On Agency

Core disciplines: Advertising/Creative, CRM/Customer engagement

Key people

Christopher  Nield
Christopher Nield LinkedIn
Executive Creative Director

In this role, I am both the Creative Director and overall leader of the agency, reporting directly to the board. I have won major accounts for the agency, such as Oxfam, British Red Cross and WaterAid, spoken at conferences, helped the agency win many awards and, best of all, enabled charities to raise millions of pounds for a range of fantastic causes. 

I began as Head of Creative in November 2011 and was promoted into the Executive Creative Director role in February 2014 after rebranding the agency from TW CAT. I have significantly developed the creative product, diversified the portfolio into digital and DRTV, and established On Agency as one of the leading marketing companies in the charity and not-for-profit sector. 

Under my creative direction, our USP is behavioural fundraising, a unique combination of data, strategic planning and cutting-edge insights from the developing field of behavioural economics.

Nick Mawer
Nick Mawer LinkedIn
Executive Business Director

Nick has spent over 20 years working in agencies in both the UK and Australia, including EHS, TBWA and Ogilvy & Mather. He provides a unique combination of commercial and not-for-profiit strategic and technical knowledge that has helped On Agency clients achieve fantastic results.

Nick has a very hands-on role with clients and has a passion for delivering the best client service, which has been recognised by the Institute of Fundraising when the agency won Best Direct Marketing Partner in 2013 and 2014. Nick has worked at On Agency for 10 years, rising to the position of Executive Business Director and is responsible for marketing and business development.

Andrew Coogan
Andrew Coogan LinkedIn
Client Services Director

Andrew has over 12 years of experience in integrated communication campaigns and has previously worked for the London charity, Global Action Plan and with charity clients like Concern Worldwide. He has also delivered results across DM, integrated, digital and social channels for both global (Ogilvy) and smaller agencies.

In his personal life, Andrew’s charity volunteering work has been featured in a national London Wildlife Trust advertising campaign, Biosphere Expeditions Magazine and in Germany’s ‘Der Spiegel’.

Sam  Hughes
Sam Hughes LinkedIn
Senior Planner

As Senior Planner, Sam’s role adapts to a wide array of individual project needs. At On Agency Sam is responsible for: leading primary research, guiding and finding data insights, identifying audience motivations/desires and barriers, new product development streams, lifetime value and results analyses, proposition development, workshop facilitation, inspiration of creative teams, communication plans, and ensuring strategic direction is given both to help towards specific project objectives and to aid with the entire user journeys of each account.

Sam has a passion for behavioural economics and for data; he works closely with On Agency’s in-house data team to find hidden value and stress points in charity programmes. With a background in Account Management he understands project processes, helping him to add strategic value in the most effective way possible. Sam has been with the agency for over five years and in that time has worked with organisations such as Oxfam, Freedom from Torture, the Stroke Association, WaterAid, Battersea, The Christie, Shelter, ShelterBox and The Royal British Legion.

Nayyar Mughal
Nayyar Mughal LinkedIn
Head of Copy

Nayyar's 16-year career began with a creative advertising degree from Bucks New University. She's worked in a wide range of agencies, producing TV ads, billboads, press, radio, digital, direct mail and more for clients as diverse as P&G, Muji, RHS, Tesco, Diabetes UK and Medical Aid for Palestinians.

Her work has been as big as branding and advertising the RHS Chelsea Flower Show, and as small as a heartfelt letter from the husband of Elise, who died of cancer days before she was due to start a clinical trial.

At On Agency, Nayyar heads up the copywriting department and inspires the creative team to make every concept, headline and comma count. She's won a DMA gold and two bronze awards for her work.

Penny Telford
Penny Telford LinkedIn
Business Development Director

Penny has worked in the Industry for over 14 years, both agency and client-side. Originally working as a Strategist, Penny brings a wealth of understanding from the Commercial sector, coupled with a passion for helping charities smash their fundraising targets.


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