• About Addictive


    We started the business 5 years ago as we could see huge potential for mobile. Our model has evolved as the space has grown and developed. Much of our work is around strategy where we help brands understand how mobile, social and tech is impacting their business. Our work defines the landscape and identifies the opportunities for competitive advantage. 


    And we can also bring these strategies to life; developing experiences, services and products across mobile, social and content. We do this using the architect / builder model we have pioneered over the last decade, where the addictive team do the thinking and planning and then work closely with the best suited builder to make it happen. That Builder may be part of our extensive friends and family,or it could be from the clients own network. This approach - when done transparently - is really effective and efficient.



    Everything is Mobile

    The relentless rise of mobile means that just about any marketing or business problem needs to be considered with a Mobile lens. Our approach usually involves social and content and we always think cross device, so increasingly we are looking at the desktop experience too. With emerging tech like beacons we are also looking at how digital and the real world can be blended.

    We live in exciting times.

  • Route55

    Connecting Creative & Tech


    The 55 Bus runs from Soho - a world centre for Creativity and Advertising - through Clerkenwell to Silicon Roundabout, the heart of Europes' tech scene.


    Along the way it passes the offices of Facebook, Google, Yahoo, WPP, GroupM, Starcom, IPG and many more.


    We see huge opportunities for synergy between these two industry sectors and have started Route55 as a vehicle ( sorry) to drive better connections and collaboration. We will work with brands and our Tech company partners to make your advertising better

  • The Tech businesses we are working with

    Get in touch to learn more about how these companies might help you

    Programmatic Creative

    A hot topic but we believe these guys are the best at blending data and creative. Much more powerful than decision tree DCO they are already working with brands like Expedia, Adidas & Dyson and publishers such as Trinity Mirror and the FT

    Data driven targeting; Cookie free

    The typical programmatic campaign relies on cookies and that doesn't translate well to mobile. This approach uses a wealth of 3rd party data to deliver ads in premium publisher environments

    AI driven Data science tool

    Extracting insight from customer data is the raw material for effective marketing. Rulex is a fast easy way to derive real understanding of Big Data

    Responsive Advertising

    Brands are wasting money on creating many different assets for digital advertising. Responsive lets you create one great experience that works across any device and any screen

    Interactive Video

    This AI driven platform lets you add hot spots to any video so the user can interact - be that by linking to a site or buying an item from the video

    Proximity Network

    Location is the secret sauce of mobile and Tamo.co are creating the first Proximity network so brands can reach people through beacons, WiFi, GPS & NFC

  • Mobile Fix

    We produce Mobile Fix every week to share news and views on mobile and related topics. We have around 5000 subscribers across tech firms like Google (>500), Facebook, Snap, eBay, Yahoo etc as well as many VCs, Brands and Agencies.

    You can read older issues here and you can sign up for the email version here

    December 13, 2018
    The challenge/opportunity for us all in 2019 New tv Of all the themes we cover NewTV has probably seen the most change in 2018. When we ran our VC event on this topic in New York in April we were excited by how much momentum was building. And that has only accelerated since then. The latest...
    Plus ça change It’s still all about GAFA and the usual suspects, but there are some green shoots of change. Do we think this will look the same in 12 months? Mobile UX So getting Mobile right is still the main event. Paypal data showed that mobile sales were up 42% year on year on Black Friday...
    November 30, 2018
    Mobile First The new Ericsson report (PDF) is good reading - huge growth and very positive for 5G. The chart above is key though - everyone (virtually) is on mobile now. Now this chart slightly over eggs things as it covers any mobile device but globally smartphones are at 80% ish. And it is...
    ( Apologies for the typos last week — writing Fix whilst watching a Brexit focused Question Time isn’t a good idea) GDPR = Y2K ? A few month in and GDPR hasn’t had any of the dreadful consequences many expected. Terry Kawaja has a new video celebrating this in his inimitable style. But it may...
    November 16, 2018
    Another picture capturing the scale of digital. The latest Single day in China was a huge success - $31bn sales in one day. And the parcel delivery people struggle to keep up; many offices don’t have space for all the deliveries and they pile up outside. Remember this is essentially a marketing...
    November 9, 2018
    This chart that Benedict Evans tweeted is a great reminder of the scale of what we do. Most people are now using smartphones and it’s changed how they live their lives. And will continue to do so. The challenge for brands is to add value to the customer experience on smartphones. There is some...
    November 2, 2018
    The original sketch by Architect Frank Gehry for the majestic Louis Vuitton Foundation in Paris Agencies & Brands So much news about agencies and little of it good. The latest ANA reports celebrates inhousing and says most (US) brands do it and most are satisfied, with cost efficiencies the...
      It’s a slightly shorter Fix this week as it being written in Paris on airBnB wifi, whilst we celebrate a big wedding anniversary. So a little less comment and we are going to ignore all the Q3 results from GAFA until next week when we get back to normal. Quick note on Paris — as lovely as ever...
    October 19, 2018
    Dark Kitchens and Dark Patterns More on Dark Kitchens - the concept that Deliveroo isn’t getting your Chicken Korma from the shop down the road, but instead from a kitchen on an industrial estate somewhere. At its best this is a huge change in the food industry in that anyone can now start a...
    newTV We know when a new sector really arrives — Terry Kawaja christens it with a lumascape and his firm has now termed newTV as Convergent TV. It’s interesting that the latest Lumascapes don’t include Agencies — all the older ones did. Is that a simplification for clarity or a comment on the...
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  • Sign up for Fix

    Our weekly newsletter on all things mobile, social & tech gets great feedback and we have over 5600 subscribers from Google, Facebook, Apple, Amazon, Yahoo and eBay as well as VCs & lots of Brands and Agencies..

    Privacy; TheMobile Fix newsletter is managed by MailChimp, and, if you receive it, your email is currently stored on their servers, but linked only to addictive
    You can always unsubscribe from it using the link in the bottom of each email, and, as soon as you do this, your email is permanently deleted from MailChimp’s servers.
    You can also contact mobilefix@addictivelondon.com and tell us to delete it for you. In any case, the email address used to sign-up for the Fix newsletter is only stored as long as you are an active subscriber

  • addictive on Twitter

  • Strategy

    We do a wide range of work helping brands understand what's happening in mobile, social and tech. We identify threats and opportunities and help develop effective strategies for responding to these changes.

    Mobile & Social Strategy

    We have worked with a wide range of brands looking at specific verticals and the trends affecting them. With market mapping and other frameworks we look at best practice and how the brand can gain competitive advantage

    Are you happy with your strategy?


    With our Fit4Mobile framework we look at all aspects of a brands communications. Having identified problem areas we make recommendations on quick fixes and longer term solutions.

    Many brands are wasting money and missing opportunities by not being mobile Fit. How are you doing?

    Our futurolgy video from 2002

    Provocative Thinking 

    Our thinking is valued by lots of people and we are asked to speak at events and workshops for Google, Facebook and Yahoo as well as many industry events.

    Our futurology video from 2002 now looks a little cheesy (it was created for a client conference) but we anticipated much of todays digital landscape.

    Could you use some Provocative Thinking?



    Since we wrote the ISBA Guide to Mobile back in 2010 ( let us know if you would like a copy) we have helped lots of brands with training around mobile. With consistently good feedback. Can we help you get your team up to speed?

    Mobile Fix

    Since starting addictive we have been sharing our thinking through our weekly email newsletter.

    We get great feedback on our Mobile Fix newsletter with lots of subscribers at Google (>400), Facebook, Yahoo, eBay, Apple, Amazon etc as well as many VCs, brands and agencies. Sign up here

    (you can also read Fix on our blog)

    Digital Transformation

    Businesses are increasingly realising they need to rethink their skills and processes as more and more of their revenue comes from digital. We do workshops to help teams adjust to this Digital Transformation and acquire the new skills and ways of working needed.

  • Studio


  • Projects

    Some recent projects and a couple of older ones. Get in touch to find out more.


    We worked with Northern & Shell to reinvent OK Magazine for mobile. We acted as Architect and developed the strategy as well as leading the UX thinking on the mobile site, with lots of pictures and scrolling. With huge mobile traffic - much of it from Twitter- OK now has a much more coherent role for its users and early indications show its been very succesful


    A wonderful charity, Plan was seeing mobile traffic rising but donations on mobile were a problem. We developed a new UX approach to donating and built a responsive site that works on the existing CMS and preserves all the urls, so there we no problems with SEO


    Hired by 2 of the UKs top entrepreneurs Stelios and Brent Hoberman, we worked with our friends at Ocasta to develop an iOS app that brings this innovative sharing economy business to life


    We developed the first Android app for this brand, drawing on their extensive database of attractions and enabling users to search for places around them or to plan ahead


    Our own IP project RCKSCK is a tool for Urban Explorers, designed to help users share and discover great experiences. These might be coffee shops, hotels or retailers. Whilst we work on the app, we are pretotyping the concept with a London focused email and on Tumblr. You can sign up for the Friday Edit emails here


    Skratch is another of our own projects - a social platform that helps people help people. By connecting volunteers with charites we have validated the idea in our Manchester beta and we are now talking with partners to roll out the concept to other areas

    Halifax Bank

    This is an old project for Halifax - in 2005 we developed a desktop app that showed the latest prices and promoted the Sharedealing service. An early example of Branded Utility

    (We did all the digital marketing for Halifax from 2001 until 2005 - lots of awards but crucially very effective at driving business metrics too.)


    Developed for STA Travel back in 2007 this was an early attempt at blending content and social. Users could share their travel experiences on a map, building to a really useful guide for travellers.

    Mobile Advertising

    We're increasingly involved in mobile advertising, as brands realise the best way to make their budget work harder is investing in good creative work. For this football betting we focused on Champions League games shown on ITV and targeted pubs with wifi. The creative tried to demonstrate the brand gets football, as well as offer free bets

  • Get in touch

  • She's back

    My wife Deb Khan and her friend and business partner Lisa Unwin, have written an excellent book on returning to work after a career break and reigniting or accelerating your career.

    I think it's great, but I am biased.

    Luckily Arianna Huffington, Matthew D'Ancona, Sarah Wood and many more, think it is great too.

    In a world of #MeToo and Time's Up, She's Back. And so are you.

    You can download the first chapter here - its a proof so forgive any typos.

    And you can pre order it here.

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