I’m a planner who believes advertising owes consumers for taking their time, and that debt should be paid by creating something people care about. For 10+ years I have rolled up my sleeves, worked with clients to find the right insights, and collaborated with creatives to make those insights come to life, across global and national accounts. If we want consumers to think differently we need great creative, powered by great strategy.
Projects
- Morrisons makes itThe Brief Morrisons needed a new direction to counteract increased competition in the food retail market from discounters such as Aldi and Lidl, which were stealing share from the big four at a rapid pace. Morrisons therefore needed to create a point of difference. The Insight Morrisons makes more of its own food in-store than any other supermarket, and from our research we found that Morrisons staff were more helpful than competitors – so we wanted to build the brief on those two aspects. Th
- GÜ PUDS - Let us take you To GüphoriaThe Brief Gü hasn’t communicated with consumers in over 3 years, and is now facing strong competition from other dessert options and being demonised by the healthy eating trend. We wanted to remind people why they fell in love with Gü in the first place, not just because it’s a dessert that tastes delicious, but because it’s a dessert that truly satisfies like no other, that gives you a (temporary) escape from a world that feels more busy, competitive and judging than ever. Gü’s company motto is
- Gillette - Made of what mattersThe Brief We were asked to rejuvenate Gillette, embracing the new intent behind ‘The Best a Man Can Get’ to make the new generation of Gillette consumers (millennial men) embrace and engage with the brand again. We were asked to do this by putting sports back at the heart of what Gillette does. Gillette had just launched its new brand direction and while it may not have been executed in exactly the right way, what it said was right, and we needed to build upon that message. The Insight The
Projects credited in
- Circle - 'The Jobless Generation'A compendium film I made out of a larger number of 'video CV's' I shot and directed for Publicis London, and their youth charity Circle. Every single young person in this film recieved either a job offer or opportunity as a result of this film. My aim for this project was to capture each young person's dream - whether they wanted to be a screenwriter/director or simply a qualified electrician >>> WATCH FILM HERE <<<
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Work history
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Strategy DirectorIndicia Worldwide
- London, United KingdomFull Time
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Global Strategy DirectorSaatchi & Saatchi
- London, United KingdomFull Time
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Skills
- Advertising Planning
- Planning
- Creative Planning
- Brand Planning
- Ad Strategy
- Creative Strategy
- Creative Storytelling
- Creative Briefing
- Culture Inspiration
- Creative Advertising
Education
U
U
MSc Merit strategic marketing and consultingUniversity of Birmingham
- Birmingham, United Kingdom
Received the Simon Evans Scholarship for Exceptional students
Winner of the DSG - national student consulting competition
Bachelors degree (First Class) in Marketing Communications and AdvertisingDe Montfort University
- Leicester, United Kingdom
(CERT DDM) Received the Certificate for Direct and Digital Marketing
Recipient of the IDM Award for Interactive and Digital Marketing
Awards
Wooden PencilD&AD