Mike is CEO of Tactical, a creative and innovation agency born from social and inspired by culture. Truth is, prior to founding Tactical 10 years ago, he never worked in the agency world. Having built an app at the beginning of the smartphone era, he quickly realised traditional media wasn’t fit for purpose in the digital age. Leaning into social and mobile, the opportunity to connect brands with culture using the combination of creative, tech and data is what inspired the birth of Tactical. Tactical has grown globally, working with leading brands like Spotify, Prime Video, NFL and Snapchat.