Si’s career spans most parts of the marketing mix, from advertising, branding and social, to CRM, ecommerce and retail. He was an early pioneer of shopper marketing, helping to build Saatchi & Saatchi X into MCCA Agency of the Year in 2009, before going on to become Global Chief Strategy Officer at MullenLowe Open. Across work with global brands including P&G, Walmart, Diageo, Unilever and Etihad, Si’s passion has always been understanding real people and using that insight to create work that works in the real world.
In the summer of 2020, Si and co-founder Ant Hopper scribbled a line on a scrap of paper: “Big agency thinking, without the big agency bullshit.” A month later, The Ninety-Niners was born – a creative and media agency helping brands including Organix, Life360 and Lloyds Bank connect with real people.
By Si Goodall
Real reputational damage comes from poor customer experiences and poor business practices, writes Si Goodall.
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