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Adam Payne

Head of Creative Strategy - Niche @ Twitter UK

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsExecutive Creative Director - Planning Director - Senior Director Business Development

Projects

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About me

Hello! I'm Adam Payne and I currently head-up creative strategy and business development across Twitter UK's content creator division, Niche. My talented team and I connect brands with Niche's global network of brilliant individuals to create premium, original social media content across a multitude of platforms. Over my career to-date I've become accustomed to working at the crossroads of technology, creativity and media to make some of my best work - creating impactful stories and experiences that audiences remember, love and share. And for the best part of a decade, I've successfully delivered some wonderfully effective, award-winning marketing campaigns for a variety of brands at top agencies. I continue to craft work I'm proud of at Twitter; work that values creative integrity and strategy with originality at its heart - ultimately responding to clients' needs with real impact.

Skills

  • Strategic Planning
  • Creative Direction
  • Innovative Ideas and Solutions for Multimedia
  • Experiential Events PR
  • Brand Indentity
  • Brand Positioning
  • Communications Strategies
  • Social Digital Marketing
  • Social Media Advertising
  • Influencer Marketing

Work history

Currently

UK Head of Creative Strategy, Niche

Twitter

Apr 2017
  • London, United Kingdom
  • Full Time
  • I lead Business Development and Strategy for Twitter UK's content creator division - Niche.

2017

Senior Brand Strategist

Independent

May 2016 - Apr 2017
  • London, United Kingdom
  • Freelance
  • Various Clients | UK & US Independent Brand Strategist, specialising in creative communications planning, art-buying and creative direction. *Clients: IBM, Jamie Oliver Food Foundation, Canary Wharf Group, Citibank, Battersea Power Station, Berkeley Property Group.

2016

Global Account Director Apple

Media Arts Lab / TBWA

Nov 2014 - May 2016
  • London, United Kingdom
  • Full Time
  • - Award-winning Account Director responsible for the flawless execution of Apple marketing communications in Europe and the Middle East. I led the origination, creative development & localisation of integrated advertising campaigns for the Apple brand, products and services. Namely co-lead on the iPhone business. - Managed a global team of 12+ ADs/SAMs/AMs, maintaining strong relationships with teams in-house and international TBWA offices. - Developed solid business relationships with Senior Apple clients through regular and pro-active contact. Inc. accompanying Apple Marketing leads abroad. - Worked closely with Planning & Analytics teams to develop strategic goals, also measuring the success of campaigns across all 9 markets. Also a conduit for Business Affairs, assessing legal challenges across all advertising, online & offline, paying particular attention to cultural nuances and legal restrictions per market, working closely with international clearance bodies. - I was ultimately accountable for the financial management of the account, including weekly forecasting, signing off all job estimates, monitoring weekly work-in-progress and quarter end budgets, managing resource time for external TBWA offices & monitoring burn levels to optimise margins. - I mentored and motivated the account team through regular catch-ups & formal appraisals and also co-led the recruitment process for new team members world-wide. - As part of the lead international team, we received the highly coveted Cannes Lion Grand Prix & Grand Clio for involvement on “World Gallery” OOH.

2014

Freelance Client Services Advertising

McCann London

Mar 2013 - Aug 2014
  • London, United Kingdom
  • Freelance
  • Mullen Lowe: Morrisons | Apr 2014 - Sep 14 Responsible for TTL Re-Brand, loyalty card launch and award-winning ATL comms. McCann Erickson: Aldi UK & Ireland | Nov 13 – Mar 14 Project lead on multi-media comms across UK & IE. Staff reports : 2 AEs & 2 AMs. Lean Mean Fighting Machine [M&C Saatchi]: Heineken/Unilever | Aug 13 – Oct 13 Digital project lead inc. web builds, social media strategy and community management. Publicis London: McVities & Jacob’s | May 13 - Jul 13 Acting AD across numerous ATL & Digital comms for McVities and Jacob’s sub-brands. Partners Andrews Aldridge: BMW & Investec | Mar 13 – May 13 Project lead on Direct, CRM and Digital campaigns.

2013

Campaign Manager & Art Buyer

Bartle Bogle Hegarty

Nov 2011 - Mar 2013
  • London, United Kingdom
  • Full Time
  • - Responsible for the strategy, origination & delivery of integrated marketing campaigns, servicing iconic British brands - most notably British Airways (BA). - The role comprised of client service, production, project management and art- buying where I was responsible for creative origination, production & delivery, finance, direct care of graduate staff and pitch work. - I was part of the team that relaunched BA with the global TTL campaign, ‘To Fly To Serve’, that spearheaded the airline’s commercial and brand recovery. - Re-built pride in British Airways with the multi award winning activation of their £43m sponsorship of the London 2012 Olympic & Paralympic Games, ‘Don’t Fly’. - Co-led the origination, production and deployment of a £multi-million integrated, experiential-led campaign ‘British Airways Ticket Giveaway’ dubbed the largest global airline promotional giveaway. Results: Facebook visits rose 500%, we reached 4 million people across all channels, with 11.5K visitors physically participating in the experiential campaign. Gatwick route sales increased by 20%.

Education

2008

BA (Hons) Art History and English Literature

Goldsmiths University of London

Aug 2004 - Jun 2008
  • London, United Kingdom
  • English & History of Art

Awards

2016

ANDY AWARD GOLD

ANDY Awards

  • Apple World Gallery (TBWA\Media Arts Lab)

2016

IPA Advanced Certificate

IPA

  • Legal Regulations

2015

Cannes Lions Grand Prix

IPA

  • Apple World Gallery (TBWA\Media Arts Lab)

2015

Grand CLIO

Clio Awards

  • Apple World Gallery (TBWA\Media Arts Lab)

2015

FAB Creative Excellence Award Gold

Fab Awards

  • Morrisons Up Your Street (MullenLowe)

2015

IPG Course Distinction Certificate

IPG

  • Strategic Thinking

2014

FWA Site of the Day Winner

FWA

  • British Airways Ticket Giveaway (BBH)

2014

FMBX Silver

FMBX

  • British Airways Ticket Giveaway (BBH)

2013

Campaign Agency of the Year

Campaign

  • BBH

2013

Campaign BIG Awards Finalist

Campaign Big

  • British Airways Ticket Giveaway (BBH)

2012

Campaign Agency of the Year

Campaign

  • BBH

2011

Campaign Digital Agency of the Year

Campaign

  • AKQA