Lorraine Jeckells

Lorraine Jeckells is the co-founder and CEO of Free Brands (FREE), an award-winning brand and marketing agency specialising in the global insurance sector. In 2012, she identified an underserved market and built an agency with the courage to specialise where others didn’t. Under her leadership, FREE has grown from a small London studio into an internationally-recognised creative agency, serving clients across the UK, US, Bermuda, and beyond.

With a background in HR and a Master’s in Human Resource Management, Lorraine’s relationship-first approach has defined the agency’s culture. FREE boasts a 73% client retention rate, with over 90% of new business coming through referrals. She has led international expansion, exceeded growth targets, and launched initiatives like The Re:Generation Report - a revealing study of the insurance talent crisis.

A passionate mentor and advocate for marketing and communications professionals, Lorraine helped transform the Insurance Marketers Group (IMG) from a grassroots network into a national voice for marketers, launched the “Young Marketer of the Year” award, and sits on the board of the US-based Insurance Marketing and Communications Association (IMCA).

Lorraine’s leadership is bold, collaborative and strategic. She is driven by purpose, fuelled by creativity, and grounded in a long-term vision for success.