Every business and brand

I Hello. I’m Gellan Watt.

Welcome to the home of Bold Moves™.

I am an award-winning Founder, CEO and Creative Director (CCO) of Top Ten Agency, UK Agency of the Year and one of the largest Independent Agency Groups in the UK. My partners and I exited at c. £60m revenue in 2016.

Since then, I’ve advised, and led numerous agency transformations (proposition, business models, reorgs, growth strategy, charging, exit planning, productisation) as an advisor and NED in the UK and USA. Running growth sprints and creating BRAVO, The Agency Upgrade Programme.

Today, I split my time between my agency advisory practice, consulting direct with brands and working on investments, M&A and advising high growth potential startups. And the odd book project. Two about to release.

I’ve invested in high growth start-ups including Jaja Finance, PayDashboard and Norvana. I’ve been on PLC boards. Was CCO at Lastminute Group (FWD).  In 2024 co-founded Common Thread Group, an agency buy and build acquiring five agencies, (inc, Ideas+Outcomes, Threesixty Brands and Pull London).

2026, I stepped back from front-line, Chairman, Creative + CEO duties at Common Thread, launching Imposition – one of the world’s first dedicated Positioning Studios. A fabulous business. Helping brands become inevitable by building more profitable foundations.

I also advise. I invest. I speak on topics of entrepreneurship, health, wellbeing and creativity.

Ultimately, I’m here to make sure my clients always win. There’s nothing more dangerous in business than ‘how it’s always been done’. Bold Moves are the way.

I help brands and people rethink themselves, unthink their category, and outthink their competitors.

I also publish the Rogue’s Diary Agency Leaders Newsletter. Sign-up here.

Or if you’d like to discuss working together, get in touch.

What I do.

Brand Positioning + Proposition
Naming + Identity
Campaigns + Creative
Agency Growth Programmes
NED + Advisory
M&A
Keynote Speaker

My story.

For 25 years I have helped global brands, challengers and startups with big idea creative, brand strategy and advertising. I’ve helped put the possibilities back into Pinterest, the music headlining Marshall, simplicity into uSwitch, powered Ovo with their launch platform, and helped Beckham kick-off his branded business.

My first agency, founded in 2003, became a Top 10 UK Creative Agency and UK Agency of the Year (for which I was named Marketing Industry CEO of the Year).

I merged this business to form one of the UK’s largest independent agency groups. Through organic growth and M&A my partners and I reached c. £60m revenue at exit in 2016.

During the same period I launched / invested in agencies in Saudi Arabia, Singapore, USA and Netherlands, and held a board seat for AMIN Worldwide – the independent agency network.

I’ve worked for brands including Apple, Amazon, Barbour, Beckham, Cambridge Audio, Caterpillar, Heineken, Jaja Finance, John Lewis, Lastminute, Marshall Amps, Ovo, Porsche, Pinterest, Thrift+, uSwitch, Westfield, Wyke Farms, and many more.

In 2025 I Co-founded Common Thread Group, acquiring 5 elite agencies. We aim to redefine the way agencies create value for their clients.

I’ve been placed in the Marketing Power 100. Top 15 Faces in Media. I’ve been name one of the Best Brand Strategists in the World, placed in the 100 Global Growth Marketers and recently named in the Top Ten Inspiring Business Leaders to Watch. In total I’ve won over 100 Creative Industry awards, mostly due to inspirational teams I have built and worked with.

You can find out more on LinkedIn.

Awards.

Top 10 UK Agency / UK Agency of the Year/ UK Marketing Industry CEO of the Year / Top 15 Media Industry Power Faces / Top 100 Global Growth Hackers / Marketing Power 100 / Top 10 Agency ELITE / DBA Creative Business of the Year / Top 5 Digital Agency / UK’s Most Effective Agency / UK’s Best in Advertising / UK’s Best in Creative / UK’s Best in Strategy / UK’s Best in Digital Strategy / Recommended Agency Top Ten / Top 10 ELITE Agency / Over 100 Creative and Industry Awards

Brands.

American Express / Apple / ASDA / Barbour / Barclays / Caterpillar / Cambridge Audio / David Beckham / Deckers / G Plan / Hoka One One / IBM / Jaja / John Lewis / Kallo / Kelloggs / Lastminute / LendLease / Pinterest / Westfield / Marhsall / Mizuno / Naim / Ovo / 02 / Porsche / Thrift + / Travel Counsellors / Unite Students / uSwitch / Wyke Farms Cheddar / 19 and many more