About me
I'm not one for rearranging marketing buzz words in an attempt to convince you that I have some special secret to producing effective work.
In fact, there are only two things I know for certain about advertising..
1. There is no special secret.
2. Regardless of the medium, great ideas work better than mediocre ones.
3. Like I said, there are only two things.
That's what I focus on, and what I focus my teams on.
Projects
- Bupa - HealthcareBrief Get expats living abroad to choose Bupa for their healthcare cover. The Solution Send a letter to them that has no cover, so that it arrives worse for wear, demonstrating the importance of adequate medical insurance. The Result Still the most effective piece of direct mail for their international audience in terms of inquiries.
- Copy, copy, copyI've written, crafted, rewritten, edited, summarised, expanded, tweaked, sexed up, tinkered with, thrashed out and even bashed out copy in all it's forms. I write fast, and to any tone of voice. From sumptuously luxurious to ever-so slightly aloof, from serious business-speak, to everyday chatty mumsiness - right the way down to bitchin' street rhyme. Actually I don't really do bitchin' street rhyme.
- Momondo - Travel Search EngineBrief Introduce the rest of world to this Danish travel search engine that believes that travel is the way to break down the world’s barriers. Solution We created a highly emotive TV spot that immerses you in a cinematic experience, connecting you with new people and foreign lands. Who in the end are just like you and me. Results The spot drove strong traffic from non-domestic markets. With revenues in Russia, Western Europe and the US up 83%, 138% and 142% respectively.
- AXA - Financial ServicesBrief Demystify AXA communications so customers understand their USP’s and IFAs feel like they can credibly recommend them. Solution We wrapped their products around consumer insights. This not only made their services clear, but got round tricky compliance issues by avoiding any product over promises. Results The campaign ran for three years and consideration shifted from 16% to 35%, ensuring AXA was in the top 3 companies recommended by IFAs.
- Bathstore - RetailBrief Launch Bathstore to the British public and drive retail sales so the company can pursue its store expansion plan. Solution Dramatise the value equation you get by shopping at Bathstore by worshipping the beauty of the product and then surprising people with how good the prices are. This campaign ran from TV to POS, eight campaigns a year for 4 years. Results Econometric modeling showed how the campaigns drove sales with incredible efficiency, and allowed Bathstore to open up 100 new stores in just 1 year.
- Patak's - FMCGBrief Increase brand recognition and sales of Patak's cooking paste. Solution Everyone has a jar of Patak’s in the cupboard, but they’re not getting through it fast enough because people don’t cook curry every week. So we looked at the things people do cook every week, added an Indian twist to them, and Indie cooking was born. Results Not only were Patak’s Facebook fans inspired by the recipes, Jamie Oliver was too. He featured Patak’s curry pastes in his 30 minute dinners TV show and in a few of his Indie style recipes, helping us to inspire millions to add an Indian twist, and increase sales.
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Skills
- Advertising
- Copywriting
- Social Media Marketing
- Web Content
- Creative Direction
Awards
Awards to date...
Gold, X2 IPA Effectiveness Awards - Pancreatic Cancer Action
That campaign was ranked 26 out of the world's top 100 campaigns for 2014 by WARC
Gold, London International Advertising Awards - Hewlett Packard
Gold, Midas Awards - Western Union
Gold, Fresh Awards - YAZOO
Silver, Roses Awards - BUPA International
Finalist, London International Advertising Awards - Western Union