Toby Hory

"There's always been healthy competition between agencies and it's that competition that keeps agencies improving and innovating year on year. The Campaign Agency of the Year Awards are probably the best indication of who is leading the charge."

Toby joined TUI from Tesco in 2018 as UK Brand and Content Director and was promoted to Global Marketing Director in 2023. He's been responsible for the TUI rebrand that began in 2021 and most recently his team developed TUI's first Christmas ad seeing Santa's Elves go on a well deserved TUI holiday. Toby is responsible for the core Group disciplines of customer insight, brand strategy, brand identity and brand advertising and has recently created a Group Media function to help maximise media effectiveness. In addition he oversees the Global Content team. In the earlier part of his career Toby worked agency side as a planner at AMV BBDO for 5 years before moving to Dare for 9 years where he progressed to Managing Director.