Leadership

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Toby Gunton joined Edelman in October 2016, taking up the post of General Manager at Edelman UK. Since joining the firm he has been responsible for our Creative and Digital offering, with the creation of our new practice, Edelman Deportivo. In 2019 Toby was appointed Chief Digital Officer in London and in July 2020 he took on the role of Head of Edelman Data & Intelligence, EMEA. He leads the firm’s Human Intelligence, Predictive Intelligence and Performance Intelligence teams across the region.

Toby started his career in the mid 90’s as a journalist contributing to, and editing, a number of gaming and motorsports titles. In 1997 he moved to Haymarket publishing to help launch their first website and set up Haymarket Interactive.

After establishing Haymarket’s digital publishing team, he left with the team to set-up a web agency as part of late 90’s digital powerhouse Deepgroup. Following several sales and mergers he was appointed Managing Partner at the digital agency DC Interact working for clients including RBS The BBC, The National Lottery and Conran Group. The agency was rated No1 for Creativity and Account Management in the UK in a survey of brands for Marketing and direct Marketing Magazines.

Having helped lead the sale of DC Interact to Engine Group in 2007 he oversaw the merger of the group’s three digital agencies to create Altogether Digital where he held the role of Managing Director. The agency quickly established itself as a key component of Engine’s offer achieving significant growth over three years, winning new clients including Andrex, Boots, Subway, Santander, Warburtons, Kleenex, American Express and Sky and achieving numerous accolades for creativity.

In late 2010 Altogether was merged with the advertising agency WCRS. Toby initially took on the role of Joint Managing Director and latterly Chief Digital Officer. He worked across a wide range of clients and pitches leading digital strategy and innovation and ultimately spending 8 months embedded at the agency’s biggest client Sky, helping develop their digital strategy.

In 2013 Toby joined the media agency OMD where he took on a board level role as Head of Innovation. A key part of his role was to integrate a number of specialist services including content, social, mobile, creative technology and experiential. This involved working to help deliver a restructuring of the agency and establishing OMD Create.

Myles heads up the creative technology team within Edelman Deportivo UK to develop creative platforms, ideas and integrated programmes from an earned media perspective.

He hunts for new and innovative technologies and has put research and development at the centre of the team. Whether it is using artificial intelligence, wearable’s or virtual reality, he drives to not only understand how the technology works but how it can be enriched for our clients and their audiences.

Having an engineering background, he has always pushed to understand the entire spectrum of technology, inventing new products and services that provide bespoke solutions. He has a plethora of experience across a large number of disciplines including electronics, software, design, user experience and business. Being proficient in a wide range of programming languages and digital platforms, he also acts as a digital consultant for many global brands. Working closely with clients to define digital ecosystems to execute and maintain best in class digital executions and experiences.

Penny is a Digital Planning Director in the central digital team with the remit to deliver integrated digital solutions for Edelman clients.

With 14 years’ experience in digital, across a variety of disciplines, Penny brings a holistic and integrated view of digital. Her specialty is understanding all the different business needs and digital communication requirements and developing a cohesive plan.

Penny is in her element working through a complex communications structure and organising it into a centralised eco-system. Having developed her career in an ever-changing world, she consistently learns and evolves, and believes anything is possible if you put your mind to it.

Philip Trippenbach runs the influence and digital analytics strategy team at Edelman London.

His team uses advanced data-driven and predictive techniques to provide consultancy on strategic communications, online behaviour modelling and influence. He invented the 4-dimensional RARA framework of influence now used by some of Edelman’s global clients. Under his guidance Edelman London is deploying psychometric techniques and digital audience analytics to provide more effective and actionable communications strategy consulting to our global clients.

Clients include ASICS, EY, GE, Heineken, HP, Juniper Networks, Knorr, Microsoft, Omo, Samsung, Shell, TRESemme, Unilever, Wacom, WD and Xbox.

Prior to joining Edelman, Philip was a digital producer with the BBC Current Affairs team and Editor-in-Chief of a networked journalism startup.

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