Without depth all is shallow


People Depth

It's insightful people who give Depth its energy and its edge.

Depth requires people who know how to dig deep - and how to isolate the nuggets that make all the difference.



David Lyle OBE

Chief Executive

Awarded OBE by Her Majesty Queen Elizabeth II for services to Road Safety in 2011.

Over 37 years’ experience in researching, managing and creating advertising designed to change behaviour.

Over 19 years’ experience in road safety attitude and behaviour change.

Responsible for the UK government’s anti-terrorism and peace advertising 1998-1999. Sir Patrick Mayhew, retiring as Secretary of State, said “your own campaigns…have been seminal”.

44 Effectiveness Awards for evidential case studies at national, European and global levels, including the David Ogilvy Gold from the Advertising Research Foundation in New York.

272 Creative Awards including 7 Grand Prix.

Appointed by the North-South Ministerial Council to the Board of Tourism Ireland in 2007 and serves on the Board’s Risk Committee.

Responsible for over £188 million cumulative turnover since 1986.

Admitted as an awarded member to the prestigious D&AD for copywriting in 1988.

Led the Management Buy-Out of McCann-Erickson Belfast Limited, with Julie Anne Bailie, in February 2004 and re-branded the agency as LyleBailie International.

David enjoys leisure cycling, mostly because of Albert Einstein’s quip, “Life is like riding a bicycle. To keep your balance you must keep moving.”


Julie Anne Bailie

Executive Creative Director

Over 20 years’ experience in researching, managing and creating seminal advertising on film.

The most awarded creative director in the market with 272 creative awards and a Principal Author of 44 Effectiveness award-winning case studies. The measurement of effectiveness is a speciality.

Her personal film reel as a writer includes 100 individual film commercials. Julie Anne also acts as the film director on a number of the agency’s high profile campaigns.

Julie Anne’s most iconic campaigns are in road safety, anti-terrorism and peace. She was admitted to D&AD membership for the seatbelts’ “Damage” film and in October 1997 McCann-Erickson Worldwide presented her with the H.K. McCann Leadership Award for outstanding contribution to creative growth.

She is a frequent commentator on TV, radio and in the press on branding, advertising and lifestyle trends.

Led the management buy-out of McCann-Erickson Belfast with David Lyle in February 2004.

Julie Anne is an Honours’ Graduate from Queen’s University Belfast and winner of the University’s Dr. Johnston prize for English.

Apparently she has a fridge magnet that says “Do One Thing Every Day That Scares You”.

We think she means it…



Robert Lyle

Media Director

Robert heads up the LyleBailie International Media Department

30 years’ experience in Media provides Robert with a detailed appreciation of the media landscape in the UK and Ireland.

He holds an MBA from the Open University.

Between 2006 and 2012 Robert was consultant to the Executive Information Service/Government Advertising Unit in Northern Ireland (Office of First Minister and Deputy First Minister) for media planning and buying. This led to the formulation of centralised agreements with all major media suppliers in Northern Ireland across TV, Press, Radio, Online and Cinema.

His vast public and private sector experience has included launches of major all-Ireland TV and media campaigns for Metrication, Waste Management, Anti-Speeding, Anti Drink-Driving and Seatbelts. In 2001 he launched the Belfast Giants including developing its name, brand identity and negotiating its main sponsorship deals.

Robert is the co-author of many award winning IPA/ IAPI Effectiveness case studies for Road Safety, Waste Management, Noise Pollution and Belfast Giants.

The agency leadership in digital advertising has been driven by Robert – including the development of display, local targeting, conversion tracking, email marketing, Facebook and other social media campaigns, video, mobile and Natural/ Paid Search.

When he isn’t being a media guru, Robert supports Liverpool FC and Ulster Rugby in his spare time. He also likes to run a little. In fact, in 2014 he ran the Madrid Half Marathon in 1 hour and 42 minutes. Now that’s fast.


Ken Scott

Account Director

A Belfast native, Ken joined the team at LyleBailie International in 1990. Over the past 24 years, Ken has been busy honing his strategic and tactical skills on national and regional brands alike, putting brands like Peugeot, Citroën, P&O Ferries and Lunn’s the Jewellers on the Northern Ireland map.
He is passionate about everything he does and offers our clients an unstoppable work ethic that makes things happen.

Ken spends his spare time helping others: he caddies for his 13 year old son around Ireland, as an honorary Rotarian he has help raise over £600,000 for local charities, works with Invisible Traffick to create awareness in the UK and in Ireland about Human Trafficking (that’s a nice way of saying SLAVERY). Oh he is also in charge of Band-Aids® in the office and is the agency’s Environmental Officer.


Johanna McGuigan

Account Manager

Graduated from the University of Manchester with a B.A. (Hons.) in Latin and English in 2002, and from Queen’s University Belfast in 2012 with a Master’s in Creative Writing.

She joined the agency in 2004 and worked for the Board Directors on all of the agency’s biggest accounts, before taking ownership of the DFI Road Safety, PSNI Road Safety, Livestock and Meat Commission, Department of Employment and Learning, and Department of Culture, Arts and Leisure accounts.

Her role within LyleBailie also encompasses the management, co-ordination and editing of tender responses for a wide variety of clients – a responsibility which demands attention to detail, a knowledge of quality assurance and system processes, and a proficiency in time management.

As LyleBailie’s Continuous Professional Development Manager she has been responsible for ten consecutive CPD accreditations from the IPA – an accolade unrivalled by any other agency in Northern Ireland.

Responsible for writing LyleBailie’s Literacy Manual, Literacy Speaks Volumes About You – the essential guide to the English language – in 2006.

When not travelling to far-flung and exotic destinations, Johanna enjoys the odd match or two at Ravenhill as a season ticket holder for Ulster Rugby. She is also bizarrely proficient in the parlour game Six Degrees to Kevin Bacon.


Mairead Carroll

Company Secretary

Mairead is LyleBailie’s longest serving employee. She joined the agency from a purely media-orientated background, working both in London and Belfast.

She has acquired an in-depth knowledge of all public sector procedures, having worked with many government bodies for over 20 years, in addition to working with Northern Ireland’s largest companies.

As Accounts Manager she is responsible for overseeing and ensuring the smooth flow and accuracy of all billing procedures, working closely with the Account Directors and Managers to ensure that all client enquiries are answered and resolved efficiently and effectively.

Mairead became Company Secretary in 1999.

Mairead, when not planning financials, is planting fuchsias. Gardening and money have many things in common. They require patience and care to grow them.


Patrick Flack

Patrick recently submitted his PhD in Psychology at Queen’s University Belfast, which involved a social psychological analysis of loyalist paramilitary organisations in Northern Ireland. Prior to this, Patrick completed his undergraduate degree at the same university, receiving a 1st class Honours’ degree in Psychology.

Patrick has worked on a wide variety of research projects, such as an investigation into unemployment in deprived areas of Belfast and how the ‘Troubles’ has impacted on the mental health of the West Belfast population. As a result of carrying out such projects, Patrick has an intricate knowledge of research into sensitive topics and is able to apply psychological theory to this research.

Patrick has presented his research at a number of international conferences and has written for Queen’s Political Review and The Psychologist magazine.

After completing various research and strategy projects with organisations including Cliftonville Community Regeneration Forum, Centre for the Resolution of Intractable Conflict and Queen’s University, Patrick joined LyleBailie in 2016.

Since joining LyleBailie, Patrick has managed research projects for major clients such as DFI Road Safety, DEL and LMC.

Outside of work, Patrick fills his time taking part in a range of sports. He is captain of Queen’s squash club and plays football for his local club. Patrick also enjoys running, reading and supporting Liverpool F.C.


Sonia Laughlin

TV Producer

Sonia was educated at Belfast Royal Academy and joined McCann-Erickson in 1988.

She is responsible for the agency’s production of television, radio, cinema and online campaigns of which she has extensive experience and is also the agency editor, off-lining commercials, tutorials/ corporate and educational videos on the Avid editing system in-house.

Sonia is the producer on complex public information advertising campaigns which deliver attitude and behaviour change – spanning all-island road safety, waste awareness, electoral awareness and anti-terrorism – and her achievements include producing global and European award-winning television campaigns for DOE Road Safety (Anti-Speeding, Anti-Drink Driving, Penalty Points, Seatbelts, Crashed Lives), Waste Management, Northern Ireland Office Anti-Terrorism and Peace campaigns to name but a few.

And when Sonia is not casting, negotiating, contracting, location hunting, hiring crew, sourcing equipment, producing, shooting, supervising voice-over recordings, digitising, editing, grading, captioning, off-lines, on-lines and reviewing current trends, styles and techniques in the latest films and dramas, Sonia loves to ramble…the Mountains of Mourne being her speciality.


Avril Thompson

Studio Manager

Avril has over 25 years’ experience in advertising and print procurement. She provides art direction across the agency’s entire client portfolio. A key integrator in every print project, contingency planner and deadline enforcer, ensuring every job is quality checked, delivered on time and within budget.

Avril is married with two children, a volunteer youth worker at her local church and she enjoys horsing around in her spare time.