we are LAW Creative

Born in London – based in Hertfordshire.

LAW Creative are a full service advertising and marketing agency that is focused on commercial results. We deliver our marketing with a strategic and integrated approach making appropriate and effective use of the multitude of marketing channels that are now available.

We are integrated in the truest sense, we are not a collection of disparate companies with competing objectives, but a single team with one objective: to maximise your return on investment.

Our business is to find the best way to connect with your audience and make you a genuine candidate for their custom. We're multi-disciplined and media neutral – so we have no bias towards a particular communication medium, yet we are expert in all.

We deliver our marketing
with a strategic and
integrated approach.

We provide intelligent, rational and ultimately revenue generating communication tools for our clients. We create with clarity, and are always mindful of the bottom line. We're everything an out of town agency should be – experienced, flexible, energetic and value for money.

Our Hertfordshire and London locations enable us to service clients with London agency service levels at lower than London prices. During these challenging conditions this brings enormous benefits to our clients.

Our company was founded to focus on the hotel and leisure markets, and through our work in these sectors we have built up expertise in customer acquisition and retention. This expertise has proved to be a valuable commodity for clients in other markets, and we now use this to provide clients with fantastic commercial results across sectors including: business-to-business, public sector, and retail.

If you would like to find out more about how we can help boost the effectiveness of your business' marketing, then please get in touch.

what we do

We provide commercially driven marketing to clients of varying sizes, and across many sectors. We're happy to work alongside you researching, planning and implementing long-term strategic campaigns – but we're equally at home working on very targeted short-term tactical activity, on a project by project basis.

We provide a full range of services, and can deliver them in a truly integrated fashion.

To view more information about our core services please visit Our Key Services page.

where we've been

Originally based in trendy Primrose Hill, LAW Creative was formed to service the specific marketing needs of the hotel and leisure sectors. Its original clients included Forte Hotels, Compass Group, House of Fraser Restaurants and Marriott Hotels and today the company is one of the most experienced hotel marketing agencies in the UK.

Says Managing Director, Nicola Ellis;

'We have always been totally focused on achieving excellent ROI for our clients against every project. We are definitely revenue as opposed to design driven. Of course we want things to achieve great stand out and our work speaks for itself, but whatever the communications vehicle, the main purpose will be to generate profit for our clients… and hopefully for us too!'

...we have always been totally focused on achieving excellent ROI for our clients...

Ten years on, the agency has diversified into additional client areas, formed a digital division and is based in Harpenden in Hertfordshire. Ellis says;

'We keep a small London office, but we all live near to the agency and those of us that have done the 'commuter hell' thing have a much better quality of life! Primrose Hill was enjoyable and a bit nearer than the West End but the travelling was just as bad and even we got bored with bumping into Amanda Holden, Jude Law and Liam Gallagher every time we went out for a sandwich, or in Liam's case a beer!!  Most of our current clients at LAW Creative such as; InterContinental Hotels Group, David Lloyd Leisure, Rank Group Gaming and Burt's Bees are all out of town.'

Looking for a highly experienced marketing agency? Look no further than LAW Creative in Harpenden, Hertfordshire. 

who we are

Nicola Ellis

Managing Director

Nicola Ellis

Nicola is a knowledgeable and visionary Managing Director having worked internationally with the Lopex owned Alliance International. Experience includes InterContinental Hotels Group, Weight Watchers, David Lloyd Leisure, New Zealand Tourist Office, ICI Europe, Rank Group and Bovis.

Contact Nicola Ellis.

Brett Sammels


Brett Sammels

Brett has worked successfully for some of the world’s largest leisure organisations. He is a member of the Marketing Society and heads up technological advancement at LAW Creative having established Automated Marketing and iBeacon Platforms within the agency.

Brett Sammels has been a speaker at Marketing Week Live, where he presented Relevance=Revenue. He has also been part of the Ask The Experts team at the same event and a speaker at The Business Travel Show at Olympia. Brett is a regular contributor to on-line webinars for Copernica Marketing Software.

Brett's agency LAW Creative has been the recipient of the HMA Best Agency Campaign prize as well as winning a number of other awards.

Contact Brett Sammels.

Keith Sammels

Executive Creative Director

Keith Sammels

Keith worked as a CEO within the $850m Alliance International Advertising Network, which was owned and eventually sold by Lopex Group to Havas. Vastly experienced in working with blue chip accounts throughout the world, in 2000 Keith started LAW Creative. Says Keith:

“There has never been a more exciting time to work in the marketing industry. Maybe it was John Wanamaker who said that half the money he spent on advertising was wasted but the trouble was he didn’t know which half! Now with digital marketing and the amazing analytics that we have available, I can use my experience to not only recommend powerful marketing strategies to clients but also to prove that those strategies are successful via precise ROI analysis. LAW Creative is undoubtedly one of the most prolific hotel and leisure marketing agencies in the UK.”

Contact Keith Sammels.

Josh Kichenside

Client Services Director

Josh Kichenside

Josh has been with the agency for eight years and has a wealth of advertising and marketing experience. Having worked across a varied portfolio of clients including Holiday Inn hotels, Mecca Bingo, Butlins and David Lloyd Leisure, Josh has successfully delivered award-winning fully-integrated campaigns, strategic brand launches and many digital projects including an award-recognised website app.

Contact Josh Kichenside.

Matt Norwood

Creative Director

Matt Norwood

Matt has over 20 years' experience working in the advertising industry creating multi-channel campaigns worldwide for blue chip clients.

"I'm particularly excited about the fusion of digital, film, design and advertising that is opening up a new world of engagement with consumers. As long as we continue to dream up effective new ideas we can execute them at a fraction of the cost of more traditional advertising."
"I am yet to work out whether this means more or less time shooting ads on far away beaches!"

Contact Matt Norwood.

Michael Douglas

Head of Digital

Michael Douglas

Michael is the go-to guy for all things digital, having extensive experience and expertise in countless web-related technologies. Michael leads our ever-expanding digital team at LAW Creative. He ensures that we not only stay on the cutting edge of the digital universe but understands how to use the latest web-based tools to deliver measurable success for our clients.

"I’m amazed and excited by the constant emergence of new technologies that enable us to do significantly more with less – whilst allowing us to add even more ‘awesomeness’ to what we create. At LAW Creative we’re employing strategy, creative, data and technology to develop unique digital solutions for our clients."

Contact Michael Douglas.