Who We Are
SmartResponse is a unique full-service production and media agency offering Direct Response TV (DRTV) creative and media, Direct Response Social media and TV Shopping campaigns.
Founded in 2015 by previous Directors of both JML and The Specialist Works, our senior team have deep sector experience on the client side as well as agency side, this gives us a unique understanding of our clients’ aspirations and expectations.
The Directors of SmartResponse have between them produced over 1,500 DRTV adverts working for multiple high-profile brands, have been responsible for a spend of over £250 million on DRTV airtime and have launched 13 standalone TV shopping channels in the UK.
Our 75 combined years’ experience in the DRTV industry is unparalleled.
“We work relentlessly each day as a dedicated team at SmartResponse to ensure our client’s DRTV campaigns are as successful and profitable as possible, using every ounce of our deep sector experience gained from being Clients, Media Owners and a specialist DRTV Agency.”
Pete started his career in the DRTV industry 20 years ago working for JML as Commercial Director where he built the in-house Marketing Team producing 100 x DRTV adverts per annum, overseeing a £6million DRTV media spend each year and launched their first 24/7 TV shopping channel on the Sky Digital platform in 2002. He founded The Broadcast House (part of The Specialist Works Group) in 2010 as the UK’s first ‘full service’ DRTV and TV shopping specialist agency and then co-founded SmartResponse in 2015.
His main roles at SmartResponse are to oversee the development and innovation of the DRTV media buying function, and to manage all Business Development for both agency clients and also the expansion of their specialist retail distribution business.
“Client success is our priority at SmartResponse, everything we do has this at the core.”
Hannah Bennett has 16 years’ experience in B2C consumer marketing and is driven to deliver profit for our clients, with an emphasis on excellent customer experience.
As the Group Marketing & Commercial Director at JML Hannah ran a number of shopping channels, the JML website, catalogue, OTP and all direct to retail DRTV media campaigns – all driving consumers to respond with purchase. Hannah then worked as a media and DRTV consultant for a number of international brands including Tessa Corporation, Euro-Pro and The Broadcast House.
In 2015 Hannah co-founded SmartResponse Media, since then she has been enjoying the variety of what we do as an agency, and our shared obsession with results driven marketing.
“Whether you have your own content or need a bespoke production, we work to all budgets and briefs producing engaging content which drives sales for your brand.”
Jonathan joined SmartResponse in 2016 as a Company Director and brings with him over 16 years’ experience working and producing DRTV content for a variety of clients. He has been responsible for producing some of the highest grossing DRTV adverts in the UK. Jonathan is intimately involved in the entire production process to ensure we create the strongest campaigns possible.
Jonathan has also created content for high profile clients including Rolex, Mercedes, HSBC, Heineken, Glenmorangie and the LTA at Wimbledon, as well as TV shows for Channel 4, ITV, Sky and other major broadcasters.
“SmartResponse are always optimising our clients’ media campaigns based on real data to ensure your media is working as hard as it can at all times.”
Ed Jenden joined SmartResponse in October 2017 as Marketing Executive and works directly alongside Managing Director Pete Mills on the Media and Acquisition sides to our business.
Ed monitors all our clients’ media campaigns daily using our back-end analytics software ‘SmartView’ to ensure that value is always being delivered. Daily or Weekly Reports are circulated to our clients dependent on their business needs, and Ed includes recommendations in all SmartView Reports on how to optimise campaigns to maximise Return on Investment.
With full control of clients’ media spend at SmartResponse, Ed will be your dedicated Account Manager for all your DRTV media requirements.
Creative Account Manager
“Selling products and services via DRTV is a real passion of mine – I always put myself in the shoes of the consumer when it comes to creating commercials and content. Knowing who you are selling to is the absolute key to every successful DRTV campaign”
Hannah has 18 years experience in DRTV production working for specialist DRTV companies including Best Direct, Tristar and Pitch World. She has focused on creating impactful and captivating DRTV adverts for brands to showcase products to their full potential to optimise sales and return on investment.
Using creativity, common sense and knowledge of the given target audience she develops original DRTV content with the power to deliver excellent results. Hannah is an industry award winning producer and has produced commercials both in the UK and the USA as well as working with live channels such as QVC.
As the Creative Account Manager at SmartResponse Hannah ensures each of our Clients is kept fully up to date with their Production Timeline whilst creating your DRTV advert on time, on budget.
“From production to analysis, SmartResponse are there for all their clients every step of the way to ensure their campaigns run as smoothly and as effectively as possible.”
Nicole joined SmartResponse in 2020 as Marketing Executive after marketing for one of the largest global brands in hospitality. She works directly alongside Media Manager Ed Jenden and Managing Director Pete Mills working with a variety of clients to ensure that their campaigns meet their business needs and maximise their ROI.
From managing client accounts to broadcast media buying and planning, Nicole will be there every step of the way to make sure your campaign is as successful as possible.