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Artificial Intelligence is one of the most discussed topics in business today. It dominates headlines, strategy sessions, and investor reports. Business leaders recognise its potential with nine out of ten now considering AI a strategic priority. Yet only a small proportion of organisations have gone beyond conversations and brainstorming, to begin implementing AI in ways that deliver real value to their business.

At MBA Group we’ve done more than explore the idea of AI. We have successfully implemented it across our brands to improve creative development, customer engagement, and operational efficiency. To help other businesses make that same shift from discussion to delivery, we’ve published a new AI Implementation Blueprint, ‘From Hype to Impact’.

This article introduces some of the key themes from our blueprint and sets businesses on the trajectory to implement AI with confidence. 

Bridging the Gap Between Interest and Action 

While the appetite for AI is growing, implementation is proving to be more complex than many anticipated. According to the Major Players Census 2025, 60% of employees use AI tools at least a few times each week, yet only 15% of them fully understand their organisation’s AI strategy. The result is fragmented experimentation without clear direction. 

A growing number of businesses are running pilots and testing tools. However, fewer have established a clear framework to apply AI strategically and responsibly. Our blueprint is designed to help organisations move beyond isolated trials and into structured, scalable initiatives. 

A Departmental Approach to AI 

Our current approach to implementing effective AI at MBA Group is built around three focus areas where the technology can deliver significant, measurable impact: creativity, customer conversion, and operational performance. 

1. Enhancing Creativity 
Our creative agency, Studio Certain worked with a financial services client to develop high-quality, on-brand imagery using AI tools. This eliminated the need for extensive photo shoots while maintaining strong visual consistency. The work was delivered faster, at a lower cost, and with greater creative control. For creative teams under pressure to produce more content with fewer resources, AI is helping shift time and focus back to original thinking and storytelling without compromising on quality of work. 

2. Supporting Sales and Marketing 
With platforms like Vidiu, we’ve helped clients create personalised video content at scale. One UK pension provider now produces targeted, multilingual video for education, sales, and internal training, all powered by AI. These capabilities enable marketing and sales teams to respond to customer behaviour in real time with tailored messages, improving both engagement and conversion. 

3. Improving Operational Performance 
Dots supported a large enterprise in transitioning from a legacy contact centre system while activating AI capabilities such as call transcription, sentiment analysis, and workflow automation. This gave service teams immediate insight into performance, reduced inefficiencies, and improved customer experience from day one. 

A Framework for Responsible, Effective AI 

Technology is only one part of the equation. Effective AI implementation also requires a clear framework to ensure ethical use, transparency, and long-term value. That’s why our blueprint is navigated by the AI Compass – a decision-making guide focused on five principles: 

These principles help ensure that AI adoption not only delivers results but does so in a way that supports people, culture, and trust. 

Taking the First Steps 

Many leaders believe AI will transform their organisation. What they often lack is a clear place to start. Our blueprint provides a step-by-step action plan, including: 

It also includes a checklist for implementation, covering foundation, pilot, scale, and optimisation phases. 

Moving From Possibility to Performance 

AI is no longer a future consideration. It is already reshaping how we work, connect, and compete. The focus has shifted from adoption to execution, and the challenge businesses are now facing is how to apply AI in ways that truly benefit them. 

At MBA Group, we’ve seen firsthand what happens when organisations move beyond experimentation and begin to embed AI across their operations in a way that’s right for them. The benefits are tangible, the tools are ready, and the blueprint is available. 

Download the blueprint now and take the first step towards a more intelligent, efficient, and creative future. 

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A transformative moment for business communications 

In July 2025, the Data Use and Access Bill officially received Royal Assent, marking a significant evolution in how organisations across the UK access, manage, and communicate personal data. 

After months of debate and refinement, this legislation replaces elements of the previous UK GDPR and Data Protection Act with a more UK-specific framework. While it eases some compliance burdens, it also raises new expectations, particularly in areas like digital verification, data transparency, AI governance, and the powers of the Information Commissioner’s Office (ICO). 

For regulated industries like financial services, the stakes are even higher. The intersection of marketing, compliance, and customer data has never been more sensitive, or more full of opportunity. 

Done right, the new framework can unlock operations, smarter customer engagement, and greater trust. But to get there, businesses need to act quickly and decisively. 

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Turning compliance into opportunity 

Compliance doesn’t have to be a burden. Instead, it can be a powerful catalyst for transformation and growth. 

When compliance is integrated into strategy and technology, it drives innovation, helping you deliver seamless, transparent experiences that differentiate your brand and create long-term value.  

Now is the time to review your data processes for compliance and identify areas where you can take advantage of new opportunities to stay ahead of the competition. 

With that in mind, we’ve created a 10-step Regulatory Readiness Checklist to help you align your communication strategy and operations with the expectations of the new bill. Each action below is designed to support long-term compliance and achieve better business outcomes. 

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Regulatory Readiness Checklist: 10 Key Actions to Take 

1. Update Data Practices and Security 

Now is the time to review how data is collected, stored, shared, and deleted. The bill allows for more flexibility in legitimate interest assessments, but only if appropriate safeguards are in place. Ensure your systems are secure, access is role-based, and audit trails are clear. 

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2. Ensure Ethical AI Use with Public Accountability 

If you’re using AI for decision-making, especially in marketing, credit checks, or risk profiling, you must be able to explain how it works and justify its outcomes. The bill encourages innovation but also mandates transparency. Display clear AI usage policies to your audience, rather than hiding them in terms and conditions, and give users meaningful choices. 

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3. Modernise ID and Verification for New Standards 

With growing focus on digital identity and data access rights, your verification systems must adapt. Ensure consent is clearly captured, credentials are interoperable, and any digital ID processes meet government-backed standards. This is particularly important for financial service providers, where customer security comes before anything. 

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4. Communicate Transparently with Data Subjects 

Customers want clarity, and the law now demands it. Review your privacy notices, T&Cs, and marketing opt-ins. Make sure your communications explain the purpose of data collection and how people can access or delete their data, using plain English across all channels. 

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5. Enhance Multi-Channel Communication 

Regulations now require data subject rights to be supported across all communication channels, whether that’s print, digital, email, in-app, or post. Ensure you’re able to manage opt-outs, DSARs (data subject access requests), and consents consistently across platforms. 

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6. Educate Employees & Customers on the New Landscape 

Legal change is only effective if people understand it. Create internal training programmes to brief teams, especially in marketing, IT, customer service and compliance. Empower customers with clear, simple content about their rights and what the changes mean for them. 

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7. Adapt to New ICO Powers 

The ICO now has enhanced powers to audit, investigate, and enforce. Ignoring this leaves your business exposed. Get ahead by proactively reviewing your data protection impact assessments and working with partners who already operate within strict regulatory frameworks. 

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8. Collaborate Across Departments 

Compliance is no longer just a legal or IT function. Marketing, operations, customer service and finance all play a role. Build cross-functional teams and schedule regular meetings to ensure regulatory considerations are embedded across customer touchpoints, from onboarding to offboarding. Create a shared action plan for regulatory compliance, and ensure teams are aligned between marketing strategies and business risk management. 

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9. Monitor Additional Regulatory Developments 

This bill is part of a broader shift. Stay alert to upcoming guidance from the ICO and sector-specific regulators, including the FCA. What’s considered reasonable and proportionate today may evolve quickly, so it’s essential to monitor regulatory updates on an ongoing basis. 

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10. Innovate with Lawful Data Use in Mind 

Innovation doesn’t need to stall. In fact, by embedding compliance into your design thinking, you create products and campaigns that are both high-performing and trustworthy. Use data responsibly to personalise, optimise, and transform customer experiences, all while executing safely.  

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How MBA Group can help you stay ahead 

At MBA Group, we specialise in executing simply powerful communications that enrich customer experiences across all touchpoints. From print to digital, transactional to marketing, we help you simplify the complex. 

Whether you’re responding to new legislation, transforming your customer journeys, or updating your data handling processes, we’ve got the expertise, technology, and infrastructure to support you: 

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We don’t just help you adjust to change, we help you lead it.

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Get in touch at contact@mba-group.com. 

Castle Water partnered with Orbyt and MBA Group to deliver a secure, multi-channel billing and payment solution. Through seamless integration between Orbyt’s SaaS platform and MBA’s communication infrastructure, the result was a fully automated billing distribution system spanning print, digital, and dynamic chaser notifications.

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The Challenge 

Castle Water, the UK’s largest independent business water retailer, faced the modern utility challenge: customers expecting digital-first experiences while requiring reliable, secure billing across multiple touchpoints. With a diverse customer base spanning large multi-site organisations to SMEs, they needed a solution that could deliver consistency at scale while accelerating payment cycles. 

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The Partnership 

Castle Water partnered with Orbyt, whose modern SaaS platform offered secure, multi-channel billing and payment capabilities. To ensure seamless delivery across all communication channels, Orbyt integrated with MBA Group, creating an end-to-end solution that automated billing distribution across print and digital channels. 

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Onboarding Built for Simplicity 

The implementation experience was described by Castle Water as “seamless and effortless.” Through close collaboration and efficient technical integration, Castle Water moved quickly from planning to production. Communication workflows were established with minimal business disruption, enabling immediate improvements in delivery speed and customer reach. 

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Transforming the Customer Experience 

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Intelligent Communication Delivery

Customers now receive bills through their preferred channel automatically, with intelligent fallbacks ensuring messages always reach their destination. Whether email, SMS, RCS, or print, each communication is personalised and optimised for engagement. 

Frictionless Payment Experience

The new QR-code enabled “Scan–Pay–Done” experience has transformed how customers interact with their bills. Mobile-first design supporting modern payment methods means fewer clicks and faster settlement. 

Behind-the-Scenes Efficiency

Automated, secure data transfer between platforms eliminated manual processes while maintaining full audit trails. The infrastructure scales seamlessly, handling peak volumes without intervention. 

“Reducing DSO is a priority for us, but ensuring a seamless, customer-friendly experience is essential. With Orbyt, customers are paying their bills before the due date.”

David Bain, Digital & Marketing Director, Castle Water 

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The Power of Integrated Partnership 

The outcomes speak volumes: stronger cash flow, shorter billing cycles, reduced customer queries, and significantly higher engagement across key communication channels.

This collaboration highlights the power of complementary technologies working in harmony. Castle Water achieved faster billing cycles and improved customer satisfaction. Orbyt provided a scalable, fully integrated platform, while MBA Group ensured seamless, automated delivery across all channels. Together, the partnership didn’t just enable digital transformation, it made it effortless, effective, and real.

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Why Choose MBA for Your Customer Communications? 

When customer communications need to work flawlessly across multiple channels, MBA Group delivers the infrastructure and expertise that makes complex integration simple. We don’t just handle your communications—we help you transform how customers experience your business. 

Ready to transform your customer communication strategy? Discover how MBA Group can help you deliver seamless, multi-channel experiences that drive results. 

In the digital age, it’s easy to assume that print has no place in the lives of Gen Z, especially with smartphones, TikTok, and AI-generated content dominating daily routines. But recent research tells a different story. As a digitally native generation, Gen Z is surprisingly receptive to physical media. In fact, 72% of Gen Z ( and Millennials) say they wish more brands would communicate with them via mail (Harris Poll, 2025). 

So, why the unexpected shift toward print? 

Here’s why brands should reconsider print as a strategic, modern tool in their Gen Z marketing mix: 

1. The Gratification of Unplugging 

Gen Z might be glued to their screens, but they’re also seeking ways to disconnect. A striking 81% of Gen Z say they wish it were easier to unplug from their devices (Harris Poll). Print provides the calm, distraction-free experience that they’re looking for. 

Unlike digital platforms filled with pop-ups, notifications, and autoplay videos, print is immersive. It demands focused attention, creating a sensory experience that digital simply can’t replicate. 

And it lasts longer, too. A recent JICMail study found that business mail remains in the home for an average of 8.9 days, a significant contrast to the fleeting seconds of attention most digital ads receive. Print offers staying power in a world of endless scrolls. 

2. Print is Credible & Trustworthy 

There’s a lot of things you can’t trust in 2025. In an era of deepfakes, misinformation, and synthetic content, trust is a rare commodity. Gen Z may be digital-first, but that doesn’t mean they automatically believe what they see online. 

82% say they trust print more than digital advertising, and 71% feel that print catalogues and magazines convey a stronger sense of authenticity (Harris Poll). For younger audiences, tangible formats carry weight, literally and metaphorically. They perceive print as more thoughtful, deliberate, and less prone to manipulation. 

3. Authentic & Emotional Resonance 

Not only is print credible, but it’s also something you can feel. Gen Z is drawn to aesthetics, design, and the tactile quality of print. The feel of high-quality paper, the texture of a matte finish, and the intentional layout of a well-designed piece is sometimes all it takes to convey authenticity. 

This emotional connection drives action, as 78% of Gen Z and Millennials say that receiving physical mail has prompted them to visit a physical store (Harris Poll). That makes print both memorable and effective, connecting emotionally and converting successfully. 

4. Interactive & ‘Phygital’ Experiences 

A print journey doesn’t end when the envelope is opened, it’s a gateway to digital. Brands are creating hybrid experiences with QR codes, AR layers, and personalised mailers that bring print to life. 

This blend is working. In Q1 2025, 53% of purchases driven by mail were completed online, which is a record high (JICMail). Gen Z responds well to this synergy, with 84% saying they value brands that blend physical and digital experiences seamlessly (Harris Poll). 

If done right, print opens the door for digital to continue the journey.  

5. Personal Memories in Print  

Despite being the generation of Stories and Reels, Gen Z is bringing moments off the screen and into the real world. 43% regularly print their digital photos, twice the rate of older generations, and do so an average of four times per year (Haven, 2025). 

This behavioural insight reveals something deeper, the physical act of printing helps solidify memory. And in a world where digital content is fleeting, the permanence of printed keepsakes is valued more than ever before. 

6. Sustainability Matters 

If there’s one generation that values sustainability, it’s Gen Z, and print can align with their values if done responsibly. Brands that demonstrate care in sourcing by using recycled paper, vegetable-based inks, or biodegradable packaging, earn trust. 

62% of Gen Z prefer to buy from sustainable brands, so when your print material is eco-conscious, it speaks volumes (First Insight).  

7. Higher Engagement & Retention

Print isn’t just seen, it’s read. Gen Z engages more deeply with printed materials than with emails or social ads. They linger, flip pages, and take in brand messages at their own pace.  

This engagement pays off. 42% of Gen Z say they are more likely to read and engage with physical mail than they were last year, showing a growing appetite for tangible, offline authenticity (JICMail, 2025). And unlike digital messages that are often skimmed or deleted, printed content leaves a lasting impression. 

What this means for marketers: 

Quality & Design:  

Invest in premium materials and intentional layouts to reflect brand authenticity. 

Phygital Print: 

Use QR codes, AR, or hashtags to extend the offline journey online.  

Personalised Mail:  

Hyper-personalise direct mail to individuals, boosting relevance and conversion.  

Sustainable Choices: 

Use recycled or biodegradable materials to align with Gen Z values. 

Memory Marketing: 

Offer keepsakes like printed photos or tickets to create emotional bonds. 

Conclusion

In an oversaturated digital world, print offers clarity, credibility, and connection. For Gen Z in 2025, holding something real, whether that’s a brochure, a mailer, or a printed photo, is refreshing, intentional, and trustworthy.  

Print isn’t only surviving; it’s evolving and bridging sensory experiences with digital depth. 

A well‐crafted, purpose‐driven print campaign isn’t nostalgia, its innovation, and it resonates powerfully with the values and behaviours of today’s Gen Z. 

Want to dive deeper into how different generations engage with communications? Download our latest whitepaper, Shift Got Real, for insights into generational preferences, plus practical strategies to help your marketing cut through, whether it’s in print or on screen. 

Regulation and creativity. Compliance and connection. These pairs rarely appear in the same sentence, let alone the same strategy. But in financial services, where trust is earned message by message, it’s time for a mindset shift. 

Too often, compliance is treated as the final hurdle in the communications process as a legal review or a box to tick. But what if we stopped seeing regulation as the enemy of innovation and started viewing it as a tool for building better relationships? 

In our latest 20-minute masterclass, ‘Is Compliance the Enemy of Connection?’, MBA explores how financial services brands can use regulatory pressures as a launchpad for smarter communication, deeper engagement, and real competitive advantage. Led by our experts in strategy, brand and digital execution, the session is packed with actionable insight for teams looking to do more than just meet the standard, and actually raise it. 

What’s inside? 

From Rulebook to Roadmap 

Presented by Leo Barber, Solutions Director at MBA Group

We start with strategy, rethinking compliance as a creative brief rather than a barrier. With evolving expectations from regulators like the FCA, it’s no longer enough to be technically correct. Communication needs to be clear, timely, relevant, and crucially, tailored. From message scoring to journey mapping, we explore how leading firms are using data and segmentation to design experiences that build lasting trust. 

The Voice of Trust 

Presented by Paul Irwin, Creative Director at Studio Certain

Next, we turn to brand. Because although what you say matters, how you say it matters more. In regulated industries, consistency, tone and empathy are your most powerful tools. This section looks at how brands can embed warmth and clarity into even the most formal communications, and how aligning brand and compliance teams early in the process leads to more human and effective outcomes. 

Empathy in Action 

Presented by Leilah Aintaoui, Founder at VideoSmart

Finally, we dive into execution. Here, it’s all about empathy in action. From personalised video to accessible formats and channel choice, we show how digital tools and behavioural insight can help financial services brands deliver communication that resonates across every demographic and every moment that matters. 

Why it matters 

In an era of falling financial literacy, shrinking attention spans, and rising customer expectations, doing the minimum simply isn’t enough. Regulation gives brands the framework and the permission to go further.  

So, if you’re ready to move beyond the tick-box approach and explore how compliance can drive real impact for your business, this session is for you. 

Watch the masterclass now!

We’re pleased to share that MBA Group has been named as a supplier on Crown Commercial Service’s (CCS) Print and Digital Communications framework (RM6297). This appointment provides public sector organisations with a trusted, compliant route to access our full range of print and digital communication services.

About Crown Commercial Service (CCS)

Crown Commercial Service (CCS) supports the public sector to achieve maximum commercial value when procuring common goods and services.In 2023/24, our customers achieved commercial benefits equal to £4.9 billion. Commercial benefits include factors such as cost savings and reaching carbon net zero targets.

What the Framework Covers

The Print and Digital Communications framework (RM6297) enables government departments, local authorities, and other public sector bodies to procure communication services through an established, pre-approved agreement.

MBA Group covers a broad scope of services across print, digital, and multi-channel delivery – from secure document production to personalised, digital-first communication solutions.

How Suppliers Are Named on a CCS Framework

Suppliers are named on CCS frameworks through a formal procurement process. This involves responding to an official tender and providing detailed information about service capabilities, operational processes, security measures, and pricing, aligned with the framework’s requirements.

Our appointment means public sector organisations can now access our services via a compliant, streamlined procurement route.

The Role of Print and Digital Communications in the Public Sector

The way public sector organisations communicate is evolving. While printed communications continue to play a vital role for formal, secure, and essential correspondence, there’s growing emphasis on digital solutions that offer speed, accessibility, and convenience.

Public bodies are increasingly adopting integrated, multi-channel approaches to meet the needs of a diverse, digital-first audience while maintaining inclusive services. Through this framework, MBA Group’s services support this shift, enabling organisations to combine trusted print solutions with digital communications to enhance operational efficiency and improve engagement.

Delivering Trusted Communication Services

With over 40 years of experience in customer communications management, MBA Group offers a full range of services designed to support the public sector’s evolving needs, including:

As Danny Clarke, Director at MBA Group, explains:

“Being named as a supplier on the Crown Commercial Service framework marks a significant milestone in MBA Group’s mission to support public sector organisations in delivering meaningful, effective communications. We’re not just offering services — we’re enabling transformation.”

We look forward to working with public sector organisations as they continue to modernise, improve, and future-proof their communication strategies.

With the pressure of rising customer expectations, dwindling attention spans and an increasingly diverse customer base, financial services organisations are increasingly seeking the answer to a critical question:

How do you create experiences that feel relevant to everyone, when each generation sees the financial world through a completely different lens?

Financial services need connected communication strategies that bridge generational divides, build genuine trust, and make every customer feel like an individual – not just another account number. 

From Transactions to Relationships – The Digital Financial Shift

Over the past decade, there has been a consistent drive for financial service organisations to digitise. Smartphones are the new high street. Advice is being sourced from social platforms before professionals, and the way people engage with money is being shaped by the platforms they use and the experiences they expect.

But as things get more automated and data-driven, there’s one thing that shouldn’t get lost – technology should deepen, not diminish, human connection. With more noise and parties competing for their attention than ever before, customers crave clarity, confidence, and connection in every interaction. 

So what does this mean for financial brands? That they must do more than digitise – they must humanise.

Why Generational Gaps Matter

Financial services have traditionally centred their communications around products and policies, building reputations on transactions rather than relationships. But what is often forgotten is that financial services are deeply human. Behind every transaction is a couple buying their first home, a well earned retirement trip being booked, or a future being invested in.

In today’s day and age, there is no such thing as purely transactional comms in financial services. Every letter, email, call and video is building trust and setting the foundations for a long standing relationship. 

The challenge? Every generation defines a ‘good experience’ differently; there is no one-size-fits-all solution. 

Gen Z values speed, relevance, and clarity. Millennials look for seamless journeys and digital autonomy. Gen X and Boomers often favour reassurance, guidance, and face-to-face trust. One message doesn’t land the same way across these groups, and in many cases, it doesn’t land at all. 

If financial providers can’t adapt their tone, timing, platforms and language to resonate with this generational flux, they risk becoming not just outdated, but out of touch. 

Shift Got Real: Navigating Generational Flux in Financial Services

From Gen Z’s content-centric, social-first mobile behaviours to Boomers who prefer face-to-face interaction meeting customers where they are is crucial. Humanising communications across the customer base is a fundamental shift that must be actioned, and by speaking to people in ways that resonate at every life stage, financial brands can build trust, inspire action, and drive long-term loyalty.

Our latest whitepaper, ‘Shift Got Real: Navigating Generational Flux in Financial Services’ explores how financial institutions can better understand, and more meaningfully engage their customers, regardless of their demographic. 

We provide three essential lenses to help financial brands centre their innovation strategy: 

Innovate, but don’t alienate.

Technology drives progress, but human connection defines success. How can financial experiences bridge the gap between cutting-edge innovation and emotional understanding? 

Tailor the touchpoint, unify the vision.

We explore how you can create personalised interactions at scale that maintain a consistent brand identity, using platform-specific insights to communicate with genuine relevance.

Lead the shift, mind the gap.

At the core of meaningful innovation is customer centricity. We dive into what it means to be truly audience-led, from using smart data and timing to reshaping physical and digital touchpoints for every generation.

Download the whitepaper to start building future-ready engagement strategies rooted in empathy, relevance, and trust:

Our Digital Growth Director, Leilah Aintaoui, recently stepped into the Financial Services Forum studio to deliver a two-minute elevator pitch about MBA Group; who we are, what we do, and why it matters to financial services brands. In just a short time, she captured the essence of how we help clients connect with their customers in smarter, more impactful ways.

But the real story stretches back four decades.

This year marks MBA Group’s 40th anniversary; a milestone that reflects not just longevity, but constant reinvention. We began as innovators in print, supporting some of the UK’s most trusted financial institutions with essential, high-integrity communications. Fast forward to today, and we’re delivering intelligent, data-driven experiences across every channel, bringing strategy, creativity, and technology together to help brands deepen customer relationships and drive results.

What’s changed? Almost everything. Customer expectations have shifted. Journeys have become more complex. The line between physical and digital has blurred. Yet what remains constant is the need for communication that cuts through the noise, whether that’s a beautifully crafted piece of print that lands on a doormat, or a personalised video explaining a customer’s pension contributions.

At MBA Group, we’ve grown in parallel with the financial services sector. Our investment in technology has empowered clients to turn data into meaningful action; enabling segmentation, automation, and insight-driven campaigns that speak directly to audience needs. Meanwhile, our creative and strategic brands, including our video technology team and in-house design agency, continue to push boundaries with content that’s informed by behavioural science and driven by outcomes.

Financial services brands face a unique challenge: communicating complex topics in ways that are simple, accessible, and engaging. That’s where solutions like personalised and interactive video shine. They make the complex feel clear, the generic feel personal, and every interaction measurable.

But for all the tools and tech at our disposal, one thing underpins everything we do: people. Our teams work in partnership with clients, from initial consultation to delivery and optimisation, bringing deep industry knowledge, strategic thinking, and a shared ambition to keep moving forward.

If you’re curious to see how our 40-year evolution translates into future-ready communication to bring value to financial services, it’s best to hear it from her directly. 

Watch the video below.

View the video on the FSF Knowledge Hub here.

At MBA, we pride ourselves on celebrating our team’s diverse talents, and Phil Dean, founder of Studio Certain, exemplifies this perfectly. When ITV London News approached Phil for a special feature on ‘Hidden London’, he brought the same creative passion he brings to our agency, transforming the ordinary into something extraordinary.

As the renowned Shoreditch Sketcher, Phil guided Sally Williams through Smithfield, unveiling a neighbourhood that’s far more than just a location on a map. It’s a living canvas of London’s history, where every architectural detail tells a story and Phil describes it as a “sketcher’s dream”. From a hidden 30-foot-high statue of Henry VIII at St. Bart’s to untouched World War I bomb damage, Phil’s tour revealed the extraordinary within the seemingly ordinary.

When asked to describe Smithfield in one word, Phil’s response was simple yet profound: “History.”

Perhaps most memorable was Phil’s philosophy of “always embrace the wobble” – a metaphor that perfectly captures both his sketching style and professional approach. This creative insight makes us proud to have Phil as part of the MBA family, showcasing how our team’s passions extend far beyond the workplace.

Watch the video below!

Follow Phil’s Sketching Journey

Phil regularly teaches urban sketching workshops and posts drawings from cities around the world using his popular Instagram account, @shoreditchsketcher, which has more than 100,000 followers.

You can also explore his website: shoreditchsketcher.com, and YouTube channel: @shoreditchsketcher5725.

Its our 40th Anniversary. Look out for our commemorative stamp celebrating four decades of transformation…and stay tuned as we craft an immersive journey through our history, launching later this year.