We partner with
A network of changemakers
We’re proudly not an ad agency. We're a strategy consultancy with a network of seasoned partners, freed from agency rules, and united to change the industry model for good.
18+
Years OF
experience
ORIGINS
SABEENA LONE—FOUNDER
18 YEARS SUPPORTING BRANDS
From humble beginnings to advising and devising strategy for some of the biggest brands on the planet, Sabeena Lone has 18 years strategic experience across diverse sectors, channels, and markets. Leading agency strategy on brands like P&G, Bacardi, John Lewis, BBC, VW, Cadbury's, Compare the Market, Specsavers and more.
FROM THE HEART
After 18 years in Adland, she built Open Heart Strategy with a radical goal: to do the right thing for clients, even when it isn’t profitable. That means being honest about what's needed and what’s waste. Honest that most ads aren't worth the spend, most people don’t care and no other agency will tell you this in the name of profit.
ON DEMAND
Independence means we’re free to put clients first, always. No inflated teams, no slow processes, no burnt-out talent. Just quick access to bespoke strategies, meaningful ideas, and campaign expertise, when you need them most.
18+
Years advising
brAnds
ORIGINS
SABEENA LONE—FOUNDER
ORIGINS
SABEENA LONE—FOUNDER
Sabeena founded Open Heart Strategy after 18 years leading strategy and campaigns for some of the world’s biggest brands. She’s worked with the likes of P&G, Bacardi, John Lewis, Nestlé, BBC, VW, Microsoft, and Cadbury: always simplifying complex challenges and offering the kind of open honesty most agencies avoid. Today, she’s built a network of partners united in a mission to change the industry for the better.
Open Heart Strategy was born out of frustration with the industry's biggest secret: most ads are a waste. A waste of time, money and effort. They're a form of unwanted pollution: ignored, avoided, muted. Yet brands spend fortunes on these ads and the strategies behind them. Because no agency will say no when it's profitable.
She built Open Heart Strategy with one radical goal: to eliminate Ad Waste. For the success of brands and the sanity of their audiences. That meant the freedom to advise the right thing for clients, even when it isn’t profitable. No more ads made for skipping, doom-scrolling and spamming. Just clear, honest, effective communications made to connect, not pollute.
With Open Heart Strategy you gain quick access to bespoke strategies, meaningful ideas, and creative talent, only when you need it most.
18 YEARS SUPPORTING BRANDS
From humble beginnings to advising and devising strategy for some of the biggest brands on the planet, Sabeena Lone has 18 years strategic experience across diverse sectors, channels, and markets. Leading agency strategy on brands like P&G, Bacardi, John Lewis, BBC, VW, Cadbury's, Compare the Market, Specsavers and more.
FROM THE HEART
After 18 years in Adland, she built Open Heart Strategy with a radical goal: to do the right thing for clients, even when it isn’t profitable. That means being honest about what's needed and what’s waste. Honest that most ads aren't worth the spend, most people don’t care and no other agency will tell you this in the name of profit.
ON DEMAND
Independence means we’re free to put clients first, always. No inflated teams, no slow processes, no burnt-out talent. Just quick access to bespoke strategies, meaningful ideas, and campaign expertise, when you need them most.
18+
YEARS EXPERIENCE
10+
CREATiVE, DATA &
STRATEGY PARTNERS
+30
RECOMMENDATIONS
+40
BRANDS SUPPORTED
We partner with
A network of changemakers
We’re proudly not an ad agency.
We're a strategy consultancy with a network of seasoned partners, freed from agency rules, and united to change the industry model for good.
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Describe the team member here. Write a brief description of their role and responsibilities, or a short bio with a background summary.
Payton Hillman
Describe the team member here. Write a brief description of their role and responsibilities, or a short bio with a background summary.
Chloe Wilson
Describe the team member here. Write a brief description of their role and responsibilities, or a short bio with a background summary.
Jessica Davis
Describe the team member here. Write a brief description of their role and responsibilities, or a short bio with a background summary.
James Williams
Our Interior Projects Implementation Process
Our Project Implementation Process ensures seamless execution, from concept to completion, with attention to detail, quality, and client satisfaction at every step.
Gather client requirements, assess space, and define design goals. Identify style preferences, functionality, and key design elements for the project.
Create detailed floor plans, 3D renderings, and select materials and colors. Collaborate with clients for feedback and finalize design choices.
Implement design plans, manage construction, and monitor material quality. Ensure timely completion and maintain high standards throughout the process.
Final inspection, hand over the completed space to the client, and offer maintenance services. Address any concerns or adjustments after project completion.
Our PARTNERS
The talent agencies don’t want you to hire directly
If needed, our network of seasoned, independent partners, are available on-demand. No markups.
No referral fees. Just the best minds in the industry working together, for your brand & themselves.
COPY & CONTENT DIRECTOR
A Copy & Content Director with 20 years of transforming brands through the power of storytelling.
This creative visionary shaped narratives for pharma & biotech clients like AstraZeneca, Cytiva and Novartis, as well as giants like Disney and Mars. Armed with a background in journalism, they bring a sharp editorial eye to every brand they elevate.
gc
COPY DIRECTOR
An award-winning Copy Director who makes complicated things simple, and simple things sing.
For over 20 years, they’ve helped brands like NatWest, Shelter and Co-op Insurance cut through with big ideas and standout campaigns that connect, inspire and excite.
DP
CREATIVE DIRECTOR TEAM
A prized creative duo who’ve been building and redefining brands for 20 years
From leading teams at MoonPig & Just Eat, to mentoring at D&AD, they’re highly sought-after industry powerhouses, trusted for impactful campaigns—including US women’s contraceptive health and Nicorette smoking cessation.
P&g
CREATIVE DIRECTOR / copy
An award-winning Creative Director with 22 years crafting bold ideas across all channels
From directing Premier League footballers and F1 champions, to creating social-first campaigns for Durex and Budweiser, they always blend creativity, wit, and sharp copy to make every ad unforgettable.
lc
CREATIVE DIRECTOR / ART
An award-winning Art Director, experienced in the pharma and wellness space
This conceptual creative blends human stories with scientific fact, to craft compelling campaigns. Experienced across well-known OTC brands and pharmaceuticals for both HCPs and patients, including Nexavar, Sculptra, and Boots Laboratories.
jdmd
SENIOR CREATIVE TEAM
An insight-led Team with a sharp pulse on culture and cool.
From ground-breaking festival activations, to social publications and buzz-worthy influencer experiences, they’ve spent the last decade turning campaigns into must-see, must-share moments. Pharma and micronutrient experience includes Systane, Boots Pharmacy, Bio-Kult and Vital Proteins.
S&a
CREATIVE DIRECTOR
An award-winning creative with a track record of innovative, commercially effective work
With 15+ years in top London agencies, spanning social, OOH, digital, and experiential. Ran GSK Globally, creating full funnel campaigns over 8 markets. Unified and integrated brand for every meaningful touchpoint. Ran the WPP Creative Council for Health during Covid.
CH
CREATIVE DIRECTOR
A highly decorated creative leader internationally and in the UK.
With 20 years’ experience in some of the best ad agencies across the globe, their work has been recognized by Cannes, D&AD, One Show, Campaign Press, and Outdoor Hall of Fame. Recently they've been working with some of the most ambitious healthcare ad agencies in the US, UK, and Europe.
sp
EXECUTIVE CREATIVE DIRECTOR
Former Head of Creative and Executive Creative Director at ITV
Former Head of Creative and ECD at ITV, their work has earned recognition at major national and international award shows. They're a big ideas person with the ability to amplify those ideas through truly integrated campaigns. They were also named one of the forty best creative leaders worldwide by the prestigious 40/Forty list.
VR
EXECUTIVE DATA CONSULTANT
A heavyweight former Head of Data on a mission to fix the gaps in data-driven marketing
With 15+ years leading data at global agencies, they founded their own consultancy to help brands turn numbers into ethical, engaging, and effective experiences, bridging the worlds of data, creativity, and strategy.
mT
CREATIVE GRAD STRATEGIST
A creative turned strategist with a passion for what matters to YOUNG GENERATIONS
From mental health to sustainability, this advocate for change uncovers fresh insights and bold angles to shape the next generation of advertising.
br
Clients feedback
What Our clients have said about Us
The best marketing strategist I’ve had the privilege to work with
Sabeena brought not only clear, strategic thinking but also innovative and actionable ideas that delivered results. Her ability to navigate complex challenges with ease made her an invaluable asset to have in my team.
Fiona Cobban
Marketing Lead, NatWest Group
Everything you would expect from a brilliant strategist
Sabeena offers everything you would expect from a brilliant strategist - clarity of thought, fresh ideas, calmness, a combination of logic and creativity and ability to tell a compelling story with great looking content.
Mark Arnold
Head of Data Consulting, Havas Helia
Not many have this
Love the clarity and structure that Sabeena brings to communications & strategy. Not many people have this.
Janice MacLennan
Co-Founder, Nmblr
One of the best in the business
Can tame any unwieldy brief thrown at her, no matter how complex the client ask. Her thoroughness, intelligence and ability to take ownership and present engagingly make her one of the best in the business.
Sophie Knight
Loyalty Manger, JellyCat
Open Heart Strategy is so aptly placed to solve some of the big problems that we and our clients face in the industry today
Insights and intelligence are key to growth and requires a keen mind to spot an opportunity - which Sabeena did with brilliance.
Tania Gupta
Analytics Partner, LinkedIn
The results are genuinely excellent
Sabeena’s doing something really powerful with Open Heart Strategy, cutting out so many of the pointless layers of the traditional agency structure to get straight to the heart of a client’s need, and putting the solution into execution quickly and effectively. That means partnering with her on briefs is an absolute dream: clear, thorough briefings based on solid research and close work with the client, and intelligent feedback that makes the amends process faster and more accurate. Most importantly the client’s needs are prioritised, and the results are genuinely excellent.
Gemma Champ
Creative Director. Stories Unfold
CLIENTS WE'VE WORKED WITH
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CLIENTS WE'VE WORKED WITH
PARTNERing WITH US
The best marketing strategist I’ve had the privilege to work with
Sabeena brought not only clear, strategic thinking but also innovative and actionable ideas that delivered results. Her ability to navigate complex challenges with ease made her an invaluable asset to have in my team.
Fiona Cobban
Marketing Lead, NatWest Group
Everything you would expect from a brilliant strategist
Sabeena offers everything you would expect from a brilliant strategist - clarity of thought, fresh ideas, calmness, a combination of logic and creativity and ability to tell a compelling story with great looking content.
Mark Arnold
Head of Data Consulting, Havas Helia
Not many have this
Love the clarity and structure that Sabeena brings to communications & strategy. Not many people have this.
Janice MacLennan
Co-Founder, Nmblr
One of the best in the business
Can tame any unwieldy brief thrown at her, no matter how complex the client ask. Her thoroughness, intelligence and ability to take ownership and present engagingly make her one of the best in the business.
Sophie Knight
Loyalty Manger, JellyCat
Open Heart Strategy is so aptly placed to solve some of the big problems that we and our clients face in the industry today
Insights and intelligence are key to growth and requires a keen mind to spot an opportunity - which Sabeena did with brilliance.
Tania Gupta
Analytics Partner, LinkedIn
The results are genuinely excellent
Sabeena’s doing something really powerful with Open Heart Strategy, cutting out so many of the pointless layers of the traditional agency structure to get straight to the heart of a client’s need, and putting the solution into execution quickly and effectively. That means partnering with her on briefs is an absolute dream: clear, thorough briefings based on solid research and close work with the client, and intelligent feedback that makes the amends process faster and more accurate. Most importantly the client’s needs are prioritised, and the results are genuinely excellent.
Gemma Champ
Creative Director. Stories Unfold