John FRood

John FRood

Head of strategyLondon, United Kingdom
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John FRood

John FRood

Head of strategyLondon, United Kingdom
About me
John Frood 10 things about me beyond my CV Passion and tenacity I’m an all in 110%, infectious high-energy player, know and recognised for this throughout my career, this has always been worth as much to any agency as my planning skills. A most creative thinker Every brief has the opportunity to say something different to people…you’ve just got to help others to look with fresh eyes. What you get out of a creative team is only as good as what you put in. I understand how to get the perfect balance of stimulation, story telling and guidance to get the best possible product. Experienced and confident Leader Every conversation is a chance to help or inspire, for me leadership is wider than the planning dept – its my role to help clients, account teams and the creative to get to the right answer. A fearless and passionate orator Always prepared to challenge and love thinking on my feet. I don’t hide behind email and ppt. There’s nothing better than a face to face conversation to get real clarity. The key to influencing others is being able to articulate the answer in a way that inspires them. A problem solver I am a fully integrated planner with no channel bias or communications bias either – always thinking idea everything, media anything even if the solution is content product or service driven. Lots of experience 20 year plus experience in solving problems, working at the very best agencies Done just about everything from brand creation to product launches, campaign platforms and have a deep knowledge in many sectors. Business ideas and commercial acumen I’m always thinking about how things could grow or spotting new opportunities. I Have a “spidey sense” for what makes a great product or service and the ability to imagine the future. Growth in general I Love pitching, it’s the clean page that excites me as well as thrill of stage and the win and have been pretty good at it throughout my career. Development of teams This is really important part of what I do and who I am now. I love to put wind in the sails of anyone I work with and find it personally very rewarding and motivating Finally work should be fun Life is short. We’re lucky to work in an exiting and stimulating industry I’m good at what I do because I love what I do. I hope this gives you a bit more about who I am and how I think. If you fancy a chat then give me a shout. Kind regards John Frood 07957 344 752
Projects credited in
  • Domino's So Tasty The Mouth Boggles
    Domino's So Tasty The Mouth BogglesWhen it came to describing the great taste of Domino’s, social listening told us there were no words to describe it. Instead, people expressed themselves through Gifs and emoticons. We highlighted this ‘mouth-boggling’ effect of Domino’s pizza on TV and radio, then set about giving people the tools in social media to describe the indescribable feeling Domino’s delivers. Our digital and social strategy saw us launch a Giphy channel for the first time, giving fans a whole array of Gifeelings to help them express their love of Domino’s. We even produced a snap chat lens for people to boggle themselves and their friends. The Internet loved it and people began boggling anyone and everyone, from Tiddles to Trump. A whole mouth-boggling social movement was born from a socially informed campaign. RESULTS: - 33M GIF views - 8.5M Snapchat plays - 13% higher engagement rate than other Domino's social posts - 3.8 times more likely to be shared than regular content - GOLD Integrated Creative Pool Award - GOLD MAA Award for Best Idea
Work history
    Chief Strategy OfficerMobile Five
     - London, United KingdomFull Time
    • Strategy lead on key accounts, all pitches I led and won; Greggs, Renault Sport, Renault “Kadjar”, Castrol Bloodhound , Formula E, Experian, Stagecoach, Cisco representing over £1.5m of annualised income growth on a projected turnover of £5.7m. • Part of the senior leadership, with a remit to help the agency professionalise their approach and provide a more rounded offering. Moving from a technology production culture, to ideas first and technology as an enabler. Developed a new agency positioning and story “where ideas and technology collide” with new mobile 1st website design and build. • As CSO with hybrid responsibility for both planning and creative leadership, running and managing a team of 4 hybrid creative strategists. Building and developing a planning discipline through creative briefing, established approach to big brand thinking & linking story telling consumer insights and brand strategy. • Lead the creative development for all digital advertising clients - converted 5 into longer term retained monthly accounts with £150K total monthly income, including Experien UK, Oakley global, Mitsubishi, Virgin media, Waitrose. • Set up Innovation IP leadership group, which feeds into agency client inspiration days. Key topics were “ the evolving digital landscape for transport”, “The impact of the Internet of everything in the real world”
    Chief Strategy OfficerPie London
     - London, United KingdomFreelance
    Launching “Wuntu” Three’s New loyalty App & Monetisation • Brought on board to bed in new client win, “Three” to create a unique loyalty platform that for the first time could be a truly personalised experience given the data available from the network. Established key senior client relationships and got the app to launch in December 2016 in just 6 months. Key achievements; • Developed a strategic brand framework for partnership activation that fitted with Three ‘s parent brand but allowed for a separate personality to emerge for “Wuntu” and consistent with the unique targeting capability afforded by Three’s phone network data. • Created insight driven passion category propositions across travel, dining in and out, digital entertainment, trends, technology, beauty and grooming and shopping to guide how we wanted to activate offers and rewards with each partner. • Created specific partnership activations for key strategic partners including Amazon, Last, Hayu, Deezer and Morrison’s and sold these into each partner • Developed a 5 year plan to monetise the app beyond offers and rewards, essentially turning it into a new channel to create new income streams for Three and their partners. • Guided the client through technical requirements to maximise the opportunity for Partner activations and increased monetisation opportunities, incorporating real time location, & specific behavioural targeting variables and in app behaviour.
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  • Strategy
  • Marketing Strategy
  • Strategic Planning
  • Brand Management
  • Content Strategy
  • Market Research
  • Brand Strategy
  • Research
  • Digital Marketing