Unrivalled
automotive market knowledge and understanding
Real marketing engagement takes creativity, a strategic approach and a deep understanding of the market. This is where WDA’s unrivalled automotive market knowledge and understanding make that crucial difference – knowing what makes your audience tick is critical in being able to grab their attention and then engage them.
The WDA Story
The Marketing Specialist
WDA’s founder, Lee Waterhouse, moved from Jersey to Nottingham in 1990 to study structural engineering. Thanks to a family member, Lee was able to work between studies for a large advertising agency. He quickly realised that designing steel-framed buildings was not his calling.
Lee seized a junior designer opportunity and abandoned the degree. The agency was a multiple D&AD award-winning Direct Marketing Agency, specialising in the financial sector.
At this point, desktop publishing was just starting to blow up, and Lee decided to get involved by investing in a DTP night school course and was soon up and running using Pagemaker! The one problem, his agency wasn’t embracing the technology, and neither were the others.
The Automotive Connection
With a family background in motorsports, Lee had started his automotive journey on the Christmas morning of 1979, on a Honda XR75.
In the coming years, Lee became heavily involved in motorcycle trials, motocross and enduro and even competed at the national expert level. His father founded the YMSA trial and motocross association, and weekends were spent setting up and helping run its events.
It was at one of these events that Lee met fellow competitor Sam Neil, the owner of a very successful design and marketing agency. Sam mentioned he had some freelance work, and Lee agreed to an initial project, it went well so they did another. And then another…
Opportunity Knocks
Then the call came, Sam explained he had a bigger opportunity. The automotive brands they had been working on came in via a distribution business called Eurohelmets, owned by Sam’s father and built on its original AGV helmet distribution business.
Sam’s father was handing the reins over and Sam was keen to move some of the design and marketing business, which had been with his own design agency, to someone new to balance his interests in both firms. Sam offered space within his new HQ, provided Lee could commit to setting up a Mac-based studio, employing a small team, and bringing in business.
At the time Lee had just been promoted and purchased a brand new Honda Fireblade with the raise. He declined the offer, feeling it far too risky to give up his agency career, and a dependable salary.
Quadra Or Bust
Lee went out for a ride that weekend to watch the British GP at Donington. It was an epic race with Doohan just edging Okada for the victory.
On the ride home, Lee thought about Sam’s offer, an agency combining his automotive passion with his new career in design and marketing and his then pretty unique DTP skills. The idea was to offer a similar specialist service to that of his employer; but within the automotive sector – giving those clients a distinct competitive edge by delivering better branding and marketing solutions – faster and more efficiently.
Back then the Fireblade was worth around the same as a decent used Macintosh Quadra. Lee wrote the ad for his bike that evening and gave Sam a call. Unofficially and without even realising it, WDA was born that evening.
Lee Waterhouse is a brand and marketing innovator with over two decades of experience delivering strategic impact across the global automotive sector. As Founder and Strategic Director of WDA, Lee leads with a results-focused mindset - combining big-picture thinking with hands-on expertise to help automotive brands stand out, engage audiences, and grow.
With a background at a D&AD multi-award-winning agency and a proven track record of launching integrated campaigns across Europe and the US, Lee brings exceptional strengths in brand positioning, digital marketing, and business strategy. From shaping creative direction to guiding cross-functional teams, he ensures every initiative is aligned to clear KPIs and delivers meaningful ROI.
Known for his clarity, creativity, and commercial acumen, Lee continues to drive WDA’s reputation as a leading force in automotive marketing.
Gemma Lovett is a highly accomplished creative professional with over 25 years of experience in the creative sector. As Creative Lead at WDA Automotive Marketing, she plays a pivotal role in delivering bold, effective campaigns for both B2C and B2B clients across a broad spectrum of industries, including aftermarket parts and accessories, performance road, and motorsports.
A finalist in the Fastest 40 Awards for Creative Industries, Gemma combines strategic thinking with a deep-rooted passion for automotive marketing. Her unrivalled market insight and instinctive understanding of automotive audiences consistently fuel campaigns that not only capture attention but drive meaningful engagement.
Gemma is known for her ability to turn insight into impactful ideas - connecting brands with audiences in ways that resonate and deliver results.
Sam Hitchcock is a skilled digital marketing professional specialising in social media strategy, content creation, and paid campaign management. With a strong background in design and a passion for digital storytelling, Sam plays a key role in shaping brand presence across platforms. His expertise spans everything from writing compelling copy and producing eye-catching visuals to managing multichannel campaigns that deliver measurable results.
Known for his creativity, attention to detail, and results-driven approach, Sam brings additional strengths in SEO, website content management, and email marketing. With a deep understanding of digital audiences and a keen eye for performance, he consistently delivers content and campaigns that engage, inspire, and convert.
Marco Elsy is a highly accomplished creative professional with over 15 years of expertise in website design and management specialising in WordPress as well as accomplished skills in graphic design, video editing, and brand design. Renowned for his ability to craft compelling digital experiences and deliver powerful campaigns that drive engagement and revenue, Marco consistently exceeds expectations by turning strategic vision into bold, effective ideas.
With a hands-on approach and deep understanding of digital audiences, Marco empowers teams to push boundaries and achieve exceptional results. His instinctive grasp of market dynamics and creative flair ensures every project captures attention and delivers lasting impact. Marco is known for transforming brands through innovative solutions that inspire growth and forge strong partnerships.
