I’m a creative strategist who helps businesses find the value in their organisations and use it to grow. I love culture, I love people, and I love to make a difference. I’ve moved between disciplines, learning what’s most effective in brand creation, in marketing and in retail and I use the knowledge I've gained to build strategies and campaigns with heart, generating real results for clients across the arts and culture, luxury, FMCG, fashion and real estate sectors.
Now I lead strategy at FAD Agency, where I help businesses establish and build creatively led strategic frameworks, and, as Managing Editor of FADmagazine.com, run the business end of a publishing platform that’s a curation of the world’s most interesting art and culture news. On the side I do a little copywriting and arts journalism, writing a monthly column in The City Magazine and occasional pieces in City A.M. Other recent side projects including editing the Sony World Photography Awards 2016 and 2017 books.
Projects
- How insight-led digital reignited a struggling regional art galleryPublic contemporary art gallery Firstsite’s visitor figures were low, and the gallery had already identified low awareness and negative public sentiment as principal causes, with problems in organisational structure and operations reinforcing the problems. Funding was under review, with key external stakeholders looking at footfall as a key indicator of successful management. Working with the Director and Board we agreed a defined catchment area for the gallery and partnered with ACE’s Audience Finder team and the gallery’s volunteer team to gather accurate, clean data that could be related to ACE’s own segmentation and reporting process. We also developed specific demographic research with Audience Finder to create a more detailed understanding of usage and attitude positions within the catchment. Simultaneously, data across a huge range of points was captured on a daily basis, providing opportunities for analysis, optimisation and reporting. With insights developed from a bespoke econometric model we developed inhouse we tailored execution to maximise resources, and help the gallery achieve its goal; increasing the wellbeing of its community. Results: The overall campaign strategy was built on achieving huge reach, and metrics bore out the success of the approach: · Monthly visitor numbers increased by an average of 16% on previous year data · Social reach increased by 137% over 11 months (Facebook +117%, Instagram +108%, twitter +193%) · Traffic to the new website increased by 38% over 10 months · Total digital reach increased by 268% over 11 months · Marketing spend increased by 54% in real terms, at no cost to the gallery, due to Google Grant · Reporting was successfully received, and the gallery received ongoing funding in the 2017 ACE National Portfolio Organisation funding round. · Negative sentiment online decreased to minimal levels, also impacting PR, with exclusively positive local media coverage resulting.
Work history
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Strategy PartnerFAD Agency
London, United KingdomFull Time
Helping businesses establish and build creatively led strategies, and bringing the agency belief that being really interesting makes everyone more appealing to life across branding, advertising and comms campaigns.
At FAD Agency we create and implement strategic branding, advertising and communications campaigns for brands and organisations who work with art and culture.
We were started by advertising agency veterans turned art world insiders (we also run an online magazine FAD - www.fadmagazine.com) and now we provide a range of creative marketing services to organisations and businesses that want to use culture to communicate.
We believe that the culture that surrounds us - music, art, celebrity and entertainment, is now so important to people everywhere that unless you’re being really interesting, your messages won’t resonate with who you want to talk to.
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Managing EditorFAD Magazine
London, United KingdomFull Time
I develop and implement the commercial strategy for FAD (www.fadmagazine.com), with a responsibility for advertising and sponsorship partnerships, marketing and events.
FAD is a curation of the world’s most interesting arts and culture, updated daily.
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Skills
- Advertising
- Creative Agency
- Presenting
- Strategic Planning
- Consumer Behavior
- Creative Thinking
- Powerpoint
- Cultural Context
- Brand Development and Management
- FMCG Marketing
- Brand Positioning
- Fashion Marketing
- Luxury Branding
- HNWI Insight
- Arts