About Us

At Not Actual Size we use our background in journalism, design and PR to editorialise brands in a way that engages people, and allows them to see their own lives reflected in the brand’s media. We create sparkling, original content that helps brands have conversations with people, like the ones people have with each other – original, quick-witted, fluid and real. Good dialogue is about shared experiences, real emotions, and sometimes a good argument. They are about people and their stories.

We often find insights in the smallest details and then fold them into cultural intelligence, publishing, events and media with a populist sensibility that everyone can relate to. The conduit between these small things and the big meaning is people. It is people alone who can transform the mundane into the momentous, and it is this we strive to deliver.

Current Clients

  • Dove
  • Nike
  • Ray-Ban
  • Unilever
  • Persol
  • Luxottica
  • Persil


Sunday Times Style

26 August 2012
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Like Mother, Like Daughter

Mini-me dressing used to be a fashion taboo, but now many parents want their children’s clothes to reflect thier own grown-up tastes.

Sunday Times Style

23 August 2012
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We Are What we Buy

The past decade has seen branding reach new levels. Kate Spicer picks the labels that now define us.

Sunday Times Style

23 August 2012
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Wen 10

As China’s most successful model, she is the natural face of the future. So what can we expect from fashion in the next 10 years?

Sunday Times Style

01 July 2012
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Death of the Yummy Mummy

The mums of middle England are turning their backs on smug perfection and chintzy prints. Even the Boden brigade are having a hip makeover.

The Telegraph

16 March 2012

Can a box set save your marriage?

Television drama on DVD has become the must-have, total immersion experience for the middle classes. Watching a box set might improve your relationship too.

The Telegraph

28 July 2011

The eight sure signs that your marriage is in trouble

Experts say staying up to watch Newsnight after your partner has gone to bed is a sure sign that your marriage is in trouble.

Daily Mail

28 July 2011

How watching Newsnight and jibes about the in-laws could sound death knell for middle class marriage

Ever suspected those blazing rows might be the ultimate sign your marriage is in crisis? Well, the good news is it is time to think again… If you are middle class, that is.


13 June 2011

Money and sex – why men are getting makeovers

Wayne Rooney and Simon Cowell aren’t the only ones to feel the pressure to look good...

The Independent

13 December 2010
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The Secret Elitists

Being a liberal means sharing - schools, streets and jobs. The uncomfortable truth is that most of us forget our high-minded principles when it gets close to home…

The Telegraph

09 December 2010
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A festive guide for fashion tribes

Heat magazine

08 December 2010
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Middle Class Handbook arrives in Heat Magazine


25 November 2010

Sly and Reggie: sound of the suburbs

Britain’s middle-classes enjoy nothing more than straining to redefine what it is they stand for. The Middle-Class Handbook blog attempts this herculean feat daily, while the quizzical reaction to Kate Middleton getting kicked upstairs, so to speak, proves just how deeply these feelings are held…

Easy Living

18 November 2010

Christmas Books

The sort of book to make you cringe and laugh (if a little uncomfortably when it cuts rather close to the bone).


18 November 2010

Celebrating independence - the best of independent publishing

NAS awarded independent publisher of the month by Waterstones

Evening Standard

04 November 2010
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Our Obsession with class is as strong as ever

The Middle Classes are now in thrall to the celebrity class, just as they once were in thrall to the aristocracy.


01 November 2010

Internet picks of the week

The Middle Class Handbook

The Metro

25 October 2010

The Queen is a ‘Middle Class hero’

She may have an estimated personal fortune of £350million, but the Queen is apparently the No.1 hero for the middle classes according to The Middle Class Handbook.

The Telegraph

25 October 2010

Dizzee and Dannii, middle-class heroes?

One is the epitome of discretion and good manners, while the other has made politically incorrect outbursts his stock in trade.


25 October 2010

Queen ‘ultimate Middle-Class hero’

The Queen is the ultimate middle-class hero, according to the authors of a new guide to Britain’s often misunderstood majority…

Sunday Times Style

25 October 2010
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Class Action

We’re all middle class these days, supposedly, but which middle class are you? In part two of our serialisation, Richard Benson presents two more tribes.


19 October 2010
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Which Middle Class tribe are you?

Cult new book, The Middle Class Handbook, claims that there are now up to 100 different middle class types - but which one are you?

Sunday Times Style

19 October 2010
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Middle Class - A spotters guide

It seems everybody’s middle class these days, but that dosen’t mean we’re all the same. So which tribe are you...


12 October 2010

The Middle Class Handbook - Knowing One’s Place

The Middle Class Handbook skewers the middle classes, and then dissects them with ruthless comical accuracy. Social groupings are divided and then subdivided, sketching out the all-too-real character traits of couples you may well know, or even (cringe) be a part of yourself.

Financial Times

16 August 2010

Middle Class Tribes

Ekow Eshun becomes a member of the Clissold Park Fathers…

The Guardian

15 July 2010

World Cup 2010 adverts suffer superstar droop

Gulf between puff and performance in tournament where stellar names have almost entirely failed to shine.

Brand Republic

09 January 2009

Cajun Squirrel battles Crispy Duck for Walkers Crisps deal

Walkers will be offering six new crisp flavours from today including Cajun Squirrel, Crispy Duck and Builder’s Breakfast following its competition that asked the public to suggest new flavours.

Brand Republic

27 October 2008

Not Actual Size hires Derbyshire to manage Walkers

Not Actual Size has appointed Laura Derbyshire as a senior account director to manage experiential campaigns for clients including Walkers Crisps, Nike and BMW

Event magazine

02 September 2008

Not Actual Size scoop Aviva brief

The world’s fifth largest insurance group, Aviva, has hired experiential specialist Not Actual Size to develop a global internal communications initiative to inspire employees to increase customer loyalty.

PR Week

15 August 2008

Experiential: Time to get involved

‘Experiential has become the new gold rush for PR agencies,’ says Dan Holliday, MD of experiential agency Not Actual Size. ‘It’s the “real” that people value. Hence the boom in all things “live”.’


12 August 2008

Winner of contest to create Walkers flavour to share in profits

Walkers Snacks is to launch an interactive sales promotion drive to support its ‘Do us a flavour’ campaign, which gives consumers a chance to invent a crisp variant. The brand has hired experiential agency Not Actual Size to help develop and manage the campaign as well as handle its experiential element.



David Creative Director

Began his career at Philips Corporate Industrial Design in The Netherlands where he created brand identity, product graphics, packaging and user interface for a broad product range alongside 20 international product designers. He then joined Spin in London and produced work for clients such as Christie’s auction house, Orange and Levis.

He was awarded a D&AD Silver for work on Diesel action sports brand 55DSL, which was also featured on the cover of I.D. magazine’s Interactive Design awards. Until recently he ran his own design practice, Fibre, creating award-winning motion graphics, multimedia, print and exhibition design as well as branding, identities and creative consulting for companies including Motorola, Levis, BMW, Nike, Sony, Adidas, Diesel and The Victoria & Albert Museum. David leads the creative team at Not Actual Size.


Jennifer Curator & Writer

Jennifer is a journalist, novelist and curator and has written for everyone from the Financial Times and The Guardian to New York Magazine, Salon and Wired. She’s been an editor at the British men’s magazine Arena as well as The Face and the American design magazine I.D. A contributing editor at Metropolis Magazine she writes a regular design column for Frieze and has managed to accumulate a few post-graduate degrees. She did an MA in art history at Columbia, attended the prestigious Whitney Independent Study Program and the creative writing programme at the University of East Anglia. She’s currently finishing her first novel Our Greater Selves about art theft in Washington, DC, and has been with Not Actual Size since the start, working with clients ranging from Nike to Ray-Ban.


Dan Director

Early career highlights included Head of PR at Sony Interactive Europe where he handled the Playstation launch, and a five-year stint as a board director at Hill & Knowlton where he ran the global Adidas, Carlsberg and Gillette accounts. He then founded and ran The Fish Can Sing for seven years whose clients included Motorola, Absolut, Grolsch and BMW. A regular fixture in PR Week’s annual Powerbook, Dan is often called upon to sit on award juries for both the advertising and PR industries, including D&AD and the PR Week.


Amy Projects Director

Amy’s early career was in PR where she worked on accounts including Gillette & Motorola. She then joined The Fish Can Sing in 2003 where she became Client Services Director working across Nike, Diageo, Absolut, Amnesty International and Motorola. During this time Amy also opened the agency’s second office in NYC.

Highlights of this period included the global launch of the first i-Tunes enabled mobile and the European launch of Apple’s collaboration with Nike, Nike+. Amy jointly founded Not Actual Size in 2007 and leads the project and account management across all clients.


Sarah Account Director

Sarah has worked in marketing and communications for over seven years leading projects for global brands across consumer lifestyle, technology and retail including LG, Motorola, London Eye, The Disney Channel, Yahoo! and 20th Century Fox. Sarah’s experience spans PR, experiential and digital disciplines with key highlights including the implementation of Motorola’s sponsorship of the Toronto International Film Festival and leading the campaign to celebrate the London Eye’s 10th anniversary.  Sarah currently works across a number of client projects including Persol’s Magnificent Obsessions film exhibition.


Kenneth Social Media Strategist

Kenneth is a veteran of social networking, viral marketing and digital communications. For seven years, he was an online executive in the Community division at AOL where he exercised his passion for the Web’s ability to connect people. While there, he worked across a wide range of niche demographics and led a team of writers to create a nationally recognized blog which enjoyed 2 million page views a month. Now a social media strategist, Kenneth works closely with NAS clients to design and implement digital strategies to maximize social media.


If you would like to know more about Not Actual Size, please contact:


Tel: +44 (0)20 7600 2266

Not Actual Size
31 Newbury Street