Decisions.

As a strategist, Sian blends creativity and rigour to create foundational insights that drive impact. She relishes embracing behavioural challenges and working with brands who are looking to defy convention and drive disruptive change.

Crawford Hollingworth
Behavioural Strategist

Crawford started out at BMP DDB, the birthplace of strategic planning, with stints at AMV BBDO and Chiat Day. Intrigued by the behavioural trends shaping society, he went on to launch HeadlightVision with renowned agency Simons Palmer Denton Clemmow and Johnson. After a successful sale to WPP the business evolved into The Futures Company where Crawford became Global Chairman.

Inspired by the way in which Behavioural Science unlocked new ways to think about human decision making and behaviour, in 2011 he co-founded The Behavioural Architects, one of the world’s first behavioural science driven consultancies.

Crawford is recognised as a leading thinker in the Behavioural Science world through his global articles, lectures and conferences. He’s also had a lot of fun along the way. If Crawford’s career to date had a single embodiment it would be DNB – a creative studio that leverages The Behavioural Architects’ disruptive insights and turns them into creative work that drives action and change.