Lucy Proudfoot


Lucy Proudfoot

Lucy has 15 years’ experience of working in communications and marketing with charities, public sector and private sector. She has a versatile set of skills having led various different comms campaigns over the years and now specialises in leading research and co-design to put audience insight at the heart of campaign development.

Ever since starting her career working on high profile government campaigns - knife crime and drugs education (Talk to Frank) - Lucy has continued to work with clients who are tackling some of our most topical social issues. For Save the Children she designed, delivered and tested a series of behaviour change interventions to improve child language development; for Thames Valley police she designed and ran a campaign aiming to reduce casual cocaine use and she is currently working with Anna Whitehouse (MotherPukka) on the FlexAppeal campaign to encourage more employers offer flexible working.

As a graduate in Human Geography, Lucy has always had an active interest in people, communities and their interactions with their environments. She loves nothing more than to be working directly with the end audience, researching and understanding their behaviours/ attitudes and using these insights to strengthen and enrich campaigns. Over the years Lucy has spent time facilitating debates about knife crime in youth centres; visiting community centres to discuss bowel cancer screening; carrying out home visits to discuss parent-child interactions and much more.

More recently she has turned her focus to leading the co-design element – i.e. putting the audience at the heart of campaign development - of various Claremont projects including: working with a group of mums from an East Belfast Sure Start centre for Save the Children; running sessions with relatives of people with Dementia for Alzheimer’s Research UK and online groups with a cross-section of the UK population to help develop a major new medical research project.

In a former life, music dominated Lucy’s spare time when she sang with London Contemporary Voices and tried to get to as many festivals as possible but now she mainly finds herself singing nursery rhymes with toddler Betty (and loves it).

Lucy's blog posts


  1. Claremont heads to Flexpo

    We’re thrilled to be joining Sir Robert McAlpine at this year’s Flexpo Digital, where we’ll be  discussing our new research report developed for Anna Whitehouse’s iconic Flex Appeal campaign:…

    Lucy Proudfoot

    Lucy Proudfoot on Oct 16, 2020

  2. Batman never gets frustrated

    Encouraging your child to pretend play can improve their concentration, perseverance and keep them calmer. Ever since our work with Save the Children, we’ve become a little bit obsessed…

    Lucy Proudfoot

    Lucy Proudfoot on Oct 7, 2019

  3. Let’s talk about Flex

    We’re extremely proud to announce our partnership with Anna Whitehouse (@Motherpukka) and Mill Road Creative as we join them for the next chapter of the #Flexappeal campaign. #Flexappeal…

    Lucy Proudfoot

    Lucy Proudfoot on Jul 19, 2019