BFI Building
5th floor
21 Stephen Street

We’re never satisfied.

Designed inside out, with production at the original core.
We can do what we say.

Where it all began…

Ed, Dan and I, childhood friends, founded Recipe in 2004. With the help of our talented team, we've created a truly unique agency. I know what you're thinking, what agency is genuinely unique, and the words we use to describe ourselves are the same as many others: collaborative, challenging, honest, pragmatic, no egos... but we really live it.

We weren't from big agency backgrounds, in fact none of us had worked in advertising before. We came from business, tech and production backgrounds, but had a set of clear values we believed in; clients spend money to make money, honestly is the best policy and solve problems don't make them.

These values led to us finding a unique type of person, a Recipian. Not all the same, same is boring, but with shared values: to have an open dialogue, support one another, take pride in the work, have personal resilience and a strong desire to improve. It's what has allowed us to run an advertising agency that is fleet of foot, better at understanding clients needs, and is far more efficient. It's also why we've had such strong retention of talented staff and ambitious clients.

Today we live by the mantra 'Never Satisfied', because in all the time we've been running the agency, it's the only philosophy that is true to the business and our own lives. We always want to do things better, keep improving, and learn from our successes and failures.

We're proud of what we've built, but remain never satisfied!

Jim, Ed and Dan

The Founders


Jim started Recipe (then GuerillaVision) back in 2004 with Ed and has overseen its growth to a top 10 independent creative agency. Passionate about building businesses and relationships, Jim embodies the attitude ‘never satisfied’. At the weekend, Jim is typically found in Chiswick either teaching juniors how to play cricket, at the allotment or playing with his 3 children. Alongside his duties as Recipe MD, he’s the 2017 IPAGS Captain and was the 2016 winner of the ECB’s ‘OSCA’ – ‘Outstanding Contribution to Cricket’ award.


Dan was forging a successful career in TV at Channel 4, Sky and “the Beeb”, producing promos, news, documentary, sport and comedy when old friends Jim and Ed came knocking with the proposal of Recipe. He packed his bags and hasn’t looked back since. Dan can be found at Stamford Bridge watching his beloved Chelsea, on the golf course or occasionally a football pitch, competing desperately for amateur sporting honors. Married to a delightful girl who plies her trade at a “rival” Ad Agency, the competitiveness continues at home.


Ted was fresh out of university when he teamed up with his best pal Jim to form Recipe. A degree in binary code meant that in the early days, Ted handled everything technical and it’s his logical brain that makes him a great COO. He’s probably the only director of an advertising agency who’s played professional football and appeared on Teletext Final Score, even if he did go off injured after 60 seconds. Ted will be found most Saturdays running around a pitch or perfecting his drive.

Find us
BFI Building, 5th floor,
21 Stephen Street,
Say hello
0207 268 6440
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