People - B2B Marketing Agency

One team. One studio

We are an independent consultancy with a pan-European remit. Our clients are the leaders
in their fields, and our team is highly experienced, with diverse backgrounds.


Paul O’Brien

Paul became Chairman of ArmstrongB2B® in January 2018 and having advised on our MBO, is now guiding us to become the UK’s leading integrated B2B agency. He also chairs and invests in a number of other UK and Irish businesses.

Former CEO of the Quinn Group, Paul led the largest restructuring in UK and Irish corporate history. Prior to that, he was Chief Executive of Belgian company Four Leaf Investment NV and worked with management teams on turnaround projects in the construction and medical sectors. A fellow of the Chartered Institute of Management Accountants, Paul also has over 10 years’ FD experience at Compaq Ireland, IWP International plc and UTV Media plc.

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Chief Executive Officer

Daniel Owen

Daniel is an analytical thinker who can redefine a product offer or brand architecture to outperform market growth and deliver shareholder value. Responsible for the strategic direction of ArmstrongB2B®, he gets involved from the start with clients looking to position their product or company brand.

He has developed strategies in all industry sectors, some of which have won major international awards, including the coveted DMA Gold for best B2B, and Brand Effect of the Year at the German Brand Awards.

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Chief Creative Officer

Matt Casey

As the key creative on all accounts, Matt manages every aspect of our design, digital and content delivery teams. He is heavily involved in the strategic development process and directs the creative output for brand and marketing campaigns.

Passionate about brand, Matt has worked at large B2B and B2C agencies during an extensive creative career, delivering projects for global clients such as Manchester United, Adidas, Henri Lloyd, Brother Europe, Nissan, PZ Cussons and AS Watson. Highly conceptual, he ensures our ideas are fit for purpose and can work long-term across multiple channels.

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Commercial Director

Laura Owen

Directing a focused sales and marketing strategy, Laura identifies key brands and industries for ArmstrongB2B® to approach. As a primary contact for any new customer, Laura works closely with the Client Services team to ensure that we deliver on every promise.

With a Marketing degree from the University of Liverpool’s Management School, her career began on the highly regarded graduate scheme at Pareto Law in 2008. Laura then worked with British Airways and a global pharmaceutical market research company, before joining us in 2014.

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Chief Operating Officer

Nathan Ash

Joining us in 2016 to introduce the financial systems and operational procedures to drive the business forward, Nathan ensures that both the commercial and creative aspects are as efficient and productive as possible.

Previously, Nathan worked in manufacturing and engineering, implementing successful strategies and systems that provided long term benefits. Beginning his accountancy career within the Audit and Assurance team at one of Europe’s top five firms, Nathan gained vast exposure to companies operating in numerous industries, ranging from investment banking to logistics and distribution.

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Creative Director

Simon Andrews

Hailing from Northern Ireland, Simon began his career at The Chase Creative Consultants, Manchester in 2000. Before joining ArmstrongB2B® as Head of Design in 2019, he plied his trade at North West agencies Cheetham Bell JWT and Gyro, gaining industry awards along the way.

Simon has worked with a diverse range of clients including Nokia, Royal Mail, M&S, Fujitsu, British Council and Marshalls. He’s a firm believer in the power of simplicity, with ideas that not only answer the brief but elevate the client’s brand and product.

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Head of 3D & Motion

Ed McIver

Helping to set up and spearhead the 3D department at ArmstrongB2B®, Ed’s creativity and expertise has positioned our CGI and animation capabilities as among the strongest of any B2B agencies currently in the UK.

Originally a graphic designer, Ed gained over 14 years’ experience working in the creative industry, before specialising in CGI and animation. He now manages a highly talented, growing team, enabling ArmstrongB2B® to offer unique, versatile and imaginative solutions for all of our clients.

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Maria Persia

Head of Client Services

Maria Persia

Maria joined ArmstrongB2B® in 2021 as Account Director and has since been promoted to Head of Client Services. She leads and supports our growing Client Services team, onboarding new clients, nurturing client relationships and reporting results.

Maria previously worked for leading global healthcare communications and marketing implementation agencies in Manchester and London. She brings with her a wealth of knowledge and experience in delivering global and local cross-channel marketing campaigns and is an integral member of the team.

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