Mike has been a media man for 30 years. During that time his interest has expanded from media interactions that merely generate awareness to those that stimulate consumers to take commercially valuable action. He is a serial entrepreneur, having set up and helped run successful traditional advertising agencies, direct marketing agencies, media agencies and digital agencies. He currently leads MC&C: a media neutral performance agency. They use data and media to create profitable, sustainable growth for clients. Data to understand which consumer’s clients should recruit. And media to shape their journeys to become long term, loyal customers. Mike has a depth of experience in, and a passion for working with, charities. He was responsible for the first ever UK charity DRTV campaign, for Muscular Dystrophy, in 1987. Since then he has helped more than 65 charities use DRTV, digital and analogue media to recruit and retain donors. He has been a speaker at IFC since 1993, frequently running masterclasses and workshops on best practice in DRTV for charities across the globe. He frequently runs skill shares and innovation sessions for INGO’s including Unicef, Oxfam, and WaterAid. In 2015 Mike added CEO of MC&C International to his responsibilities.