Mike spent his whole career trying to make communications more effective. He started out at BMP DDB, the agency that invented Account Planning. In 2007, he moved to New York, to start a strategic planning department for Tribal DDB in North America, applying planning practices to digital communications. Two years later, he went out to Mumbai, to head up the planning department for the DDB group in India. He returned to the UK to work for Tesco's advertising agency, before doing an MBA at Imperial College, London.

"I've learnt in my travels is that anyone can have an opinion, but the best decisions are driven by data. I decided to set up Lumen because I was frustrated by the lack of clarity that marketers often face when they have to take important decisions. I believe that we can bring the right data at the right time to help clients make the right choices about their communications."

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