Who we are | Just Add Water | Creative Agency London

To be a person,
is to have a story to tell.

Isak Dinesen

With a heritage in West End and Broadway theatre, festival, and television production, as well as management consultancy, we have a broad set of skills that brings the wisdom of the arts to businesses globally...

Claire Sampson – Director Born in England and schooled in the UK and Connecticut, Claire has been passionate about theatre from a young age. Studying English Literature at Warwick University, she grew through creating events, producing shows, and running theatres, also using her creative and production experience in the world of large scale live events, including the Queen’s Golden Jubilee and the V Festival since 1996. She also served as Head of Festivals for the Millennium Commission, followed by her role as Director of Production for NMEC, the company which created the Millennium Dome. A co-founder of Just Add Water, Claire continues to create and deliver impactful live experiences, with a focus on making them engaging and relevant to clients.	Jeremy Sturt – Director A native of Wales, Jeremy spent his formative years juggling theatre and a passion for rugby. He studied at the Central School of Speech and Drama before carving out a career as a theatre producer and director in London’s West End and on Broadway in New York. Productions include Chess, Tap Dogs, Riverdance and The Music of Andrew Lloyd Webber, though he claims to be most proud of being part of one of Broadway’s most significant theatrical failures, Carrie – The Musical. Since 1995 Jeremy has been working with corporate clients in the fields of creativity and innovation, leadership and team development, firstly with his creative consultancy Lively Arts, and then with Just Add Water which he co-founded in 2002.
Simon Doman – Consultant Simon, our resident Londoner, brings more than 15 years of communications expertise spanning the fields of broadcasting, brand experience and digital media. Simon was an integral part of the team that managed London’s bid for the 2012 Olympics after which he moved into corporate communications with a real passion for bringing messages to life. Simon calmly explores the needs of his clients and their audiences before his sharply-focused strategic abilities get to work. Simon possesses a unique wit and charm that make him a refreshing and welcoming addition to any client team. His previous clients include British Airways, BBC, BT, London Underground, Vodafone and TATA.	Kate Feeney – Consultant Originally from Dublin, Kate grew up loving theatre and all things sporting. While studying Business Economics and Social Studies at Trinity College she worked in lots of weird and wonderful part-time jobs from the Merlin swap shop to the churro stand at Sea World. Both of these educations sparked her interest in how organisations operate and how to make the most of people within them. Kate went on to do a Masters in Management and Organisation Studies before taking up a job in Deloitte Consulting’s Human Capital Department. Kate found the perfect marriage of her interest in theatre and organisational development when she met with Just Add Water – she now lives and works in London.
Simon Arrowsmith – Consultant Simon was born in Marlborough, Wiltshire, and quickly discovered his natural ability for showing off and performing. His love for all things theatre saw him pursue a degree and later a Masters in Contemporary Arts, with a focus on performance. After a brief flirtation with West End theatre in a technical role, he found himself working in a number of HR and training roles. These roles quickly evolved into management and senior learning and development roles. His experience ranges from strategic learning and development, large scale curriculum design and development, one-to-one performance coaching and group facilitation in a number of different industry sectors.	Tania Watson – Consultant/Coach Tania brings together her combination of business, experiential and coaching skills to deliver a wide range of leadership and self development programmes for a broad range of audiences. Prior to training as a Neuro-Linguistic Programming (NLP) practitioner, Tania worked within the UK’s top communications agencies servicing corporate business needs and later ran her own successful communications consultancy. As well as being a certified master practitioner and trainer of NLP, Tania is a qualified executive coach and clinical hypnotherapist. She is a member of the Association for Coaching, the Professional Guild of NLP and the British Clinical and Strategic Hypnosis Association.