Jane Asscher

As co‑founder of 23red, for more than twenty years, Jane Asscher has been one of the UK’s most influential champions of purpose-led, behaviour change communication, proving that social impact and commercial success can accelerate each other. In 2022, she led the agency’s strategic acquisition by Capgemini, seizing the opportunity to champion purpose‑driven thinking within a global consultancy. She now plays a central role in embedding behaviour‑change expertise across Capgemini’s network, showing how creativity and insight enable transformation at scale. In 2025, Jane has continued to guide 23red through successful integration, retaining its values, sustaining its place on the Government’s Creative Roster, and winning major national programmes, including the agency’s biggest win – a £75 million Ofwat water‑saving initiative launching this summer. Her leadership continues to produce standout work such as Sport England’s This Girl Can and the NHS’s Be Body Aware campaigns. A respected industry voice and mentor, Jane champions inclusive, values‑driven leadership through the IPA, WACL, and UKAEG. Her leadership has helped change culture, shift national behaviours and shape policy-level interventions. All while opening the door for more women to lead with purpose across the advertising industry.