Former Wieden+Kennedy London Executive Creative Director backs the creative automation agency pioneers to blend high-craft creativity with scalable technology.
Light & Fast, the independent creative technology company, announces that legendary creative leader Tony Davidson has made a strategic investment in the agency and joins as a Partner.
Toby Baker (L) founder of Light & Fast and Tony Davidson (R) Partner
Davidson, best known for his transformative 20-year tenure as Executive Creative Director at Wieden+Kennedy London, brings decades of world-class creative pedigree to Light & Fast. His backing marks a major milestone for the agency which launched in 2025, as it expands its mission to supercharge brand marketing teams through proprietary IP, automated creative systems, and custom tech solutions through its service-to-system model for brands such as Trainline, Akamai and Pencil.
As a Partner at Light & Fast, Davidson will work alongside founder Toby Baker to advise on creative direction, agency strategy, and client growth, ensuring that Light & Fast’s tech-driven output maintains the highest standards of visual and narrative excellence.
On joining Light & Fast as partner, Tony Davidson comments: “I’ve always believed that great creativity needs to adapt to how the world actually works. What Toby and the team are doing isn’t just saving time or money, they’re building intelligent systems that free up creative teams to focus on what really matters, the craft of branding, purpose and storytelling. I’m excited to invest in and help shape an agency that is genuinely redefining how modern campaigns are delivered.”
Toby Baker, founder of Light & Fast adds: “With endless innovation in AI, marketing teams are trying to balance the value of human creativity with the speed necessary to stay ahead,” said Toby Baker, Founder of Light & Fast. “Tony joining as a partner is a huge validation of what we’re building. He understands that automation isn’t about replacing human artistry, it’s about empowering it. Together, we’re bridging the gap between big creative ideas and the technology needed to execute them effortlessly and at scale.”
Through his career, Davidson has worked on award-winning campaigns which have entered popular culture such as Levi’s “Flat Eric”, “Good Food Deserves Lurpak”, Honda’s “Power of dreams” and Nike’s “Nothing beats a Londoner”. He is a former president of D&AD and in 2016 the British Arrows gave Davidson the Chairman’s Award for his contribution to advertising. Davidson started his creative career at illustrious agencies Boase Massimi Pollitt, Leagas Delaney and Bartle Bogle Hegarty.
Source: Light & Fast
Advertising heavyweight Tony Davidson invests in creative tech company Light & Fast and joins as Partner added by newsroom on
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