Simon is an accomplished brand strategist and business manager, as well as a regular lecturer and guest speaker on marketing strategy. Simon founded and ran the WPP agency that successfully launched Aldi in Australia before being recruited by Clemenger as the founding Managing Director of CHE in Sydney. He was appointed to the Board of Clemenger BBDO Sydney before moving back to Melbourne to join the Board of CHE Melbourne. He launched and rapidly grew his own agency, The Foundry, in March 2006 before merging the business with SMART in 2010.