Who we are

Jump is a joint venture between leading policy evaluation and behavioural science research consultancy Simetrica Ltd (led by Daniel Fujiwara) and the creative and communications team behind pioneering London 2012 charity Join In.

Jump x Simetrica logo

Daniel Fujiwara

Director of Research and Science

Daniel Fujiwara is the founding Director of Simetrica. He is an economist specialising in policy evaluation and social impact measurement and has over 15 years of experience working in policy evaluation, government and international organisations.

Previously, Daniel was head of cost-benefit analysis at the Department for Work and Pensions (UK) and has held Senior Economist positions at the Cabinet Office (UK), the Ministry of Defence (UK) and the Ministry of Finance (Tanzania) and research positions at the United Nations (UNDP and UNOPS). He has overseen evaluations on project and policy investments totalling over £2 billion.

Daniel’s research specialises in philosophy (normative ethics and business ethics), microeconomic theory, econometrics, non-market valuation and behavioural science as applied to policy evaluation and social impact assessment. He has published widely in the area of social impact and is a referee for a number of academic journals. Daniel holds a BA in Economics (London), an MSc in Economics (Sussex) and an Mphil in Social Policy (London School of Economics). He is a Research Member of the Centre for Economic Performance at the London School of Economics and Political Science and Research Associate at the Centre for Quality of Life at the Chinese University of Hong Kong.

Daniel’s research in volunteering and sport has been pioneering allowing organisations such as the Department for Culture Media and Sport and the Cabinet Office to understand for the first time the full impact of sports and volunteering on society. His research has been used globally to increase awareness of the benefits of sport and volunteering.

Will Watt

Product Director

After studying Law, Will had a short stint in advertising before working in marketing for the NME and then as Publisher of Viz comic. At Viz Will doubled revenue and subscriptions and published the Top 10 bestselling Viz ‘Profanisaurus’.

Will then moved into digital with the launch of a pioneering joint venture with the BBC that turned into a major sustainability initiative for the Prince of Wales involving M&S, Eurostar, B&Q and other leading brands.

At Join In, a London 2012 volunteering legacy charity, Will conceived and developed all of Join In’s creative, communications and campaigns including the #BigThankYou campaign with BBC Sports Personality of the Year (trending globally on Twitter in 2014 and 2015).

Will Watt

Will also conceived Join In’s work into the value of sports volunteering in the UK which has become a case study in Lord Gus O’Donnell’s ‘What Works Wellbeing’ centre. This was followed up with leading behavioural science research on how to recruit and retain volunteers. Both of these pieces of work building on the work of Simetrica and Daniel Fujiwara.

As a volunteer Will founded King’s College Old Boys F.C. in 1998 and 2012 founded The Swimmer, a community swimrun across London which has featured in national press. Will also runs the U9s age group at his son’s Rugby Club, Old Alleynians.

Ben Serbutt

Creative Director

Ben is unable to walk past newsagents without going in, halfway through three books, an ideas-led designer, art director and illustrator. Always a magpie of interests, behavioural science brings together his love of wellbeing with design, philosophy, digital and change.

Previously Ben was Head of Design and Content at Join In, a charity connecting volunteers with community sports clubs who need their help. With a great team, he led on all creative cross-channel campaigns (from the #BigThankYou with BBC Sports Personality of the Year to Run It) and worked with freelancers and agencies to bring campaigns and content to life.

Ben Serbutt

Prior to this Ben has over 12 years design, branding and content experience, both in the UK and Australia. He has art directed leading magazine brands including Smash Hits in Australia and Songlines and Wanderlust in the UK, as well as worked for a range of clients from start-ups to blue-chips.


Our network

We also work with a close-knit group of trusted suppliers and collaborators – from film-makers and copywriters to digital developers and researchers – who we know can deliver, no matter what we throw at them.