Simon has been running digital agencies since 1995, when he was one of 3 partners who launched what became Modem Media in Europe building websites for brands like IBM, PlayStation, General Motors and pioneering digital advertising fpr Amazon, & Unilever . He then went on to become partner in the MBO of ad agency DLKW and launch Big Picture in 2005, before joining WPPs Mindshare as Global head of Digital Strategy

He launched addictive in 2010 to focus on mobile and has built a reputation as thought leaders across mobile and social. Addictive clients include Danone, EasyCar, Northern & Shell, Plan, Diageo, LV, IPC, Hearst, ClearChannel and Intel. He is now incubating Route55; a new business focused on the opportunity to improve creative work with technology, particularly in programmatic advertising.