Leo Rees: cv

I have spent 30 years at the intersection of creativity, strategy and communications. The thread running through all of it is the belief that how you tell a story determines change. My career has taken me from art direction and copywriting through agency and in-house creative leadership, global brand building, retail marketing, event design and production, into senior in-house leadership at a global charity, where creativity sits at the heart of advocacy, brand and income. I have led creative direction end-to-end - from concept through to live delivery - across campaigns, content and events, including award ceremonies, brand experiences, retail activations and live-streamed public events reaching global audiences. I am equally at home presenting to a board, directing a film, briefing an agency, leading a production crew on-site, or rolling up my sleeves to write and design content. I lead with curiosity, work with rigour, and bring a genuine conviction that creativity can shift the way people see the world.

Creative | Brand Strategy | Marketing | Creative Operations

leo@steadfastcreative.co.uk

View portfolio

  • Creative direction - design, content, video and live events

  • In-house creative operations leadership and strategy

  • Agency and external partner management

  • Event concept, design and production (concept to delivery)

  • Building, leading and coaching high-performing teams

  • Brand strategy and governance, incl. accessibility and inclusive design standards

  • Budget, resourcing and multi-vendor workflow management

  • Integrated campaign development (owned, earned, paid)

  • AI innovation in creative strategy and development

  • Data and insight-led marketing

  • Senior stakeholder engagement and influence

  • Editorial direction and content strategy

  • Thought leadership and executive communications

Skills

Experience

HEAD OF CREATIVE | THE DONKEY SANCTUARY | OCTOBER 2020 (year 1 as consultant) - CURRENT

Senior leadership role driving brand, marketing, communications and income campaigns for a global animal welfare charity.

  • Lead creative campaign work: directing and delivering creative output that changes policy, shifts public understanding and drives income - combining long-range brand strategy with hands-on content creation across multiple channels, including designed media, video and film, animation, events and products

  • Direct creative and production for a live events programme, including Carols by Candlelight and Memorial Day - both produced as live-streamed events reaching global audiences.

  • Lead creative direction and installation across multiple visitor experiences at the Sidmouth sanctuary, balancing strategic brand storytelling with hands-on delivery in a genuine player-coach capacity

  • Architect and own the integrated brand and communications strategy, shaping narratives that bring a complex global mission to life for diverse audiences across owned, earned and paid media (physical visitor site, print media, social media, website, OOH)

  • Provide trusted strategic counsel to Executive leadership and Board on brand positioning, reputational risk, messaging and campaign alignment - influencing at the highest level while maintaining editorial standards

  • Lead multi-channel brand, advocacy and fundraising campaigns, from insight and concept through to global execution - securing media coverage, government engagement, global stakeholder action and supporter direct response

  • Drive brand evolution including messaging architecture, visual identity governance and digital presence - ensuring consistency and quality while allowing the brand to grow

  • Build thought leadership opportunities for senior leaders: speechwriting, media preparation, op-eds and social content that amplifies their voice and extends organisational reach

  • Chair the Content Operations Group, improving cross-departmental collaboration and embedding best practice across teams

  • Deliver performance frameworks and evidence-based reporting to Executive and Board, demonstrating communications impact against strategic and income targets

  • Member of SLT change group shaping organisational strategy to 2032; member of technology investment board.

CONSULTANT CREATIVE DIRECTOR | FREELANCE | 2019 - 2021

Advised agencies and brands on creative strategy, campaign development, content creation - social impact, event, B2B and B2C.

  • Creative Director on the Allianz Formula-E Village brand experience for TRO- full concept-to-production ownership of a touring international event activation, including on-site experiential design and digital integration.

  • Clients: TRO, TPN, Capital Economics, ABA, Spinchem, The Donkey Sanctuary

CONSULTANT CREATIVE DIRECTOR | TPN RETAIL UK | 2015-2019

Four year contract with Omnicom US retail/shopper marketing agency, TPN Retail.

  • Partnered with MD to grow the UK creative team and build a reputation for integrated creative across the full shopper journey: digital, direct, OOH, experiential, in-store and retail technology.

  • Creative Director on retail experiential events for Engage Bee, TPN’s dedicated events agency - concept through production for activations at core shopper locations.

  • Developed campaign strategies that bridged brand storytelling with conversion - the commercial rigour that underpins effective shopper-led communications.

  • Clients: AkzoNobel (Dulux), Vodafone, William Grant & Sons (Glenfiddich), Greene King, Osram, Tilda and Symantec Norton

CONSULTANT CREATIVE DIRECTOR | HPS GROUP LTD | 2009-2015

Award-winning agency work for BMW, MINI, Mazda, Rolls Royce, McLaren, BMI Healthcare and 3M.

  • Led creative and design direction across campaign, brand and launch communications - including the BMW England Rugby campaign and the MINI Man Crèche pop-up at Westfield Stratford

  • B2B campaign development for 3M

  • Regional dealership marketing campaigns for Mazda, Rolls Royce and McLaren.

GROUP CREATIVE DIRECTOR | REED BUSINESS INFORMATION | 1997-2009

Global B2B media company operating in 35+ markets.

  • Led a team of 40 across account management, creative, content and design - building brands, editorial, campaigns and events for New Scientist, Totaljobs Group, Estates Gazette, Travel Weekly and Farmer’s Weekly

  • Creative Director on a portfolio of industry awards events - RAD Awards, Travel Weekly Awards, Flight Awards, EGi Property Marketing Awards and Personnel Today Awards - with full concept-to-production ownership of brand, stage design and guest experience

  • Developed editorial and campaign design direction across print, digital and experiential, setting the standard for integrated B2B communications across the group

  • Led brand development and rebrands for Totaljobs.com, New Scientist, Personnel Today, Community Care, RAD Awards.

ART DIRECTOR | DENTON HALL | 1995-1997

Global law firm operating in over 20 sectors.

  • Copywriting, creative direction, design and campaign development across multiple legal initiatives.

JUNIOR ART DIRECTOR | VAP GROUP LTD (WPP) | 1989-1995

Advertising agency with educational publishing and print departments.

  • Conceptual design, copywriting and art direction for multiple FMCG and educational clients, including Oxford University Press and Heinemann.

Board and voluntary work

  • Member, Board of Trustees - Pumpkins Wildlife Hospital (2023–2024): led brand and comms strategy and development, and communications for philanthropy events

  • Judge at various industry awards: DMA Awards 2025, RAD Awards x 2, EGi Property Marketing Awards.

Education and professional development

  • Inspirational Leadership Level 7 - Barrow and Parker (FIoL)

  • UX and Social Media Marketing - UAL (2021)

  • CIM Marketing Diploma Distinction - London College of Marketing (1997–1999)

  • BA Design & Art Direction 2:1 - London College of Printing / UAL (1987–1989)