Strata has announced a major leadership restructure to support its continued expansion and ambitious growth plans within the events and experiential marketing sector.
This marks a formal leadership shift as Simon Hambley and senior colleagues transition to group-level roles focused on strategic growth across the wider agency portfolio. Day-to-day leadership of Strata will now be led by a new executive team comprising Cole Mulkerrins as Chief Executive Officer, Andrea Bishop as Managing Director and Giles Cattle as Chief Growth Officer.
Simon Hambley, formerly CEO of Strata, now serves as Group CEO, a move that reflects the business’s evolution and its goal of accelerating growth across its group of agencies. He will focus on shaping overall strategic direction, performance and integration across the group’s brands, working closely with recently appointed Non-Executive Chairman John Farrell and leveraging support from investment partners at Ethos.
Joining Hambley at group level are Paul Querfurth (Chief M&A, Integration and Transformation Officer), Phil Staines (Chief of Staff), Jake Shuckburgh (Chief People Officer), Julie Phillips (Chief Finance Officer) and Liz Gear (Head of Business Systems). Together with Farrell, this expanded leadership team will drive the group’s long-term strategy, integration efforts and operational excellence.
The new Strata executive team brings deep experience and continuity, having all held long-standing leadership roles within the business. Their appointments reflect the agency’s commitment to strengthening leadership from within and building a future-ready structure capable of scaling with continued demand.
“This transition signals our intent to grow further and meet the evolving needs of our clients,” said Cole Mulkerrins, CEO of Strata. “I’m incredibly proud to step into the role at such an exciting point in Strata’s journey. We’ve achieved strong momentum, built a brilliant team and delivered outstanding work. I’m looking forward to leading the business into its next phase and continuing to raise the bar across everything we do.”
This leadership evolution ensures Strata is well-positioned to deliver exceptional client work while exploring new opportunities for innovation, integration and group-wide collaboration.
Strata has appointed John Farrell as its new non-executive Chairman, marking a significant milestone in the company’s continued growth journey. The appointment follows a strategic minority investment from Ethos Partners and is aimed at accelerating Strata’s expansion, innovation and integrated service proposition across the sector.
Simon Hambley, Group CEO of Strata, said of the appointment: “This is a significant moment for Strata. John’s experience and industry gravitas will be vital in supporting us on the next stage of our growth journey, which we are ambitious to continue. John brings an incredible depth of sector expertise that will strengthen our leadership and help us deliver even greater value for our clients. He has already taken a proactive approach to understanding the business and shaping the thinking behind our next major strategic initiatives.”
John Farrell brings exceptional expertise to Strata at a pivotal time in its evolution. Selected in partnership with Ethos Partners, he is a respected figure in the advertising, marketing services, digital, media and brand experience world. His track record on assisting companies in these disciplines with their growth agenda and creating associated shareholder value is second to none.
His experience includes senior roles at Huntsworth, Oliver, Feed, as well as the successful $175m exit of programmatic media company Blis to T-Mobile. His appointment reflects Strata’s ambition and readiness for its next phase of growth.
John Farrell said: “I am thrilled to take on the role of Chairman at Strata at such a pivotal time in the company’s evolution. Strata’s impressive growth and strategic acquisitions, such as On Event Production Co., Trinity Event Solutions, and Element London, have solidified its position as a leader in the integrated events and brand experiences industry. I look forward to working with the talented team at Strata to build on this momentum, ensuring we continue to deliver exceptional experiences for our clients.”
“John’s appointment is another important step in building a stronger, more strategic Strata,” Hambley concluded. “As we continue to grow, we’re focused on scaling our capabilities and delivering even greater value to clients across every touchpoint.”
Alison Warwick joins Strata, bringing 10 years of live events experience to drive growth and strengthen client relationships. Her appointment follows significant expansion, positioning Strata for an exciting 2025.
Award-winning brand experience agency Strata has announced the appointment of Alison Warwick as Head of Sales. Warwick will focus on enhancing client relationships and driving growth following a period of rapid expansion for the London-based agency, including several recent acquisitions.
With a decade of experience in the live events industry, Warwick joins Strata from BCD Meetings and Events, where she served as Sales Director. Her proven expertise and track record make her a valuable addition to Strata’s leadership team. She will report directly to Cole Mulkerrins, Director of Client Services.
Mulkerrins said: “We’re delighted to welcome Alison to Strata as our new Head of Sales. Her industry knowledge, energy, and vision perfectly align with our goals during this exciting growth phase. Her leadership will help us continue delivering exceptional results for our clients while shaping the future of Strata.”
Warwick said: “I am thrilled to be joining Strata during this time of significant growth for the agency. From the moment I met the team, there was an infectious energy embedded within the culture that I wanted to be a part of. I’m excited about what the future holds.
“With a loyal client base, a broad service offering, and proven outstanding work, I can’t wait to get back out in the industry, share Strata’s message, and welcome new clients to the group in 2025.”
In the past 18 months, Strata has acquired On Event Production Co., Trinity Event Solutions, and most recently the incentive specialist, Element London, enhancing its range of complementary services. It also launched Sherbet, a bespoke rewards and recognition platform. With additional acquisitions on the horizon and a growing team of industry experts, Strata is poised for an exciting 2025.
Strata has appointed Louise Greig as Head of Logistics, tasked with delivering world-class logistics solutions to Strata’s ever-growing client base.
Greig’s appointment is the result of significant client growth and continued demand for exceptional delegate experience support.
Greig has over 20 years of experience in the live events industry and joins Strata from Top Banana, part of the TBA Group, where she was Client Services Director.
Andrea Bishop, Director of Live and Virtual at Strata, said of Greig’s appointment: “We are excited to welcome Louise Greig to the Strata family as our new Head of Logistics! With two decades of industry knowledge, she brings a wealth of expertise to our team, and we are thrilled to have her on board at this exciting time for our business.”
Greig said: “As one door closes another one opens, and boy what a door it is! I am happiest in an agency environment working with like-minded people, being inspired by forward-thinking leaders and creating amazing experiences for clients and audiences. Which is exactly why I am excited to join Strata at such an exciting time for the company and to be part of something amazing.”
Greig will be working closely with recently acquired venue finding company, Trinity Event Solutions, to help Strata deliver seamless single touch point delegate experiences for our clients.
Strata acquires Trinity Event Solutions, the venue procurement and event management agency, cementing its commitment to providing clients with full-service support and delivery.
This latest acquisition boosts Strata’s ambitious growth plans to strengthen and broaden its client offering, adding new divisions and businesses to the group that complement the agency’s already wide-ranging breadth of services.
Founded in 2006 by Jacqui Kavanagh, Trinity Event Solutions is a venue finding agency with extensive experience and a strong customer base in the pharma, legal, financial and retail markets.
Simon Hambley, CEO of Strata, said: “I am incredibly excited and proud to be bringing the amazing Trinity team into the Strata Group family. We have been considering a partnership acquisition in the venue search and management sector for a while, not only to meet growing client needs but to capitalise on an area we haven’t touched on much in the past: Strategic Meetings Management.”
Hambley continued: “We have worked with Jacqui and her team for some time now, and recognised that Trinity’s drive for quality, responsiveness and customer service matched our own. A strong cultural fit and ethos are so important in today’s modern business world that this new partnership feels right. It gives the Strata business access to experienced talent and technology and greater bargaining power and scale, meaning we can go to market and offer strategic meetings management services at volume.”
Jacqui Kavanagh, founder and CEO of Trinity Event Solutions, added: “I have known Simon and the Strata team for many years and have admired their approach and passion for excellence in how they operate their business.
“I am really excited for the Trinity team to become part of the Strata Group, as they truly reflect the cultural values that have underpinned the journey that Trinity has been on for 17 years.”
Trinity Event Solutions prides itself on working as a seamless extension of any team and boasts many long-standing global clients, thanks to its strong client focus and team of experts who have devoted years to forging lasting relationships.
Strata serves its extensive portfolio of clients by offering a broad range of event services, including creative, design, planning and execution expertise, but continued client wins have driven demand for venue search and management. By acquiring Trinity Event Solutions, Strata can further develop an exciting blueprint for its future.
Hambley added: “The timing of this acquisition is set for the true re-emergence of business event planning post-pandemic. The international business meetings markets are forecast to double in size over the next eight years and the winning combination of Strata and Trinity is ideally placed to service the conference, congress and strategic meetings management markets as they hit their stride.”
Tracy Winsworth, MD of Trinity Event Solutions, commented: “The Trinity team and I are ready to grow and take our next step. Joining the Strata Group will accelerate this growth and I am sure our venue sourcing and procurement expertise will strengthen the group’s position in the market and stand it in good stead for the future.”
Strata’s acquisition of Trinity Event Solutions follows its acquisition of On Event Production in April 2023 and more recently, its recent appointment of Caroline Lumgair Wiseman as group head of strategic meeting solutions.
Lumgair Wiseman will work closely with the Trinity Event Solutions team as she has been specifically tasked with helping Strata build a stronger meetings management proposition to directly meet client demand.
EDGE Venues will remain independent and continue to be led by Jacqui Kavanagh. She will maintain collaborative relationships with both Trinity Event Solutions and Strata.
Endellion King joins Strata as Head of Incentives to develop the organisation’s in-house incentive offering further.
Strata, the award-winning brand experience agency, has appointed Endellion King as Head of Incentives, tasked with further developing and growing the organisation’s in-house incentive offering.
King’s appointment is the result of significant client growth and a continued demand for a creative and bespoke reward and recognition and incentive offering.
King has over 15 years of experience in the live events industry and joins Strata from Top Banana, part of the TBA Group, where he was Director of Reward and Recognition. His previous experience has seen him enjoy various event and operational roles at Crown, before Crown became part of Strata, and AddingValue.
Simon Hambley, CEO of Strata, said of King’s appointment: “I have worked alongside Endellion in a previous role, so I’m thrilled he’s joining us. With the launch of Sherbet and the increasing demand from clients for bigger, better and more creative incentive events, there is no better person to head up our incentive team than Endellion. He lives and breathes incentives and is incredibly passionate about his work. He is an exciting addition to our team, someone who will champion the value of incentives and the capabilities within Strata to our clients.”
King said: “Strata has entered an incredibly interesting and exciting period of growth and so I am thrilled to be joining at this time.
“The incentives industry is changing constantly, and clients are seeking fresh and innovative ways to incentivise their teams all the time.
“In my new role, I’m looking forward to collaborating with the wider Strata team, to progress their forward-thinking approaches to live events, incentives, rewards and recognition and to enhance their already impressive offering. With the recent launch of Sherbet, and its exponential growth, the timing couldn’t be more perfect.”
King will take over the role previously held by Mike Parrott, who will be moving over to become Managing Director of Sherbet, a brand new rewards and recognition platform, which sits within the Strata Group.
With the launch of Sherbet, and the acquisition of Endellion, Strata’s ability to offer clients added value is further strengthened through their offering of end-to-end support with client’s rewards and recognition delivery.
Strata, the award-winning brand experience agency, has appointed Matt Cole as Executive Creative Director. Matt has been brought in to further Strata’s in-house creative offering.
On his appointment, Matt said, “I’ll be building and leading a team of creatives and designers to collaborate with production and strategy in conceptualising and realising brand-defining moments for our clients across every touch point from content development through to event design and post-event engagement.”
“In an environment where audiences are overwhelmed with brand communications when so much of it fails to land or create genuine, emotional engagement, the passion of the team at Strata to create enduring, personal memories, tangible moments of wonder, is something I’m inspired by and excited to be a part of.”
Giles Cattle, Director of Strategy, Creative and Business Development at Strata, said of Matt’s appointment: “We are thrilled to have Matt join our team here at Strata as our new Executive Creative Director. His track record of designing award-winning creative, campaignable, content across multiple channels fits perfectly with our aim to help brands get closer to their audiences through integrated brand experiences.”
Strata appoints Caroline Lumgair Wiseman as Group Head of Strategic Meeting Solutions, a new position created to develop Strata’s Strategic Meetings Management (SMM) offering.
Lumgair Wiseman has specifically been tasked with helping Strata to build a stronger meetings management proposition to directly meet client demand. In her new role, she will draw upon her extensive experience in global venue sourcing, event management, and high-end experience design, advising clients on all aspects of event strategy and working within the wider group, devising future growth plans.
Simon Hambley, CEO of Strata, said of Lumgair Wiseman’s appointment: “Caroline is a well-known and respected figure to many in the industry and I’m delighted she’s chosen to join Strata. She has considerable experience in the world of events, which I have no doubt she will bring to Strata at such an important time for the business.”
Hambley continued: “Strata has long held the ambition to be in the Strategic Meetings Management (SMM) space, supporting clients such as Allergan and Dentons with their global programmes helping them to make the most effective use of their spend and resources on their meetings and events programming. Caroline’s global experience, industry connections and entrepreneurial mindset enable us to put all the right elements in place to operate in this space, on a global scale.”
On her appointment, Lumgair Wiseman said: “I have a huge amount of respect for Simon and all that he and his team have achieved at Strata. Ambitious plans are in place for future growth and I’m honoured to be included in the team and excited to get to work to help deliver on those goals. I’m looking forward to collaborating and contributing to the ongoing success and evolution of Strata, as the company continues to excel in this innovative industry.”
We have announced several high-profile senior appointments this year, including Kevin Robinson as group head of strategic accounts and Phil Staines as chief of staff.
Strata, the award-winning brand experience agency, has designed and developed a bespoke rewards and recognition platform. Called Sherbet, the proprietary technology product has been developed by Strata’s in-house team of experts who have a deep understanding of product innovation and the agency and incentive markets.
Sherbet will strengthen Strata’s portfolio of reward, recognition and retention programmes, expanding the agency’s ability to deliver clients more value-added benefits.
The platform is the culmination of almost two years of work led by Mike Parrott, a veteran of incentive and rewards programmes and Head of Performance Improvement & Incentives at Strata.
He said: “What’s different about Sherbet is that it has been built from scratch, starting with a clean sheet of paper. We were able to rethink what a rewards and recognition platform should be and that has resulted in some unbelievably exciting results. The technology combines a perfect blend of calculation algorithms and AI to truly influence the behaviours for success at a uniquely individual user level. It’s perfectly structured to enable businesses to self-service their campaigns with speed and ease, ensuring cost of delivery can be at its lowest, whilst impact on company performance is at its highest. The potential of our platform is incredible and will disrupt the traditional rewards and recognition market.”
Strata has invested considerable time and resources into Sherbet, therefore, a dedicated team will harness the platform’s capabilities and operate as a separate division within the growing Strata Group.
Sherbet will strengthen Strata’s position within the market as a single touchpoint agency that can deliver a full-service offering to clients.
Simon Hambley, CEO of Strata, said: “Developing and launching a whole new service offering and division isn’t easy but it’s hugely exciting for the business.
“Sherbet’s development is perfectly timed and sits within our ambitious plans and company vision. We want to continue striving for our clients, developing ideas and products that help them achieve their goals. We want our clients to see us as the leader in our field, driving maximum value and ROI from their budgets.”
Hambley continued: “In today’s competitive marketplace, recognition and retention is harder than ever but that’s where Sherbet can help and why it’s been developed.
“We saw a need for a full end-to-end performance improvement product that was both user- friendly and affordable, so we took the opportunity to talk with clients and build a solution that meets the needs of our customers.
“Furthermore, Strata continues to grow through innovation as well as acquisition and that puts us in an advantageous position.
“Innovation is vital if we are to continue to keep our place at the top table and meet the opportunity of growth in live events that is forecast over the next five years,” Hambley continued.
Thanks to micebook, Event Industry News, and StandOut Magazine for their press coverage on this. To view the coverage, follow the links below.
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