In 2009 Simon founded Robot Food, a UK-based independent branding agency that creates successful challenger brands with global reach. With an uncommon blend of creative and commercial vision, Simon leads his team partnering with clients to go beyond the brief, always challenging to deliver effective commercial results. Apart from progressive start-ups, clients include Carlsberg, Innocent, Arla and Pernod Ricard.

Simon is also co-founder and creative director of The Others Beauty Co., a health and beauty brand house that formulates, creates and activates 'mass niche' brands that address specific consumer needs. He is also an early investor in and advisor for multiple brands.