Our Capabilities
Powered by insight, creativity, and technology, krow offers an integrated range of strategic, creative, and production services that drive meaningful growth and lasting impact.
Brand Strategy
Brand Strategy
We start with your ambition. Where do you want to get to? What are the dreams you have for your brand? Then we work backwards, shaping strategy and creativity to deliver Big Positive Impacts: work that will build a bigger, better brand that is easier to buy.
Behavioural Science
Behavioural Science
We harness behavioural science to decode hidden human complexities and unconscious motivations that drive customers and employees. We uncover the hidden “why,” not just the “what,” to inform brand, product, campaign, experience, and engagement strategies for measurable business impact.
Design & Development
Design & Development
We design brands with purpose and impact. Whether launching something new or refreshing the familiar, we create propositions, platforms and identities that inspire. Our design and brand development fuel clarity, connection and growth, driving impact across every touchpoint of your business and audience experience.
Advertising
Advertising
Advertising begins with understanding people and what drives them, inspires them and shapes their choices. We craft ideas that connect emotionally and commercially, blending creativity with insight to build campaigns that capture attention, spark action and deliver measurable results for brands looking to grow in meaningful, lasting ways.
Social
Social
We deliver social that makes brands part of the conversation. From creator-led storytelling to smart paid strategies, our approach blends cultural agility with performance precision. Guided by creativity, insight and search intelligence, we craft platform-ready work that drives engagement, fuels growth and creates lasting impact in the moments that matter.
Digital
Digital
We help brands thrive in a fast-changing digital-first world. Blending creativity with technology, we build seamless experiences and targeted campaigns that engage the right people in the right way. Every solution is driven by insight, measured by impact and designed to strengthen connections and deliver meaningful results.
Co-Creation
Co-Creation
Our co-creation approach brings audiences into the heart of the process. From research to production, we collaborate closely with communities and stakeholders to shape authentic, effective campaigns. This partnership ensures deeper insight, stronger connections and work that truly resonates, delivering meaningful change for clients and lasting impact for audiences.
Retail
Retail
We bring deep experience in retail marketing, creating campaigns that win hearts and drive performance. By combining insight, creativity and operational expertise, we deliver work that elevates in-store and local experiences, strengthens brand presence and converts footfall into loyalty, helping retailers stay relevant and competitive in an ever-changing market.
Experiential & Activations
Experiential & Activations
We believe the most powerful connections happen in moments people never forget. Our experiential approach transforms brands into living stories, brought to life through events and activations that excite, inspire and unite. By creating meaningful shared experiences, we help audiences feel part of something bigger and drive genuine brand love.
Direct & CRM
Direct & CRM
We build one-to-one customer journeys powered by insight and smart tech. Our CRM and direct marketing blends end-to-end strategic design with tactical activations, supported by CX vision, journey mapping, research and service blueprints to deliver relevant communication that connects, converts and strengthens long-term relationships.
Customer Experience
Customer Experience
We combine rigorous insight and creative expertise to transform customer experiences. We map journeys, define the brand’s role and design moments that exceed expectations. Paired with strategic campaign planning, creative delivery and continuous measurement, our CX approach builds deeper understanding, stronger connection and ongoing improvement through a scientific and creative lens.
Content
Content
We create content that keeps brands connected and relevant. From always-on social to crafted films and photography, our purpose-built content studio enables speed, quality and consistency. Combined with creativity, agility and audience insight, we deliver platform-ready work that tells stories, sparks engagement and drives measurable impact across every channel.
Technical Experience
Technical Experience
For us, technology is more than a tool. It’s a mindset, a multiplier and a creative accelerant. Technical experience (TX) takes client ambitions and brings design, data and delivery together to create leading brand experiences.
Through experimenting with new technologies and rapid prototyping, we turn bold ideas into tangible proofs-of-concept, helping our clients see, test and believe.
Creative Production
Creative Production
Within krow Group, our stand-alone production agency – k.works – delivers end-to-end craft, at scale. From bespoke web development to film, content and full campaign activation, we bring ideas seamlessly to life. Our modular cross-discipline workflows effortlessly blend creativity with precision so every output is built for impact.
Measurement & Optimisation
Measurement & Optimisation
For us, measurement is the engine of performance. We design smart testing frameworks, focus on the metrics that matter and optimise in real time. From A/B testing to clear reporting, our insights drive continuous improvement, ensuring campaigns work harder, connect smarter and deliver stronger results.
Search
Search
Search is where intent meets opportunity. From organic SEO and paid campaigns to emerging LLM environments, we help brands stay discoverable and relevant. Every click and query fuels insight, guiding smarter optimisation and lasting growth, ensuring your brand shows up at the moments that matter most.
Leadership
We are
our people
Our ambition as a leadership team is to create a truly diverse culture and wealth of experience fuelled by passionate, sleeves-rolled up and open-minded thinkers. We’re an agency always looking to improve itself. It’s no egos all the way. Everyone has a voice and the chance to make an impact.
John Quarrey
CEO
John Quarrey
CEO
John started krow in 2005 with three friends following 5 years as the President of Arc EMEA (the Integrated Digital, Data and CRM division of Leo Burnett). krow joined mission in 2017 and he took on the role of krow Group CEO as three other business units were merged to form krow Group. Since then his focus has been on working with the group’s clients to help them grow and develop their businesses whilst making sure that krow keeps pace with the world around it, unlike his golf.
Darryl George
Group Executive Creative Director
Darryl George
Group Executive Creative Director
Darryl is a commercially sharp creative leader with a passion for big ideas that drive results. Equally at home on brand platforms and tactical activations, he blends craft with strategic intent to deliver work that connects and performs.
With cross-channel creative leadership across brands like FIAT, DFS, and Toolstation, Darryl is an expert in building brands that sell. His work spans retail, public sector, and social good - including campaigns for Médecins Sans Frontières, and Unison. From concept to execution, he leads with clarity, creativity, and just the right amount of zen (he’s also a certified yoga teacher).
Ashika Chauhan
Group Executive Creative Director
Ashika Chauhan
Group Executive Creative Director
Fascinated by the role creativity can play in the human experience, Ash is most excited about working with brands who want to make a real impact on real people. A foodie, a travel junkie and a passionate photographer, Ash also heads up our inhouse content studio. She’s previously been listed in the DRUM Top 30, BIMA Hot 100 and Campaign/Creative Equals Future Leaders.
Paul Wallett
Group Executive Creative Director
Paul Wallett
Group Executive Creative Director
Paul has over 20 years’ experience creating campaigns for a wide range of leading brands, picking up numerous awards along the way. When he’s not overseeing the output from the creative department, he indulges his passion for trainers and pork scratchings.
Blake Armstrong
Group Managing Director
Blake Armstrong
Group Managing Director
Obsessed about helping clients grow. Blake has over 20 year’s experience in marketing, helping clients across multiple categories (retail, finance, FMCG, apparel, alcohol) to make big positive impacts. Prior to joining krow, Blake lead the global Timberland and Glenfiddich account’s. Blake is very proud to have managed some of the most awarded accounts in the UK, he’s less proud of his love for sugar based snacks, but he’s working on that.
Matt Watts
Group Head of Planning
Matt Watts
Group Head of Planning
Matt is an award-winning planner who is driven by a desire to make great work. At krow he’s successfully led the planning on a wide variety of commercial (Post Office, Toolstation, California Psychics, Rajah, Filippo Berio, Virgin Trains), public safety (RNLI, NWSF), charitable (Médecins Sans Frontiéres) and political (Labour 2017 General Election, Unison) accounts.
Prior to joining krow, Matt planned the strategy on the award-winning McDonald’s brand campaign as well as key promotions and Happy Meals. After McDonald’s, he ran the strategy on Kellogg’s Kids, Mums and Teens cereals portfolio and the Homebase account at Leo Burnett before expanding his global advertising at Grey working on Allianz and Duracell.
Vicki Saunders
Deputy Managing Director, krow London / Managing Director, Cloak Lane
Vicki Saunders
Deputy Managing Director, krow London / Managing Director, Cloak Lane
People-first agency leader with 25 years experience leading cross-functional teams, Vicki has been at the helm of some of our most successful multi-channel campaigns. Extensive and broad category experience in the retail, automotive and charity sectors, Vicki is a hands-on leader who prides herself on bringing together client and agency teams to create work with impact. As well as leading our London office, Vicki also leads MISSION's end-to-end marketing services for Post Office.
A ninja multi-tasker, when she’s not leading krow, you’ll find her navigating her way through life with twins.
Jemma Marchant
Deputy Managing Director, krow East
Jemma Marchant
Deputy Managing Director, krow East
With 20+ years’ experience in making meaningful customer and client connections, Jemma’s passion is working in partnership to truly understand key business challenges in a way that always puts the customer at the heart of what they do. Jemma has led both B2B and B2C clients, including Aviva, Mazda, Rightmove, Barclays and DFS, and has been recognised with industry awards including DMAs, The Marketing Society and Brand Republic awards.
Stephen Roycroft
Managing Director, krow Ireland
Stephen Roycroft
Managing Director, krow Ireland
Over 30 years’ experience planning and directing some of the biggest name campaigns across Ireland and UK. With huge brands like Subway, Kia and the US Army also extending some work globally. Stephen has authored several coveted IPA Effectiveness Award papers, including lifesaving public service campaigns - making big positive impacts where they matter most. He's an obsessive road cyclist, but please don't hold that against him.
Harman Randhawa
Deputy Managing Director, krow Central
Harman Randhawa
Deputy Managing Director, krow Central
Harman has 15 years’ experience on multi-national, multi-channel, award-winning accounts making him a fantastic, well-experienced leader within the Agency. Outside of work Harman loves shouting at little children as an under 8’s football manager.
Owen Farrington
Managing Director, krow social
Owen Farrington
Managing Director, krow social
Owen is an award winning strategist with 20 years’ experience delivering digital, social, and creator-led campaigns for some of the world’s most recognisable brands (Samsung, Microsoft, Hilton Hotels, Xbox, TUI). For nearly a decade, Owen directed the New Balance EMEA account, sharpening expertise across e-commerce, performance marketing, social strategy, and global brand building. Alongside launching three businesses, he has built high-performing, values-driven teams, blending entrepreneurial energy with big-brand experience to drive both commercial success and cultural impact.
Alex Goat
CEO, Livity
Alex Goat
CEO, Livity
Alex leads Livity - the youth specialist agency within krow Group. Livity future proofs brands for the next gen audiences. She has led global consulting projects for Google and Nike, as well as campaigns for TikTok, YouTube, FatFace, Coppafeel, Netflix and many more.
Co-creation is at the heart of Livity's methodology and Alex has spearheaded the long term engagement with young creatives across the UK and beyond. She is leading krow's new behaviour change division - change.works - which brings together behavioural science, co-creation and technology.
Alex also sits on the Expert Advisory Group for the National Youth Strategy at DCMS and is a regular speaker on all aspects of engaging younger audiences.
Mike Cullis
CEO, krow.x
Mike Cullis
CEO, krow.x
Mike’s experience spans four decades, from international brand campaigns, to hyper-personalised customer growth programmes. He started out client-side at Mercedes-Benz, before working his way up through the many shapes and sizes of the agency world.
His 30+ years covers both B2B and B2C and an array of brands which span the alphabet rather well – from American Express, Barclays, British Airways, Disney and Hiscox to OVO Energy, Mitchells & Butler, Pizza Hut, Pret, Unilever, various Virgin brands, Xerox and Yakult. Mike is a Fellow of the IDM, a member of the Marketing Society, and a regular judge for industry awards.
Sam Smith
CEO, krow Kinetic
Sam Smith
CEO, krow Kinetic
25+ years’ global advertising experience working both client and agency side with a passion for all things automotive. Leading the agency, an open and honest approach has served Sam well in building strong client relationships. Sam’s focus today is ensuring the agency attracts the right talent and building a culture that enables the team to flourish in their career aspirations and exceeding client expectations. Any free time is spent fuelling her love for travelling and home renovations.
Katharina Wittgens
Managing Director, IB
Katharina Wittgens
Managing Director, IB
Katharina is a Business Psychologist and Managing Director at IB. Together with the IB team, she advises businesses on how to integrate Psychology and Behavioural Science into business activities and strategies to create more commercial impact.
She has advised global brands such as HSBC, Virgin Atlantic, O2, Moncler, Ted Baker and many others in relation to finding the hidden psychological influences on retention, purchase decisions, engagement and trust and how brands build these insights into their communications, marketing and business strategies.
She has a great understanding of the strategies that can be applied to change organisations’ cultures and people’s behaviours as well as the importance of uncovering people’s conscious vs non-conscious behaviour.
Culture
People drive everything at krow. We foster a culture of collaboration, curiosity and respect, where voices are heard, ideas are valued and teams grow stronger together.
Our values
We’re better together
Ego-free collaboration across disciplines and our five locations means we can add true diversity of thought to everything we do, and proudly call ourselves a creative community.
We imagine greater
We can only help brands be as great as they can be if we are always open to better ideas, if we challenge each other and ourselves until we’re totally sure we’ve got the idea everyone involved will want to shout about.
We support the bold
Good isn’t good enough. It’s understood, by people who joined yesterday, right through to management, that only bold thinking changes the game, so collectively we’ll always back it.
We believe in the power of small
Every contribution, big or small, is one stroke of the bigger picture. And the bigger picture is a beautiful looking thing. Let’s put it on the wall. A reminder that everyone needs to be heard.
We are difference makers
In a world of influencers we want to make sure we’re good ones, so we always remember: Brands can only be truly successful when they make people feel good about spending time with them. That’s the difference we want to make.
