About me

I’ve 15 years experience leading high-performing teams and developing breakthrough strategy on clients spanning everything from innovative NPD propositions to making immersive digital experiences, to socially-fuelled fame-driving campaigns to creating agency visions & strategic toolkits. Most recently as Digital Consultant at Wunderman Thomson & CSO at Publicis/Poke. Previously for 10 years at adamandeveDDB / Tribal, Campaign’s Agency of the Year 5 years in a row as Group Head of Strategy & Innovation; as partner in a Startup; and as Chair of APG. These roles have focused on: - defining a compelling vision that galvanizes talent, clients & new business - developing best-in-class digitally innovative strategies & creative work - winning new business & strategy awards, and growing clients - launching agency offerings including DataScience & Behavioural Science-fuelled CX practice - building a high-performing agency & strategy team that champions the power of breakthrough creativity I’m a passionate advocate of human-centred behavioural & data-led insight, the power of BX/CX, a regular speaker, writer, leadership trainer, Start-up & Marketing Academy mentor, awards judge, workshop facilitator & behavioural science practitioner. I’m also a DJ and music producer and have been played on Radio 1, Kiss, XFM. God bless you, Annie Mac!!!! My kids also say I’m an embarrassing dad, but hey, you can’t have everything.

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Projects

• Lastminute.com - Whatever Makes You PinkDriving sales across Europe with 1% share of voice, through a digital programatic approach including 2000+ executions and social flamojis which were downloaded over a quarter of a billion times. +25% consideration, + 15% sales.
• Mulberry - #WinXmasHelping Mulberry connect with a new generation through long-form social content.
• Waitrose - Coming Home for XmasReinforcing people's emotional connection with the supermarket through highlighting the importance of the extra lengths we all go to create a magical quality Xmas. An integrated campaign in ATL, social, in-store and even a children's book.
• VW Golf GTI - Play The RoadReinforced the hot hatch's cultural cache through collaborating with Underworld to create a dance-based sound experience that synchronised with the way you drove, to create a motoring experience like no other - something that was seeded with influencers, fans and journalists around the world.
• Waitrose - LiveStreaming the FarmTo showcase Waitrose's superior 'uncompromisingly good' quality, we livestreamed their farms across social platforms and ATL, creating an ongoing suite of social content with farmers, farms & produce at its heart. The campaign 'Everything we do goes into everything you taste' took Waitrose's market share to a new record.
• Tourism Ireland - Fill Your Heart With IrelandCreated a long-term digitally dynamic content-fuelled brand platform - 'Fill your heart with Ireland' - designed to make Ireland the world's heart-rated country. It launched with social Go-Pro content triggered by people's heart reactions to Ireland's sights & sounds.

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Projects credited in

• 5

  Celebrating eleven issues of Marketing Society publication, EMPOWERI launched Empower, a digital publication for The Marketing Society, in June 2019. Initially it came out once a quarter. After a few issues I made it bi-monthly. Some of the most popular issues have been the 'community and togetherness issue (May 2020) and 'divided and connected' (July 2020). The picture below is taken from the most recent issue, 'empathy and humanity' (Mar 2021). https://marketingsociety.com/empower-publication

Work history

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Digital Strategy & Experience ConsultantDaDA Consultancy
May 2019London, United KingdomFreelance
Leading digital strategy for clients including BT, Rolex, Nestle & Wunderman Thompson. Editor of Admap / WARC: 'How to win in the experience age'.
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CSOPublicis•Poke
May 2017London, United KingdomFull Time
Part of the leadership team responsible for growing Publicis UK. This included reshaping the business, transforming key client relationships, developing thought leadership and winning new business, creative and strategy awards . - Shaped & lead a new agency & strategy team vision - Won 3 x IPA Effectiveness, 2 x YouTube Works awards, Cannes Lions, D&AD, British Arrows - Launched a DataScience & Behavioural-Science-led CX Practice, plus strategic toolkit including dynamic-creative personalisation briefs - Won business including Tourism Ireland, Renault digital, Cathay Pacific, Lastminute.com, Esprit, Hammerson

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Skills

• Digital Strategy
• Brand Strategy
• Social Content Strategy
• Experience Strategy
• Experience Mapping

Education

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Politics and SociologyWarwick University
Sep 1991 - Jul 1994Warwick, United Kingdom
2:1, with Scholarship to Amherst, USA