Agency Nation Meets: Lorraine Jeckells

• November 1, 2025

By Agency Nation

Get to know the individuals that ignite the insurance industry as they answer our icebreaker questions. 

Lorraine Jeckells is co-founder and CEO of Free Brands (FREE), a global marketing agency specializing in the insurance sector. Since 2012, she has led the agency’s growth from a small London studio to an internationally recognized firm serving clients across the U.K., U.S. and Bermuda. With a background in HR and a people-first approach, Lorraine has built a culture of trust, creativity and long-term client partnerships. 

She is also a passionate industry advocate, helping shape the Insurance Marketers Group and serving on the Insurance Marketing and Communications Association (IMCA) board. Her leadership is bold, strategic and driven by purpose and long-term impact. 

Hi, Lorraine! Like our readers, you’re busy running a business. What’s one productivity tool you couldn’t live without? 

Microsoft Excel. Various aspects of my life can be found organized in numerous Excel spreadsheets, whether it’s the family finances, packing lists for holidays or work travel, or revision timetables for the kids. 

Wow! A lot of marketing people have an aversion to Excel. Do you have any fears or phobias? 

Heights and spiders. I’m constantly trying to get better at heights—skiing, helicopter rides, the lifts at Lloyd’s of London and the Heron Tower. My fear of spiders is pretty much a lost cause. 

Speaking of animals, do you have any pets? 

We have a very naughty Irish terrier called Fred. He’s even learned how to open the fridge on his own. No food is safe! 

Nothing worse than having to share food. What’s your biggest pet peeve? 

Bad manners. Life is hard enough without having to deal with rudeness and incivility. Manners cost nothing, but say so much about you. 

So true! What is your favorite book? 

Tough question! If I had to narrow it down, I’d say, “Far From the Madding Crowd” by Thomas Hardy. The main character, Bathsheba Everdene, became one of my first role models as a child. This bold and brave young woman was driven to succeed against staggering odds, but she also had an incredible sense of her own style. 

What film have you watched the most times and will probably keep watching over and over again? 

“Die Hard” without a doubt. It is the perfect Christmas movie and a tradition in our house every December. “Down and Out in Beverly Hills” is also another great Christmas movie. “Success is only success with family and friendship.” Love it. 

We’ll add it to our list. Which sports teams do you support and why? 

Our family is passionate about Crystal Palace, our local London soccer team. We’re loyal through the highs and lows. Supporting a smaller club has taught our kids the value of resilience and community. Our recent Football Association Challenge Cup win over Manchester City was a triumph, proving that perseverance through tough times pays off and makes the wins even sweeter. 

Last of all, what one piece of advice would you give to your great-grandchildren? 

Don’t let fear hold you back. I’ve lived my life by that advice. From moving to London at the age of 21, applying for jobs I worried were out of reach, asking for help as a new mum, and stepping up to run this business. Each time resulted in a positive step forward, even if it was uncomfortable. 

This is a monthly column for Independent Agent magazine and iamagazine.com. To be featured, email hello@agencynation.com.