Stephen Mai

Stephen Mai

CEO/ Founder - WooLondon, United Kingdom
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Stephen Mai

Stephen Mai

CEO/ Founder - WooLondon, United Kingdom
About me
Stephen is a multiple award winning, senior creative, strategic marketing, digital and content professional armed with an unparalleled track record of creating engaging 360 degree campaigns and digital content eco-systems that truly resonate with global youth audiences. He has been celebrated in Campaign's Power 100 and The Drum's Digerati for his recent work. He most recently founded a new generation media and marketplace business set to redefine wellness and culture for young people. Backed by ITV this multimedia brand launches in April 2022. At Boiler Room he led a division of over 45 employees with teams across marketing, communications, film, production, music programming and creative. At LADbible Group Stephen led and built the marketing , activation, talent and design function. His recent content-led campaigns have revolved around driving real social change and youth movements, focusing on the EU referendum with Knowing Me, Knowing EU, environmental impact with Trash Isles and mental health with UOKM8? Beyond campaigns, Stephen has developed content franchises and unique live programming disrupting broadcast models and redefining the way people consume content across digital platforms. His work has been recognised over 75 times with awards and nominations from the likes of Cannes Lion, D&AD, Creative Circle, Digiday, the Webbys, Lovies, Masters of Marketing, Media Week, The Drum Social Buzz Awards and beyond. He recently took out the Grand Prix for his 'Redefining LAD' digital strategy at The Drum's DADI Awards as well as leading the only campaign to have won 2 Grand Prix at Cannes Lion. He comes with over 15 years experience transforming international youth brands such as MTV, VICE Media, I-D, ASOS and beyond. Prior to LADBible, he lead the audience development and brand strategy for VICE MEDIA UK and i-D which saw quadruple digit audience growth year on year. He has also lead campaigns for brands including Apple, Netflix, Disney, Warner Brothers, Amazon, Maison Kitsune, Uber, Deliveroo, Unilever, Diesel, Diego, Pernod-Ricard and beyond.
Projects
  • THE TRASH ISLES - LADbible creates a country to drive a movement around plastic pollution
    THE TRASH ISLES - LADbible creates a country to drive a movement around plastic pollutionAn area of accumulative plastic trash the size of France is polluting the Pacific Ocean. In some places, it is so dense that it’s begun creating landmasses. The situation has reached such epidemic proportions that it is predicted that by 2050, there will be more plastic in our oceans than fish. Against this backdrop, LADbible Group and creative agency AMV BBDO launched The Trash Isles, a major social responsibility campaign to empower young people to lobby the United Nations to acknowledge the p
  • UOKM8? - Multiple Award Winning
    UOKM8? - Multiple Award WinningUOKM8? Is an ongoing commitment to destigmatise mental health issues Destigmatising Anxiety We created a 360 content driven campaign to drive the conversation around mental health amongst young people. UOKM8? launched with a series of films ‘Everyday Heroes’ directed by filmmaker Mollie Mills.  The shorts focused on influential men such as Olympian Louis Smith and their struggle with anxiety. We also featured stories ranging from body dysmorphia to PTSD amongst soldiers; used to showcase that t
  • LADbible Group Rebrand
    LADbible Group RebrandLed the brand, marketing and creative direciton for one of LADbible's most ambitious projects, our rebrand.
  • Climate Change
    Climate ChangeIn partnership with National Geographic, we challenged our audience to think about Climate Change in a different way. The campaign launched with a series of editorial pieces driving conversations about the threats facing our planet. We then launched a Facebook Live clock showcasing the volume of carbon emissions being put into the planet every second in real time. All content drove our audience to a Facebook Live broadcast of the full 90-minute documentary ‘Before The Flood’, produced by Leonard
  • LADbible Live  with Craid David
    LADbible Live with Craid DavidCraig David Live Lead the production and marketing of our broadcast disrupting initiative 'Craig David’s live from the O2 arena' . The two-hour live stream amassed over 5.1M streams and reaching over 9 million people worldwide. Watch the stream on Facebook here
  • Award Nominated: We Built This House
    Award Nominated: We Built This HouseLADbible and All 4 partnered up to create the world’s first Instagram Stories premium music documentary, ‘We Built This House’. The series is inspired by I Was There When: House Took Over The World, a two-part series for Channel 4’s online service All 4. The documentary charted the birth of House Music, from its origins in Chicago through to its takeover of the UK club scene and pop charts. It stars music icon Nile Rodgers and house music legends Marshall Jefferson, Jesse Saunders, Chip E, Ste
Projects credited in
  • Migrant Sound - WE ARE Pi x Boiler Room
    Migrant Sound - WE ARE Pi x Boiler RoomAt Hooton PR Agency, I lead the launch of the Migrant Sound music documentary series for our client WE ARE Pi, made in collaboration with Boiler Room. The Migrant Sound series spotlights the incredible contributions made by the Windrush generation on the UK music scene, covering genres from Punk to Dancehall. To amplify the launch of the series, we curated a private screening event as part of the ADE (Amsterdam Dance Event) programming at a club called melkweg, followed by a Q&A with Executive
  • More Than A Game
    More Than A Game
  • LADbible Lock In
    LADbible Lock In The Party Our late night Facebook Live party broadcast showcased some of the the best , S.G Lewis and Gorgon City. We racked up a record-breaking 1.5 million views in the first two hours of the stream. The Results·    5.8M+ reach 1.2M Facebook Live views  35K engagement  2M views on Instagram Stories
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Work history
    ITV logo
    ITV logo
    CEO/ FounderITV
    London, United KingdomFull Time
    eveloping the next generation sustainable media business for Gen Z and Gen Y in collaboration with ITV. Launching April 2022.
    P
    P
    CMOPotato Head
     - IndonesiaFull Time
    Cultural institution and hospitality group driving music, art and sustainability to a new generation. Working with icons such as Peggy Gou, REM Koolhaus, Max Lamb, DJ Harvey, Dover st market and beyond.
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Skills
  • Advertising
  • Digital Media
  • Events
  • Marketing PR
  • Branding
  • Promotions
  • Brand Management
  • Internet Marketing
  • Marketing Strategy
  • Social Media Marketing