About us

Luke has spent his career at the forefront of brand growth, media investment, and agency transformation, working across both global enterprises and high-growth challengers. At Ogilvy and WPP, he worked with Unilever, British Airways, and Volkswagen, gaining direct experience in media strategy, brand investment, and large-scale marketing operations.

In independent agencies, including as COO at NewGen, he led 100%+ YoY growth, international expansion, fundraises, and M&A, working with KFC, Samsung, Revolut, and Nike—among many others—to scale media investment, optimise marketing performance, and deliver measurable revenue growth for both the agency and its clients.

An advocate for AI adoption, agency model disruption, and reshaping commercial partnerships, Luke has worked with founders, investors, and boards to build businesses that are more scalable, efficient, and commercially aligned. He joined MNC as CEO in 2024 to lead the transition to becoming ‘the home of challenger brands’.

Joe is an entrepreneur, advisor and investor in the FMCG space. He has worked on some of the best scale-up brands of the last 15 years including the likes of Vita Coco, Graze and Tenzing. In 2016 he co-founded Ugly Drinks, a true challenger brand in the drinks space, growing it in the UK and US and bringing on ABInBev as a strategic investor, before exiting the business in 2020. He went onto work with fast-growth consumer brands including Trip, GRIND and Papier in a consultancy capacity.

He co-founded Grwth with Jake Higgins in 2022, providing growth advisory and agency-matchmaking services to scaling businesses. In 2024, they launched Grwth Ventures, an investment fund in partnership with MNC. Following MNC's full acquisition of the business in 2025, he now serves as Partner in the business and heads up the investment fund.

Jake held senior marketing and product roles at startups in London and Palo Alto before joining London-based VC firm Forward Partners as Head of Growth, later advancing to Venture Partner until the fund's acquisition by Molten Ventures.

Following this, he joined DTC menswear brand SPOKE as VP of Growth, where he built their growth team through to a £9m Series B in 2019. After advising companies including TALA, GRIND, Finisterre, and Selina Finance, he co-founded Grwth with Joe Benn in 2022, providing growth advisory and agency-matchmaking services to scaling businesses. In 2024, they launched Grwth Ventures, an investment fund in partnership with MNC. Following MNC's full acquisition of the business in 2025, he now serves as a key strategic partner for our clients.

Daniel is a media man through and through, starting his career at MNC in 2008 as a graduate and climbing the ranks all the way to Partner. He has worked closely with Founder Andrew McCutcheon to establish one of the most successful independent media agencies of the last 30 years. He’s led the growth of some of the UK’s most successful companies, including the likes of Trivago, Oak Furniture Land, Wayfair, Emma Sleep, Wren Kitchens and Beauty Pie.