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As a multi, award-winning CCO/ECD/copywriter/art director working at the highest level, I have transformed businesses by developing engaging brand worlds and narratives across every platform. Most of all, I embrace change and relish new challenges.
Responsible for the day-to-day running and output of the creative department. Fold7 is a platform agnostic comms agency. Clients include: Carlsberg, Coppafeel! Magners, Gumtree, Audible, Samsung and Doddle. In 2017, we repositioned Carlsberg as a premium Danish brand with a 360-campaign featuring ‘Hannibal’ star, Mads Mikkelsen. Sales are up 20% and 18-34 year olds are 60% more likely to purchase. It was shortlisted for Campaign of the Year 2017 and made Campaign's Top 10 films of the year. On the strength of this work, Carlsberg awarded Fold 7 the global business without a pitch and will be rolling this campaign out across all markets. Our new Coppafeel! campaign gained immediate notoriety by featuring the first female nipple on daytime TV (oh my), which in turn made it the most searched story on the BBC.
I ran global projects for Durex, Optrex, Nurofen, Dettol/Lysol and Vanish.
As leader of the global Unilever business out of London, I directed the launch of a new, global brand positioning for Lipton tea (the world’s second biggest drinks brand after Coca Cola). The ‘Be more tea’ campaign launched in the US in April 2014, with an Oscar-night spot featuring The Muppets. This has enjoyed over 21 million views online and created millions of social media impressions. The campaign reversed an 11-year decline of the brand in the U.S. and has been attributed with generating profit in excess of $20 million. I also creatively directed the relaunch of Unilever’s global ice cream brand. The ‘Goodbye Serious’ campaign quickly earned 7 million friends on Facebook and was launched in traditional media in the UK with their first TV spot in 10 years. This was supported by a national poster campaign that rolled out globally featuring over 120 previously unsupported products across 30 countries. In the UK, Wall's are enjoying their biggest ever market share at 51%. Sales are up 17%. 'Goodbye Serious' was awarded 4 Cannes Lions in its first year and won silver at the IPA Effectiveness Awards. (It delivered an ROI of £1.84 for every £1 spent.)