![]()
Just Add Joy is the independent creator partnerships agency.
We bring together the strategic rigour of traditional advertising and deep experience of working directly with creators. We are network agnostic and brand-first: focused on developing the right idea, partnering with the right creators, and activating across channels for the greatest impact.
For us, “joy” has a specific meaning. It’s the overlooked ingredient that builds brands people remember, share and spend time with. When creators are empowered by strong ideas, audiences don’t just tolerate the work – they celebrate it. And when content is a joy to experience, it gets results.
That’s why joy is in our name. And why we take it seriously.
Just Add Joy.
Sold-out products. Happy creators. Even happier advertisers. And average dwell times of over 30 minutes on branded content.
![]()
Who we are
Just Add Joy brings together specialists across brand strategy, creator culture, media planning and content production, with the depth of expertise each brief demands.
![]()
Kate Mander
Managing Director
![]()
Kate Mander founded Just Add Joy after over a decade spent working at the intersection of creators and brands.
She led creator commercial development at Acast, building brand partnerships across some of the UK’s most influential podcast talent. She headed up talent partnerships at The Stylist Group, working on editorial and commercial activations across the portfolio. Before that, Kate spent years as a talent agent, managing and growing the careers of household names.
That breadth of platform expertise, editorial instinct, and direct talent relationships is what she brought to Just Add Joy.
The founding idea was simple: help clients think like creators rather than simply buying them.
At Just Add Joy, we believe the creator economy needs to move beyond vanity metrics, set inventory and formulaic media buys. The real opportunity lies in partnerships built on shared creative ambition – work creators are proud to make, audiences genuinely enjoy, and brands are remembered for.
Donia Dacey
Partnerships Director
Donia has spent her career helping brands show up in culture through ideas, partnerships and creator collaborations that get people talking. Across senior roles at Publicis and Zenith, and earlier at ITV, BBC and Ministry of Sound, she’s built award-winning work for brands including TikTok, L’Oréal, Disney+ and LEGO.
Dan Gregson
Strategy Director
Dan is a strategist, advisor and storyteller with over 25 years’ experience across advertising, content and production agencies, building brands and growth strategies for global multinationals and ambitious challenger brands alike. He also co-founded Electroheads, a fast-growing media and content business built at the intersection of creators, community and commerce. He brings that same understanding to Just Add Joy, helping brands connect strategy, content and culture through a deep understanding of modern media, audience behaviour and the creator economy.
Anne Bourgeois-Vignon
Creative Director
Anne has built her career at the intersection of culture and commerce. With senior agency and client-side experience across Europe, she crafts creative platforms that turn into cultural moments – driving growth, building brand affinity, and delivering measurable impact with pragmatism and a healthy dose of fun.
Georgie Mack
Innovation Director
Georgie has spent her career helping organisations find the ideas and approaches that fuel growth. Starting in advertising before spending decades at global innovation consultancy IDEO, then heading up Made by Many and Peopleful, her work is all underpinned by the belief that brands that win are the ones that meet their customers where they are.