Sam Conniff
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Sam’s career began earlier than most. In his teens, he ran nightclubs and managed bands across south London—an occupation that eventually evolved into his first start-up, the now Bafta-winning content agency Don’t Panic. Avoiding death threats and near-bankruptcy in his early twenties, Sam went on to co-found Livity, the first-of-its-kind ethical marketing agency, that today serves as an international youth network. While transforming the lives of thousands of young people, Livity has created award-winning campaigns and content for world-class clients ranging from Netflix to PlayStation.

Along the way, Sam reinvented television when he produced the world’s first multi-platform interactive TV show, Dubplate Drama; repurposed publishing when he created a UK-wide by-young-people-for-young-people publication and platform called Live Magazine; reimagined opportunity when he helped establish a national space-brokering service that matches young people with underused spaces; and re-energised politics when he sparked an overnight movement to give hundreds of thousands of young people a voice in the wake of the 2016 referendum.

Most recently, Sam has become a best-selling author with his first book Be More Pirate, Or How To Take On The World And Win, published by Penguin Random House in the UK, Simon & Schuster in the US and various other publishers around the world. Be More Pirate has grown an international community around Sam’s ethos of “Professional Rule-Breaking” as the next essential 21st Century Skill, and the only way left to “get shit done.”

Today, through his consulting work for Red Bull, Rolex and Mercedes, and proceeds from the Be More Pirate workshops he leads for big brands like Lego, Sony and Lufthansa, Sam helps fund the growing movement of thousands of pirates rewriting the rules of work.

Sam is a father to two girls, Scarlett and Frida, who he lives with in south London.

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Awards and honourable mentions


2007 — Appointed as one of 25 Social Enterprise Ambassadors for the UK Government

2008 — Sam has a chapter dedicated to him in the once-name-drop-worthy Prime Minister Gordon Brown’s book, Everyday Heroes

2009 — Named as one of the UK’s 50 new Radicals in The Observer

2010 — Awarded UK Social Entrepreneur in the EY Entrepreneur of The Year Awards

2011 — Livity receives The Queens Award for Enterprise and Innovation and Sam is awarded a Big Society Award, nominated by that other once-name-drop-worthy Prime Minister, David Cameron.

2012 — Livity wins best Marketing Agency, and Campaign of the Year at Marketing Agencies Association Awards

2013 — Don’t Panic wins a Bafta for the Revolution Will Be Televised

2014 — Named on the Happy List, the people making the UK happier, and the Maserati 100, the people helping the UK’s entrepreneurs

2015 — Livity wins Social Enterprise Of The Year at the National Business Awards

2016 — Don’t Panic is third most awarded agency at Cannes

2017 — Livity becomes first agency to win Grand Prix at BIMA Awards (for redefining the agency model)

2018 — Awarded CSR Leader of the Year at Global CSR Awards

2019 — Becomes international best selling author with Be More Pirate


Recent and current board positions include:


Chair & Trustee - Generation Change

Chair of Advisory Board - Undivided

Non Executive Director - Livity UK

Non Executive Director - Livity Africa

Founding Trustee - EY Foundation

Board Member - NESTA & Cabinet Office

Board Member - Telefonica Big Think

Social Enterprise Ambassador