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WHAT KIND OF CREATIVE STRATEGIST? I’m a bit of a rare breed. I’m a creative who has also been working as a ‘Creative Strategist’ with out the title of a creative strategist. A creative strategist who is a thinker and an ideas person positioned somewhere between a Planner and a creative who thrives on logic, intuition and imagination. I digest research, capture the pertinent points and play them back in a succinct and compelling fashion, often concluding with an actionable philosophy or a brand positioning statement. Then I execute the strategy with beautifully crafted ideas that can live in any media helping form the brands personality, something expressed in both words and pictures. I thrive on challenges such as ‘what’s the big idea?’. Dreaming up end lines and thinking of an art directional style that best matches the tone of voice. I’ve had the pleasure of playing both roles on most of the accounts I’ve work on. One example is Nespresso at McCann where I got taken on to help integrate the new global campaign where I had to be my own Planner (and Creative) simply because there was no Planner available. JWT also needed a creative with a strategic head on their shoulders to work along side the Global Planning Director. I was brought in to be that creative to help plan the strategy and then craft the ads. Because I’m a bit of a rare breed I will always come at a problem from a very different and less trodden angle than most Planners. WHAT KIND OF PERSON? I believe in healthy living. This means I’m obsessed with fitness including yoga, CrossFit, running, weight training and even the dreaded spinning classes. I’m also pretty fascinated with biology from how the human body works to why certain animals are becoming extinct. You can see this fascination clearly through all my hand drawn pieces of art that I sell in various London galleries in my spare time.
Currently the lead creative helping integrate the new global campaign for Nespresso across multiple media from Strategy to Execution.
Currently the lead creative helping integrate the new global campaign for Nespresso across multiple media from Strategy to Execution. Accounts: Nespresso, Nestle Cereals, Angle Delight, GWR Pitches: NHS
ACNE needed a creative with a strategic mind who could CD and manage the Thomas Pink pitch. Known for it’s quirky shirt designs, Thomas Pink wanted a brand philosophy that supported the shirt look, rather than just the shirt. I realized men’s fashion is governed by rules. There is etiquette to everything from how to mix patterns to the width of your tie in relation to your lapel. And everything lies in the detail. Making small adaptions to classic shirts and styles can have a big impact. Thomas Pink is well positioned to enter the playground of male fashion and cheekily change conventions with confidence and charm. The idea, THE #PINKRULES A campaign that encourages us to break the conventions of male fashion – with style. We do this by presenting the classic ‘rules’ of men’s fashion, juxtaposing copy with images of how to break the traditional in a ‘Pink’ way, full of dare and wit. Pitches: Thomas Pink
I was taken on as the lead creative to make sure the above the line strategy followed through into a digital space giving the client a fully integrated 360 campaign. Accounts: Persil
Above&Beyond needed a team (me being one of them) to come in as Associate Creative Directors to manage the creative department and guide their junior teams while the Executive Creative Director had time off. Doddle was one of the pitches I worked on. Doddle started because they new having parcels delivered has always been a bit of a nightmare. You may not always be in when your parcel is delivered, or they turn up damaged. Or you simply have several parcels being delivered from different places all arriving at different times. Doddle needed to show people that they are the safest parcel delivery service because you can choose to have many different parcels delivered to the same place, where they will watch and look after them for up to a week until you are ready to choose a time and date to collect them. The idea – Doodle. Babysitting your parcels. Accounts: Amazon, Amazon Prime, Betway, London Design Outlet Pitches: Doddle
Beast collective work with startup companies and take me on to provide the best strategy to help launch these startup businesses. Accounts: Santander, Mercedes, Mini.
I was the lead creative to work along side the Global Planning Director to develop brand strategies and executions with the European Account Director and Managing Partner to help win pitches. Royal Caribbean Cruises was one of these pitches. As a brand, their biggest problem is that people believe cruises are boring, clichés and trap you with a bunch of dullards in a tiny floating box. I believed you could challenge people’s perceptions by showing that thanks to the extraordinary range of entertainment and relaxation, you can all have a brilliant time together, or apart. The idea – Time Together Apart. To prove this we took a child on holiday with his two divorced parents so he could spend time with both of them on the same holiday, but the parents didn’t have to see each other if they didn’t want to. Or take a young man who wants to go on holiday with a bunch of his mates, but who also wants a romantic holiday with his girlfriend. He can do both holidays at the same time with Royal Caribbean Cruises. Pitches: VitaCoco, Royal Caribbean International.
Rapier is a customer engagement agency focusing on the creative interpretation of data in order to create deeper customer engagement and experiences. TalkTalk needed to re-design their Router Packaging. Making sure that every DM piece had a strategy it in, the headline on the router box was ‘Home is where the great Wi-Fi is’. Accounts: TalkTalk
E>verything D.fferent is the no.1 leading regional advertising and marketing agency in the whole of the North East. The first brief I worked on was for University of Sunderland. During the time this campaign went live, England was right in the middle of it’s recession and the fear of finding work was becoming even more of a reality. Because UOS offers vocational degree courses, you are more likely to go straight into a job after University than if you were to go to any other university. Therefore helping the student and helping the economy get itself out of the recession. The idea – This economy needs you. Accounts: L’Oreal, ARthritis UK, DFDS SEAWAYS, Audi, Baker and Stonehouse, University Of Sunderland.
18Feet&Rising are mostly recognised for only taking on solo creatives instead of teams. At 18Feet&Rising you really do have to be a jack of all trades. Not only do you have to be a both copywriter and art director, you also have to be your own planner, account manager and project manager, as you are left 100% to organise and manage every aspect of the brief you are in charge of. Accounts: National Trust, Nandos, Kopparberg, Rara Music, Cuprinol, Mito Q, Replenish, British Library