Award-winning senior conceptual creative who loves strategy, ideas and craft. I specialise in creative thinking, strategic planning and writing. I've tackled experiential, digital, social media, integrated and ATL for market-leading clients in a variety of sectors. I've also worked in music editorial for national titles like Clash, Q and NME.
Projects
- Hoegaarden: The Floating GaardensThe brief Create an experience that would make adventurous urban drinkers reappraise Hoegaarden in a market increasingly crowded by craft beers. The response The Floating Gaardens, a garden barge that brought the brand's story of discovery to east London's canals through unique sound installations and food pairings. I drove the project beyond the brief to become an extremely effective digital, social and PR campaign. My part in the project - Developing Floating Gaardens as a strategic creative
- Tourism Ireland: The Dublin DoodleThe brief Create a social campaign around St. Patrick's Day that would reach the global Irish diaspora. The response The Dublin Doodle, a Facebook app that let people draw and share their own St. Patrick's Day image to be projected on Trinity College Dublin at the height of the festival's biggest party. My part in the project - Concepting the core social idea, and driving it beyond the brief into experiential - Overseeing the creative execution of the Facebook build - Writing campaign copy - Developing the broader social campaign - Overseeing junior teams developing supporting .com and social campaigns Key results - Reached over 1 million Facebook users - Over 100,000 likes on Tourism Ireland's Facebook page in two weeks - 50 doodles projected onto Trinity College - Gained national TV and editorial coverage Awards Shortlisted, Facebook Studio Awards
- Grant's Whisky social strategy and contentThe brief Help Grant's Whisky use social media to target male millennials in emerging markets. The response We created a social strategy that built on Grant's Whisky's new brand identity - defining their voice, creative territories and 12-month content plan. My part in the project - Defining the brand's social strategy - Developing a creative platform that would underpin all social activity - Creating a 12-month content plan including always-on posts, awareness and recruitment campaigns, plus UGC engagement campaigns - Concepting all elements of the content plan - Writing content across Twitter, Facebook and Instagram - Working closely with the client on day-to-day executions and long-term planning - Collaborating with inter-agency teams on multi-channel projects Key results - The user base grew by 22% - The consumer demographic shifted significantly towards our target audience - Our content had record numbers of likes and shares Always-on social content Content created around four key conversation pillars: brand, product, lifestyle and UGC.
- HP: The office of the future campaignThe brief Bring 1 million new visitors to HP's ailing BusinessNow blog in three months. The response We changed the blog's model from content aggregator to creator, telling stories relevant to its target audience of EMEA business decision makers. Then we worked with Mashable to engage a wider audience through co-created editorial and social content. My part in the project - Lead the strategic and creative repositioning of the BusinessNow blog - Developed a winning content strategy - Defined an editorial approach focused on making HP's brand values relevant to their audience - Sold the idea to the client, winning budget from other agencies to make the strategic transition work - Concepted, researched, cast and creatively directed international content shoots - Conducted the interviews that formed the basis of our content pieces - Wrote long-form editorial, eCRM and social campaign copy - Oversaw localisation and posting of content in five EMEA markets - Negotiated our relationship with Mashable as a content partner - Oversaw the editorial execution of Mashable's content series - Oversaw the suppporting PR campaign - Presented the campaign to HP's European directors at the request of our client Key results - Delivered 1 million new unique visitors in just one month - Halved visitor bounce rate - Quadrupled the depth of content engagement - Drove record shares
- Lucozade relaunchThe brief Create a digital and social ecosystem that communicated Lucozade's shift away from sports science towards a lifestyle territory. The response We defined a cross-channel TOV for Lucozade, reworked the brand's .com and social presence and developed campaigns that raised the brand's profile with culturally savvy millennials. My part in the project - Developing Lucozade's TOV and brand manifesto - Concepting digital campaigns that leveraged influencer content and brand partnerships - Developing social strategies covering Facebook games, content, competitions and sponsored posts - Writing content across the digital ecosystem - Growing the account from purely digital into experiential via festival partnerships - Creating launch campaigns for new product lines - Working with CDs and design leads to oversee content production Key results - 2.5m film views in just two months - Top sponsored YouTube channel in the UK - Turned ad soundtrack into the most pre-ordered iTunes track ever, and with over 1.2m YouTube views Awards - Winner, Best FMCG brand, Marketing Week Engage Awards - Winner, Consumer Products Campaign, DADI Awards - Winner, Festival Communication, IVCA Awards - Commendation, Social Media Marketing, The Lovie Awards - Finalist, Community Award, BIMAs - Finalist, Multi-platform Award, BIMAs
- Hugo Boss global pitchThe brief Relaunch the global fashion icon at both a brand level and a customer-experience level. The response My team stripped Hugo Boss back to basics, building on a full audit of their business and consumer pain-points to develop a new brand positioning. We then created two consumer campaigns to target the emotional needs of Hugo Boss shoppers. My part in the project - Developing a fresh strategic creative platform for the brand alongside senior strategists and UX leads - Building this brand-level story into range-specific positioning to give Hugo Boss a consistent way to talk to about their products - Collaborating with digital and in-store shopper design teams to put our brand positioning at the heart of their work - Creating two integrated campaigns that launched the new branding and gave people new ways to make the products part of their lives - Co-ordinating a global team of designers, creatives and motion graphics designers to create the final pitch presentation - Owning the storytelling of the final deck - Presenting the work to internal global C-suite stakeholders, and supporting the CEO, CCO and European ECD during each phase of the pitch process The results We made it through to the final stage of a gruelling nine-month pitch process - which sadly ended without a result due to internal restructuring at Hugo Boss. Re-launching Hugo Boss Our strategic position put the emotional impact of Hugo Boss' fine tailoring and forward-thinking design at the heart of the new identity.
+ View all
Work history
Senior Conceptual Creative - Copy
London, United KingdomFull Time
Working as part of the senior team to win pitches, develop existing accounts and create award-winning work. I've developed the creative team's strategic approach, marrying insights with big creative thinking. From experiential activations to content campaigns, I'm responsible for crafting the ideas behind branded experiences that do more than simply shift product.
- Leading pitch teams to win new business across FMCG, automotive and alcohol sectors
- Developing existing accounts, from AMEX's music and entertainment offering to Stella Artois' approach to trade engagement
- Supporting and mentoring the wider team through creative strategy, campaign planning, influencer marketing, full-journey UX mapping and more
- Directly managing a team of copywriters, and mentoring juniors across disciplines
- Crafting PR material and awards entries that raise the agency's profile
Senior Creative Team - Copy
- London, United KingdomFull Time
The half of CM's senior creative team responsible for words. I lead creative thinking and brand positioning across existing accounts including Fire Eater Whisky, HP and Citi Bank, plus drive the thinking behind new business pitches and speculative work.
- Working with the exec team to produce and present big ideas for pitches and existing clients
- Creating integrated concepts for global brands across sectors - often collaborating globally
- Developing customer-centred brand positioning for big-name brands
- Leading juniors and middleweights across creative disciplines to deliver great work
- Identifying and acting on agile new-business opportunities
- Representing the agency as an industry thought leader
- Driving a meaningful intern programme to recruit the best new talent
+ Show more
Skills
- Advertising
- Marketing PR
- Copywriting
- Lifestyle
- Blogs
- Creative
- Social Media Marketing
- Creative Direction
- Online Campaigns
- Outdoor Campaigns
- Print Campaigns
- Popular Culture
- Social
- Content and Media Writing
- Video
Education
BA (Hons) English and American Literature 1st
- Nottingham, United Kingdom
Wide-ranging course covering literature, critical theory and cultural studies. Included a year studying abroad at University of California, Berkeley.
Awards
Age-specific event of the year - bronze
Awarded for Hoegaarden's The Floating Gaardens. Find out more here: http://cargocollective.com/nicktebbutt/Hoegaarden-The-Floating-GaardensEvent of the year - winner
Awarded for Hoegaarden's The Floating Gaarden Event. Find out more here: http://cargocollective.com/nicktebbutt/Hoegaarden-The-Floating-Gaardens+ Show more