PEOPLE

Fiona Florence is Managing Director of award-winning design agency, JDO.

As a marketing expert and champion of creativity, Fiona is responsible for nurturing relationships with both JDO’s international client portfolio and its internal team to drive success through excellence, growth and vision.

With over 25 years’ industry experience, Fiona is a recognised thought leader and has written articles for notable publications such as Marketing Week, The Grocer, Transform and more. In addition to providing insight for brands looking to deepen emotional engagement through design distinctiveness, Fiona is a passionate advocate for sustainability in packaging, diversity in the workplace, and women in creative leadership. With the belief that a happy team is a successful team, she has committed herself to the advancement of workplace wellbeing through initiatives that support professional development and provide high-quality, balanced lives for all employees. Fiona is also the driving force behind JDO RAW, one of the industry’s foremost brand design competitions that recognises and celebrates the next generation of creative talent. 

Fiona began her career as a copywriter, but found herself drawn to agency life after working at JWT in Sydney. Equipped with a post-graduate CIM degree in Marketing, she rose through the ranks, working at the UK’s most prestigious design and branding agencies before joining JDO in 2009. During her career, Fiona has worked with an array of world-famous brands for such esteemed companies as Unilever, Pepsico, Pernod Ricard, Beam Suntory, Jack Daniels, Shell, Hennig Olsen and more.

As an accomplished brand design expert and leader, Philip serves as Managing Director at JDO London.

His extensive experience, including several positions within JDO and previous roles with Blue Marlin and Interbrand, reflects his outstanding ability to deliver strategic brand design solutions for established brands and challengers alike.

Under Philip's guidance, JDO London has experienced remarkable growth, boasting an impressive client portfolio that includes notable brands such as Pernod Ricard, Shell, Pepsi, and Dove. With a deep understanding of JDO's guiding ethos, "We create belief," Philip is a natural leader and communicator, dedicated to driving JDO London's strategic growth plan forward.

Philip emphasises the importance of agility and ambition in today's brand design landscape, where consumer and client mindsets have shifted the way design agencies engage. He remains dedicated to leading the London team in tackling an ever-widening array of brand design challenges.

Greenly serves as the Vice President of Operations of JDO Shanghai.

In this pivotal role, Lu is responsible for laying the foundation of our agency's presence in China and the surrounding markets. Her focus is on building relationships with leading Asian brands and delivering transformative creative solutions.

Greenly, who has over two decades of experience as a design management leader, has an impressive track record of working with both Asian brands and international companies, including Wu Liang Ye, Diageo, Snow Beer, Mondelez, Unilever, and Kraft Heinz. Before joining JDO, Lu served as the Vice President and founding partner of Design Bridge Shanghai.

With Greenly’s extensive experience working with both Asian brands and international companies, along with her entrepreneurial spirit, JDO is confident in its ability to meet the high expectations of clients for creativity through its emotionally intuitive, strong, and aesthetically beautiful brand solutions. Her commitment to bringing the agency's world-class standards to the Chinese and surrounding markets will unlock the vast potential for creating belief in brand owners not only in Asia but beyond as well.

Ray was one of the first creative senior leaders to join JDO in 2006, after 10 years at Design Bridge.

During these first years he met Paul Drake, the JDO founder, and after joining went on to help build us into the hundred strong agency it has become. Through selection and development of designers across the expanding JDO studios, he delivers brands for many categories.

As an experienced lead Creative Director and still with one hand on a pencil, his approach has always been straight forward and collaborative with his clients and uses simple ideals and processes to determine the outcome of any project. He always strives for the simplest route to success. This works equally well for established brands or those that need a new lease of life, as demonstrated on Diageo brand Smithwicks Ale, a case study in JDO history of a remarkable brand turnaround.

He has brought well over 25 years of experience in creating for Jack Daniels, Carlsberg, Dove Men + Care, Dulux, as well as sports branding for Adidas, Champions League & the FA.

Ray has a love for all forms of creativity whether it’s music, art or design and is always at an event or gig, anywhere that artists reshape, redirect and bring character and life.

Emily Fox is an Executive Creative Director at JDO London, shaping the agency’s global vision of ‘Creating Belief’ with bold thinking and world-class craft.

With a strong foundation in strategic design, Emily creates brand experiences that are both beautifully executed and commercially impactful. She has deep expertise in the food and beverage world, having brought to life distinctive work for Waitrose, Duchy Originals, Illy Coffee, Lavazza Coffee, Lindt chocolate, and Little Freddie baby food. Her approach blends clarity, storytelling, and premium sensibility, helping brands stand out and stay relevant in highly competitive categories

Her global perspective, shaped in part by her work with Vaseline in Asian markets, has fuelled her ability to design with nuance, intention, and cultural fluency. With confident leadership, she pairs creativity with clarity to solve complex challenges, helping JDO elevate brands worldwide, with a particular focus on Asia’s dynamic and rapidly evolving markets.

Ben leads JDO’s strategic capabilities, ensuring every creative solution is brand-led, grounded in clarity, cultural relevance, and commercial impact.

With a sharp eye on culture and a talent for distilling complexity into clear, actionable strategy, he works in close collaboration with JDO’s creative team to give brands crystal-clear direction and purpose, defining not just how they appear, but what they stand for in people’s lives.

While strategy often needs to be cerebral, Ben believes it should also always be clear, relatable, and inspiring. That philosophy comes from his background in product design, which shaped his collaborative approach and honed his ability to give creatives the insights they need to do their best work. 

Before joining JDO, Ben held strategic leadership roles Lewis Moberly and Path, and worked client-side at Mars Wrigley, driving creative excellence and innovation across the portfolio. Among his career highlights is a landmark campaign for Appleton Rum 17 YO Limited Edition with Campari, and driving forward the global redesign of Dove Galaxy. He has also worked with global clients including Unilever, Procter & Gamble, William Grant & Sons, and Kellogg’s.

Ben is also the creator and editor of The Cut – JDO’s exclusive, monthly thought-piece that explores what’s new and next in culture and branding. Curated by our strategy and creative teams, The Cut delivers sharp insights with a distinctive creative edge.

By placing strategy at the forefront of what we do, Ben continues to strengthen JDO’s offering so clients turn to the agency for ideas that are imaginative, incisive, and ultimately effective.