Ella first became aware of the potential of the advertising industry through her work in emerging economies, advising donors and governments on funding effective advocacy. She noticed the industry was streets ahead of the social and environmental sectors she was working with. Back in 2008 she published a Creative Review article about the role of the Indian advertising industry in creating a sustainable future. She decided to see what she could do to help advertising maximise the contribution it makes to the world.

Trained as an anthropologist, Ella is a specialist in innovation and systems change. She is a director of the Point People, a collective of innovators, artists and entrepreneurs focused on systemic change; she co-founded Systems Changers with Oxford University; co-authored Building the Language for Systems Change with the Said Business School & The Chartered Institute of Accountants and this year is co-designing the first systems change leadership programme in the UK with the Lankelly Chase Foundation. Ella has been published in Fast Company, The Financial Times, Creative Review, Wired (Online), ID, The Stanford Social Innovation Review (Online).

Ella is also a storyteller — her writing for stage and screen is represented by The Agency. See her on her TEDx soapbox here.