Hello. We’re Ethel…

A creative agency based in Lewes bringing together a group of talented copywriters, strategists, designers, photographers, illustrators, directors and consultants, all committed to working solely with progressive brands.

WHY SHOULD THE DEVIL
HAVE ALL THE BEST IDEAS?

We look after progressive clients locally across East Sussex, nationally throughout the UK, and internationally around the world - Creative and Strategic Directors, collaborating with exceptional creative talent to deliver outstanding results for every project.

Our expertise encompasses thought leaders and researchers in the fields of circular and doughnut economics, organic and alt-energy initiatives as well as Cannes-winning creatives.

And our approach combines classic insight generation and big ideas with breakthrough creative execution.

What we do

Basically everything you need to help grow and communicate a sustainable brand: from upstream CSR and zero waste innovation to consumer insight development, big ideas and engaging creative executions.

We can develop your brand architecture, identity and packaging, help deliver engaging web, social, digital, ambient and experiential ideas, write editorial, and naturally, produce stand-out advertising.

What we don’t do

We don’t work with brands unless they have a positive contribution to make, no matter how much they pay us. Sorry.

People

I’ve spent the past 30 years tending some of the biggest brands in the world as a copywriter, creative group head and regional creative director. For 20 years at Saatchi & Saatchi and 10 as an independent, I’ve inadvertently become highly experienced and pretty successful - developing and implementing work that works in difficult markets, putting out plenty of fires along the way, and smiling a lot; latterly as CD for Ariel UK and Southern Europe at Saatchi & Saatchi in London.

From design director of Springpoint Ltd. (Brand agency acquired by Future Brand), I honed my skills further –freelancing with some of the world’s leading agencies. I was then invited to lead the brand re-design and re-positioning for Colibri international (creating and running a studio of 15, looking after a £600k annual budget on Product Development, Brand and Marketing). Using my experience I went on to consult with many brands directly from new to established brands including; Biomel (from start up to a recent £5m investment), Bolle Drinks, Lyle and Scott, Childs Farm, Farmologie, M&S, Tesco, Heineken, Warner Brothers, Organico by Realfoods and Kind Food Group. I was also a founding partner in the award-winning organic condiment company Hlthpunk ltd.
More recently I started working with Howard to focus solely on developing positive impact brands from One Zero to Organico realfoods.
It’s time now to put my years of learning and experience to good use - joining forces with other experts in their fields to strengthen positive impact brands – helping them become No 1 in their categories (and by default pushing regular brands to up their game too).

Associates

Barbara crafts strategies that bridge luxury and purpose. Formerly of Michael Peters & Partners and Wolff Olins, she built her own agency into a top UK consultancy, winning D&AD and Design Effectiveness awards. With an MA , she blends sharp business acumen with design thinking - turning sustainability and authenticity into resonant brand narratives.
Sara helps purpose-led brands grow with strategy and soul. With 20+ years in global consultancies and startups, she combines sharp commercial intuition with a passion for brands that stand for something—guiding them from naming to sustainability initiatives.
Nick has over 25 years experience in the creative industry and has travelled the globe working with well-loved, iconic brands both large and small with a client list including Chivas Brothers, Beam Suntory, Carlsberg, Mars, Mondelez, innocent drinks, Coty and Fortnum & Mason.
Since 2017 Nick has been an independent consultant to creative agencies and brands in the hospitality, travel, health & beauty and drinks sectors. Giving practical, strategic advice to help both parties grow.
Previously Nick was a Group Partner at DesignBridge, a joint owner of Studio Minerva and part of the management team at MSQ Partners. Nick is also speaker and mentor to Brunel University’s MA course on Brand Strategy and Design Management and on the DBA’s Experts Panel for 5 years from 2015 – 2020.
He’s now our go-to fount of wisdom for all things strategic.
CEO of Realfoods - B-Corp Organic food business. Charles is a highly experienced Director with a proven track record in the food & beverages industry.
Skilled in Corporate Social Responsibility, Sustainability, Strategic Planning, and Marketing Strategy, he’s a strong business development professional with a BSc Econ focused in International Relations and Affairs from The London School of Economics and Political Science (LSE).
A true organic trailblazer and brilliant addition to our team.
Howard is a serial entrepreneur in the alt-energy field having founded and led an award winning solar business, a pioneering community-owned energy company, and written a guide book to help others to do the same.
He’s campaigned on energy and climate issues from inside parliament and atop treehouses, and until recently ran a large fleet of solar projects across the EU and UK.
He’s one of the UK’s leading experts in alt-energy initiatives and practice and we’re pleased to have him on board.
Mica’s sustainability journey began 20+ years ago in the fashion industry, where she witnessed the rise of fast fashion and the major global supply chain shifts that accelerated the climate crisis.
In 2010 she stepped away from fashion marketing to expand into brand-building and strategy for businesses of all sizes and sectors, from corporate to independent, technology to beauty. She carries a strong perspective on modern sustainable thinking, moulded through hands-on experience, education, and activism.
With a BSc in Social Anthropology from Goldsmiths and a certification in Circular Economy & Sustainability from Cambridge Judge Business School, she’s also an active campaigner for sustainable fashion, hosting workshops, talks and events in the local community and schools to raise awareness around responsible production and consumption and the power of consumer behaviour.
Now she’s here to help with your projects too.
Fenella has over 20 years’ experience working as an Insight & Strategy Director. She has deep and eclectic experience having advised clients from around the world working with Governments such as the Tynwald in the Isle of Man and the Governments of Rwanda and the Dominican Republic, global leaders such as Nutreco, Unilever and NatWest as well as national brands, not for profits and SMEs and start-ups.
She believes variety is the spice of life which is why one day you might find her talking to farmers in the Netherlands, the next coffee drinkers in Guildford, the following, politicians in the West country or artists in Zambia.
After working as a Director in top creative agencies, she now runs her own Research and strategy organisation BrandConcerns and also founded Housebrands Toolkits, an innovative organisation which provided affordable brand and communications expertise to newer, leaner businesses.
She is highly skilled at uncovering insight, setting strategic direction and transforming that strategy into inspirational communications and creative solutions.
She has an MA in PPE from Worcester College, Oxford is a Full Member of the MRS and recently achieved an ETCAL Level 3 qualification in Social value.