Amy Lupton

Examiner
DISC Type : cs

DBA Mentor at Design Business Association (DBA)

United Kingdom

Overview

Amy Lupton is the Managing Director of PB Creative, a proudly employee-owned brand and strategy agency. With a degree in Product Design and deep expertise in consumer trends, she guides global and challenger brands. Amy also dedicates time as a Mentor for the Design Business Association (DBA), supporting the design industrys talent.

Amy shows a keen interest in personal wellbeing and mindful consumption, highlighted by her reflections on Dry January and the importance of joy and choice. She is a vocal supporter of female empowerment and leadership, sharing content that promotes strength and dispels gender-based limitations in the professional world.

Her agency, PB Creative, is an Employee-Owned Trust (EOT), a structure she proudly champions.

Personality Overview

Tough To Convince

Overcautious

Late Adopter

They tend to have clarity about their needs and constraints, and are unlikely to over-promise.  The only way to convince them is by showing them examples and ample proof. They do not like taking risks at all and go for proven options in the end.

Topics They Care About

Brand Strategy
As MD of a brand strategy agency, she has deep expertise in how design shapes consumer perception and behavior for both global icons and challenger brands.
No/Low Alcohol Market
She is a frequent speaker and panelist at industry events, discussing brand strategy and consumer trends within the evolving no and low-alcohol beverage category.
Employee Ownership
Proudly highlights that her company, PB Creative, is an Employee-Owned Trust (EOT), indicating a passion for progressive business structures and company culture.

Media Appearances

Amy has no verified media appearances

Work History

1-2024
DBA Mentor at Design Business Association (DBA)
9-2022
Managing Director at PB Creative
1-2021 - 9-2022
Client Director at Design Bridge
3-2017 - 4-2019
Marketing Director at Bert Frank
5-2014 - 2-2017
Client Services Director at PB Creative

Education

1999 - 2003
Product Design (BA) from Bournemouth University
1998 - 1999
Foundation course from Wimbledon School of Art

More Information

Social Presence :

Prographics :

Exp : 19 Location : United Kingdom Job Level : Mid-senior Designation : DBA Mentor at Design Business Association (DBA)
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Insights For Selling To Amy

During A Call Or A Meeting

DO's

  • First of all, focus on building their confidence by sharing examples, case studies etc.
  • Expect them to be vague in response to your questions, ask firmly and pointedly
  • Be firm in your communication and stay in control

DONT's

  • Don't be very accepting if that is your natural style, stay firm
  • Don't use phrases like 'do not worry', 'i promise' etc.
  • Don't rely on relationship building even if they act pleasantly

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Amy is

  • For them, low risk and acceptance by others are very important, followed by proof of ROI.
  • Will you ever get a clear answer from Amy

  • They don’t say no often, they push out the decisions or keep going around in circles.

Insights For Deal Planning

    How fast (or slow) will Amy move?

  • They do not like to take decisions in a hurry, so they could be slow in making their mind up.
  • Can Amy take some risk or not?

  • They are low on risk-appetite and prefer to make informed decisions.

You And Amy

Personality Compatibility


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