Vision. Leadership. Guidance.
Our People
Founder
Partner
Non-Executive Director
Programme Manager
Founder
Caroline Johnson
Following successful careers in advertising, corporate advisory and consulting, Caroline co-founded The Business Model Company in 2015. Its vision is to be a pioneering consultancy that designs and operationalises new models for the creative industry, as well as brands and advertisers.
Caroline leads teams that continue to develop world leading IP and proven programme methodology, advising network agencies and leading independents across every market and industry discipline.
Her Business Model Change Playbook is now used by creative businesses around the world, including Huge in New York, whose transformative journey was documented in Michael Farmer’s New York Times’ best seller Madison Avenue Makeover.
Partner
Tim Williams
Tim has been a TBMC Partner from its inception, collaborating with Caroline on many client programmes. In 2023, Tim and Caroline launched a new two-part Masterclass. This kickstarts your creative business’s journey to higher monetisation by introducing you to a new, value-led approach to solving your clients’ problems. The Masterclass teaches the principles of how to create a new revenue model; from selling services and effort, to creating value through packaged solutions and products.
Non-Executive Director
Simon Wylie
Simon is a committed advocate for change in the way creative companies do business. As a founder, leader and advisor with deep expertise in what it takes for businesses to change and grow, he has been part of TBMC’s journey since 2021, supporting Caroline from inside TBMC’s clients as they successfully operationalise and scale. Simon provides expertise on all areas of agency management, operations and commercial success. His guidance and support has helped many agency owners transform their business and commercial engagement models to drive sustainable profitability and growth.
Programme Manager
Nicky Hawkins
Prior to joining TBMC, Nicky was a communications planner at media agency Carat (part of Dentsu) where she developed strategic media solutions for a range of clients. As Programme Manager at TBMC, she oversees the successful management and delivery of the Business Model Transformation Programme, driving meaningful change for clients.
The role encompasses on-boarding new clients, conducting high-level commercial data analysis, managing programme workshop content, and facilitating productive sessions. From setting homework and preparing session content to liaising with clients and coordinating schedules, Nicky is dedicated to delivering an efficient and impactful programme experience for every senior team.
Associates
We work alongside a group of like-minded and talented specialists. Each brings their own brand of innovation and leadership from a range of fields within the creative industry. The Business Model Company will introduce you to the right partner at the right time in your transformational journey.
