Sam Reid

A scientist by trade, Sam’s first creative pursuit was an underground music festival featuring artists ranging from Aphex Twin to Public Enemy, described by Dazed & Confused as “the best leftfield festival.”

There followed four successful years running a series of cutting edge events, not to mention a three day extravaganza in Rome resulting in a national blackout.

Sam subsequently decided to apply his cultural trade to creative communications, setting up a Soho based consultancy engaged by a range of agencies (inc. BBH, Mother, VCCP) working with brands such as O2, BMW, Samsung, BP, BBC, Nokia and Honda.

A passionate advocate for engagement over interruption, Sam founded Guided in late 2009 based on the principles of collaboration between a network of exceptional, multi-disciplined creatives.

Sam is also jointly responsible for a very successful, very irreverent, electronic music festival. A recent Glastonbury showcase was voted in the top 10 festival moments by the Telegraph.