Media network m/SIX announces three new senior appointments


Global media network m/SIX has strengthened its strategy team with two new hires and an internal promotion.

The firm said these are the first key hires since Jack Swayne, EMEA CEO joined in September 2019.

Newbies at m/SIX

Anthony Swede has been appointed EMEA Head of Strategy; Rachael Lake as UK Head of Strategy; and Simon Foster, promoted to EMEA Head of Analytics.

Swede is a commercially minded and audience obsessed strategist with over 20 years experience across a range of disciplines. He spent most of the noughties at independent agencies Naked Communications and BBH London. He’s worked with brands such as Playstation, Absolut Vodka, 118 118 and Coca-Cola.

In the last ten years he’s held senior roles at Mindshare and, most recently, Blue 449 as Chief Strategy Officer.

He is charged with leading the strategy for existing EMEA clients. He’ll also drive new business and seeking out growth in key target markets.

“m/SIX have a brilliant proposition, a maverick spirit and an awesome bunch of people to drive the agency forward”, Swede said. The business is absolutely flying – it’s a hugely exciting time to join.”

Rachael Lake

Joining from Manning Gottlieb OMD, Rachael Lake has defined communications strategies for a range of iconic brands. These include household names Uber, Renault, Starbucks, Virgin Trains and NHS Blood and Transplant.

She has a reputation for leading innovative award-winning work. At m/SIX she’ll be responsible for providing UK clients with innovative strategies and help to drive additional new business efforts.

“m/SIX offers a genuinely different agency model and its track record in client retention and new business speaks to just how appealing this is to clients”, said Lake.

“I’m excited to play a role in building on this success by helping to create even more strategic, effective and transformational work”.

Simon Foster

In 2019, Simon Foster initially joined m/SIX as the TalkTalk client lead.

His new role as Head of Analytics for EMEA will see him provide data insight, marketing and media mix optimisation, business forecasting and marketing effectiveness solutions to the agency’s clients across the region.

Past clients include BT, Ebay, Expedia, Royal Mail, KAYAK and O2.

Foster said: “m/SIX is targeting very high growth over the next two to three years and this creates a fantastic opportunity to develop a world-class analytics function.

“To be given the opportunity to lead the analytics function at m/SIX and contribute to that growth is hugely exciting.”

Jack Swayne, EMEA CEO, said: “We’re delighted to welcome Anthony and Rachael to m/SIX, and see Simon step up within the business.

“The experience that each bring to the team, their sharp brains, and energy, will be integral to delivering our best of both worlds approach to all new and existing clients.”

The news comes as m/SIX continues to experience positive growth, thanks to a healthy streak of new business and existing client wins over the past 12 months.

Appointments are effective immediately. All will report into Jack Swayne and be based out of m/SIX London