BECG launches new creative agency: LoveThat

Written by

Stephen Pomeroy


BECG announces the official launch of its creative services brand, LoveThat.

The creative brand, born from an existing 20-strong team that has supported BECG’s clients for over five years, will now operate with greater independence and a name to call its own. LoveThat will expand the team’s scope beyond its current roster of property, energy and infrastructure, not-for-profit, and healthcare clients to offer its award-winning services in strategy, brand, digital, video production and content.

Clients include United Utilities, Ageas, Kingfisher, and National Grid, with work varying from national awareness campaigns, large-scale virtual events for major product launches and targeted B2B thought leadership content and exhibitions.

The senior team has been strengthened to support the launch.  Sam Clough will continue to lead the charge after driving substantial growth and is joined by Charli Edwards who becomes Creative Director. Will Balme becomes Head of Digital Experience and Amy Miall joins as Head of Marketing Services (formally LUCHFORD), to spearhead the agency’s work in real estate.

Sam Clough, Board Director, said:

We’re so excited to be introducing LoveThat to the market –  our amazing team, have been working behind the scenes for so long and will be able to use their talent to their full potential, unconstrained by a particular sector.

Our insight-led studio will champion inclusive, creative content, which is so crucial at a time when audiences are demanding true authenticity from brands. We’re focussed on working with companies with purpose, to deliver strategic campaigns and content with impact.

Charli Edwards, Creative Director, added:

LoveThat, at its heart, is about feeling and emotion – what better time to spotlight its launch than on Valentine’s Day? Our name is a commitment to always putting our clients’ reactions to our work front and centre. Our clients are not just listened to but heard; we aim to wow them with each and every project. 

As part of its mission to drive greater diversity and inclusivity in the creative industries, LoveThat will strive to be a become a hub for young and emerging talent in the sector, having recently partnered with Portsmouth and Southampton Solent Universities to offer undergraduate and post-graduate placements. The first roster of students will join the business in summer 2022.

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