Ella McWilliam

Ella is a Co-Founder and CEO of Full Fat, one of the UK’s leading creative communications agencies and current UK Champion of Diversity & Inclusion. Ella is passionate about people, culture and community. Ella’s expertise sits across music, lifestyle, culture & experience. Projects have included Backyard Cinema, Field Day, Five Points Brewing Company, Independent Venue Week, Mighty Hoopla, One House,Peckham Levels, Sziget, Way Out West, Wide Awake, Winterville, to name a few.

Ella began her career at Haymarket Events working across large-scale consumer shows like Clothes Show Live, then moving to the British Fashion Council, working across London Fashion Weeks and the British Fashion Awards. She then moved to culture comms agency Idea Generation to fulfill her ambitions to work in music, live events and culture, where she met her now Co-Founder Megan Morass. In 2011, Ella incorporated Full Fat alongside Megan. Now in its second decade, the agency has established itself as a market leader in creative communications across experience, culture and brands. Full Fat is a communications agency rooted in culture. Experts in building cultural resonance for their clients, Full Fat has a brand-building approach driving meaningful connections with engaged audiences.

Ella’s leadership role within the agency spans strategic counsel across the agency’s culture and music clients, internal and external business development, people & culture, and the business’s financial management. Ella is also spearheading the company’s ambition to become B Corp certified this year. The multi-award-winning agency has delivered campaigns for some world-renowned brands such as San Miguel, Poretti, Adidas, Atopia, Nexba, Copalli and more. It is also supported successful brands within the experience economy, from festivals such as Sziegt to Field Day to Mighty Hoopla, to experience makers and destinations, such as Backyard Cinema, Junkyard Golf, Peckahm Levels and many more. In 2023 Full Fat launched No Filter, a Generation Z insight platform enabling them to provide clients with immediate insight and information from a UK-based cohort of Gen Z’s. No Filter has already been invaluable for a number of their clients, guiding product development, campaign creative and positioning.

As a co-founder, Ella ensures that Diversity and Inclusion is at the forefront of the business, supporting the agency to win the Diversity and Inclusion Champion Award at the PR Week and PR Moments awards in 2022 and 2023.

Aside from steering the business, Ella has also lent her expertise in communications to conferences such as ADE in Amsterdam, BIME in Bilbao, and the NTIA Summit in Manchester where she gave insight on the future of selling out festivals, how to network and create meaningful connections within PR and changing audience. As well as moderating discussions on women in business.

LI: https://www.linkedin.com/in/ella-mcwilliam

IG: wearefullfat