Alexander Preece

Alexander Preece

Partner / Chief Brand OfficerLondon, United Kingdom
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Pip Jamieson
James W Ruth
Kid Circus
Alexander Preece

Alexander Preece

Partner / Chief Brand OfficerLondon, United Kingdom
Projects credited in
  • Uber: Where to, Britain?
    Uber: Where to, Britain?"Where to, Britain?" is a short documentary series following the stories of Uber drivers and riders across the length and breadth of the UK. Narrated by Dawn French, the format was created by Gravity Road in partnership with Channel 4. The series is available through All 4 and in a groundbreaking move is being distributed directly through the Uber app with location relevant stories geo-targeted around the UK. We were delighted to see this project snap up a Drum Award in the Automotive and Tran
  • #GramInvaders
    #GramInvadersWe created a mobile gaming experience ‘first’ by hacking Instagram Stories to demonstrate Three’s core messaging #PhonesAreGood.
  • Corner Shop
    Corner ShopJust how far do you have to go to get people to notice the best deal? Our stunt for SMARTY puts this to the test, making fun of so-called ‘British reserve’ and people’s capacity to spot a bargain. Will any customers ask for a discount? Or do we need more fluorescent signs...
  • The Switch
    The SwitchNew Ofcom regulations make switching mobile provider quick and easy. To encourage people to switch to Three, we enlisted the help of five-times married Dame Joan Collins to advise users not to settle for something they don’t want. Just ditch and switch darling.
  • Captain Wes Morgan
    Captain Wes MorganLeicester City Captain Wes Morgan signs for Captain Morgan [Capitalising on the most talked about sporting event of the year] Overview Taylor Herring were briefed to come up with an idea for Captain Morgan social media channels to capitalise on Leicester City’s (inevitable and unbelievable) 5,000-to-1 Premier League triumph. The focus was in particular on their club captain Wes Morgan – the Foxes very own Captain Morgan! Creative Leicester City’s storm to the top was steered by their leader. The winning creative was designed to capitalise on the social media conversations which were guaranteed to happen as soon as Leicester City were champions and became the most talked about sporting story of the year - The underdog who became a champion. The creative focussed on Wes Morgan becoming the new Captain Morgan and face of the spirit brand. A mock up label was designed replacing famous red and white buccaneer with an image of the defender dressed as Captain Morgan in royal blue and white robes to match Leicester City’s home kit. The label was completed with a football replacing the treasure chest and Wes Morgan’s own signature. The special limited edition bottle would be a salute to Wes Morgan and a social strategy was developed to be implemented at the moment Leicester were crowned champions utilising the hashtag #OnlyOneCaptainMorgan and becoming part of the online conversation as Leicester City fans bathed in their team’s preposterous victory! As soon as Leicester were crowned champions Captain Morgan sent a tweet to Wes Morgan. His almost instantaneous reply requesting a bottle for himself sent the tweet viral with it being retweeted over 9,000 times. #OnlyOneCaptainMorgan started trending within 3 hours of Leicester City winning the Barclay’s Premier League. Following the success of the Tweet and resulting, it was decided that the bottles would be fast tracked into production with fans being able to win them via a competition on the Captain Morgan social media channels. The demand from fans was phenomenal. A press release was sent out announcing that Captain Wes Morgan was the new face of Captain Morgan capitalising on all of the media interest in Leicester City’s rags to riches story. The Results Over 57 pieces of coverage including 5 national print pieces 9 million Twitter impressions on #OnlyOneCaptainMorgan The greatest sporting achievement of all time Delirious and ecstatic Leicester City fans nationwide
  • Adidas x Parley
    Adidas x ParleyParley and Adidas are working together to prevent plastic from entering our oceans and to transform the plastic into high performance sportswear.
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  • Leadership
  • Social Content
  • Talent Management
  • Influencer Marketing
  • Brand Building