Hello, I’m Siobhan, a freelance Strategy Director based in London. I’m a Strategist with a BA in Advertising and Brand Management and over 10 years experience in communications agencies in London, New York, and Manchester. I began my career in digital and analytics, before moving to join some of London’s best integrated agencies, specialising in fashion and lifestyle. I’ve had the pleasure of working with some amazing brands, many of whom have been brave enough to break the rules and codes of their category to not only survive, but thrive in an increasingly challenging retail landscape. I describe myself as a multi disciplined strategist - long term brand strategy, seasonal campaign, always-on strategy, content or social strategy. I’m equally comfortable working alongside media specialists to understand the right channels for messages and measuring effectiveness. I believe in the importance of data and measurement. My role has always included finding ways to link communications with both long term shifts in brand, as well as shorter term commercial goals.
Projects credited in
- Destination Westfield - 'Be Curious'Westfield’s ‘Be Curious’ SS19 Food campaign to encourage shoppers to explore the wide variety of food offering in their shopping centers. The campaign features current food trends: plant based, Asian and Mexican dishes. Photographer - Aaron Graubart / Food Stylist - Olivia Bennett / Prop Stylist - Susie Clegg Consultancy for Portas Agency
- F&F - Global Brand Campaign (SS17)Ambition Faced with an increasingly competitive environment from supermarket rivals, the high street and online players, F&F approached ODD in 2016 with a challenge: develop a new strategic and creative direction that would deliver a measurable step-change by differentiating it from the competition and elevating its fashion credentials. The ODD Solution F&F represents the fun part of the supermarket shop. The aisle is the place where kaftans and flip-flops can break up the humdrum of the shopping list. And it’s where ‘accidental’ dresses get bought when customers only popped out for milk. The TV ad at the campaign’s heart takes the form of a fashion shoot for the brand’s SS’17 range, set against the backdrop of brightly coloured supermarket shelves. ’Supermarket Woman’, celebrates the fact that F&F clothing is found in Tesco’s shopping aisles. Playful end lines such as “I only popped in for some ice cream” highlight the value and convenience aspects of the F&F brand. Designed to appeal to women who love fashion, are confident in their taste and haven’t forgotten fashion’s fun side, the campaign comprises TV, digital, print, out of home and an always-on social strategy. Beautiful Effectiveness The campaign went live in April, so full results are pending. However, recent focus groups indicate that the new brand creative direction has had a positive impact on F&F’s key objectives of driving consideration amongst lapsed and new consumers.
- Seafolly Made to SummerRunning through Australia, the UK, Europe and North America, Made to Summer brings to life Seafolly's optimistic lifestyle, grounded in the belief that "we don't just live, we summer". ODD was brought on as the brand's global creative and strategic partner at the end of 2018. Filmed and directed by Terrance Connors and shot in Ibiza, the campaign was a move away from big-name models and moving away from campaign spikes to an always-on approach backed by a strong strategy. Running globally ac3
- Dr. Martens AW17 #WORNDIFFERENTThe campaign was developed, art directed and produced by ODD and includes print, retail, film, digital and social media activation. Where previous campaigns have focused on singular characters that embody the brand, the new strategic platform of #WORNDIFFERENT brings together a group of characters to communicate a powerful message of diversity. The result is a campaign that embodies the reality of the brand today: not only worn by subcultures, but adopted by a diverse group of wearers united by
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- Content Strategy
- Social Strategy
- Brand Strategy
- Creative Strategy