Ali grew up on the family farm in Norfolk. For a career he decided against cultivating the land, and graduated in 1996 with an honours degree in Business and Marketing from Oxford Brookes University.

On graduating, Ali moved to London and began his six year agency career at the likes of Dynamo, Attention UK, Billington Cartmell and 141. During this time Ali covered a wide breadth of disciplines, namely classic SP, DM, large scale events, sponsorship leveredge and Brand Experience.

He worked with clients such as Worthington, Barcadi, Carlsburg, Coca-Cola, Mattel and Scottish & Newcastle. A highlight of Ali's agency career was running two Worthington Cup Finals.

After taking a year out in 2002 to travel, Ali returned to the UK seeking a new career challenge. As someone who is highly social and who enjoys keeping in touch, recruitment seemed like the perfect opportunity to combine his business and networking skills.

Ali's natural ability to bond with people, coupled with his industry experience gave him instant succes. He's able to tune into a candidate's needs and has the ability to marry them with a client's opportunity. Testament to Ali's success is that over the years many clients and candidates automatically assumed the the company he worked for was his. That in itself was a big hint that it was time to run his own company. This he did and together with Tim Mitchell launched DNA on April 2nd 2008.

In his down time (of which there isn’t much) he plays hockey for the Royston Magpies and is doing the Three Peaks challenge. He lives near Barley with his wife Jo and two children, Maisy and Hector.

Email Ali at ali.wallace@dynamicnewalliances.com.