About us

Iamb - a unit of rhythm in poetry, consisting of one short syllable that is not stressed followed by a long one that is stressed.

We’re Jonny and Simon Arrowsmith – creative consultants with over 30 years of experience in arts and business.

We started Iambic Creative over a decade ago. Back then we were known as Grow the People, but as our customers and work evolved to include more consultancy and creative work, we decided we needed a new way to express who we are.

We became Iambic Creative. One short and one long (well, tall). And any ‘stress’ is the good, productive kind!

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Jonny (the 'short' one) has a background in content, events, and production. His early career was as a bookseller, where he helped host events for the UKs biggest names in fiction. At his time with the British Council he oversaw the hosting of visiting dignitaries from Eastern Europe. And he was known as the ‘King of the Rider’ during his years at Just Add Water, where he was in charge of hospitality arrangements for some of the world’s most famous acts during high-profile private events.

For the last decade he has been the principal copywriter for Iambic, writing everything from articles and white papers to video scripts and websites.


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Simon (the 'long' one) started his career in theatre, having studied a Bachelors and Masters in the areas of contemporary theatre and performance (writing, recorded, and live performance). After a few years in West End and regional theatres he moved into the corporate world, where he progressed in communications and people development roles.

Continuing to grow his love of theatre, media, and storytelling, he co-founded Iambic. Bringing his experience in brands, business, and story together. He is a consultant, facilitator, and lead creative.


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