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

CO-FOUNDER

Louisa Clarke

MANAGING PARTNER

Jo Liddell

MANAGING PARTNER

Core Team

Ged Equi

CREATIVE DIRECTOR

Shaun Smith

FOUNDER SMITH+CO

Sophie Langham

Employee Experience & Learning Design

Richard Gray

Customer Experience & CEM+ Research

Camilla Butcher

Senior Consultant

Claudia Rimington

Senior Consultant

Cheryl McLatchie

Project Manager

Tanja Kirtley

Executive Assistant

Clare Roberts

Head of Marketing

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.

Caffeine® is a trademark of The Caffeine Partnership

The Caffeine Partnership Ltd is a company registered in England & Wales under Registration number: 5988061

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.

LOUISA CLARKE

Managing 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

Managing Partner, The Caffeine Partnership

Jo has over 20 years’ experience of working agency-side in brand and CEX consultancy, developing and leading client engagements.

She has been an integral part of Caffeine since 2014, joining from Interbrand where she spent 14 years in a variety of client management and business development roles working with clients such as London Underground, Barclays and Roche Pharmaceuticals.

More recently as Head of Operations at Caffeine, she has thrived on running our operations and client projects smoothly and efficiently nurturing partnerships with clients such as AXA, NTT, Nissan and Sommet Education.

Now, as Managing Partner she is responsible for all of the operational activity of the business, working closely alongside Louisa to keep our team on track so our clients flourish.

GED EQUI

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.

SHAUN SMITH

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

EMPLOYEE EXPERIENCE & LEARNING DESIGN

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 Laurent, Estee Lauder, eNett and Jersey Telecom.

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.

Camilla Butcher

Senior Consultant

Camilla has worked with international branding agencies including Siegel+Gale, Superunion, and global management consultancy, Kearney. Most recently with Caffeine, Camilla has led projects across brand strategy, employee and customer experience for businesses in a wide range of sectors, including AXA, Ordnance Survey and Yugo.

An experienced writer, Camilla develops brand content and communication strategies for both B2B and B2C clients. Her own thought leadership has been featured in AdWeek, Forbes, and BBC Business. Camilla’s creative yet no-nonsense approach focuses on finding the questions that get leaders thinking and the answers that move them forward.

Claudia Rimington

Senior Consultant

Claudia Rimington has over 13 years of experience across brand, innovation and business strategy. Her background includes client-side brand management (Johnson & Johnson), senior strategy work with a number of London consultancies and also founding her own startup. She enjoys working with a variety of clients, and recent examples include Vitol, Nio, Google, Coca Cola and Hellman & Friedman.

Cheryl McLatchie

Project Manager

Cheryl is an accomplished Project Manager with a career in IT spanning over 20 years before joining Caffeine. Her experience covers working within Government Administration, Financial Services , Telecoms, Financial, and Sector Service Delivery.

Tanja Kirtley

Executive Assistant

Tanja is an accomplished bilingual Executive Assistant who has been with The Caffeine Partnership for 11 years and brings a wealth of experience that goes well beyond typical diary management and event coordination. With a strong background in management, organisation, and analytical problem-solving, she delivers results with proactive efficiency. In her recent roles, she has not only expertly managed complex calendars and international travel for top executives but has also showcased her finesse in social media, marketing, and event coordination within a thriving global entrepreneurial environment. Her bilingual proficiency in English and German ensures effective communication with stakeholders worldwide, infusing every task with expertise and creativity.

Clare Roberts

Head of Marketing

Heading up Caffeine’s marketing and social media, Clare has a 20+ year background in marketing & communications, with experience working across the media, technology and charity sector.

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Awarded the UK’s
Leading Management Consultants 2023
by the Financial Times.

Purpose, Pay or Perks?
What Matters Most to Employees.

Download our FREE White Paper.

We commissioned an independent survey of 1000 UK employees with the objective of understanding how expectations around what they want or expect from work have changed since the pandemic.

Fill in the form below to download our report.

Our Team

Executive Team

Andy Milligan

CO-FOUNDER

Louisa Clarke

MANAGING PARTNER

Jo Liddell

MANAGING PARTNER

Core Team

Ged Equi

CREATIVE DIRECTOR

Shaun Smith

FOUNDER SMITH+CO

Sophie Langham

Employee Experience & Learning Design

Richard Gray

Customer Experience & CEM+ Research

Camilla Butcher

Senior Consultant

Claudia Rimington

Senior Consultant

Cheryl McLatchie

Project Manager

Tanja Kirtley

Executive Assistant

Clare Roberts

Head of Marketing

Expert Associates

Stimulating business.

Shortcuts

Privacy Policy

Andy Milligan

Founding Partner, The Caffeine Partnership

LOUISA CLARKE

Managing Partner, The Caffeine Partnership

JO LIDDELL

Managing Partner, The Caffeine Partnership

GED EQUI

Creative Director, The Caffeine Partnership

SHAUN SMITH

Founder Smith+Co

Sophie Langham

EMPLOYEE EXPERIENCE & LEARNING DESIGN

Richard Gray

Senior Consultant

Camilla Butcher

Senior Consultant

Claudia Rimington

Senior Consultant

Cheryl McLatchie

Project Manager

Tanja Kirtley

Executive Assistant

Clare Roberts

Head of Marketing

Need a shot of Caffeine?

Are you an impatient leader wanting to make things happen? We can help.

Caffeine's Extra Shot

Sign up here to receive your monthly Extra Shot newsletter.

Awarded the UK’sLeading Management Consultants 2023 by the Financial Times.

Purpose, Pay or Perks? What Matters Most to Employees.

Are you an impatient leader wanting to make things happen?

We can help.

Awarded the UK’s
Leading Management Consultants 2023
by the Financial Times.

Purpose, Pay or Perks?
What Matters Most to Employees.