Annabel is Senior Manager on ITV’s Social Purpose Team – The Drum’s Social Purpose Team of the Year. In her role Annabel leads several major campaigns including Britain Get Talking, the UK’s best known mental-health campaign, and ITV2’s partnership with Campaign Against Living Miserably, which led over a million 16-34 year olds to take proactive care of their mental health in 2021. She also co-leads the UK’s first ever nightly mindfulness programme, Unwind with ITV, and has been involved in several mental health commissions since she began her role. She is passionate about brands using their platform and place in culture to have a positive impact, and proving that doing the right thing morally and commercially can be one and the same.
Previously Annabel worked at Uncommon Creative Studio leading the strategy for H&M Men. Before this she led strategy projects at Bow&Arrow for brands including MINI, American Express, The Wall Street Journal and Boots. Her career began in advertising, starting as a grad at VCCP on O2, and later moving to adam&eveDDB to work on Sky and Mars Global.
Her work has spanned a wide range of industries and subject matters, from acquisition strategy for Amex, to Boots’ Own Brand strategy and proposition, to the weird and wonderful world of eating hot dogs in the bath for ITV2 CALM.
Outside life at ITV, Annabel enjoys cooking ambitiously, painting badly, and playing never ending games of fetch with her dog.
