We are an advisory firm which uses evidence to help leaders and their organisations win.

We are an advisory firm that uses evidence to help leaders and their organisations win.


We are asked to advise on







Accelerating growth

Customer propositions


Mergers & acquisitions

Mobilisation & Execution

Mobilisation & execution


We are Leonardo Advisory.

We fuse strategy, campaigning and culture change expertise to mobilise organisations for success.


The Founders



Joel has spent over 25 years providing strategic counsel to business and political leaders.

He worked with the late Philip Gould providing evidence-based strategy and messaging advice to Tony Blair and the UK Government between 2000-2006. 

Subsequently he was CEO (EMEA) of Penn, Schoen & Berland, which was the WPP political and campaigning business, before founding SPC, to help political and corporate leaders build (and recover) reputations, launch and re-position their brands, and develop compelling messaging to set them apart and win.


Cindy has over 20 years experience working with business leaders to align culture and strategy to improve business performance. 

Cindy started her career at IMG before co-founding LIVE Communications, a pioneering agency dedicated to helping organisations harness culture to deliver to business goals.

After selling LIVE to Omnicom, Cindy co-founded Unspun, a consultancy which focused on helping organisations mobilise their people and ensure their culture supports their strategy.



Tim Hunt

Tim has over 20 years strategy and marketing communications experience. As Managing Partner of St Luke’s, the cult creative agency, his clients included Sky and Eurostar as well as launching the “New Deal" for Tony Blair’s government.

Subsequently, he was Marketing Director in the start-up team of Sky Italia, Europe’s most successful satellite TV launch.

Most recently at the Guardian, he was responsible for launching the brand globally and for its enduring success on iPhone.

Tim Lefroy

Tim held senior marketing roles at Cadbury’s and Gillette before crossing over to advertising and McCann Erickson. He was CEO of Yellowhammer and then Young & Rubicam and led the privatisation campaigns for British Gas and the electricity companies.

In 1994, he founded Radical, an organisational change consultancy working in both public and private domains. As CEO of the Advertising Association he transformed the organisation and the standing of the UK industry. He was made OBE in 2017. 

Tim is Chairman of Leonardo.