Simon Gentry is one of the most experienced public affairs specialists in London, having begun his career in 1990. After a year in a political research function, he moved within the same firm to Brussels, where he spent nearly four years. After transferring back to London in 1994, he joined the corporate communications department of SmithKline Beecham, where he created and managed a global communications programme on genetics. Following a stint working for SB’s pharmaceutical and consumer healthcare companies, he moved to a financial services trade association. For three years he led them through a programme of European legislation known as the Financial Services Action Plan, intended to create a single market for financial services. After four years, Simon set up a specialist public affairs consultancy whose clients over 9 years included Microsoft, Visa, GlaxoSmithKline, Abbott Laboratories and AstraZeneca. During this time, he devised and delivered the plan that delivered the ban on smoking in public places in the UK and France. In January 2014, Simon joined the MWW team in London where his clients include the ATM Industry Association, the MBI Al Jaber Foundation and NCR amongst others.