Creative Director & Copywriter
Introduction
I’m an experienced creative director, copywriter and, depending on the need, all-round problem solver. I think strategically as well as creatively, working for brands either as part of in-house marketing teams or fitting into the gaps between existing agency relationships.
Work
As well as leading projects, I also write. Not just the big ideas and hero films, but also the posts, the POS, the collateral, the content, the mission and vision and not forgetting the emails with multiple goddam letter variants. What makes me different from any other creative director? I create ideas clients can see on their balance sheet.
Screwfix
TV and social media campaign to get Screwfix’s new delivery service talked about by tradies on building sites across the country. Results: 13 million impressions. 26% increase in awareness. 18% increase in sales.
Charles Tyrwhitt
Instead of relying on the chiselled good looks of models, this campaign used empathy, humour and a shared set of values. Oh yes, and a deep love of sport.
Chartered Institute of Marketing
Serious about marketing? The CIM offer the only marketing qualification that can’t be achieved in just a few weeks.
Haven
A British seaside holiday isn’t about price or nostalgia or convenience. For families cooped up in towns and cities it’s about something way more powerful - freedom. Sales up 11m after 2 months.
Sane
People with depression struggle to talk about their illness. So during Mental Health Awareness Week we asked 50 of Sane’s most vocal ambassadors to go silent on social media - Stephen Fry included. Calls up 37%
Suzuki
Written and produced at the height of lockdown encouraging people out of their homes and back onto Suzuki forecourts.
Superdry
Your winter jacket isn’t just a jacket, it’s your best friend. Rap by grime artist Paigey Cakey and shot on a shoestring in Berlin. 164% uplift in sales.
Barclaycard
For her new year’s resolution Gia Fletcher started something new every single day for a month - encouraging use of the card for small spends instead of debt. 35m views, 1m engagements, 90% positive brand sentiment.
Royal Mail
B2B campaign re-launching business mail as a marketing medium by starting a movement with leading industry figures as torchbearers. 9,000 visits to the site and 600 downloads of the research report.
EE
We made 14 of these testimonials and they increased predisposition to EE as a business network by 32%. If this is what EE can do for London’s Air Ambulance, imagine what they can do for your business.
Renault
It took 12 seconds for the roof on the Renault Wind Roadster to go down. Get your kit off in 12 seconds to win one.
The Army
By integrating the advertising with gaming, The Army hit its recruitment targets for the first time in 12 years.
Orange
We said: “Don’t try to make Orange business-like, talk to businesses that are Orange-like”. And instead of ads, we ran a competition for start-ups to win funding. Shifted Orange to No1 for brand consideration.
AA
Our idea was very simple - do you see yourself in a better car? Then we cast Olivia Coleman and before we knew it people were calling her Bev in the street and the AA’s loans business had tripled in size.
Carlsberg
The brief was to create a new global campaign based on moral courage, which after months of script writing, we found lay in the small, the selfless and the everyday.
BBC Sport
The BBC were losing sports rights to Sky hand over fist. This was their fightback with the BBC’s case being made by the athletes themselves.
Superdrug
This campaign was made from video diaries captured with no script, no director, no crew, no agency and no client. Consequently the ads had a freshness and an intimacy that made them phenomenally effective.