Prior to Elvis & MCBD Carl was at Channel Five where he was Creative Director, bringing with him an immense knowledge of the broadcast industry. In his most recent time at Five, Ratcliff oversaw the award-winning refresh of the main Five brand - its first new look for six years.

He also successfully relaunched FIVE USA, with a media first for London Underground in the build of a live link between Oxford Circus and Times Square

Additionally, he established the first-to-market Bluetooth communication for a terrestrial broadcaster, trumping the likes of Coca-Cola and X-Box in respect of individual downloads, as well as working alongside the broadcaster’s digital brand and commerce unit to redirect strategy and identity.