About me
The best ideas don’t always happen in the bath. Often it takes exploration, adventure, changing the context, examining the context, taking risks, being adaptable (and sometimes stubborn) fuelled by energy and excitement to reach that a–ha moment. Sometimes, it just takes a bath.
My experience stretches across many disciplines but my passion lies helping to build brands, businesses and products that fulfil a need rather than just add to the deluge of stuff around us.
Projects credited in
- Age UK 'Just Another Day'Age UK’s 2017 Christmas campaign saw the highest increase in volunteers and donations ever recorded. The 60sec ad and 4min long form film were also supported by a partnership with Channel 4, as well as through DOOH posters and social media with targeted messages timed to maximize impact during the busy holiday advertising season.
- Just Another DayIn order to capture the bleak reality of loneliness amongst older people at Christmas, Drum, in partnership with production studio Independent, created a poignant film called ‘Just Another Day’. Following an older man’s unchanging, daily routine without human contact across the four seasons, the film provides a unique insight into the monotony of loneliness in later life. Currently in the UK, more than 1.2 million older people in England are chronically lonely, and 1.4 million admit that Christmas day passes them by just like any other. The ad portrays a very different kind of Christmas for those who don’t have any family or friends to celebrate the festive season with. The campaign exceeded all expectation and resulted in an 82% increase in volunteers, in comparison to 2016, along with a 52% increase in regular donations, with Age UK achieving their highest ever donations and volunteers on one single day. Awareness of Age UK hit an all-time high, with a staggering 254% increase in social mentions, whilst also trending at No.1 on Twitter on release. Finally, our campaign transferred into popular culture with the likes of Russell Howard, Sky News, Good Morning Britain and Channel 4 covering it as part of their television editorial, without beinf approached by Age UK.5
- Handmade With Love Not on the High Street (NOTHS) wanted to drive awareness and consideration of its online marketplace, around the Christmas period to encourage ‘Mrs. Aspirational’ to turn to NOTHS for all their thoughtful gifting needs. Drum’s solution was to show how the story of the makers and their craft adds depth and value to the thoughtful gifts you can buy from NOTHS this Christmas and beyond. And so ‘Handmade with Love’ was born; connecting the journey of how an object was made to the thoughtfulness o4
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Work history
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Brand Stategist and FounderPorridge Studios
London, United Kingdom
Porridge is new a brand consultancy founded by Flora Macmillan- Scott and Ally Mackie. We’re a strategist/copywriter team that is greater than the sum of our parts.
Porridge brings big-agency strength to the way we work, but we take a more personal approach. The core team is us — Flora and Ally. The way we operate is clear, streamlined and creative. We work closely with our clients to understand the psychology of brands at the deepest level, because when purpose, structure and expression are aligned, brands thrive.
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Brand StrategistFreelance
Rome, ItalyFreelance
I am currently a freelance strategist working with companies in Italy, the UK and US.
I have worked on innovation, campaign strategy and brand communications projects with agencies and independent brands. Clients have included Ghirardelli, Nokia, Crisis and SCOOP.
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Skills
- Branding
- Brand Strategy
- Campaign Strategy
- Communications Strategy
- Innovation Strategy
- Cultural Insight
- Brand Campaigns
- Campaign Planning
- Advertising Planning