• to strengthen the team
  • to find your north star
  • to make impactful decisions
  • to create sustainable growth
  • to build value
  • to clarify strategy
  • to navigate change
  • to prioritise and implement
  • to reduce risk
  • to stabilise the foundations


With our collective experience of building businesses and supporting others, AOB has upended the traditional advisor/non-exec model by providing a multifaceted approach to supporting creative founders and leadership teams. By providing business counsel – an expert sounding board – to you and your Company, we instill a strategic focus and support you through the step changes in your growth.

Let’s talk

Great things come from honest conversations.


Share your challenges and bold ambitions with us – warts and all. In return, you’ll get our full attention. We want to get a nuanced understanding of your business. We’ll ask searching questions, do our own research, challenge your thinking, suggest approaches, validate ideas, propose, design and implement tools to help achieve your goals.


We’re the partner with whom you can share your thoughts and ideas, who understands your situation and will support you in making and implementing the best decisions. We’ll impart lessons learned and mistakes made, along with new ways of thinking and practical applications for you and your business.

How it works

AOB works closely with a select group of dynamic Companies that share our values and ambitions; businesses on which we feel we can make a significant impact; creative leaders who absorb the lived experience of our team. We help you develop clear priorities and forge a collective drive to succeed while promoting honest conversations and efficient, smart decision making.


With our many eyes:one voice approach covering all executive business functions, our advice and support is both practical and actionable to support the various stages of your business:


re-addressing your value proposition and defining your north star


workshop to benchmark your business with actionable outputs to improve score


developing a bespoke Road-map in line with business strategy


regular in-depth business counsel to guide you on your business journey


support to overcome a specific issue or hurdle

Whether it be analysing the financials, building a leadership team, pivoting, restructuring, planning for expansion, seeking investment or negotiating an exit, our collective input will give your business a framework and a roadmap – defining goals, discerning the tactics to reach them, setting targets and measuring progress against them.

Who we are

Alex Deane

Alex has spent the past 10 years as a Director and Partner in brand communications agencies (Business Development, Client Services, CEO) specialising in corporate reporting, branding and internal comms. Having bridged most agency departments throughout his career, he offers broad operational and strategic know-how to creative services businesses and 20 years of brand strategy, sales and pitch experience.

Anthony McGaw

With two successful exits under his belt, Anthony has been a co-founder and CEO and has experience as an advisor to several SMEs. He brings to AOB knowledge from 22 years as COO in technology and digital entertainment industries, leading teams in strategy, product development and client services as well as securing investment and growing businesses through to exit. Particular areas of expertise include scaling up, change management, expanding into new territories and driving profitability.

Nancy Ives

Nancy has over 15 years experience working in HR, both with SME’s and blue chip organisations, largely in technology and telecommunications. Her expertise is working with senior management on people projects at an organisational, team and individual level to increase their overall effectiveness. Previous change projects include culture, talent management, leadership development, recruitment, team effectiveness and 121 coaching. She has an MSc in Business Psychology and is currently working towards full accreditation with the international coaching federation.

Lee Quinn

Lee has over 20 years’ experience of accountancy for start-ups through to PLCs,He provides support from transactional level through to strategic board level advice. His experience is predominantly in the tech and services sector with a solid grounding gained from initial training in practice with BDO. Lee is well versed in system implementation, procurement and finance function setup globally (including outsourced services).


Get In Touch


AOB Partners Ltd, 68-80 Hanbury Street, London E1 5JL


+44 (0)20 3432 4030

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