APELLA ADVISORS

Apella is a distinctive independent advisory firm created to meet the needs of today’s organisations.

In a multi stakeholder, radically transparent world, a clear Purpose is the anchor that should drive Strategy which, when well executed, differentiates and generates an exceptional and sustainable Reputation.

Reputation in turn becomes a reliable check on whether there is alignment between purpose and strategy.

Because these are self-reinforcing, where some advisory firms work on strategy and some help to build reputations, at Apella we work with organisations to reap the benefits of aligning Purpose, Strategy and Reputation.

We are differentiated by:

OUR USE OF DATA
We leverage data and technology to give insight into what stakeholders think of an organisation and, critically, why they think that way. This approach transforms reputation into metrics to drive decisions and generate value.

OUR EXPERIENCE
Our founders have worked in the media, in-house and at consultancies, all at the most senior levels. We combine experience, judgement and a wide and deep network.

OUR ABILITY TO EMBED
We partner with our clients over the long term. We are able to embed advisors to ensure our work is both practical and commercially relevant.

Our Founders

Julian Hanson-Smith

Julian Hanson-Smith

Chair

Co-founded and was the managing director of FTI Consulting where he advised PLCs for over 15 years. Co-founded Iceni Capital, an operationally active private equity firm specialising in business services companies. Led Iceni Capital’s investment in StockWell Communications in 2010. Trustee of The Inspiration Trust.

Jenny Scott

Jenny Scott

Founder Partner

Executive director of communications at the Bank of England and co-lead for Bank wide strategy. Advisor to the Governor, sat on the Bank’s executive committee and risk committee. Formerly economics and politics correspondent for the BBC and presenter of the Daily Politics. Trustee of Pro Bono Economics.

Matt Young

Matt Young

Founder Partner

25 years of experience across media relations, public affairs, regulatory development, employee engagement, brand development, competition and CSR. Group corporate affairs director at Lloyds Banking Group, part of the senior team which rescued the bank and rebuilt its reputation following the financial crisis. Formerly communications director at Santander UK and board member of the BBA.

James Acheson-Gray

James Acheson-Gray

Founder Partner

Long-term advisor to senior decision makers on the value of harnessing reputation to enhance commercial objectives. Over 20 years experience running successful PR/PA firms in Europe and Asia. Managing director of APCO Worldwide from 2012-2019. Consultancy of the Year 2019. Former Board Director of the Queen’s Club.

Sarika Haggipavlou

Sarika Haggipavlou

Founder Partner

Highly experienced commercial CFO with COO experience, primarily with businesses in the professional services sector. Since 2016 has been CFO/COO of Native Design, overseeing £25m of revenues and a team of 120 in London and the US. Between 2013 and 2016 was CFO/COO of StockWell Communications. She was at PWC between 1990 and 2002.

Anthony Silverman

Anthony Silverman

Founder Partner

Specialises in advising global boards and executive teams with complex reputational needs. Recent clients include RBS, UBS, Atlas Merchant Capital, Nomura, Pension Insurance Corporation, First Rand and Nando’s. A significant client base in Europe and the US, with considerable experience advising companies in operating in Africa and the Middle East. Former Senior Managing Director at Teneo in London.


The debate around corporate purpose has gained considerable momentum. Executed well, evidence shows it can add value and longevity to an organisation. Introduced ineptly or inauthentically and it will destroy trust and authority.

Either way, purpose is coming.

Is your organisation ready for its impact? What role does reputation play and how can differing views of your business act as early warning signals for impending trouble in this new, multi stakeholder world?

Apella’s Whitepaper, the first in a series, looks at evidence over decades that suggests purpose and profit go hand in hand. It gives executives the data they need to convince sceptics of the importance of a purpose framework to drive decisions. And it highlights questions every organisation should ask itself if it is to adjust successfully to the new corporate realities and societal expectations.