Ed Walker

Business Development Director

As Head of Business Development, I shape the company's business development strategy to decide which brands we’d like to try and work with in order to achieve our vision. I’m lucky in that the business has a clearly defined mission, set of principles and goals, which all of the team have informed. Translating this into the business development strategy and then acting on it is a privilege.

New client opportunities fascinate me, and I never know exactly where my day will take me. If the phone rings, it could be a global brand kicking off a digital transformation programme or a company concerned with conversion or engagement from its digital assets.

As the experience design programmes we work on get bigger (both in terms of objectives and countries in which the experience will be deployed) so the pitch processes, which we are invited to be part of, get more complex too. I’ve led pitch teams responding to RFIs, ITTs, RFPs, ITQs and all sorts of three letter abbreviations that essentially mean a client is reviewing their agency relationships.

We have invested heavily in our pitching capability over the last few years. Once we receive an invitation we insist we meet the client, as so much of our work comes from long-term relationships based on a mutual respect between the people on either side of the client – agency partnership.

One of the best parts of my job is that I get to work with pretty much everyone in the agency. Anyone from the partners to an intern can be involved in a new business opportunity and everyone is encouraged to have an opinion.

I hold a Masters in Transport Design from Coventry University. My main outtake from this was the importance of research as part of the design process, an important grounding for my career at Foolproof. While I’m now not a car designer, my education has given me an appreciation and passion for problem solving, understanding a client brief and objectives and also how to empathise with the challenges our design team face.

Prior to joining Foolproof I worked as Business Director at Norwich University of the Arts managing commercial projects. Before this, I worked in international packaging design and branding agencies, leading the business development strategy in the UK and Europe.

When I’m not at work, I have my hands full with two young daughters (both under six) so I’m at my best early in the morning and know all of the songs from Frozen word-for-word (lucky me). My daughters can’t believe I work with someone called Elsa!

Photo of Ed Walker at work
Ed Walker, Head of Business Development
"New client opportunities fascinate me, and I never know exactly where my day will take me."

Ryanair’s U-turn on customer experience

By Ed Walker

Client services

Based in the UK