I am the second of two children. Born to be a challenger I guess. Growing up I challenged the usual things: gravity and other people's patience. But soon I learned the greatest satisfaction came from challenging myself. Challenged that I didn't have the co-ordination to row well, I went on to win international medals for Great Britain. Challenged with the notion that art college was a waste of a good education, I turned down places at top universities. Challenged with the observation that big agencies only hired young creative teams, I convinced one to take a risk on me. Challenged that I wouldn't survive at Lintas after the Lowe merger, my work was recognised at D&AD, Cannes, Kinsale & Creative Circle. Challenged with making the Army recruitment work as authentic as possible, I strapped on body armour and went to Afghanistan. Challenged to build an award-winning department at DraftFCB, we lost the agency D&AD cherry in under two years. Challenged to move The Gate creatively beyond financial services and charity focused output, we won 11 pitches in a row. In search of a different challenge, in the autumn of 2016 I took a three month sabbatical to write and illustrate a semi-autobiographical children's book "Taming the Alphabet" which was published in 2017. With that creative itch scratched I joining B2B technology agency AprilSix to bring B2C levels of creativity into B2B. April Six won their first ever creative awards in 2018, repeating this success again in 2019. Throughout my career I have evolved a successful strategic and creative approach I call LogicLogicMagic® ; delivering growth for over 100 brands in the process.
- Army: Send your message to The BestConflicts in Iraq & Afghanistan had left opinion of the British Army at an all time low. But this was not the fault of those who sign up for Queen & Country. We set out to separate the politics from the positive personal stories, with an insight that the British Army was more respected around the world than at home in Britain. Visting Kosovo, Bosnia, Sierra Leone, Ghana & Afghanistan, we captured some of the untold stories of lives changed for the better by soldiers from the British Army. Raw, u
- Sport Changes LivesSported was a client very close to my heart. Sport changed my life for the better and taught me more life lessons than school and art college combined. From film to street stencils to print, we showcased how sport can change lives for the better. No actors, just genuine Sported talent.
- Stonewall No BystandersStonewall have long campaigned for inclusivity of the LGBT community. After winning the right for gay marriage, Stonewall broadened their mission to tackle bullying in all its forms. Rather than address the bullies directly, they chose to talk to the majority of bystanders who don't get involved.
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Shepperton, United KingdomFull Time
LogicLogicMagic® is a philosophy and proven business growth engine. It combines expertise in technology, psychology and creativity, to move audiences from anonymity to advocacy. Fusing the literal with the lateral to create the memorable. Our focus is delivering B2C levels of creativity for B2B technology brands. Our client partners are like-minded brands you've heard of and brands you soon will.
Creative DirectorApril Six
- Harefield, United KingdomFull Time
Bringing my two decades of B2C creative experience to help the UK office of this B2B technology focused content agency, evolve creatively beyond 'writing married with design' asset creation, to deliver strategically strong, media neutral, genuinely integrated platform ideas. Using my personal LogicLogicMagic® mantra, within 18 months April Six won their first ever B2B category awards. In 2019 we proved it wasn't a fluke, winning Silver again at the B2B Marketing Awards, alongside delivering April Six's first ever global outdoor | integrated | VR campaign. Point proven, but it's time for a new creative challenge in 2020 .
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- Art Direction
- Creative Direction
- Online Campaigns
- Outdoor Campaigns
- Print Campaigns
- TV Campaigns
- Pitching New Business
- Branding Identity Design
- Strategy Consulting
- Brand Activation