Addictive is the full service mobile agency Simon has just launched, in partnership with digital media specialists Agenda21. addictive is the fifth agency Simon has launched. His first digital creative agency, in 1995, was a dismal failure – few marketers understood the internet then and even fewer cared. The next three were more successful – Simon was one of three partners who launched what became Modem Media in Europe – growing a business from six people in one room in Soho to two hundred and fifty people in London, Paris and Munich. He then joined DLKW in 1999 at the time of their management buyout and built DLKW Dialogue into one of Londons most respected digital agencies before launching Big Picture in 2005 which focused on emerging media such as mobile, social networks and newTV. He joined Mindshare in November 2006 where global chief digital strategy officer - focused on ensuring that key clients receive the best digital thinking - and doing. Simon was also highly involved in developing the talent, product and processes necessary to deliver this thinking and doing. This led to a key role in architecting the recent restructure that saw Mindshare embrace digital across all disciplines. He left Mindshare in the summer to work on the addictive launch. Before going digital Simon was media planning director of Young & Rubicam and Zenith Media, and then account planning director of Ogilvy Direct. Outside of work Simon tries to have his two sons Ethan and Isaac share his enthusiasm for obscure soul and jazz records and the increasingly obscure Leeds United.