Core disciplines: Corporate communications, Experiential marketing, Public relations (PR), Social

Key people

Tom Edwards
Tom Edwards
Creative Director, EMEA

Tom is one of our most experienced creatives. He has built up a reputation for combining an ability to develop inspired creative concepts with razor sharp project management skills. He’s led fully integrated campaigns for a wide range of clients, including Microsoft, Skype, Nokia and NCR. Tom also heads up our film team – prior to working at Text100 he was a broadcast television producer, creating shows for BBC, ITV and Channel 4.

Luke Peters
Luke Peters
Head of Social Media and Content, Vice President, Text100 London

A former award-winning international magazine editor and journalist, Luke’s 18+ years’ storytelling experience helps global brands such as Red Bull, Tata Communications and Vodafone to attract, engage and sustain audiences. He leads his highly creative content and social team to produce work such as owned editorial for blogs and thought leadership, or social programs that inspire lead generation and brand sentiment.

Gary Berman
Gary Berman
Head of PR, London

Gary Berman has over 17 years of award-winning consumer brand experience, specialising in media / influencer relations, global experiential marketing and integrated communications, with a passion for creativity, technology and the cutting-edge. In addition to heading up the PR team at Text100, Gary is client lead for Vodafone Global Enterprise, Vodafone Group and TomTom (any others?).


Prior to joining Text100, Gary had a series of high profile roles, on behalf of leading consumer and technology clients. As Associate Director at Speed Communications, he managed the consumer division for brands such as Heinz, Virgin and Monster Audio. Gary worked in-house at Microsoft, and was instrumental in creating and implementing Xbox’s UK PR strategy, including the launch campaign for their next-generation console (Xbox One).  Before joining Microsoft, Gary was Group Head at Brando, leading the agency PR team for clients such as Sony Mobile, EA Games and Gatwick Airport. Prior to the role at Brando, he was PR Director at Momentum, developing and implementing award-winning integrated campaigns for American Express, Bacardi, BMW Mini, Martini and Nespresso. Gary’s role as Head of PR at KLP Entertainment was pivotal in helping to develop his expertise in experiential marketing, working on a number of acclaimed campaigns for Smirnoff, Guinness and Budweiser to name but a few. His first five years in PR was spent at two maverick agencies, Exposure and 3rd Rail, working on a mix of fashion and technology clients, such as Levis, Pepe, Nike, EA Sports and Sony.


Gary holds a 2nd Class Degree in English Language & Literature from Goldsmiths College, University of London. 

Rod Cartwright
Rod Cartwright LinkedIn
Executive Consultant and EMEA Regional Director

Rod is Regional Director of Text100’s EMEA team and a member of the agency’s global executive leadership team. Rod brings a 20+-year pedigree in driving lasting business and culture change across reputation management, integrated marketing communications, corporate communications, issues & crisis management and stakeholder & influencer engagement.


Rod has advised major corporations and brands ranging from Nissan, IBM, KFC, Dell, Accenture and DHL to IATA, Toyota, Western Union, McKinsey, P&G and Takeda. He has also taken on all that global news events such as the disappearance of Malaysia Airlines’ MH370 and the airline's subsequent sovereign-led restructuring can throw at you.

Rod spent the initial stages of his career as a public affairs and government relations specialist, before holding board-level positions at three international top-10 communications consultancy networks. Immediately before joining Text100, he was a partner and Global Corporate Practice Director at a global top-3 firm.


He is a Founding Fellow and former board member of the UK’s Public Relations and Communications Association, having also been Chair of the Association’s Public Affairs Committee, served on its Professional Practices Committee and acted as a PRCA/PR Week industry mentor. He holds a first class B.A. degree in Modern Languages and an M.A. with Distinction in International Political Economy from the University of Newcastle-upon-Tyne.

Tara  O'Donnell
Tara O'Donnell
Managing Director, UK

Tara O‘Donnell has 20 years of consumer and corporate communications experience and leads Text100’s UK business.  In addition to managing the business, Tara is the global client lead for Kodak Alaris and Lebara.  Prior to joining Text100 UK, Tara launched and led Text100‘s North American consumer practice for 8 years which included crafting strategies and providing counsel for clients such as MTV, Shazam, British Airways, Vimeo, and many others.  Tara grew Text100’s consumer portfolio in the entertainment, travel and consumer technology arenas bringing in clients such as Food Network, Bravo, VH1, The Weather Channel, Showtime, and BlackBerry. Immediately before joining Text 100, Tara spent five years leading North American Corporate Communications for Samsung Electronics, playing a pivotal role in shaping Samsung‘s brand identity as a digital technology leader in the U.S., Canada and Mexico.  Tara was also International Communications Director at software firm, ABT Corporation, for 7 years in both NYC and London.  She holds an MBA from Hagan School of Business, Iona College, NY. 

Bianca Lee-Chang
Bianca Lee-Chang
Head of Consumer

Bianca has over 13 years experience working on a range of consumer brands across a variety of sectors including FMCG, tech, home interest FMCG, music and fashion. 

She has worked on integrated brand campaigns for the likes of Nintendo, LG Electronics, Orange, Grosvenor Casinos, Volvic, Alpen and Danone Baby Nutritia. 

She has a passion for insight led creative campaigns that are activated across multiple channels and drive commercial success for brands.

At Lexis she currently heads up the Brand Communications division where she is responsible for clients including Coca-Cola, Chivas and Martell.

Toby Conlon
Toby Conlon
Head of Corporate

Toby is a corporate communications consultant working in B2B marketing, communications planning, reputation management, crisis & issues, media strategy, sustainability communications and stakeholder engagement.

He currently leads the corporate programme Lexis runs for DHL Supply Chain, a targeted B2B communications programme underpinning the marketing strategy. He also leads DHL Express, positioning the company as the go-to for SMEs on export issues – a major quarterly campaign is the launch of the joint research with the Confederation of British Industry about export confidence.

Toby directs the sustainability communications programme for Whitbread, finding ways to tell the business’ responsibility story to stakeholders through both national media campaigns and trade media relations.

Lexis holds the European business communications brief for Coca-Cola Enterprises. Toby and the team advise the client on content and communications strategies, always looking for new ways to tell CCE’s stories through digital and media channels.Toby has also planned and managed major programmes for Shell, Starbucks, Anglo American, Maersk, DP World and Unilever.

Toby was previously at Edelman and Porter Novelli. He has a degree in Modern Languages from the University of Oxford.

Virginie Luce
Virginie Luce
Head of Digital

Strong leader in marketing with 10 years’ experience working for blue chip brands, Virginie Luce has been appointed as Head of Digital for Lexis. 

With a strong client background in the tech and consumer lifestyle industry, Virginie successfully grew businesses by building marketing plans, launching new products, and creating global advertising campaigns.

Virginie started her career at Philips Electronics in the UK as account manager for the Philips Healthcare division before being promoted to marketing manager of the Philips AVENT brand. In this role, she developed compelling annual marketing plans, owned the P&L, managed the advertising and promotion budget in order to drive awareness/preference/consideration and purchase and worked closely with retailers such as Boots, Sainsbury’s, John Lewis, Tesco, Mothercare, Amazon, Dixons/Curry’s.  Her execution strategy involved creative and media agency management (Focus PR, DDB, Mediacom, Carat, Point 6).

After 5 years at Philips, Virginie moved to the Netherlands to join the very exciting navigation device company TomTom. Based in the Amsterdam global HQ, Virginie was responsible for launching consumer navigation devices in the EMEA region. She drove the consumer strategy by creating commercial briefings and establishing the advertising, brand and go-to –market strategy with the in-house marketing teams across a wide range of communication channels such as retail/POS, radio, print, OOH, digital, ecrm.

She subsequently joined Vodafone as a Senior Commercial Manager where she launched successfully a compelling integrated roaming proposition, crucial to acquire B2B users and increase ARPU (Average Revenue per User).

More recently, Virginie was a Senior Marketing and Campaign manager at Microsoft, where she efficiently grew businesses (Skype on TV, Brazil/Mexico/Russia) by creating global advertising campaigns for the Skype brand. She worked collaboratively with multiple agencies such as Pereira & O’Dell, Text100, Waggener Edstrom, Wolff Olins, 1000Heads, Possible, M&C Saatchi, Axciom, Incredibull.

Virginie now leads a new passionate team at Lexis that provides a range of digital services – from creative social media campaigns to the management of programmatic media – for consumer and B2B clients.  The team’s focus is to leverage insights to drive customer acquisition, engagement and retention by delivering creative and compelling integrated digital campaigns.

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