Dela is Founder and CEO of Alchemy Worx and estimates he has already clocked up over 25,000 hours thinking about email. Dela acquired Alchemy Worx in 2001 and since then has been transforming the company into the world’s largest digital agency with a 100 per cent focus on email. Clients include Tesco, Aviva, Getty Images, Sony Playstation and Carphone Warehouse. Dela is also a popular international speaker on all matters email. Says Loren Macdonald, VP, Industry Relations, Silverpop: “Dela always takes a contrarian view that gets the industry talking – and often gets the smartest email folks to rethink their views.” Dela has served many years as a member of the UK DMA's Email Marketing Council. He has also served on the executive management group of the IAB, and on the steering committee of Future of European Advertising Stakeholders (FAST).