Graham Sim is Creative Director at Penguin, UK. He came to Penguin from HMV where he was Group Marketing Director responsible for brand strategy, advertising and customer relationship management for both HMV and Waterstone’s. During his time at HMV, he developed and led HMV’s ‘Get Closer’ and Waterstone’s ‘Feel Every Word’ brand strategies. He also devised HMV’s ‘purehmv’ loyalty scheme, which attracted over 1.8m fee-paying members since its launch in 2009 and went on to collect Marketing Week’s prestigious Engage Awards CRM Scheme of the Year award in 2010. He also developed HMV’s ‘My Inspiration’ advertising campaign with music labels and film studios, featuring over 250 musicians and film directors including such icons as David Bowie, Paul McCartney, Bob Dylan, U2, Lady Gaga, Martin Scorsese and George Lucas. Prior to HMV, Graham was Group Marketing Director for Monsoon and Accessorize responsible for the development, coordination and implementation of the global marketing strategies for both fashion brands, as well as retail store design, customer relationship management and brand licensing. He has also held senior marketing positions at Jaeger and Viyella, Mulberry and Clarks Shoes. He is a member of the Design Museum’s Enterprise Committee.