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About Inskin

Meet the team and find out more about our company

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Chief Executive Officer
Hugo Drayton

Hugo has led Inskin 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 the European Business Awards, Sunday Times Tech Track 100, Media Momentum Awards, and the Deloitte Technology Fast 500.

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Chief Operating Officer
Tom Knapp

Tom joined Inskin 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.

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Chief Finance Officer
John Miller

John joined Inskin 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.

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Chief Commercial Officer
Steve Doyle

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 in 2009 from Virgin Media/IDS where he spent 4 years as Sales Controller.

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Chief Business Development Officer
Mark Davey

Mark is responsible for developing and managing Inskin's partnerships with premium publishers, globally. Mark joined Inskin 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.

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Chief Technology Officer
Reda Borchardt

Reda joined Inskin 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.

  • “"Inskin has been one of the top-performing partners, helping to drive qualified leads for UBS. Pageskin Plus is not only impactful, but also a great example how we can leverage digital to engage the audience through different consumer journey touchpoints, from initial awareness, to engagement, to intent."”
    — Carmen Wong, Digital Manager, Starcom
  • “The level of creativity sets the Pageskin Edge apart from other formats - being able to retain the animation which made the Jeep campaign so impactful was key. It allowed us to convey the campaign messaging in an interesting way, and drive quality traffic through to a bespoke smartphone experience. Utilising the Pageskin Edge we were able to showcase the depth of the campaign creative without compromising due to device.”
    — Nicky Traynor, Account Manager, Maxus
  • “We at Northern and Shell have been partnering with Inskin since 2011 and are very happy to count them among our trusted tech providers. The service as a whole and in particular the transparency in the reporting, pipeline and team are excellent.”
    — Leslie Pacome, Head of Partnerships & Marketing, Northern & Shell
  • “Pageskin Edge is a non-intrusive format running on large screen mobile devices. Although the ad remains in view at all times, it never obscures the content, meaning it does not interrupt our readers’ content consumption. That’s incredibly important to us. Crucially, users need to click on the ad for a certain amount of time before they trigger an action, which avoids unintentional clicks.”
    — Hannah Buitekant, General Manager, Programmatic, MailOnline
  • “The reason why we chose to work with Inskin is because they deliver non-intrusive, high-impact, highly engaging rich-media formats. We also wanted to run a multi-screen campaign delivered on premium global sites and InSkin seemed to be a perfect fit that met all of our requirements.”
    — Nicola Yates, Channel Planning Director & Global Head of Media, Cathay Pacific
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The Investors

Inskin 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, served as Chairman from 2012 - 2015.

The company continues to be privately held.