Dean Ricketts built upon his background in fashion styling, music and image making and founded The Watch-Men Agency in 1989, a strategic marketing and creative agency specialising in ‘how people live in cities, or if you prefer ‘urban culture’. The agency has a strong reputation for reaching specialist audiences and opinion leaders, and boasts an impressive array of clients which currently include; Let’s Be Free, marketing services for Fuji instax Undisputed BBoy World Tour (road to the Olympics), consultancy for Nigerian theatre/film company Terra Kulture and the sneaker talk series “A Sneaker Society”. Throughout his career, Dean has executed multiple strategic marketing campaigns at both local and global level which have included UK Transplant, Royal Navy, Electoral Commission, Home Office and Royal Air Force as well as creative work for Caterpillar, BFI, Sony PlayStation, Levi Strauss World Tour – working with The Fugees, OutKast & Jamiroquai, G-Star – Hypnotic Brass Ensemble tour and compilation album for their global stores, denim brand ROGAN and the launch of an ethically clothing label EDUN. He has consulted for The Fader, The Wire, i-D and Freeze magazines and written and styled for. The Sunday Times Magazine, i-D and The Face. He is also on the board of Jazz re:freshed, Jamaican Music Industry Association JaRIA and The World Reimagined.