Ant Jackson (she/her) is an award-winning Creative Director, Copywriter, and Strategy Consultant with 15 years of experience at the intersection of commercial performance and social impact.

Best known for authoring one of the UK’s most iconic retail taglines, Lidl’s “Big on Quality, Lidl on Price”, Ant’s career began at top London agencies and production houses, including TBWA\London and Rankin Creative, before moving into senior and leadership roles. Ant’s experience spans global work for iconic brands like Airbnb, IKEA, HSBC, The Olympic Games, UEFA, and Wimbledon. Previously a Marketing Manager, she applies strategic thinking to every creative idea and execution.

Beyond traditional brands, Ant is a specialist in moving the needle on systemic challenges. She co-founded and led the creative strategy for the Open Justice For All campaign, successfully changing UK law to secure free legal transcripts for survivors. Her ability to drive rapid results is further evidenced by her work for humanitarian charity, Tiny Tiny Homes, where she launched an advocacy campaign that secured 50,000 signatures and opened direct government dialogue on homelessness in just seven days.

Now based in Sydney, Australia, Ant brings a rare hybrid perspective to the Australian market. Having navigated the London industry as both a Creative Director and a Managing Consultant at a global strategy firm, she specialises in building brands and campaign platforms that move people. She is uniquely experienced in transforming complex systemic issues—from clean air to clean energy—into human, high-impact stories.

A fierce champion for Equity, Diversity, and Inclusion (ED&I), Ant builds the architecture for representation. As former Co-Director of Advocacy for Outvertising, her team launched the UK’s first Advocacy Playbook to drive systemic allyship.

Brand Strategy & Creative Consultancy

• Brand Strategy & Positioning: Defining the "North Star" for global brands and high-growth start-ups.

• Purpose, Vision, Mission & Values Development: Building mission-led frameworks that align internal values with external presence.

• Audience & Customer Insight Translation: Converting complex research into clear creative direction.

• Behaviour Change & Advocacy Aligned Strategy: Mapping out how to move people and systems.

• Brand Platforms, Propositions & Messaging Frameworks: Establishing the foundation for how a brand shows up in the world.

• Tone of Voice & Naming: Establishing unique brand personalities and naming for new products and initiatives.

• Stakeholder Alignment: Leading cross-functional teams, C-suites, and disciplines through rebrands and messaging shifts.

• Strategic Advisory: High-level guidance for founders, CEOs, and leadership teams.

Full-Funnel Campaigns & Creative Direction

• Freelance Creative Direction: Leading multi-channel ideation across TV, OOH, Print, Digital, Social, and more.

• Client Pitch Leadership: Managing high-stakes agency pitches, from strategic setup to final creative presentation.

• End-to-End Campaign Ideation: Comprehensive creative development from initial concept to execution.

• Campaign Strategy: Designing full-funnel platforms for sectors including retail, tech, financial services, FMCG, home improvement, sport, health, fashion, art, and more.

• Behaviour Change & Fundraising Campaign Development: Specialist strategy and creative comms for non-profits, causes, and government initiatives.

• PR & Earned Media Ideas: Developing proactive and reactive concepts designed to spark national and global headlines.

• Social-First & Channel-Specific Concepts: Creative built for the nuances of specific digital platforms.

• Inclusive Creative Development: Lived-experience-led direction for complex, sensitive, or ED&I-focused briefs.

• Creative Problem Solving: Strategy and execution for demanding briefs that require a senior pair of hands.

Copywriting & Narrative Clarity

• Freelance Copywriter Services: Expert execution across all platforms, from global brand lines to precise website, product, and UX copy.

• Brand & Campaign Narratives: Crafting compelling stories for commercial launches and social movements.

• Headline Writing & Platform Lines: Creating the precision copy that defines a brand's voice.

• Donor-Led & Fundraising Storytelling: Engaging narratives for the third sector and charities.

• Thought Leadership & Editorial: Authoring opinion pieces, long-form narratives, and deep-dive storytelling for senior voices and brands.

• "Red Pencil" Sessions: Narrative coaching, story-arc development, deck writing, and presentation shaping.

• Messaging for Advocacy: Language support and framing for political or sensitive topics.

Specialist Advisory & Impact

• ED&I & Cultural Consultancy: Specialist guidance on inclusive communication and systemic representation.

• Lived Experience & Inclusive Comms Advisory: Ensuring authenticity in sensitive messaging.

• Crisis & Sensitive Language Support: Strategic advisory for high-stakes comms and reputational management.

• Workshop Facilitation: Bespoke design and team alignment for creative and strategy departments.

• Founder & Leadership Coaching: Acting as a confidential sounding board for senior leaders.

• Fundraising & Supporter Strategy: Building frameworks for charities and grassroots movements to scale.

Charity, social impact, behaviour change and DE&I:
Tiny Tiny Homes, Open Justice For All, BeGambleAware, Debra, Clean Air Fund, Airspace Change Organising Group, Queensland Community Foundation, The Next Economy, The Diversity Standards Collective, Queer Voices Heard, Trans+ History Week

FMCG, retail, home and fashion: 
Lidl, ALDI, Sainsbury’s, Diageo, Jameson, Doom Bar, Discarded, TRESemmé, Youngs Seafood, Jacobs, IKEA, Velux, Coco de Mer

Technology, science, telecoms and innovation:
Amazon, Nokia, Lebara, BT, EE, Syngenta, Airbus, Blendology, AEG Electrolux, KK Group

Transport, travel and mobility:
Airbnb, Air New Zealand, Uber, First Bus, Honda, Mazda, Nissan, Mercedes, Quadro Vehicles

Sport, entertainment and culture:
International Olympic Committee, British Paralympic Committee, Team GB, UEFA, Wimbledon, Sky, Syfy Channel, Secret Cinema, Hunger Magazine, Hollywood Bowl, Sergei Polunin

Finance and professional services:
HSBC, Virgin Money, BNP Paribas, Yorkshire Bank, Monmouthshire Building Society, Hays, Fleet Operations, Traxall International

Health, well-being and care:
Bupa, Nestlé Skin Health, DEBRA, GSK, Bayar

Luxury, art and property: 
Sotheby’s Art, Sotheby’s Diamonds, Porsche, Nile Works Hoxton 

“I had the privilege of working with Ant when I founded the Open Justice for All campaign, and she was nothing short of brilliant. As Creative Director, she immediately took the reins creatively, bringing vision, energy, and clarity to every aspect of the campaign platform. Her ability to translate complex and sensitive topics and ideas into powerful, accessible messaging and visuals was instrumental in our success in changing the law. I couldn’t recommend her more highly.”
- Charlotte Meijer, Founder of Open Justice For All

"I had the pleasure of working with Ant at Stonehaven. A truly fantastic creative director and a great person all round!"
- Rohan Takiar, Senior Consultant at Stonehaven

"Ant is a brilliantly strategic and effective creative leader. She doesn't just see briefs and work, she's able to step back, see the bigger picture and context within which we operate. This means she can shine a light right through the noise of the day to day, finding her way through complex systems and processes to connect the dots and find new opportunities for creativity and innovation. On a personal note Ant is someone always looking out for others, she makes an excellent sounding board for anyone who wants to push for better work and impact."
- Jo Weston, Founder of Wild Strategy

"Ant is brilliant. Period. I could keep on going and saying what a privilege it is to work with her, what a beautiful soul she is and how an amazing creative mind she has. But I’ll stop at Ant is brilliant. Period."
- Isabella Mulholland, Chief Strategy Officer at SUBA Agency

"Ant is a strategically minded writer who can articulate ideas with either three word precision copy or carefully thought through, longer-form arguments. Smart, funny and a pleasure to work with - I would highly recommend having Ant on your team as a powerhouse of words and ideas."
- Alex Hoban, Executive Creative Director at Momentum Worldwide

"Ant is incredibly hard working and dedicated. Whilst working together, Ant led pitches and managed teams, and was incredibly supportive and inspirational to the creative department. A real inspiration, always thinking about new ways, new approaches to ways of working. Ant comes at everything with a real passion, and a real desire to better the world and the workplace."
- Sandra Wilkin, Creative Services Manager at Space

"I thoroughly enjoyed working with Ant, she is passionate and committed. And she will bribe you with chocolate... be warned."
- Dawn Cardy, Business Director, brand Experience

"Ant is one of the most creative, innovative and inspirational people I've ever had the good luck to work with. She's never short of truly out-of-the-box ideas, and has transformed a number of half-baked concepts into works of art. To top it off, she's a hugely supportive and warm team member. Indispensable, and greatly missed here."
- Victoria Teesdale-Ives, Copywriter at Wunderman Thompson

"Ant is a strong creative storyteller who can empathise, break down boundaries and bravely tell the stories that others can not. She has a fantastic brain that’s inspiringly good at thinking out of the box and seeing hidden potential. She's passionate about the world, the people in it and how we can make both better together. Her unrest for inclusivity and diversity means anything she works on is done with authenticity and purpose."
- Rianna Woods, Art Director at Wunderman Thompson

"Ant is a big thinker. She properly considers every task at hand and puts everything into answering the brief. Solid creative. Kind human."
- Tom Drew, Executive Creative Director at Wunderman Thompson

"Ant believes in the power of ideas – the great ones can change the world. Ant is highly creative, a strong communicator and a good writer. When she sees potential in something, she makes sure it gets done by rolling up her sleeves, making the call, reaching out or speaking out. She’s relentlessly dedicated to seeing companies and brands be more inclusive, in every way and at every level."
- Conrad Rasmussen, Head of Experience at Wunderman Thompson

"Ant's most distinguishing quality is how much she cares. About the work she is creating, the society she is creating it for and the team mates she is making it with. This passion makes her a positive force, helping drive and implement change for good and inspire those around her to want to do better. With Ant you get talent, passion and work ethic - you can't ask for any more than that."
- Chris Daplyn, Chief Executive Officer at Mirum

"Absolute leg-end - brilliant creative and absolutely great insight and knowledge from a D&I perspective - Ant did both for me and helped write the copy / strategy for my initial business deck, it was insightful, lighthearted and is still being used today! If you get the chance to work with Ant, you’ll never look back!" - Rich Miles, CEO and Founder of The Diversity Standards Collective

"I worked with Ant when I was the CSO at TBWA and immediately was impressed by her thinking and creativity. I enjoyed spending time working with her and I would recommend her to anyone. I am looking forward to seeing the direction her career takes her in."
- Amelia Torode, Chief Strategy Lead at WPP Open X

"It has been a real privilege working so closely with Ant on The Good Gift Wrap for our Wrap Up London campaign. We loved all her ideas instantly and she gave us confidence in the campaign as our first ever fundraising opportunity, during a time when every penny donated really would help us support vulnerable people in need. It was as if Ant was just an extension of our own team, as she already knew everything about our charity, our work, our ambitions and our beliefs, and she translated that completely into The Good Gift Wrap. I can not thank her enough and I hope to be able to work with her again in the near future."
- Erika Fawdry-Bewers, Marketing Lead at HandsOn London

"Ant has been an inspiration to us. From a germ of an idea she has created an amazing fundraiser for our 10th Anniversary, pulling together a talented team to make the vision a reality. This has been an wonderful journey for all of us. Ant is one of the most professional people I have had the pleasure to work with, she is always full of ideas, creativity and has a true passion for her work. Most importantly, she shares her clients passion and makes it real." -
Jon Meech, Chief Executive Officer at HandsOn London

"ANT = Advertising Nerd (with shit loads of) Talent
I freakin’ LOVE working with Ant. She always throws herself in 110% and is always hunting for the breakthrough big idea or twist that takes your brief to the next level. I couldn’t recommend Ant enough. Give her a problem to solve, get out of her way and the likelihood is she’s have it waiting neatly on your desk the next morning. Just don’t ask her what she’s been up on the weekend as she has the most amount of awesome side hustles ever and will make you feel >>this<<< small."
- Arch Sullivan, Creative and Content Director at WeAreFearless

"Ant is someone I’d always fight to be part of my project team. She is a brave and challenging creative thinker who sparks great work, and importantly she is brilliantly collaborative in that process. As a ‘suit’ I always want to work with creative specialists like Ant who make creating great work an incredibly positive process. Her work on Bridgestone’s Olympic Partnership is some of the best I’ve seen throughout my career and is a wonderful legacy to her time at WeAreFearless."
- Mark Huckerby, Head of sponsorship at Vodafone

"Antonia lives and breathes creativity. Her ability to take any subject matter and make it come alive on a page is second to none. During her time working on Bridgestone's award winning Chase Your Dream No Matter What campaign, she was able to bring to life the emotions needed to turn a low interest category into something everyone could relate to.
Besides her amazing work and work ethic, she is an absolute joy to have in the office with her witty nature and great banter. She would be an asset to anywhere she works and it's just a shame it's not here anymore!"
- Sha Gorur - Head of digital content, platforms and solutions at Kantar

"Ant and Zish are a force of nature. There may well be a more talented, harder working and visionary creative duo in London but they're probably already ECDs, so these two represent a warm and shiny future. If deep-thinking-bone-crunching-soul-moving-product-selling-eyebrow-raising-throughly-modern-but-oh-so-crafted ideas are your game, well my wise and discerning friend, you've met your soulmates."
- Graeme Douglas, Founder and CSO of Bicycle London.

Women In Marketing Social Impact Award 2025 - Open Justice For All - Winner
The Independent Agency Awards 2023, Best Use Of Copy - Discarded - Waste Tastes Beautiful - Winner
ET Brand Equity Shark Awards 2021, CSR - HSBC - #ProudOfMore - Bronze
The Pitch Fanzine - Pitch List Superperson 2021
WACL Future Leaders Award 2020 - Winner
The Marketing Society Brave Awards 2019 - Bridgestone x IOC - Chase your dream, no matter what - Shortlist
The Drum Awards 2019 Automotive - Bridgestone x IOC - Chase your dream, no matter what - Shortlist 
Sports Industry Awards 2018 - Bridgestone x IOC - Chase your dream, no matter what - Winner
Young Creative Council - Badass Gal 2019
IPA Effectiveness Awards 2018 - LIDL - Gold
Adland 2015 Best Cannes Self Promotion - Lion Arse Award - 1st Place
Falmouth University 2015 - Warmest Wit
Go Ape 2015 - “I climbed a tree!” Certificate

Raconteur - The Woman Behind ‘Big On Quality, Lidl On Price’
The Pitch Fanzine - Superperson Spotlight: Ant Jackson
Campaign - Stonehaven Hires AdLand Duo To Lead New Creative Capability
MediaShotz - Toaster, Outvertising, YCC To Hold First Ever London Pride Crits
DIVA Magazine - Conversations About Gender Identity: Are things Changing For The Better?
The One Club For Creativity - WPP Unite X The One Club: Behind The Stonewall Riots Launch
DIVA Magazine - Bisexuality: A Tale Of Two Loaves
Campaign: Adland Commits To Action On Queer Female Representation
PR Week - Open Letter Calls For Greater Inclusion Of LGBT+ Women In Advertising
Creative Review - An Oral History Of Lidl’s Big On Quality, Lidl On Price Slogan
Creative Brief - How To Overcome A Creative Crisis Of Confidence
PR Week - When It Comes To LGBTQ+, We Can All Learn From ‘T’
PR Week - Watch Young PRs Take Just 24 Hours To Respond To Minister’s ‘Unproductive’ Claim
Falmouth University School Of Communication Design - Lion Arses At Cannes

Advocacy Co-Director, Outvertising - 2022 - Present
Guest Lecturer, LCC University of The Arts London - 2024
Speaker, Neurodiversity Week - 2024
Judge, ESA Awards - 2024
Speaker, Neurodiverse Leaders, The Future is ND - 2023
Judge, Effie Awards - 2023
Central committee + agency lead, WPP Unite - 2021
Mentor, Outvertising - 2020 - 2022
ED&I Lead, Young Creative Council - 2016 - 2022
Judge, Effie Awards - 2021
Co-chair, PRCA LGBTQ+ Group - 2021
Mentor, D&AD New Blood - 2020
Ambassador, NABS - 2019 - 2021
Speaker, Falmouth University - 2018
Panelist, Outvertising - 2018
Panelist, Black Creators Matter - 2018
Speaker, Sup De Pub - 2016

For speaking enquiries, head to the 'Contact' section.

ROLES

Founder + Chief Creative Confidante - Agony Ant (2025 - Present)
Freelance Creative Director + Consultant - Moral Communications (2024-2026)
Managing Consultant and Creative Director - Stonehaven Campaigns (2022-2023)
Senior Creative Group Head - Space Agency (2022)
Senior Copywriter and Unite Co-Chair - Wunderman Thompson (2019-2022)
Senior Copywriter - WeAreFearless (2018-2019)
Creative - Rankin (2017-2018)
Creative - TBWA \ London (2015-2017)
Freelance Creative - Karmarama (2015)
Freelance Creative - NBC Universal (2015)
Marketing Manager - Ream (2012-2014)
Marketing Consultant - Fleet Operations (2010-2014)
Digital Account Executive - GForces (2013)

EDUCATION

Leading with EQ Executive Course - King's College London (2023)
Leadership and People Management Executive Course - King's College London (2021)
The Science of Wellbeing - Yale University via Coursera (2020)
Storytelling 1 - D&AD (2021)
Principles of selling ideas - D&AD (2019)
MA Creative Advertising - Merit - Falmouth University (2015)
BA (Hons) Advertising and Marketing Communications - 2:1 - University of Bedfordshire (2013)
A-Levels: Media Studies, English Language, Psychology - South Cheshire College (2008)

Looking for a freelance creative director, a copywriter, or a strategic sounding board? Email: dear@agonyant.com

Creative Clinic Locations

Sydney (In Person), London (Remote), Global (Remote)

View LinkedIn Profile