Darren leads McCann’s strategy delivery on the Aldi business in both the UK and Republic of Ireland markets.

A champion of the commercial benefits of robust effectiveness culture, is a multiple winner of IPA and Effie awards, culminating a in the coveted ‘Grand Effie’ at Effie Europe 2019. Whilst his expertise in insight generation was also recognised with a national MRS Award in 2018.

He began his planning career with JWT working on Shell and TNT International Express before starting his own digital agency, where he led the likes of Kellogg’s and Coco-Cola Enterprises into the first digital revolution.

He has broad experience steering both major UK retailers like Wm Morrisons, ASDA and Greggs and brands such as the BBC, Arla, Miele, and Kumala Wines across advertising, digital, social and shopper marketing disciplines.