Established in 2001, we are a leading data driven, technology enabled marketing agency focused on results.

Underpinned by leading edge technology and first-class talent, our data driven approach has helped major consumer brands and retailers to deliver ROI in a time of radical retail and digital transformation.

We are a trusted strategic partner of many global consumer brands and retailers in FMCG, food and drink, hospitality, travel, leisure, grocery, QSR’s and high street retail.


Working with clients at board and senior management level, our directors have distinguished commercial backgrounds in major consumer brands, retail, leisure, hospitality, data, digital and creative industries working both agency and client-side.

We make complex data issues simple to understand by avoiding jargon and techno babble wherever possible. As experienced operators as well as marketers, we’re focused on execution at the sharp end, where it really matters!

Our data scientists are experienced analysts with real world business experience. They work in partnership with our client facing teams in building strong business relationships, often on site as members of your team.

Our omnichannel creative and digital execution is always driven by a more intelligent, strategic led approach to customer retention and acquisition.



CEO & Founder

With a background in major consumer brands, hospitality, retail and marketing, Peter founded Serendipity2 in 2001.

By integrating consumer research, data insight & brand strategy with creative design & digital execution, S2 has grown to be a leading independent marketing agency working in the food & drink, hospitality, leisure, travel, convenience & high street retail sectors.

With an early career spanning sales, area management, senior operations and marketing roles in the hospitality industry with Allied Breweries and M&B’s, Pete became Head of Marketing in the mid 90’s of Chef & Brewer Group Plc., the UK’s leading managed pub and restaurant company.

Peter left to become Managing Director of Market Location and Consumer Surveys, both leading data driven marketing subsidiary companies of Dudley Jenkins Group Plc. Peter was instrumental in helping the group to grow its share price, culminating in its sale to Wegener DM for £86 million in 2000.

After a stint as CEO designate of the newly formed Wegener Group of 11 integrated marketing agencies, he decided he wanted a fresh challenge and Serendipity2 was born.

Peter is a Fellow of The IDM who enjoys a glass or 2, skiing, cycling, tennis and Everton FC.

Tanya Brittain

Finance & HR Director

Tanya is an experienced Finance Director with a strong background in finance and accounts.

Tanya started her career with Jerrom Associates where she worked as an auditor and tax accountant, specialising in public sector companies. Her career then progressed onto the client side where she took on the role of a management accountant for numerous small companies in the West Midlands and Warwickshire.

Having worked both in practice and client side, she has a well-rounded knowledge on all aspects of financial preparation and planning. As the company has grown substantially in recent years, Tanya has taken HR under her remit.

When Tanya isn’t working she can be found amusing her young children, racing round the streets of Leamington Spa or enjoying a glass of Prosecco!

Harriett Type Bio Pic 2023

Harriett Type

Managing Director

Harriett has a vast array of marketing experience having worked across a range of different sectors, both Client and Agency side for over 20 years, internationally and in the UK.

She has developed and launched new brands and specializes in ‘go to market’ strategies and creative execution development and delivery.  Her 360° experience in all routes to market combined with the S2’s award-winning insights and strategy techniques position her perfectly to lead our team of experts and develop highly successful campaigns for our clients.

When she isn’t at work, she is generally found riding her horse or working on DIY projects.


Non-Executive Director

Paul brings to S2 almost 40 years of drinks industry experience at Coca-Cola Europacfic Partners, where he worked across all key trade channels at the world’s leading soft drinks FMCG business. Over the last decade, Paul held the senior role of Associate Director On Premise, specialising in the Out of Home sector managing, though a large team of national account managers, all of Coke’s relationships with their key customers in Licensed, Hospitality, Leisure, Causal Dining and Quick Service Restaurants. 

As a non-executive director, Paul will support S2 in delivering its strategic growth objectives. Pete Flood, CEO of S2 explains: “Paul Robertson is a huge addition to our executive team. He has a unique holistic view of the challenges facing the food and beverage industry and has built relationships over many years with leading figures in On Premise and Out of Home sectors, which is invaluable as we continue to expand our business in these core markets

Paul states: “Having worked with S2 over the years in a client capacity, I’ve always been impressed with how the team can translate customer insights to create data driven strategic plans and creative and digital communications that help drive traffic or grow categories. I’m therefore delighted to accept a non-executive director position; there is a natural synergy between us and I look forward to supporting the company in delivering on its strategic growth objectives.”

Stewart Beale


Non-Executive Director

Stewart is a senior commercial leader with over 25 years industry experience working for prestigious Consumer Goods companies including Coca-Cola, AB-Inbev and Carlsberg.

His experience spans right across the sales and marketing disciplines including brand development, commercial strategy, revenue management, category management, account management, field sales and operations. He has designed, led, and implemented major commercial transformation projects delivering tangible results.

After leaving corporate life he set up his own consultancy, GTM Consulting, to work with clients to develop growth strategies and commercial capability to deliver lasting, profitable results. He has
helped major brands achieve this across several industries including Personal Care, Premium Spirits, Wine and Pet Care. He has also co-founded People’s Captain, a craft beer brand.

When away from work, Stewart is a keen cyclist – both road and mountain biking, a big music fan and can often be found sampling wonderful craft beer.

Mike housley

Non-Executive Director

Gill Chambers

Research Director

Gill is a highly experienced research practitioner and brings to the team a proven track record of qualitative, quantitative and ethnographic research expertise and project leadership skills.

She has worked in senior client and agency roles in market research for over 30 years, across qualitative and quantitative disciplines, and in that time has encountered a breadth and depth of topics and subject areas.

Gill approaches research programmes with boundless energy and enthusiasm, and enjoys meeting the challenges of working both creatively and thoroughly within defined timelines.

She is a certified member of the Market Research Society (CMRS), and is also a fully qualified teacher of modern foreign languages (PCGE).

When not at work, Gill can be found on her allotment, out walking her dog, and enjoying fine wine, preferably in the Italian sunshine.

William Grace Bio Pic

William Grace

Client Services Director

William joined S2 from the automotive industry having worked for two of the most recognisable car manufacturers in the world. He has held a wide array of sales and marketing positions at Nissan and most recently McLaren, giving him a huge amount of experience of the challenges that global brands face when taking their products to market in the UK and around the world. This “client side” experience puts William in pole position to be a key driver in expanding S2’s client relationships.

Cayley Goss Bio Pic


Strategy and Insight Director

Having predominantly worked in data analytics throughout their career, Cayley has a robust understanding of interrogating, processing, and cleaning data, for clients operating in numerous industry verticals including consumer brands, pharmaceuticals, beauty, and alcoholic beverages.

She is passionate about using data to inform decisions that drive performance and business growth. As an experienced data analyst and insights finder specialising in quantitative data-driven strategy consultation.

When Cayley isn’t interrogating date she likes to hang out with her dog Daisy.

Chris Roberts Creative Director bio 2023


Creative Director


Chris is our Creative Director and most senior designer with over 15 years experience and a talent for delivering fresh creativity to every project.

Throughout his career he has worked on projects for major brands including Coca-Cola, RFU, The Discovery Channel & National Geographic.

Inspiring clients and their brand’s target audiences, is a the heart of Chris’s creative process and he is always looking for ways to transform brands, through creative innovation & the latest techniques used across print and digital formats.

Whenever he is not working, Chris can often be found spending time with his family, exploring outdoors with his camera or volunteering with local youth work organisations.



Business Development Manager


Currently leading S2’s Business Development initiatives for Serendipity2, Fahad has devoted his career so far by developing sustainable growth and revenue generation. Emerging directly from the dynamic landscape of creative agencies, Fahad passionately engages with brands, delving into their challenges, and ensures a pragmatic and effective solution tailored to their unique needs.

When he is not seeking out new opportunities for S2 he enjoys practicing Muay Thai, tending to his Calamondin trees, and gaming! 


Our approach marries proprietary data with third party data sources to help our clients learn from past performance, address what’s happening now and get ahead of competitors in developing new opportunities for the future.

As a fully integrated data driven marketing agency, we work across the total customer journey by blending consumer research, data insight and brand strategy with industry leading creative design and digital execution.


Our clients include many leading brands where a substantial ROI has been delivered including Coca-Cola Europacific Partners, Carlsberg Marstons Beer Company, Coca-Cola GB, Greene King, Dominos, BBC Good Food Shows, Innocent Drinks, TUI, Royal Caribbean, Monster Energy, VUE, Mens Health, Ben & Jerries, E&J Gallo, Halewood International and Unilever.

Our long-standing and award-winning work for Coca-Cola European Partners, the world’s leading consumer drinks brand, drives much of their in store and digital sales and marketing planning and execution across their portfolio of over 120 brands.




Data is re-defining how brands and retailers engage and communicate with shoppers and consumers, by developing a more intelligent approach to marketing strategy and execution. We help make sense of the minefield of store level and digital data, to deliver actionable output at the sharp end. 

Our expertise, spanning over 20 years, is matched by a unique ability to uncover intelligence in clients’ data and in converting these insights into meaningful action. Whether conducting consumer research, segmenting consumers or retail estates, optimising price, range and promotions, delivering new routes to market, sizing new prospect opportunities, delivering store location planning or creating sales territories based on potential, we always aim for simplicity in the final outcome.

With a broad base of marketing technology, data integration, data analytics, marketing automation and execution solutions, we deliver real value to retailers and brands across both store and digital channels.

Spanning the entire customer journey, we tackle every key sales and marketing challenge using RISE™, our unique data driven approach covering all areas of the marketing mix from research and insight to strategy and creative execution.

Serendipity2 RISE approach

We work throughout the customer journey by integrating consumer research, data insight & brand strategy with leading creative design & digital execution, at the sharp end where it really matters.


  • Better understand the behaviours, lifestyles &
    buying occasions of your consumers & shoppers.


  • Improve your understanding of the total marketplace in which you operate.


  • Use data, analysis & technology to size the category, brand or retail opportunity.


  • Blend your data, such as sales, with external data sources to evaluate the UK & international market potential.


  • Go to market strategies which get your brand or retail proposition to market more effectively by improved segmentation & targeting.


  • Drive increased profits & cost efficiencies through a smarter approach to sales & marketing strategy.


  • Drive sales & marketing execution at the sharp end – where it matters most – by harnessing data & technology.


  • Implement more effective & highly targeted creative design & digital marketing activity.



Our award-winning market and consumer research work uses both qualitative and quantitative market research techniques to gain a deeper insight into consumers’ attitudes, behaviours and motivations for translation into actionable execution.

Or perhaps you need to develop more robust consumer brand profiles or simply want to improve in-store customer experience via interviewing consumers and staff at the sharp end.

Your objective might be to drive innovation, range, pack size or price points or assess the effectiveness of your new digital marketing campaign.

Or perhaps you need to develop more robust consumer brand profiles or simply want to improve in-store customer experience via interviewing consumers and staff at the sharp end.
We can manage your research project from initial design and campaign management, through to results analysis and final reporting.



The biggest challenge for brands and retailers is being able to learn from past performance, and to predict and respond effectively to the rapid acceleration in consumer choice, lifestyles and buying behaviours.

The rule book has been completely re-written. Covid has dramatically ramped up the rate of change in consumer behaviour, leaving many brands and retailers looking to offload unprofitable stores and channels, consolidate underperforming categories, drive cost efficiencies and become much more consumer focused. Data is at the heart of this business transformation.

We help our clients move towards highly personalised, relevant communications which create emotional bonds with brands and retailers, improve customer retention and deliver new customers. We blend research, data, analytics, AI and technology to help some of the world’s best brands deliver improved ROI and make communications much more personal.



Because we’re data-driven, we ensure your campaigns are aligned to your target market whilst making sure our creative design & digital execution is engaging & captures your customer’s attention.

By turning insights into big ideas, we help you engage with your audiences by using creative design and digital spanning all areas of the marketing mix. The overload of traditional, digital, social and mobile advertising only serves to cause greater confusion in the mind of the consumer. We help remove this noise and focus instead on the development of creative execution based on consumer needs and behaviours.

Delivering inspired creative design ideas across digital, direct and social channels, we take customer intelligence and transform it into customer loyalty.


Marketing Intelligence

Marketing intelligence is our company strapline and sums up our philosophy. We deliver actionable insight via a more intelligent approach to marketing. We monitor customer behaviour across multiple retail and digital sales points to deliver a single customer view. A window into your shoppers and consumers and what they really want provides essential views for effective communication and brand loyalty. Communication which boosts sales, maximises customer engagement and delivers profitability.

We specialise in the creation and delivery at scale of unique, personalised customer experiences that drive performance across all platforms and devices. With advances in technology and data science, it’s now possible to promote the right brands to the right people in the right channels and in the right locations.

Data is re-defining how brands and retailers engage and communicate with shoppers and consumers, by developing a more intelligent approach to marketing strategy and creative execution.

Our approach marries proprietary data with third party sources and technology.