In 2004 Sam became a founding partner in Lean Mean Fighting Machine.

2005 saw him and his partner Dave Bedwood pick up Campaign's Young Achievers of the Year Award. They were voted by their UK peers to be the number one creative team in digital, an achievement that has graced every biog thereafter.

Since starting Lean Mean Fighting Machine have won a whole bunch of awards, their proudest moment came in 2008 when they were the first ever UK agency to crowned Interactive Agency of the Year at Cannes.

Sam is still captivated by the unlimited opportunities afforded by interactive advertising, and believes the agencies who have the most fun create the most magical things.