About me

Tony is an award-winning Creative Director / Senior Creative with oodles of experience at some of the world’s leading Ad agencies. He’s created 360 integrated campaigns at VML, BBH, VCCP, R/GA, Havas and Grey. Most recently he was Creative Director at VML – The Pharm working on Boots. He’s previously headed up Vitality Health and Life insurance for 6 years at Snap London (VCCP) and he’s won big global pitches as well as the smaller often more interesting ones. He’s created work that's trended socially around the world. He loves creating ideas in any format that make people sit up and take notice of brands, big and small. He’s created everything from global Audi TV adverts to content ideas for Ronaldo’s personal Instagram account that he also shot and directed.

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Projects

• Boots Beauty Campaign - 360When Boots introduce loads of the hottest new beauty products to an already stella line-up you might just have to Make more room for beauty whichever way you can. The OOH landed in the top 5% of all UK OOH in 2024 (The works). The TVCs have recorded Boots 3rd highest ever YouTube views at 2.5 million. Role: Creative Director
• FlorenceFlorence is a social care staffing app helping care managers cover shifts quickly and easily. In this pitch-winning work, we created a punchy outdoor campaign that reflected the stress care managers feel when trying to cover shifts at short notice. And, that Florence is there for them in their hour of need.
• Skin + Me pitch win workEveryone’s skin has a different story. Skin + Me design personalised skincare just for you. Using real Skin + Me customers we explored those stories. This Idea won us the pitch.
• O2 RefreshTo celebrate the 2nd anniversary of O2 Refresh, and the fact that 1.5 million customers would have their bills halved in the next 12 months we made a cat who thinks he’s a dog walk like Travolta to the Bee Gees in this £8.4 million campaign across all channels.
• Capital GroupPrint campaign designed to have impact in quite a dry sector. Delivering reassurance to investors.
• Boost EnergyBoost lets you handle your pay-as-you-go energy from your phone. So Mums and Dads can save all their energy for the wonderful (but exhausting) business of parenting. Boost. We love your energy

Work history

Creative DirectorThe Pharm | VMLY&R
Jun 0024 - Feb 0025London, United KingdomFreelance
- Working across the whole of the Boots Brand. - Led the cross-channel Gen Z campaign for Boots Beauty which landed in the top 5% of all UK OOH in 2024 (The Works). The TVCs delivered Boots 3rd highest YouTube views at 2.5 million. - Introduced a new Boots brand VO across the whole business – Freema Agyeman. - Led the first early menopause after cancer treatment social awareness campaign. - Led opticians Optomap campaign in VOD and Radio. - Managed full time and freelance creative teams.
Creative DirectorVCCP
Dec 0017 - Dec 0023London, United KingdomFull Time
- At VCCPs sister agency Snap London, he was Creative Director on Vitality Health Insurance for 6 years. In that time Vitality grew five times faster than the rest of the market and brand consideration increased by 45pp. - Multiple pitch wins on P&O Cruises, Hiscox, Arriva Buses, Boost Energy, Skin + Me, Florence, Novibet, Hometree, TravelLocal and McCarthy Stone. - Launched Bookmark (Children’s reading charity) and worked on Purple Bricks. - Led pitches, mentored junior teams and hired talent. - Worked regularly with Vitality’s sporting ambassadors creating TV, Idents and Radio.

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Skills

• Creative Direction
• Idea Generation
• Big Ideas
• Pitching
• Storytelling
• 360 Campaigns
• AI
• Content Ideation
• Social Media Advertising
• Adobe Creative Suite

Education

B
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BA (First class honours)Birmingham Institute of Art & Design
Sep 0094 - Jun 0097Birmingham, United Kingdom
The course covered advertising, Graphic design, Photography, Illustration and AV. I then specialised in years 2&3 in Advertising.