How Claude builds personas for synthetic focus groups

Lee is a serial marketing entrepreneur who has launched, grown and sold two marketing agencies. He founded Way to Blue and Silence Media, selling the latter to Canopy Media. Lee taught over 1,000 founders with Dino on their Marketing for Startups Masterclass. He now runs Into-it, which transforms advertising into a loyalty channel for retailers using technology that replaces banner ads on news websites with notifications. He's also the author of the novel Queer Fish in God's Waiting Room (2008) and an Oasis biography (1996) and worked as a music journalist in the 90's for The Manchester Evening News. 

Voted a Top 10 UK Media Planner in 2025 for the sixth time in a row by Campaign, Dino is the founder of the media agency The Barbershop, which delivered full-service campaigns for ExpressVPN in 2024, building a new 'performance meets brand' model for the online privacy service for multiple markets. For Sky Media, Dino led Sky's new brand positioning, Connections Mean Everything, which they debuted at Cannes this year. Dino also sits on MG OMD's leadership advisory board and is a regular on Campaign's judging circuit.