The team

Open Minds is our driving force as an agency, and it informs the kind of people we are. Since our inception we’ve welcomed a diverse group of Creation team members, putting digital and media communications specialists, creative technologists, editors, planners and expert storytellers at the centre of what we do.

Global President Executive Vice President North America Global Executive Creative Director Executive Vice President EMEA Global Commercial Director Executive Vice President APAC


George Coleman

Global President

George loves telling stories. Big, tall or short. He’s being doing it for more than 20 years for some of the world’s most iconic brands.

He started his career as an electronics engineer, but craved a more creative canvas and made the leap into marketing communications. Following a stint at the BBC, he joined his first agency and the rest, as they say, is LinkedIn profile history.

He founded Creation and serves as global president.

When not being presidential, he’s often to be found in his veg patch or brewing beer. He’s also a film fanatic, collects original cinema posters and has a cat called Butch Cassidy and a dog called Sundance.

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Aaron Pearson

Executive Vice President North America

Aaron brings a passion for strategy and innovation to his work leading Creation for North America. An advocate for digital transformation, he’s always looking for ways to harness new technologies and social sharing to make communications programs more effective for clients. In fact, he teaches an MBA course on the subject at the University of St. Thomas in Minneapolis. Aaron also finds time to serve on the board of the Citizens League, a prominent nonpartisan policy non-profit tackling issues like transportation, workforce education and clean water. He enjoys cooking, the outdoors, airplane food and living vicariously through his daughters.

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Kate Steele

Executive Vice President EMEA

Kate’s worked in communications for over 20 years and over that time has found herself providing consultancy for clients ranging from start-ups to multinationals. Whether wearing a branded costume at a go-kart track; teaching the art of storytelling at a desert retreat; or managing global communications around business-critical issues, she loves what she does.

Kate’s covered a wide variety of sectors, including: technology, professional services, health & wellbeing, extractives and luxury goods. Her primary focus is corporate and b2b communications.

When she’s not in the office or on a plane, Kate pickles things, bakes, attempts to ride horses and writes short stories (one of which has been turned into a film).

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Brad Cohn

Global Executive Creative Director

Brad believes in the power of brands. In fact, he’s helped build a few throughout his 20-year career in advertising, including Beats by Dre, Bud Light, HP, McDonalds, Dell and Audi. His campaign experience spans digital, mobile, broadcast and social media, with deep expertise in using film, video content and technology to create 360° interactive experiences. He has held senior creative roles in some of the industry’s most respected advertising shops. And he has garnered a number of awards including Cannes Lions, The One Show, D&AD, The Clio Awards and Communication Arts.

When Brad isn’t working he’s running, playing guitar and writing treatments for movies and TV shows in the hopes that one day he’ll be a famous rock guitar player screenwriter.

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Claire Crutchley

Global Commercial Director

Claire’s worked in PR agencies for over 20 years, from independents going through MBO and acquisition to global networks. She cut her teeth as a client handler, heading up FMCG and corporate business, encouraging Girl Guides to use more loo roll, biscuit eaters to dunk at a specific angle and pretty much anyone who would listen to drink more gin. In the early 2000s, she found her niche in Business Development and ran those functions in agencies across London for the next 15 years. Claire joined Creation in 2016.

In Life Outside Creation, Claire is endeavouring to master her asanas, loves her running shoes deeply and isn’t yet ready to hang up her festival crown.

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Mabel Phoon

Executive Vice President APAC

Mabel has more than two decades’ experience helping blue chip clients solve their business and communications challenges, from engaging consumers and building brands, to driving b2b sales and tackling major reputational issues. She’s a true global citizen, having lived and worked around the world. From New York to New Delhi, Mabel has run some of the biggest and toughest client assignments going.

She has a Bachelor of Science degree, proving that there really is art and science behind great communications. Mabel is passionate about food and enjoys nothing more than introducing her colleagues to the delights of Asian cooking.

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