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“A company that focuses solely on profits ultimately betrays both itself and society.” - David Packard, co-founder of Hewlett-Packard A creative director and brand consultant with over 20 years experience. I founded and edited Jocks & Nerds, a men’s lifestyle magazine, for six years. I began my career at i-D magazine; later working at Vice. In that time, I have built a range of unique skills and experience that has proved invaluable for my commercial work. I ask the overarching questions about the role of communication for a brand. “What is the brand’s heritage?” “What are the brand’s values?” “Who is the brand’s audience?” “How does its audience act and behave?” Whilst we are all wowed - and perhaps daunted - by the pace of communication today, we are also unclear on its value - both morally and commercially. In my work, I bring a focus to a brand’s needs and values, both back to the client and the creative team. Today’s technology - a myriad of communication channels that are always switched on - can by its very nature become ephemeral, impersonal and forgettable. Having worked in media for 20 years, I always consider the story - how to make something valuable, nourishing and honest. How, in fact, to engage an audience.
Both as a freelancer and head of my own company, I have worked for clients including Absolut Vodka, Nike, Barbour, Tudor Watches, C.P. Company, Fred Perry, Le Coq Sportif and Brooks England. Alongside responding to briefs and delivering presentations, I have a wealth of production experience including commissioning creatives, managing teams and overseeing budgets. I also enjoy acting as a point of contact for clients and contractors, including agents, PRs and marketing managers. My portfolio includes digital marketing, video content, look books, events, multi-platform programmes, exhibitions and full-scale advertising campaigns.
Having conceived the idea for an independent, cultural men’s title, I wrote a business plan which enabled me to secure nancial backing. After launching the company, I headed up both the editorial and commercial departments, managing a small team of sta and contributors across print, digital and advertising. Together we strove to create engaging content, alongside delivering commercial solutions to a raft of clients. I oversaw all the business a airs, including nance, marketing and planning.
Headhunted by Vice Media’s president, I was brought on board to develop a uniform editorial tone for the fashion content across the European titles. Key to my role was maintaining good communication with my colleagues in the editorial and commercial departments. Entrusted with developing a commercial relationship with the fashion industry, I worked closely with the publisher and CEO on strategies, briefs and pitches. I also acted in an ambassadorial capacity, attending various industry events. In my tenure, I helped raise awareness around Vice Media and increase advertising revenue.
Responsible for the day-to-day running of the fashion department and overseeing the magazine’s fashion content, I worked closely with the editor-in-chief and other heads of department. I also supported the commercial team, supplying various data, attending meetings and assisting with pitches. As well as writing and styling for the magazine, I was required to attend an array of events including international fashion shows and press days. Working with so many industry contacts, colleagues and contributors necessitated excellent communication and interpersonal skills. Focused planning and time management were equally important in the role.