Hi, I'm Greg Mitchell. I live in London, England.
A dual nationality Brit/Aussie and a graduate of Central St.Martins College of Art & Design, I’m an award-winning Creative Director with 15+ years experience spanning both advertising and digital agencies.
During a seven year grounding in traditional advertising at RKCR/Y&R, I helped create one of the agency's first digitally integrated campaigns. This sparked a passion for using technology to tell brand stories in new and engaging ways. Since then I've been immersing myself in the digital world at agencies such as Glue, Work Club, Iris, HyperNaked, Razorfish, R/GA and SapientNitro. This blend of ATL and digital skills means I'm able to create and shape ideas at the intersection of brand strategy, creativity and technology.
Most recently, I’ve been working as a freelance Creative Director at SapientNitro London. Based in the Brand Comms team, my role has been to bring both high creative standards and a digital collaboration culture to a wide range of projects, from contributing to strategy and creative on fully integrated pitches and brand campaigns, to leading teams in the development of mobile apps and product/service innovation projects.
During 14 months at SapientNitro, I helped win the £30m integrated advertising account for Nikon Europe and a Global Digital Agency of Record pitch for Axe/Lynx. I also led the team that developed SpeakEmoji, a mobile app that reached the top 20 social networking apps in the US and was recently shortlisted for two Cannes Lions. I also led a cross-functional team to victory in an agency-wide hack week, and helped win a Cannes Chimera award.
During my career, I’ve created brand communications across TV, press, poster, radio, online video, social engagement, digital experiential, mobile apps, digital retail, gaming, and product and service innovation.
My work has been awarded and shortlisted at award shows including D&AD, Cannes Lions, The One Show, The Webbys, The Lovies, BIMA and more. I’ve helped two agencies to win 'Agency of the Year' titles and one be named 'Runner-up'.
I’ve been involved in new business wins for 3 Mobile, Axe/Lynx, Bacardi, Budweiser, Carlsberg, Lloyds TSB, Nestlé KitKat, Nikon Europe, Sony Playstation, Toyota, UNFPA, Vauxhall Home Nations Football and Virgin.
I believe marketing in the digital age is about brands innovating and adding value with content, products and services that people choose to engage with and feel compelled to share. I believe great work comes from bridging the cultural divide between advertising and digital by building a culture of curiosity, collaboration and craft.
Projects
- SpeakEmojiTo showcase SapientNitro's innovation credentials to its clients and the wider world, we created SpeakEmoji – a voice-to-emoji translator to help out-of-touch adults reconnect with their smartphone-zombie kids over the Christmas holiday. Within a week of launch, it was hailed as one of the 'top 5 new apps' by Mashable and Digital Spy, and ranked in the top 20 most-downloaded social networking apps in the US. Total reach topped 350 million people – all achieved with almost no paid media.
- Nokia NGage FIFANokia wanted to drive downloads of 120,000 free licenses for the latest FIFA soccer game on their N-Gage gaming platform. It was the first FIFA game on mobile to be as genuinely playable as its console-based parent. To dramatise this, we got a crew of gamer stooges to take their usually private home gaming behaviour outside and into the very public London Underground (a perfect dead-time gaming opportunity) with hidden cameras capturing the results. All the films were collected on a CCTV style site, along with links to download the N-Gage application and the FIFA game. The work won a Silver Nomination / Graphite Pencil at D&AD.
- Pedigree Adoption DriveTwenty dogs a day are put down in dog shelters around the UK due to insufficient resources. The Pedigree Adoption Drive wanted to drive awareness and engagement around a £100,000 donation it was making to dog shelters across the uk to help them keep more dogs alive long enough to re-home them. To do so, we created an virtual dog walking experience that implored dog-lovers to 'Save a dog from its last walk', and give more real shelter dogs’ stories happier endings. Users could take a shelter dog on a fun virtual walk around the web, playing with it and unlocking donations, with each walk ending in a safe and happy 'forever home'. The project was an Official Honoree at the Webby Awards.
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Work history
Freelance Creative DirectorPublicis Sapient
- London, United KingdomFreelance
Freelance Creative DirectorR/GA
- London, United KingdomFreelance
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Skills
- Advertising
- Film
- TV
- Art Direction
- Copywriting
- Digital
- Creative Direction
- Outdoor Campaigns
- TV Campaigns
Education
UCL Advances Mobile Academy
- London, United Kingdom
BA(Hons) Graphic Design
- London, United Kingdom
Awards
Gold – Mobile (Community & Social)
People's Lovie Award – Mobile (Community & Social)