The Simon Dell story is long and, in parts, chaotic. I often like to think it has very much been defined by my failures and mistakes, rather than my successes, and those have shaped my approach today.

I was born in Bromley, in South-East London and moved to Australia in 2003. My early career was in hospitality, specifically the nightclub industry until I was unceremoniously arrested in Piccadilly Circus for fighting with a doorman. Not my finest moment. But like a sliding door moment, that was the point that set me off in a new direction which eventually brought me to Australia.

I moved into the beer industry, first in sales and then, when I found myself in Brisbane, moving into marketing. ‘Marketing and sales in the beer industry must be one of the best jobs in the world,’ people often comment and, for the most part, they’re right. It’s also not good for the liver. I did get to sit on the Queensland team bench during a State Of Origin one year, so that was fun.

Leaving the beer industry, I started my own consultancy - Straight Edge - and then eventually my own agency, TwoCents. Six years later, TwoCents was sold and I went back out on my own. An introduction to Matt Clarkson in 2018 saw us start the business that would eventually become Cemoh.

There’s a lot more to this story. A lot more. But that’s probably enough for now. On a personal level, I play a lot of football (with the round ball), listen to a lot of music, do a lot of writing (you can find my author profile on Amazon) and spend as much time with my two young boys as I can.