Our mission is to produce, distribute and invest in premium entertainment that travels across territories, channels and devices.

We use data-led insight and creativity to develop market-leading ideas that engage audiences and help brands connect with culture.

Latest projects

STREET STARS

Greymatter Entertainment

The Story Lab has acquired the worldwide license rights from Greymatter Entertainment to a new talent show that aims to find the best performers across every country’s streets and social media feeds.

HAIG CLUB

Diageo

The Story Lab partnered with GQ to launch a series called Two Whiskies With..., which saw Jack Whitehall interview a range of first-class talent from the world of sport, music and film. Aside from providing a playful insight into the men in a laid-back setting, the series also carries a message for responsible drinking, marking something of a step away from the way in which brands typically tackle the subject.

INDESTRUCTIBLES

Casio

Dream Goal

Budweiser

Budweiser had sponsored the FA cup; they’d run successful campaigns around the World Cup and now they wanted to build on this success. They needed to cement themselves as a credible voice in the world of football.

Our People

Michael McCoy

Executive Officer
The Story Lab UK

Michael McCoy

Executive Officer

Mike joined Dentsu Aegis Network in 2000 and worked with major clients in the UK such as Coca-Cola, Disney, Paramount, BMW, 20th Century Fox and AB InBev.

In 2012 he moved to Los Angeles to become the Global Media and Content Strategy lead for 20th Century Fox. Working at the studio, Mike was part of a team that successfully helped Fox achieve record-breaking international box office success. During his tenure Mike led some major content campaigns including Die Hard 4, the X-Men franchise, How to Train Your Dragon 2, Ice Age 3, The Maze Runner, and the award-winning Life of Pi.

Mike has a keen understanding of how to combine great stories with technology and media relationships to deliver meaningful opportunities for clients.

Mike launched The Story Lab UK in June 2014 and his strong commercial expertise combined with a keen mind for creativity has seen him instil a high performance creative culture into the UK team. To date The Story Lab UK has enjoyed huge success with 40% growth in less than two years with £85m in client billings and 45 awards to date.

Rachel Gibbs-McNeil


Acting Head of The Story Lab UK

Rachel Gibbs-McNeil

Rachel’s experience ranges from original entertainment format creation, sponsorships, media partnerships, licensing deals, product placement, TV and radio Advertiser-Funded Programming to award-winning digital e-commerce solutions utilising talent to drive engagement and sales.

She is responsible for The Story Lab’s commercial offering and leads her teams to deliver entertaining content solutions, while driving commercial innovation. She constantly challenges the way we work to deliver new trading models and commercial practices with our clients and partners alike. Rachel has worked in the industry for 21 years, winning numerous awards for innovation and connecting consumers to brand stories.

Nik Wheatley

Head of The Story Lab North
The Story Lab UK

Nik Wheatley

Head of The Story Lab North

Nik has over 10 years’ experience in the industry, supporting the transformation of entertainment broadcasters, as well as improving advertiser business performance through collaboration with entertainment formats.

Nik leads The Story Lab’s northern office based in Manchester. He has a keen understanding of the rigour required to connect audiences with an entertainment proposition and how powerful it can be when you get it right. He has used his experience to support brands from categories as diverse as automotive and alcoholic beverages to create entertainment content strategies delivered as original formats.

Prior to joining The Story Lab, Nik held roles at UKTV and most recently he led the transformation of ITV’s Partnerships Team, helping them achieve a consistently award-winning standard with some of the most innovative exploitation of entertainment IP delivered in the UK.

Amanda Burningham

Head of The Story Lab UK

Amanda Burningham

Head of The Story Lab UK

Amanda heads up The Story Lab in the UK, comprising of a 50-strong team with multi-disciplinary talents, all striving to deliver transformational entertainment solutions for clients.

Amanda began her career in 2003 at entertainment broadcaster Virgin Radio during a period when they were the UK’s leading commercial radio conglomerate. There she was responsible for using the station’s unique voice to create brand entertainment both on air and at live events. Amanda then went to Universal McCann to lead their multidisciplinary Radio & Partnerships team, leading them to win Radio Agency of the Year in 2009 before co-founding Universal McCann’s Ideation team, where she was responsible for creative strategy and entertainment-led solutions for clients. In 2011 Amanda joined Carat Sponsorship where she led the media partnerships team, delivering award-winning creative solutions and successive growth of the department.

** Currently on maternity leave until 2017

Max Garner

Head of Content
The Story Lab UK

Max Garner

Head of Content

Max leads The Story Lab Studio team, the creative and production division of The Story Lab UK that creates entertainment led content for Dentsu Aegis Network clients.

Max started his media life as a producer before becoming co-owner and founding partner of Addiction Worldwide, then a production company with five staff and £500k turnover. Twelve years later Addiction Worldwide had become a creative agency with built-in production, 65 staff, £8m turnover, offices in London and New York and clients such as Remington, Krispy Kreme, Voss, B&Q and A&E Networks. Max pioneered their entertainment-led approach to communications launching Addiction Content and Addiction TV, which created the Sky One show, Football Icon. In 2012 Addiction Worldwide was acquired by The Mission Marketing Group.

Realising that the future of marketing communications sits within media networks Max approached Dentsu Aegis Network in the summer of 2012 with a business plan to set up a content-led creative and production division to work closely with Carat and Vizeum’s partnership teams developing, creating and producing entertainment-led content for their clients.

In January 2015 the partnership teams from Carat and Vizeum and Max’s team joined forces to become The Story Lab, the global entertainment business for Dentsu Aegis Network. As Head of Content, Max leads the award-winning The Story Lab Studio, supports the wider team strategically and creatively and sits on the leadership team of The Story Lab UK.

Jenna Voyce

Director
The Story Lab UK

Jenna Voyce

Director

Jenna joined Vizeum’s Planning team as a graduate in 2007, working on key entertainment account 20th Century Fox.

During her time in the Planning team, Jenna managed the media and content ecosystem for major blockbusters including Avatar and Skyfall. In mid-2012 Jenna moved to The Story Lab, bringing her entertainment experience to a wide variety of clients: including the creation of original content featuring some of Channel 4’s most famous hunks to celebrate Diet Coke’s 30th birthday, and adventure content series featuring James Cracknell to launch the BMW Active Tourer. Jenna now leads the Vizeum teams at The Story Lab, driving the team to create innovative and inspiring entertainment solutions that help our clients’ brands connect in culture and drive true business value.

 Contact us

The Story Lab in

United Kingdom

Address

​20 Triton Street

Regent’s Place

London

NW1 3BF

Contact

+44 (0)20 7430 6000

enquiries@storylab.com

The Story Lab in

United Kingdom (North)

Address

117-119 Portland Street

Manchester

M1 6ED

Contact

+44 (0)161 228 3909

The Story Lab in

United Kingdom

Address

​20 Triton Street

Regent’s Place

London

NW1 3BF

Contact

+44 (0)20 7430 6000

enquiries@storylab.com

The Story Lab in

United Kingdom (North)

Address

117-119 Portland Street

Manchester

M1 6ED

Contact

+44 (0)161 228 3909