During my thirteen years in advertising, marketing and digital I’ve helped turn service brands in decline into category leaders, brought new audiences to entertainment brands, launched new propositions and leveraged sport and music sponsorships to drive growth. I have a deep rooted understanding of delivering effective, integrated campaigns from insight to execution, the client-agency dynamic, how to motivate and guide creative teams, leading collaboration between different parties and motivating stakeholders to invest in business changing ideas.
Projects
- Carlsberg / Fan AcademyThe opportunity: As an official sponsor of the England team, it was Carlsberg’s duty to build excitement and support for the team at Euro 2012 – at a time when confidence in the team was at its lowest in years. The idea: England fans always show unwavering support for their national team, despite the many recent years of footballing heartache. It was this loyalty which we worked with. England have (arguably) the best fans in the world. And how do they become the world’s best fans? By giving their all at the Fan Academy – the institution where fans become great fans. The results: The most shared England advert of all time with 1.5m views in the first week of launch, and Carlsberg outperformed its competitors with growth in both on-trade and take home during the campaign.
- Disney / Wreck it RalphThe opportunity: Disney’s Wreck-it Ralph is a trip down retro video gamer lane. The film was always going to appeal to kids, but they wanted to drum up excitement amongst London’s digitally connected young professionals. The idea: We created a three-day immersive experience in London’s Brick Lane to promote the film. Titled ‘8bitlane’ the takeover of the space included custom built 8-bit animals, trees, cars and the world’s first ‘Blipparable’ building - an augmented reality game which you play on the side of the building through your phone. The results: The event generated a huge buzz on Twitter, with over 3 million users coming into contact with the campaign over the duration of the event, firmly positioning Disney at the centre of the conversation and generating widespread interest in the film.
- Virgin / Flyer Credit CardThe opportunity: Virgin Money were entering the Australian market with their ‘Flyer’ credit card - a card which earns you a frequent flyer mile with Virgin with every Dollar spent. Australians love Virgin and Richard Branson for their maverick, anti-establishment attitude, which gave us license to have some fun in the midst of the 2010 recession. The idea: Rather than shout about the card’s features, we decided to demonstrate what it did. We paid for entire campaign for the new card, on the card. All the points earned would be given back to people as free flights around the world. The results: The campaign resulted in 100,000 site visits on launch day and 7,000 card applications in the first week.
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Work history
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Group Account DirectorCheil London
- London, United KingdomFreelance
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Senior Account Director101 London
- London, United KingdomFull Time
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Skills
- Advertising
- Marketing PR
- TV
- Art Direction
- Presenting
- Account Management
- Brand Management
- Business Development
- Client Services
- Management
- Marketing
- Pitching
- Problem Solving
- Communications
- Social Media
Education
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International Business with GermanEdinburgh University
- Edinburgh, United Kingdom