The Team.

Upwards has an award-winning team of creative and communications specialists located across Europe.

Our work has ranged from political campaigning to digital innovation and immersive events – all with the ultimate aim of creating audience action and response for our clients. We are a distributed team, using online tools to meet and work – which allows us to have representatives in London, Venice, Valencia and Antwerp.


Toby started his career as a journalist for The Times, and since then he has headed digital departments for numerous companies including Sky, Trafalgar Tours, Interel and Invensys plc

Toby has also consulted for a wide range of organisations from Condé Nast to Vodafone and The Argentine Government, on digital strategy and execution.

Most recently Toby has also been instrumental in developing and implementing growth and engagement strategies for Hammer Films, and Community Trade Union, and is a founder of the successful over-50s community High50. He has previously won awards from Cannes Lions, The DMA and the Investor Relations Society for his campaigns.

Lee Whitehill - STRATEGY / CONTENT

Lee has 20 years’ experience, both in-house and agency, and has worked with some of the best-known companies in the world across a range of sectors including defence and security, tech, consumer, automotive and not for profit.

His experience includes ten years as a director in an international public affairs consultancy and head of media and national campaigns director for a major UK organisation. He specialises in advising clients on reputation, political and government affairs, media strategy and crisis communications.

Janine Stromberg - DESIGN / DIGITAL

Janine is a conceptual art director and designer. New Yorker by birth, Londoner by choice.

She helps brands connect with their audience through creative ideas. Janine has worked with a huge range of clients from Virgin Games to Ford and EDF and has won a Congressional Art award for her work.

Her campaign work has included creating an image that was projected onto the House of Commons and was featured on the front page of The Guardian and The New York Times.


Peter is a storyteller by heart and a producer by profession. He is very passionate about changing the way brands and organisations can use video.

While he was studying at the film school in Ghent, he already worked on many corporate projects. Since then, he has worked a lot for national and international clients as producer, director or editor. During his job as audiovisual manager for a public affairs firm in Brussels, he also gained critical communication experience in the public affairs sector.

He is also writing and developing personal projects.

Anna Söderblom - CONTENT / STRATEGY

Anna’s background is a hybrid of arts, media and technology – finding new and interesting ways to tell stories.

Anna has worked as a journalist, columnist and sub-editor for The Times, and as a reporter for the Guardian. She began working on the internet in 1997, developing content and products across a wide range of online platforms. As half of a two-person team, she conceived and created the first mobile digital products for News International, and has consulted on digital and content strategy for clients ranging from UNICEF to Sky. As Digital Content Director for a creative advertising agency, worked with English National Opera, Expedia, Royal Mail and many more.

She is fully trilingual, and is a translator in four languages.

Oscar Blustin - CONTENT / STRATEGY

Oscar is an award-winning writer, director and producer specialising in live immersive entertainment. In the UK, he has created pioneering immersive and interactive adventures for clients including the UNESCO World Heritage Site in Durham, The National Maritime Museum, and the London Transport Museum, as well as landmarks including Tower Bridge, The Actors’ Church in Covent Garden, and Wilton’s Music Hall.

He has lectured at universities, drama schools and conferences on both sides of the Atlantic, and was awarded a Visiting Fellowship at Keene State University, New Hampshire.