I’m a senior conceptual copywriter with over 20 years experience working at some of London’s top agencies. With 12 years at Leo Burnett, I’ve written award winning work for clients including McDonalds, Miller, Samsung, Nintendo, Mars, Homebase and Fiat. For the last 3 years I have been busy freelancing on integrated briefs at Ogilvy & Mather, Adam and Eve DDB, M&C Saatchi, Jam@ Engine, Proximity, Saatchi and Saatchi, Albion, Iris Worldwide and McCann. Pitching for cars, banks, holiday brands and supermarket brands, developing fun mobile content for MINI, launching Dot London, a new domain brand and experiential concepts for the RNLI. And worked on a raft of other clients Transport for London, NatWest, P&G, Capital One, Unilever, Guinness, Sky Movies and Google. Happy creating big integrated ideas that engage people across multiple platforms. Ideas that grow the brand.
-Ogilvy & Mather - TK Maxx, Merck, Kimberly Clark -Aesop - Ballantines, Tic Tacs, Marston's -Hometown - 888 Holdings -Iris Worldwide - Barclays -McCann London (6 months) - Nestle Cereal, Abbott Healthcare, Coca-Cola -Iris Worldwide - Mobile campaign for Mini, Samsung, Guinness, -Saatchi & Saatchi - P&G, Ariel -Albion - Dot London launch, Unibet, YouView, King Digital, -Fleishman Hillard - Google -adam&eveDDB - Bank of Ireland pitch, Harvey Nichols -Proximity - RNLI experiential, Capital One, Thomas Cook -Cheil Worldwide - Samsung Gear, Guinness -Jam @ Engine - Sky Movies -Hangar Seven - B&Q content -M&C Saatchi - NatWest, TFL, Ballatine’s, Morrisons pitch
Responsible for the overarching creative strategy for their 2 most successful campaigns ‘Container House’ and ‘Pier’. The integrated campaigns included TV, Social Content, Mobile, Radio and In-Store. Responsible for the recruitment of young talent at Leo Burnett, hosting creative programmes for Watford Advertising College over 3 years.
Accounts: Miller Brewing, McDonald’s, Kellogg’s, COI, Bacardi, Nintendo Mill-Live integrated campaign for Miller Genuine Draft created a platform for unsigned bands to reflect the brands ‘genuinely different’ positioning. Won Gold at MCCA for Best Integrated Campaign of 2009. Created award-winning campaigns across all of McDonald’s business. ‘Happy Box’ TV and experiential featured giant interactive Happy Meal boxes and launched the new brand positioning We Do Happy. ‘Big Nothing’ featured children on a farm hunting for zeros for McDonald’s quality ingredients positioning. Won at BTAA and Kinsale. As CD on Nintendo for 2 years, I successfully won the pitch to launch Nintendo Wii across UK and Europe, to a new audience of gaming virgins. Campaigns for Nintendo DS and GameCube also featured in Creative Review. A charity poster featured at the V&A ‘Che Guevara Revolutionary & Icon’ exhibition 2007.
Accounts: Mars, Fiat, COI, Tetley, P&G Group Head on Maltesers. Re-launched ‘The Lighter Way to enjoy Chocolate’ that lead to a multi award winning campaign. All in all, adding £30 million to the value of the brand.
Accounts: Mars, Fiat, COI, P&G Launch campaign ‘Girl Watching’ for Fiat Punto with an Andy Williams music track topped the UK charts and kicked off the Easy Listening revival. Follow up Fiat Punto ad ‘Don’t you want me baby?’ won at D&AD.
Accounts: Heals, Bassetts, Vax, Sun Alliance, Air France
BA HONS 2.1 Degree
'Tell us Your Story' Worldwide Campaign
McDonald's - Best Use of Music
The Mill LIve - Best Integrated Marketing Campaign
Alison Carmichael - Best Typography
Best Trade Ad - Alison Carmichael
Alison Carmichael Typographer
Maltesers - Print
Maltesers - Ambient
Maltesers - TV
Maltesers- Best Refreshed Camapaign