About InSkin Media

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What We Do

InSkin Media is an advertising technology business, which develops high-impact, non-intrusive brand advertising formats.

The company specialises in rich-media HTML5 display advertising across Desktop, Tablet and Smartphone devices. Partnering with over 160 publishers and working across over 960 premium websites, globally, InSkin Media has delivered successful campaigns for over 850 blue-chip brand clients. Since its foundation in the UK in 2009, InSkin Media has gone from start-up, to profitable, international business, employing over 100 staff across its London, Hamburg, Sydney, Singapore, Hong Kong and Dubai offices.

The company’s expansion across Europe, APAC and MENA has been recognised by multiple high-growth awards. It was named as a National Champion in the European Business Awards 2016/17, and has featured in Sunday Times Tech Track 100, Media Momentum Awards, and the Deloitte Technology Fast 500. InSkin Media’s commercial success is built on our focus on technology, creativity, and superior quality in display advertising.


Publisher?    Advertiser?

The Team

Hugo Drayton

Chief Executive Officer

Hugo has led InSkin Media from start-up to a profitable, international business. Under his leadership, the company’s expansion across Europe, APAC and MENA has been recognised by multiple high-growth awards, including Sunday Times Tech Track 100, Media Momentum Awards, and the Deloitte Technology Fast 500. Previously, Hugo held leadership roles at Phorm and Advertising.com, following 10 years at The Telegraph Group, where he launched the UK’s first national newspaper website. Hugo is a non-executive Director of Future plc, a Trustee of the British Skin Foundation, and a regular contributor to trade press and media conferences.

Tom Knapp

Chief Operating Officer

Tom joined InSkin Media in 2009.  Now COO, he leads the delivery of our innovative ad-formats across all devices and in all territories.  Previously, Tom was Head of Emerging Technology for AOL Advertising, focused on their mobile and video products, and oversaw the European expansion of Ad.com International as Head of Technical Operations.

John Miller

Chief Finance Officer

John joined InSkin Media in 2010 from Wall to Wall TV, where he was Financial Controller, overseeing double digit growth in profit and turnover, key to its successful sale to Shed Media Group in 2009. His previous roles include Finance Manager at Liberata, a prominent BPO provider, and FC at IPF, the commercial arm of CIPFA.  John has held Fellowship of the ACCA since 2002.

Steve Doyle

Chief Commercial Officer

Steve is responsible for InSkin’s global revenue, and agency/ advertiser adoption of InSkin’s ad formats. He is on the board of the IAA UK Chapter, has chaired the IAB Video Council since 2012, and was named Commercial Director of the Year at the IPA Media Owner awards 2013. Steve joined InSkin Media in 2009 from Virgin Media/IDS where he spent 4 years as Sales Controller.

Mark Davey

Chief Business Development Officer

Mark is responsible for developing and managing InSkin's partnerships with premium publishers, globally. Mark joined InSkin Media in 2008, from his role as Business Development Director at online video technology company KIT digital. Previously, he was Head of Online Partnerships at Telegraph Media Group, following 5 years at Yahoo! UK in sales and business development roles.

Reda Borchardt

Chief Technology Officer

Reda joined InSkin Media in June 2009, and leads the development of InSkin’s innovative advertising formats. He has a decade of experience in the pan-European Asset Management industry, where he held senior positions in Luxembourg, Paris and London. Reda served as Associate Director for Fidelity International and worked at Invesco, Nordea and the Robert Fleming Asset Management group.


The Investors

InSkin Media launched its commercial activities in the UK in 2009. InSkin was originally backed by investment from Caravel Capital (formerly Sloane Robinson Private Equity) and Justin Byam Shaw, the media and telecoms entrepreneur.

In October 2012, Beringea, the transatlantic private equity firm, invested in InSkin, to help fund the next stage of international and product growth. Trevor Hope, Beringea's Chief Investment Officer, also took on the role of Chairman at InSkin Media.

The company continues to be privately held.