Do you really want to delete project Creative Superpowers: Equip Yourself for the Age of Creativity?
At the Boom! we’ve distilled over 20 years of experience and learnings at high performing global brands into simple, impactful and actionable programmes that... Unblock boring, status quo ways of thinking that are producing the same results Unlock your team and your culture to join the dots in new ways Unleash the potential already in your business to help it go Boom! We've unleashed the Boom! with our friends at... PwC Channel 4 ITV UKTV Red Bull Absolut Kettle Chips Prostate Cancer UK Top Shop and Top Man TK Maxx Pentland Group Sainsbury's My 1st Years Grey Starbucks Europe Expedia MediaCom The 7 Stars The Engine Group OPR Speaking events across the world... Festival of Marketing The RCA Creative Social Marketing Rockstars How To...Academy Rovinj Weekend Festival Spark.me Glug The Tech Off The Gild Sessions Freestate And guest lecturing... Conde Nast College CSM LCF Let’s get together and help your business go Boom!Locked Pro Plan feature
What a gig! Promoted to bring the Boom! to 2 key departments (and 50% of the UK business) with a focus on joining the dots in new ways to hit some pretty ambitious growth targets. My team grew to over 30 but our mission was clear… Simplicity was key - 1) First up, got the commercial reporting down from 52 pages to 1 piece of A3 which meant we focussed on what mattered - fast decision making and entrepreneurial thinking. 2) Refocussed the sales team on right thing, right time. No more fluff, just deliver things that grew the bottom line and made us profitable - they did a brilliant job 3) Reshaped our go-to-market strategy to be more consumer focussed and customer friendly. Revisited all deals, our distribution strategy and channel opportunities and listened to what people really wanted before actioning plans Then, we set about changing the status quo - 1) Pulled together an incredible team who helped us stop thinking about customer journeys (boring) and ignite customer adventures (Boom!). We learnt CX thinking and took advice from some of the most amazing experts to create a true ‘omni-channel’ strategy that fed into the Global vision 2) New partnership approach with our Diesel Retail Team which led to the biggest and most ambitious pop-up in Diesel History full of test and learn ideas hit Regent Street 3) Introduced data and real problem solving tech to make our Diesel lovers want to engage with the brand at lots of levels - this helped frame the Global CRM strategy and introduced the award winning ‘Tapestry’ tool to the business The result - - True clarity and direction across Sales and Marketing functions (the Holy Grail!) - Increased top and bottom line growth - A new and better decision making process that empowered teams to problem solve rapidly and investigate their own growth ideas - Higher staff retention and satisfaction results in company-wide survey - Awards and nominations from respected industry bodies (including the BBC)
Here’s where I got to live the Boom! Led a fantastic team of 17 across 5 disciplines who grew and evolved with each new challenge. We were hungry to learn, keen to explore and clinical in execution We started with a clear philosophy 1) There were never problems, only solutions (thank you John Lennon) If we didn’t know the answer, we would test and learn until we could make a decision (and we did that on behalf of the Global team) 2) We listened to what our consumers needed from the brand - when the recession hit, we didn’t spend marketing money on ‘making noise’ - we invested it in our Diesel Lovers (and won an award for doing so) The result - - We were the first market to create and champion the role of ‘Multi Channel Marketing’ as best in class thinking for the industry - We helped our Diesel Lovers fall in love with the brand again through our Global radio station, Studio Africa and award winning Diesel School of Island life initiatives - we gave them more of what they wanted - We relaunched and repositioned our female business that delivered significant upturn in brand relevance and top-line growth - We became the ‘go-to’ market for new initiatives, inputting, testing and learning every season to innovate our business We were winners of the Marketing Initiative of the Year with Diesel School of Island Life at the 2011 Drapers magazine Awards AND Winner of Diesel Global Marketing Team of the year 2008
If you love computer games, why not work at the biggest publisher in the world! This was my further education in marketing - I learnt from some of the best minds who’d previously been at Pepsi, Coca-Cola and Kraft, really getting to grips with FMCG principles and running 18 P&Ls The starting point was clear - 1) How do we inject some more Boom! and energy into how we go to market with big franchise brands? 2) How do we join the dots of a growing portfolio of brands in a more complex marketplace in new and different ways? 3) How do you launch completely new genres with flair? The results - - We took brave decisions on product (Call of Duty Modern Warfare), partnerships and flexing budgets to give our brands more oomph in the market and to make them famous. We tore up the rule book and looked at new channels, routes to market and value adds (all this without social media!) - We launched Guitar Hero on an unsuspecting public reaching over 2 million people, changing the retailer model and creating a vast army of followers (all this without social media!) - We rebuilt our media and comms planning to help turn around a year 1 deficit into a year 2 profit with 50% less investment (again, without social media) - We took our products into the supermarkets, forging new relationships and new ways of working that enabled us to avoid the impact of some big partners closing down We won the Game Franchise of the year with Guitar Hero at the Golden Joysticks in 2006
When you make the switch Client side, you may as well start big! This was my first role as a Client and did I learn a lot. First up that being a Client is more than just signing off ads. I had to unlearn and relearn lots of skills To start with - 1) I had to gain credibility with the UK board and franchisees and really hone my stakeholder management skills 2) I learnt the complexities of retail by throwing myself in at the deep end (including a stint in the warehouse in Northampton) 3) A recognition that we needed to rebuild our internal confidence dented partly by a difficult previous year The results - As a UK Board, we created a strong turnaround plan that delivered profitable growth at both Retail and Wholesale after a difficult prior year - We simplified our marketing to hone in on activities that would reinforce the Levi’s Boom! As a result, we created the award winning (longstanding) Levi’s Ones to Watch programme and Elle Style Awards partnerships - This helped unite the UK business and dramatically increased confidence in the brand across retail, press and PR We were winners of the Campaign Media award for Integrated Marketing with 'Levi's Ones To Watch' in 2005
You only leave Saatchi and Saatchi for the Nike business I couldn’t say no to the chance to head up part of the Nike business especially during a World Cup year. When I arrived, there were 2 key challenges… The starting point - 1) How do we get the whole of London engaged in the 2002 World Cup? 2) Can we win some awards for Nike in London? The result - - An outstanding team delivered one of the most ambitious plans ever undertaken, splitting London into 16 boroughs and devising a media plan (including digital firsts) for each including retailers and local football clubs - It ended at the O2 with a London-wide ’Scorpion football’ tournament for 3000 people (all this without social media!) - On other business, we took a new approach to tactical, creating a fast turnaround team who created our first award winning work for Nike Rugby Seeing how Nike operate and their culture and philosophy was an incredible experience. Winning the first awards on Nike for W&K London was equally huge.
Where the Boom! began Fresh out of Uni, Saatchi and Saatchi was the only place I wanted to work. I threw everything I had in the recruitment process and managed to get on the grad scheme - it was there that my Boom! was truly awoken. Nothing is Impossible is the best culture I’ve ever worked in - It enabled me to think up solutions to challenges without constraint and total freedom of thought. - I worked with some of the world’s maddest, most brilliant creative people who taught me something every day. - I worked on, launched and turned around some of the most incredible and influential brands of the time including Toyota, Monster.com, The Army, Right Guard and the Commission for Racial Equality. - I was awarded the rising star award in my first year and became the youngest account director of my intake. - We won awards for challenging the status quo, never settling and always living the philosophy we all signed up to. Huge lessons that I took forward in my career.