Our Team

The Caffeine promise is that you only get experienced people with the expertise and energy to help you solve your problem.

Executive Team

Andy Milligan, meet the team at The Caffeine Partnership

Andy Milligan


Simon Bailey, meet the team at The Caffeine Partnership

Simon Bailey


Louisa Clarke, meet the team at The Caffeine Partnership

Louisa Clarke


Jo Liddell, meet the team at The Caffeine Partnership

Jo Liddell


Ged Equi, meet the team at The Caffeine Partnership

Ged Equi


Shuan Smith, Meet the team at The Caffeine Partnership

Shaun Smith


Sophie Langham, meet the team at The Caffeine Partnership

Sophie Langham

Employee Experience & Learning Design

Richard Gray - meet the team

Richard Gray

Senior Consultant

Expert Associates

Supporting our executive team are our Associate colleagues, expert advisors who work with leaders across the world. Their experience in stimulating business for organisations ranges from professional services to financial services, from car companies to construction companies, retail to resorts, motorsports, mobile communications, advertising and marketing agencies and more.

Andy Milligan, meet the team at The Caffeine Partnership

Andy Milligan

Founding Partner, The Caffeine Partnership

Andy is a leading international brand and business consultant and is acknowledged as an expert on all areas of brand development. He advises CEOs and senior management teams, on strategies for developing and exploiting brands and growing their business.

Andy’s experience spans industries as diverse as airlines, financial services, packaged goods, telecommunications, sports and leisure and pharmaceuticals. He has directed major programmes in Japan, South Korea, Singapore, the USA and throughout Europe. Clients he has worked with include Nissan, WWF, Orange, McLaren, Barclays, Unilever, Thai Airways, IHG, FIFA, Sage, Arcadia, Avon and Roche.

Andy is a regular speaker at conferences internationally and has made frequent appearances in media, including on BBC, Sky and CNN. He has published six best selling books: See, Feel, Think Do which explores the success of instinct in business; Brand It Like Beckham which analyses the success of David Beckham as a celebrity brand; Uncommon Practice which examines the link between great brands and their corporate cultures; Don’t Mess With the Logo which is a straight-talking guide to brand building and BOLD, voted ‘Management e-book of the Year’, which reveals the practices that make great brands stand out, and turn customers into fans.

Andy’s latest book, On Purpose, written with his regular co-author, Shaun Smith, is a practical guide to executing business purpose successfully by delivering a branded customer experience people love.

Simon Bailey, meet the team at The Caffeine Partnership


Partner, The Caffeine Partnership

Simon is an experienced business leader, business consultant and brand specialist. He advises CEOs & senior business leaders on how to use their brands to drive business growth.

Simon was formerly the European CEO of Interbrand; prior to that he was the UK CEO of WPP agency the Brand Union. Simon has successfully led several businesses turn-arounds, helping to restore both profitability and market reputation. His agencies have twice been awarded ‘Agency of the Year’ by Marketing Magazine.

While at Brand Union, Simon managed the global re-branding of Vodafone and was a member of Team WPP Vodafone, helping to coordinate the development of the brand across multiple WPP agencies.

Simon attended Law School and began his career at The Guardian & Observer Newspapers.

Simon has over 18 years experience in consulting and business leadership, some of his previous clients include: Argos, Barclaycard, BBC, British Airways, ExxonMobil, GSK, Hays, Nomura, Orange, Philips, Reckitt Benckiser, SAB Miller, Shell, UBS, Unilever & Vodafone McLaren Mercedes.

Simon is a regular speaker and press contributor and has been asked to appear many times on both TV and Radio. Simon is a strong believer in the power of ‘Purpose’, he sees it as an essential part of building successful businesses.

Louisa Clarke, meet the team at The Caffeine Partnership


Partner, The Caffeine Partnership

Louisa has over 21 years communications, business and brand experience working with high performing teams for some of the world’s best companies including P&G, BNP Paribas, Nestle, Sara Lee, CBRE, and Nissan.

Louisa is an experienced facilitator & qualified business coach with an outstanding new business track record and genuine competitive spirit. Louisa spearheads Caffeine’s business growth transformation division in the areas of: prospecting, pitching and client retention, brand positioning, leadership coaching, presenting with impact, negotiation, cross-selling and employee engagement.

Before joining Caffeine, Louisa held client service & board director roles at two global communications agencies. She headed up Fleishman-Hillard’s consumer division with full P&L responsibility, building the division with a series of new client wins. She led MSL’s EMEA P&G business working for P&G’s senior brand, external relations and marketing directors to develop pan-European PR strategies and coached agency teams across Europe to execute with excellence.

As a former Great Britain junior international rower and current veteran rower, Louisa brings a competitive track record to motivate people under pressure and understands the power of teamwork and what’s required to win.

Jo Liddell, meet the team at The Caffeine Partnership


Head of Operations, The Caffeine Partnership

Jo has over 15 years’ experience of working agency-side and thrives on running client projects smoothly and efficiently.

She spent 14 years at Interbrand, working across a diverse range of private and public sector industries and projects, including London Development Agency, London Underground, Barclays, Roche and SCA, before joining Caffeine in 2014.

At Caffeine, Jo brings her attention to detail and passion for timelines, spreadsheets and status updates to a variety of strategic and creative client projects – keeping the team on track and clients delighted.

Ged Equi, meet the team at The Caffeine Partnership


Creative Director, The Caffeine Partnership

Ged was Creative Director of the brand experience team at Interbrand where he was responsible for creating the brand identities of Oxfam, Volvo, Eurostar, BiC, Astra Zeneca, oneworld, London Eye, FIFA, BNP Paribas and the United Nations.

Recent clients and projects include the creation of a European-wide large internal brand engagement programme for Nissan Europe and a brand engagement programme for the French investment bank BNP Paribas. He is an acclaimed judge on many industry award panels and has a wealth of experience in brand strategy and identity, digital design, packing, literature, exhibition design and new product development.

Ged has worked alongside Philippe Starck and dined with Cindy Crawford. When he’s not name-dropping, he is a contributor to magazines such as Design Week and Creative Review and speaks at industry events, including the Chartered Society of Designers Forum and the Young Designers Forum.

Shuan Smith, Meet the team at The Caffeine Partnership


Founder Smith+Co

Shaun Smith has been a leader in expanding management attention from the narrow focus on customer service to the wider, more strategic drive towards customer experience. He is the founder of Smith+Co the UK based customer experience consultancy that has helped organisations create compelling customer experiences that achieve brand differentiation and customer loyalty. Smith+Co has worked with clients in a number of industries including retail, hospitality, financial services, travel and technology to name a few and was selected as one of the UK’s Management Consultants of the year for 2020 and 2021 by the FT based on independent research by Statista. Shaun is co-author of five acclaimed business books. His latest book ‘On Purpose- delivering a branded customer experience people love’ co-authored with Andy Milligan, explores how consumers are increasingly favouring brands that have a purpose beyond profit. Shaun has worked with senior executive teams in many sectors, spoken to audiences in 25 countries and appeared on CNN and CNBC. He is a former Fellow of the Professional Speakers Association and a Member of the Global Speakers Federation. Shaun is a recipient of the PSAE (Professional Speaking Award of Excellence).

Sophie Langham, meet the team at The Caffeine Partnership

Sophie Langham


Previously Head of Retail Training at Sky. Sophie has over 20 years of experience in retail sales and service training and design. During her time with Sky she was responsible for the retail launch and rollout of key products including Sky Digital, Sky+ and Sky HD. Sophie also headed up the rollout of Sky Stores across shopping centres in Ireland, consulting on store positioning, brand, design, training and on-going performance management.

Improving performance through offering a great customer experience forms the foundation for all of Sophie’s design work. Sophie has led Smith+Co Employee Experience and Learning Design projects across a wide range of business sectors, including most recently Bellway Homes, Saint Lauren, Estee Lauder, eNett and Jersey Telecom

Richard Gray - meet the team

Richard Gray

Senior Consultant

Richard has 30 years consultancy experience in brand strategy, communications and engagement. As Head of Brand Strategy and Engagement at E.ON he was responsible for developing and implementing a new brand positioning and rolling out a brand engagement programme to over 17,000 employees. Prior to this Richard was Director of Brand Strategy and Engagement at Interbrand where he developed the firm’s methodology for brand engagement and worked on a combination of strategy and engagement projects. Since then Richard been delivering strategic consultancy in sectors as varied as Automotive to Academic Publishing, and organisation from established brands to fast- growing digital start-ups. As well as extensive consultancy experience, Richard has held senior leadership positions in consultancy and creative organisations, where he was responsible for driving growth and financial performance.

Richard’s clients include Nissan, First Group, Coca Cola, Premier Foods, Rio Tinto, Hovis, the UK National Health Service, the UK Civil Service and TT Electronics.

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