Sam Lyon

Global Head of Campaigns

Sam Lyon is a research and campaign specialist who has advised sovereign leaders, Prime Ministers, Presidents, and international business leaders, on some of their most complex issues. His expertise spans values-based communications, campaigns, strategy and crisis management, all focussed on delivering results through behavioural change in target audiences.

Drawing on his experience running CT Group’s biggest campaigns and his previous roles as Director of Communications for Boris Johnson and in journalism, Sam heads up CT Group’s campaigns practice globally - leading on CT Group’s most challenging and demanding campaigns. He is also General Manager of CT’s newly opened Saudi Arabia business, and is based in Riyadh and London.

After almost a decade as a Fleet Street journalist, Sam joined Boris Johnson as his chief media advisor (2011) for his successful re-election as Mayor of London. He later became Director of Communications and official spokesman to Boris Johnson at City Hall, managing all the Mayor's external affairs during the Queen's Jubilee celebrations and in the run up to the London 2012 Olympic Games.

Since joining CT Group 13 years ago, Sam has overseen the institutionalisation of CT Group’s unique behavioral change methodology across the Group. He has also personally directed CT Group’s biggest and most complex campaigns, including those spanning Africa and the Middle East, and has developed a specific specialism in devising and directing campaigns on geopolitical issues. He regularly speaks on issues ranging across campaign methodology, psy-ops and political communication.

Under his leadership as global head of campaigns at CT, the Group has expanded its campaign offering – always focused on delivering results through behavior change - with his team directing and executing successful campaigns across Africa, the Middle East, the Indian subcontinent, Asia and the Caribbean. The team continues to deliver historic election results around the world, based on diagnostic opinion research and disciplined campaigns, as well as serving sovereign and corporate clients.

He holds a first class post-graduate law degree and a degree in human psychology.