Portfolio

Twenty-five years at the sharp end of creative - agency and in-house, brand and retail, campaigns and live events reaching millions. I've briefed the agency and been the agency; sat in the pitch room and the boardroom. I build creative that doesn't just look right, it moves people: from BMW showrooms to a shopper-marketing floor, from a Formula E village to donkey welfare policy change on a global stage. Craft first, always - because creative that doesn't earn its place at the table isn't creative, it's decoration.

Sharp concept thinking, strong design instincts, and a track record of delivering results - whether the brief is hyper-local or global, retail or digital, print or product. Creative that works, not just creative that wins awards.

Stop the Slaughter: End the donkey skin trade

The donkey skin trade is one of the biggest welfare threats facing donkeys globally, driven by demand for ejiao, a gelatine used in traditional medicine and cosmetics.

I lead the creative and messaging strategy for awareness work on this issue, translating a global supply-chain problem into content people will actually stop for: clear, evidence-led messaging that avoids shock tactics in favour of credibility, paired with targeted positioning to reach policy audiences and the public alike.

The work feeds into wider advocacy efforts: an African Union ban on the trade in donkey skins in 2024 and a sweeping uptake in the ban of donkey skins carriage by airlines and shipping companies, including Emirates, Qatar Airways and Swire.

Allianz: Formula E Village

Allianz brand activation at Formula-E events, taking over the E-Villages at global Formula-E races with exciting and innovative activities.

The aim was to appeal to typical Formula-E audiences while positioning Allianz as the insurance choice that allows you to get on with living life to the full.

#SOYOUCAN was developed as the enabling statement, with E-XPLORE the action-oriented experiential platform.

Using #WHAT3WORDS location technology, we developed an experience journey that would encourage FE visitors to discover and participate in a series of modular events around the E-Village with the opportunity to win merchandise and bigger prizes.

AKZO NOBEL: Dulux Diamond Trade Campaign

Dulux Trade was an established brand in the premium emulsion category, with Dulux Trade Diamond Matt and Eggshell worth more than £40m annually to AkzoNobel (AN). With the introduction of Diamond Matt & Eggshell in 2015, Dulux Trade carved out the durable category and briefed a trade (in-store and trade press) campaign to maintain their lead in the market.

THE INSIGHT

Competitors were becoming more aggressive in their communication of durable products i.e. Clean Extreme, and AN needed a powerful campaign that served to cut through the noise and grow share in the durable paints market to 48%.

THE SOLUTION

Diamond stays stronger for longer

Developing the ‘Durable walls by Diamond’ territory, we developed a range of scenes to illustrate the benefits of Diamond for decorators to up-sell to their customers.

Greene King: Summer Portfolio Activation

Cross portfolio shopper marketing campaign to drive consumers to re-think ale consumption and accept it as suitable to chill for summer enjoyment.

In-store visibility campaign to influence participating brands to be re-evaluated. A ‘thermo-chromic’ neck label reveals a contest code when the bottles are chilled to less than 5 degrees. Consumers enter the code into the contest microsite to see whether they have won prizes.

On-trade sell-in kit to encourage the managed trade, tenanted landlords and independent pubs to stock the ‘summer ales’ and to keep them on bar.

A tool-kit including a product sample, an education leaflet, hop jar and calendar detailing relevant summer events, enclosed in a briefcase.

Vodafone: Gigafast Broadband launch

Vodafone launched a new broadband service in 2017, offering speeds of up to 900Mbps in partnership with CityFibre. New cable was installed, town by town, and the campaign was designed to roll out hyper-locally, i.e. by individual street and postcode.

THE SMP

The fastest internet speeds in the UK are coming to your street.

THE SOLUTION

Rocket Kids

We tapped in to Vodafone’s brand TOV by creating an appealing library of child characters at various stages of lift-off with their home made rocket packs. The messages were simple and direct, with the messaging targeting families and households with multiple device users. Vodafone Gigafast Broadband launched through integrated activity including:

  • Targeted and retargeted social media

  • Email marketing

  • Local experiential pop-ups

  • Liveried mobile Gigavan

  • Press advertising/PR

  • OOH