The twin team +
I started my career at Omnicom in the digital team before moving to Mindshare, where I became the youngest ever Managing Partner of the world’s largest media agency. I later founded Mindshare Luxury – a company dedicated to running global luxury accounts including Rolex, Chanel, LVMH, Belstaff, and Hasselblad, amongst others.
I saw the inside of male-dominated boardrooms from a young age, and during this time I had my first experience launching a business. Materialist was a fashion tech start-up, which I took through seed-funding, on the way learning about the rigour, bravery and what running your own business takes. I then became a mother to the first of my two amazing children and wanted to try something different…
I joined the team at Facebook and saw inside another of our industries behemoths. I came to realise the importance of autonomy and learnt my ambition was stronger than a very well-paid job. With the backing of a number of longstanding client relationships, I launched twin.
Why the name twin? By no co-incidence, I’m a twin myself. In creating the consultancy, I was inspired by the bond I share with my twin; there really is no closer relationship. I wanted to build similarly close, long-standing relationships with clients, because to me, twin means mutual trust, admiration and respect. I’m enormously proud of the work we do, the clients we have and the people I work with. I believe marketing can be a positive force in society and my mission is to help brands achieve that.
You know that feeling when you meet people you just know will be the type who make a difference, add value, change stuff, make it better? Hard to define, you know it when you see it. Charlotte is that person. She doesn't so much light up the room as blow it up.
While running Communications at Rolex, I had the pleasure – and privilege – of working closely with Charlotte. Over the almost 10 years, I watched her develop from digital specialist to overall strategic leader on Rolex's global media. Charlotte added insight, energy and enthusiasm to every meeting and project. And where needed, welcome common sense! I cannot recommend her too highly.
Ex CMO Rolex
A tower of strength. A beaming beacon of “anything is possible”. Fearless. Fun. Honest.
After travelling the world as a celebrity stylist and art director, I joined the UK’s most successful agency at the time, Bartle Bogle Hegarty, to work on their flagship Levi’s account. Two decades later I’ve developed marketing strategies and award-winning campaigns for some of the world’s most famous brands, including Chanel, Burberry, Hugo Boss and Lacoste fragrances, Jaguar Land Rover, Aveda, Nike, Rolex, Johnnie Walker Blue Label, HSBC and Barclays Wealth.
I’ve also worked in senior management at BBH, Mindshare, Grey and a number of independent digital agencies, as well as in-house at founder-owned River Island and CMO at couture house Ralph & Russo.
As one of the only non-British, multiracial members of senior leadership teams who is a premium brand specialist, I’ve seen for myself that traditional agencies don’t understand premium brands or diverse audiences. So after a COVID career makeover and with an explicit desire to work with people I personally like and professionally respect, and with brands that have an ambition to do good in the world, working with Charlotte and her carefully chosen clients was a no-brainer.
Originally from Italy, I’m now based in London. After graduating from Cass Business School in Business Studies, I built my knowledge in digital fashion marketing thanks to four years’ experience at Mindshare Worldwide.
I’m now Strategy Director at twin, where I help brands reimagine future visions on how to better position themselves to be best-in-class in their industries. The foundation of my experience is in category and audience trend analysis, providing guidance to brands like Rolex and Mercedes-Benz, ensuring campaigns are based on the right truths and reaching the right people.
Alongside my role at twin, I’m also a fashion blogger. In 2013 I launched my blog ‘Giorgina with an Eye’, an opportunity to have a curated personal space covering fashion and culture, now amassing over 100,000 followers. Throughout the years, I’ve worked with brands including Bvlgari, Ralph Lauren, Valentino, and Dyson.
I joined my first marketing agency at age seventeen. Being a small independent, it was the perfect environment to cut my teeth and I had fantastic tutelage.
I soon moved on to the media conglomerates, and in the last ten years I’ve worked across Development, Search, SEO and Social. The common denominator throughout has been data. I’ve always enjoyed working with it, whatever the channel. To use a tired cliché: it just doesn’t lie. You never “finish” it.
My previous role saw me managing a team of twelve specialists that executed Rolex’s social strategy globally. With more brands in-housing their creative and buying capabilities, I wasn’t comfortable committing to a long-term role in a single discipline.
That’s where twin came in. I’d worked with Charlotte before and she invited me aboard. I haven’t looked back since.
I started out in the industry at MRM Meteorite, a digital agency. I was lucky enough to work as a planner on a number of major pitches, including Coca-Cola, SSE and Miller Beer. I then went on to join Charlotte’s Mindshare luxury team, enjoying three and half years working across Rolex, Tudor, Diesel and Marks and Spencer.
Then, suffering a mid-20s crisis (it’s a thing!), I left the media/marketing world to try and become a successful music producer…an ambitious move that quickly proved to be the wrong one!
But everything happens for a reason, and I ended up blending my two passions and working at Soundscape, a creative music agency. I quickly took on a senior role, developing strategy and execution of brand partnerships, managing client relationships and driving new business.
Three years later and I’m now back working with Charlotte and the twin team to provide ambitious and inspiring strategic work that allow brands to be leaders in their field.
The twin advisory board //
Ex CEO – Economist Group, Business & Strategy Advisor
Paul is one of the founders of DrivingChange.Org, an initiative to inspire the next generation of leaders in public service. He has extensive experience in the global media industry and in transitioning and transforming businesses to a digital future. As President and Publisher of The Economist and lately as CEO of the independent branding agency CSA, Paul has helped many of the world’s leading brands as they have migrated from being traditional advertisers to using meaningful content and experiences to engage customers in print, online, on social media, and in person. His work in building The Economist brand and launching new products in education, digital advertising, and marketing services led him to be named Executive of the Year by Adweek, a Top Innovator by Media Business, and recipient of the IAA’s inaugural Global Compass Award, alongside Ogilvy’s Shelly Lazarus and Unilever’s Paul Polman. He also serves on the advisory boards of Virtu News in Brazil, The Principle Post, and Concordia.
twin // on the Future of Media and Progress
Social Entrepreneur & Author
Sam is the co-founder of Livity, the multi-award-winning social enterprise and youth-led creative Network and Digify Africa, which provides transformational digital skills to thousands of young Africans. Firmly committed to effecting positive change, these days Sam’s just as likely to be in front of the room as an inspirational keynote speaker as he is consulting on sustainability and innovation to a wide range of brands, including Tate & Lyle, Rolex, Red Bull and Mercedes. He is the author of bestselling modern life-bible Be More Pirate: Or How to Take On the World and Win, and a mentor to many young social innovators, entrepreneurs and change makers.
twin // on Values, Diversity and Impact
Entertainment Expert & Advisor
London based leading international expert in content and commercial strategies broadcasters, platforms, streamers/ OTT services, digital first content producers and digital media. She is an experienced senior executive passionate about the convergence of tech, content, audience, marketing and storytelling. Nathalie’s strong focus is on commercial and monetisation models. She is a sought-after speaker at many international conferences on the subject of transformation in the entertainment industry.
She has advised and facilitated growth for leading global entertainment companies, platforms and innovators on all sides of the table, including Disney, NBCUniversal, Virgin Media, Hulu, BBC and Vodafone. She is also Co-Chair of the Global Leaders Forum on Data Disruption and Technology.
twin // on Global Content Commissioning and Distribution
Head of Originals EMEA, YouTube
Luke Hyams joined YouTube Originals in 2017 as Head of Originals EMEA, overseeing the platforms original content productions and development slate. During his tenure, his projects at YouTube Originals have included the documentary Terms and Conditions: A UK Drill Story, Together We Rise, Virtually History, How to be: Behzinga and Birthday Song.
Prior to YouTube Originals, Luke was the Director of Global Content for The Walt Disney Company.
Previously, Luke was Chief Content Officer for International at Maker Studios, and Head of Production at PAE Media, which was based in Bejing City, China.
Starting his career at BBC as a presenter, Luke is also a writer, director and producer, and he has produced multiple shorts, music promos and web series. His credits include original series’ Bitchcraft, The Hidden City and three seasons of Dubplate Drama – the worlds’ first interactive drama for Channel 4 & MTV and KateModern for Bebo which was BAFTA nominated.
twin // on long-form documentary creation
Executive Creative Director
Creating hybrid experiences in the space between physical and virtual for visionary brands. I’ve spent most of my life creating immersive experiences for some of the world’s most valuable brands; generating original, compelling concepts and executing them with refined strategic, creative and digital direction. I work on fully integrated hybrid experiences across all touchpoints while helping to build extensive networks of industry talent, secure new business, manage client relationships along with elevating creativity.
I also have a passion for education, teaching and sharing my experience. Developing programmes, writing briefs and helping young talent take its first steps on the creative journey is something I have always considered important. I tutor at the R.C.A., on the board of governors at Ravensbourne University and judge for D&AD.
twin // on Creative development & virtual event activation