John Aitchison
Available

John Aitchison

Creative DirectorLondon, United Kingdom
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John Aitchison
Available

John Aitchison

Creative DirectorLondon, United Kingdom
About me
Brilliant mentorship, keen business sense, and creative talent leveraged to deliver award-winning advertising. John Aitchison is a creative professional who directs and coaches teams to produce revenue for national and international brands through integrated advertising campaigns. Proficient in coordinating creative teams to deliver on-time and on-budget projects while leveraging Design Thinking to produce solutions aligned with client needs. He is very comfortable in brand management across industries, spanning multiple disciplines. Areas of Emphasis: Digital Media - Content Marketing - Engagement Marketing - Direct Marketing - Briefing and Project Planning - User Needs Analysis - Process Improvement - Talent Development & Mentoring - Relationship Management - Client Presentation - Team Recruiting & Hiring - Media Management
Projects
  • Here's Johnny
    Here's JohnnyI've worked hard, and been lucky in many respects, to have created great work for wonderful clients alongside amazingly talented people. My career began in 2003, and ever since I have added as many feathers to my cap as possible in order to give me the experience and insights required in an ever-evolving industry. I may have started as "just" a copywriter, but over the years I have developed art direction and design skills, directed, written editorial pieces for magazines, written a children's
  • Mercedes-Benz
    Mercedes-Benz"The best or nothing" - Gottlieb Daimler To mark their 125th Anniversary, Mercedes-Benz commissioned a movie to showcase and celebrate their rich history and groundbreaking technological achievements. This required extensive planning, research and cross-European agency communication to write and direct this extensive showpiece. From the first car to their current vehicles and cars of the future, plus motorsport heritage, Mercedes-Benz have transcended as a motor company, becoming an icon
  • Mercedes-Benz fleet brochures (copywriting)
    Mercedes-Benz fleet brochures (copywriting)Briefed to write copy for the launch and continued sales of Mercedes-Benz vehicles I identified inefficiencies in the Design Thinking of the ECRM and CRM programme currently in place at Mercedes-Benz. Once identified I was able to apply information architecture to streamline and improve the effectiveness of their communications in cut-through and financially, saving approximately £1.5M per year. As lead writer for the brand I wrote scripts for on and offline marketing, as well as editorial pie
  • Mercedes-Benz - Virtual vs. Reality
    Mercedes-Benz - Virtual vs. RealityThe launch of the Mercedes-Benz SLS AMG excited car enthusiasts the world over. This flagship vehicle, with its thunderous V8 and classic gullwing doors combines the latest technology with jaw-dropping iconic looks. But the £167,000 price tag puts it beyond the reach of many. To address this, we invited virtual racers to take on our very own David Coulthard in an exciting challenge. David would be in a real SLS-AMG at the Top Gear test track, while competition winners chosen from 60,000+ plucky
  • The Sun#Tournamental
    The Sun#TournamentalThe Sun went full-on Tournamental for The UEFA Euro 2016 Championship. For this brief we created a world-first by reacting to in-game action and producing content in real time to go live in pubs, train stations, airports, and roadside on more than 800 digital poster sites across the UK. This put The Sun at the forefront of fans minds and reinforced its position as every football fans No.1 choice for the tournament's best coverage. While England may have continued their trend for not picking
  • Chances for Children - Beds for Kids Campaign
    Chances for Children - Beds for Kids CampaignMore than 400,000 children across the UK don't have a bed to call their own. The Sun and Dreams Beds teamed together to help the charity Buttle UK provide several thousand beds to kids in need of one. Originally briefed to create a traditional advertising campaign partnership for both The Sun and Dreams, I realised there was an opportunity to create an additional revenue stream. Inspired by the birth of my son I created Sleepy Simon, the key character in my book That's No Place to Sleep. With
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Work history
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    Creative DirectorTrue Advertising Agency
     - London, United KingdomFreelance
    Managed a team of six creative professionals to execute projects on behalf of Volvo Commercial Vehicles, ROCKWOOL, and ME Hotels brands. Developed B2B advertising campaigns using through-the-line (TTL) advertising and digital products.
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    Senior Creative/Creative DirectorPulse creative london
     - London, United KingdomFull Time
    John directed the full cycle of projects, from brief and project planning to production and delivery for in-house specialist agency Pulse Creative. Provided strategic guidance to multi-disciplinary teams in copywriting, graphics, and media departments, supporting with execution when necessary on behalf of high-profile News UK brands, The Times, The Sunday Times, and The Sun, as well as their affiliated sub-brands and promotional partners. Was instrumental in growing the agency from its initial 30 team members to 70+. Selected Achievements: - Promoted from Senior Creative role in 2016 for proactively spearheading creative production for the agency in the Executive Creative Director's absence and producing exceptional revenue generating results. - Increased turnover for Sun BINGO! from £1B to more than £6B within six years, through an integrated campaign featuring video, print, digital, radio, ERM/ECRM and social media. - Secured 6 awards and 2 commendations on behalf of The Sun for the Euro 2016 "Tournamental" campaign; 2 awards on behalf of Sun BINGO! for the Sun BINGO! is Fun Bingo TV campaign; and 2 awards, plus 7 nominations for The Times and The Sunday Times brands in various campaigns.
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Skills
  • Creative Copywriting
  • Creative Art Direction
  • Editorial Campaigns
  • 360 Campaigns
  • Design Thinking
  • Mentoring
  • Advertising Planning
  • Digital Content
  • Illustration
  • TTL Campaigns
Awards
    The Drum logo
    The Drum logo
    Best Use of InnovationThe Drum
    The Sun #Tournamental Campaign for Euro 2016
    The Drum logo
    The Drum logo
    Best Tradiotnal 48/96 SheetThe Drum
    The Sun #Tournamental Campaign for Euro 2016
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