We’re a content development agency made up of a senior team of market researchers and strategists. With over 50 years of client and agency experience, we have a strong commercial awareness and have helped produce prize-winning creative content. We really love our work – from shedding light on a hard-to-reach consumer base in London to evolving a classic animation for a global youth audience – and enjoy getting involved across all aspects of our projects, from recruitment and moderation to idea generation and merchandising.
Meet the team
Debbie’s experience with kids and youth culture has helped develop successful programming for brands such as Turner, Disney, and CBBC. Her research has directly helped create award-winning content in broadcast and in print, and she has a highly successful track record with all of the major publishers.
She particularly loves helping companies to understand their brands. She is a Guardian small business network research expert, as well as a resident research expert at Lewisham and Southwark College. Her work has helped to map out competitive landscapes to show where brands fit and identify potential for growth.
Debbie is also an accomplished public speaker and trainer in qualitative research techniques – she has recently been invited to run training sessions for the BBC, MEC, and MRG – as well as being a qualified teacher and humanistic counsellor, regularly working with disenfranchised kids and young offenders.
His real passion is for agency life, having worked for a number of the biggest independent media and brand strategy agencies in the UK before co-founding Hook.
Nick has worked client side for diverse media owners from the BBC in the UK to CTC Media in Russia. Throughout his career Nick has completed content development and branding projects for many of the biggest media players in the UK. This covers: TV (BBC, ITV, C4 and Sky); Print (News UK, The Guardian and IPC media); Digital (Ofcom, Turner, BBC.com and lastminute.com) and New Media (The Guardian, ShortList media, and Sky).
Recently, Nick has been the driving force behind Hook Research’s use of panel software and research apps to get closer to what respondents really think. He believes that it’s really important to not only know a product’s audience, but to realise the worth of an audience to advertisers as well.
Nick also leads Hook Research’s international projects. In recent months he has led projects across Europe, America and Asia. Recently, he completed a pan-Russian project for Viacom exploring how to re-launch MTV Russia. He is fluent in Russian – which helped.
Bringing together designers, videographers, and copywriters, this team ensures that each of Hook’s outputs is produced with design in mind.
Sam’s enduring fascination with internet-culture, video listicles, and political podcasts means that he also spearheads Hook’s work in the new media space.
He loves shedding light on the dynamic contours of digital landscapes and getting to the heart of how brands can produce content and marketing that resonates with modern, tech-savvy audiences around the globe.
Olly is a languages graduate and is fluent in both German and Russian. As part of this degree, he spent a year abroad living in the provinces of Russia. This experience - learning about and integrating into a new and exciting culture - not only helped him develop advanced linguistic skills but also gain an adept intercultural understanding, a skill that he applies to each of the projects on which he works.
Lucy has worked in qualitative research for several years. Since joining Hook, she has applied her cultural and semiotic expertise to all areas of the modern media landscape, shedding light on a wide variety of audiences and behaviours from adults (exploring topics like Friday Night TV) through to teens (looking at the role of TikTok in young people's lives) and kids (understanding resonant books for the under 3’s).
After finishing the MA, a Cultural Studies PhD was one option he considered, but reading books in your room take its toll on your sanity, so he pursued a career in media instead. This began with working for the largest PR agency in the world-Edelman- where he worked for various established brands, corporations, and tech companies. After one year of this he ironically learned that he should go back to what he left at university: analysing media, people and culture.
That’s how Mo reached Hook and why he passionately enjoys analysing the various media brands and audiences that Hook works on.
A particular passion is reserved by him though for Youth Subcultures and Their Media Practices; and News/Magazine Audiences and Journalism in The Digital Age