About Us

Advertising can be a creative and inspiring world, where ideas come alive with drama,
excitement and humour to entertain and engage us. But today, young people grow up in a world of commercial messaging that touches most areas of their lives – so it is more important than ever that they understand exactly what is being suggested, promised and sold to them.

Our innovative educational resources are designed to provide 7 – 16 year olds with the understanding and tools they need to be critical consumers of the media, looking at important subjects like social media and digital advertising, influencer marketing and body image.

Please take a look around, immerse yourself in our fascinating world and, above all, have fun teaching and talking to the young people in your lives!

For the latest news on our campaigns and teaching materials, sign up to our social feeds.

Meet the Team

rachel barber-mack

Director of Media Smart UK

Rachel was brought into relaunch and run Media Smart back in 2014, which has seen the programme go from strength to strength – milestones include over 25 advertising industry supporters and 50,000 downloads of its new teaching resources. Whilst leading Media Smart, Rachel has championed innovative educational campaigns on body image, influencer marketing and social media – working with the Government, the world’s most recognised brands and charities including NSPCC and Child line.

She is passionate about delivering social impact initiatives and is recognised for connecting projects, people and organisations to make positive things happen with a lasting legacy.

Earlier in her career, Rachel co-founded her own successful youth and experiential marketing agency, running award winning projects for Apple, EA Sports,  MTV and MCC. At the Engine Group, she developed and implemented RBS’s sponsorship strategy including 6 Nations Rugby, Andy & Judy Murray and Sachin Tendulkar. And fresh out of university, ran the commercial arm of Millfield School’s world class education, sports and cultural facilities.

Mark Lund

Chairman of Media Smart UK

As CEO of McCann Worldgroup UK, Mark heads a 1,700 strong organization made up of some of the UK’s best marketing services companies, with a footprint right across the country. His remit is to help them come together to deliver total integration at scale in all aspects of business communications and reputation building.

Prior to joining McCann, Mark helped co-found two independent advertising businesses, one of which, Delaney Lund Knox Warren (DLKW), became a top 10 UK agency. He has also served as the chief executive of the Central Office of Information (COI), the UK government’s marketing and communications arm and behavior change center.

He has been Chairman of the Advertising Association and served on the councils of both the IPA and ISBA. He is currently the Chair of the AA’s Media Smart and Children’s Panel and sits on the AA council. Mark received an Order of the British Empire (OBE) for services in the advertising industry in the Queen’s Birthday Honors list 2016. 

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