23 years in, still evolving
By Peter Chaloner, and Adam Tuckwell, Joint Managing Directors
2025 has been a year of reflection, focus and evolution for Mobas. As we approach our 23rd year in business, it is clear that longevity does not remove the need for change. If anything, it sharpens it.
The marketing landscape continues to evolve at pace. Client expectations are rising, technology is advancing rapidly, and the pressure to demonstrate meaningful impact has never been greater. In many ways, despite our experience, Mobas still has the mindset of a startup. Curious, restless, and constantly questioning how we can improve.
That mindset has shaped many of the decisions we have made throughout the year.
Building on leadership and direction
A key milestone in 2025 was the formal transition to a joint Managing Director structure, with Adam Tuckwell joining Peter Chaloner as joint MD. This step reflects our shared ambition for Mobas and our belief that strong, balanced leadership is essential to continue driving the business forward.
Alongside this, our founder Rob Bryant has increasingly focused his role around growth, shaping the agency’s proposition, market position and business development, while continuing to work closely alongside key clients. This evolution has helped create greater clarity between strategic growth and operational leadership.
With clear responsibility across Creative, Digital, Strategy and Research, the MD structure has added depth, energy and momentum to how the agency is led. It has strengthened decision-making, sharpened focus, and reinforced our commitment to quality, collaboration and culture, enabling strong alignment at Managing Director level and a more deliberate platform for future growth.
Strengthening Mobas’ core foundations
Even established agencies benefit from revisiting their fundamentals. During 2025, we reviewed and refined how Mobas operates, from commercial models and estimating, to planning, resourcing and performance tracking.
We improved our use of systems such as Synergist to gain clearer insight into utilisation, profitability and forecasting. These changes are not about process for process’ sake. They are about creating clarity, enabling better decisions, stronger collaboration and more consistent delivery for clients.
Office sale and our move into Cambridge
One of the most visible milestones of the year was the sale of our previous office and our move into Cambridge. This was a strategic decision that reflects how Mobas has evolved as a business.
Being based in Cambridge has had a positive impact beyond logistics. It has strengthened our culture, improved collaboration, and made it easier to bring people together, whether that is for creative sessions, team catch-ups or the social side of agency life. These moments matter and play an important role in maintaining energy, connection and shared purpose within an agency.
Brand strategy and creative leadership, with rapid digital growth
Mobas remains the region’s leading brand strategy and creative agencies, with a long-standing reputation for insight-led thinking and strong creative execution. In 2025, this core strength was supported by significant growth in our digital marketing capability, allowing us to take strategy through to measurable activation at scale.
Our approach starts with strategy and insight. We focus on understanding audiences, markets and commercial objectives, and use that understanding to develop relevant, distinctive brand propositions. We then take those propositions to market through integrated creative and digital activations, ensuring clarity, consistency and impact across channels.
An increasingly important part of this work has been helping our clients adopt and use AI in a controlled, brand-safe way. We support organisations in developing AI-enabled content workflows that improve efficiency and output, while maintaining a clear, consistent and well-governed brand tone of voice. This includes defining prompts, guardrails and review processes that ensure AI supports creativity rather than diluting it.
By combining strategic clarity, strong creative thinking and disciplined digital execution, supported by responsible AI adoption, we help our clients move faster without losing who they are.
Rebuilding and future-proofing digital platforms
Alongside campaign and activation work, a major focus throughout 2025 has been complex website and digital transformation projects. We led multiple audits, rebuilds and migrations, delivering SEO-safe WordPress platforms with strong technical foundations and clear governance.
Exploring AI, human-led and quality-first
The rise of AI has fundamentally changed the marketing landscape. Throughout 2025, we explored how AI can be used responsibly and effectively within Mobas to enhance the quality and efficiency of our work.
AI is supporting research, insight generation, auditing and repeatable processes. Strategic thinking, creative judgement and final outputs remain firmly human-led. This balance allows us to reduce friction in delivery and raise standards, without compromising originality or trust.
Giving back and supporting our community
Giving back has always been an important part of life at Mobas, and in 2025 we continued to support a number of organisations doing vital work in our community and beyond.
We were proud to work with and support Cultivating Change, Beyond The Streets, Tom’s Trust, Kickstart Coffee and Arthur Rank Hospice Charity. Each of these organisations is making a real difference through care, support, enterprise and innovation.
We are also proud of our team for contributing beyond day-to-day client work. Shelby represented Mobas at the Outpatients Conference, sharing insight and experience with the wider healthcare and marketing community.
Our people, experience, talent and continuity
To support the evolution of the business, we have hired some of the best people in the industry, strengthening our delivery and back-office teams. These individuals bring experience, energy and high standards that continue to raise the quality of our work.
At the same time, we said goodbye to some long-standing Mobees who have played an important role in shaping Mobas over many years. These moments are never easy, and we remain deeply grateful for their contribution and the legacy they leave behind.
Clients at the heart of everything we do
Excellent client retention and consistently high levels of satisfaction remain one of Mobas’ greatest strengths. The long-standing relationships we have built with respected and ambitious brands are central to our success, providing continuity, trust and deep understanding over time. Alongside this, 2025 saw the addition of several significant new clients, reflecting growing confidence in our proposition and our ability to deliver strategic, creative and digital impact at a senior level.
Without our clients’ trust and collaboration, Mobas simply would not exist. Working in true partnership, both with established clients and those new to the agency, allows us to do our best work, challenge assumptions and create meaningful progress. These relationships continue to shape how we think, how we evolve, and how we grow as an agency.
Looking ahead to 2026
As we move into our 23rd year, Mobas is in a confident and well-positioned place. The decisions made during 2025 have strengthened the foundations of the business and clarified our direction.
Our focus for the year ahead will be on:
- Staying at the forefront of an ever-evolving marketing landscape
- Building on our strength in brand strategy and creative, alongside continued digital growth
- Expanding insight-led, human-first, AI-enabled services
- Protecting culture, collaboration and long-term client relationships
After 23 years, we are still learning, still evolving, and still excited about what is next.
Thank you to our clients, partners, past and present Mobees, and everyone who continues to support Mobas.
