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2017 – present

CREATIVE DIRECTOR

Simpson Mahoney Parrock / Melody

 

A heritage shopper agency, SMP needed to broaden their creative offering to meet changing shopper behaviour. I was recruited to help them focus more on content and push creative boundaries. Within a year we had launched Melody, a sister agency with a specific ecommerce focus.

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Since the launch, I have produced thousands of pieces of content for use across social channels and marketplaces. A mix of bespoke and influencer-based content,  my work spans categories as diverse as pet food, skincare, gaming, computer and photography storage and equipment, soft drinks and spirits, fitness wearables, healthcare and holistic medicine. The content created for Amazon product pages and brand stores, is recognised as best-in-class; something that led to the Agency being one of only a few to be awarded official Amazon Partner status.

 

We were also the first agency chosen to trial TikTok Shop in the UK, running live streams 12 hours a day for six

months to test format, audience acceptance and brand / product success.

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Clients:

Andrex.  Aquafina.  Azio Beauty.  Biomed.  Blood Monkey.  Board Bia.  Brighton Gin.   Burns Pets.   Byoma.  Clonakilty. Cortiba Health.  Epson.  Fabü.  Facebook.  Fitbit.  Fitbit Health Solutions.  Google.  Google Health.  Henkel.  Kleenex. Logitech.  Metly.  Milton.  MooveLuub.  NMN Bio.  PepsiCo.  Pomp & Co.  RockStar Spirits.  SanDisk. SanDisk Professional. Sxollie.  Tan-Luxe.  Tanologist.  TikTok.  WeAreLuxe.  Western Digital.  WD_BLACK.  X-Box.

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2006 – 2017

CREATIVE DIRECTOR

ArnoldKLP / FieldDay London (the merger of KLP and AIS)

 

For more than a decade, I played a pivotal role in helping shape and define the agency’s changing propositions and personality. Joining initially as Creative Partner on the TOTAL account I was quickly promoted to Creative Director after winning the BMW CRM business and securing the TOTAL account for a further three years following a re-pitch.

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I went on to produce the three most successful and awarded campaigns in the agency’s history - for PepsiCo, Britvic and the charity BeatBullying. And I’m proud to have helped every single client I worked with produce an award-winning campaign.

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My work took Douwe Egberts coffee from being the fifth to the second best-selling brand in the UK and made Cineworld the cinema of choice for a million new loyalty programme customers.

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And I turned a prospective brief from a potential new client into the agency’s biggest account in under three months, securing TESCO’s shopper business. To facilitate the volume of work the TESCO account demanded, I ran a department of 30+ creative teams and designers including a 24hour artwork studio.

 

Clients:

Altzeimer’s Research UK.  Beatbullying.  BMW. Breast Cancer Care.  Britvic.  Douwe Egberts.  Hayman’s Gin.  Jack Daniels.  London and Partners.  NatWest.  Orange Rockcorps.  PepsiCo.  PGTips.  RBS.  Reese’s.  Smirnoff.  Smooth Radio.  Southern Comfort.  Spana.  TDA.  Tesco.  Total.  Twentieth Century Fox.  Virgin.  Warburtons.  Xbox.

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1998 – 2005

CREATIVE PARTNER


Tequila Option One/Tequila Payne Stracey/ Tequila\London

 

The agency was invited to pitch for the British Telecom account, at the time the largest Direct Response account in the UK, and recruited me to work with them on the pitch based on my previous experience on the business. We won, transforming the shape and fortunes of the agency overnight.  

I ran the account and worked closely with the client to develop a new warmer, more-friendly brand and tone of voice; running regular workshops to induct stakeholders around the world in the new guidelines whilst overseeing all creative output.

I was also instrumental in winning the Canon pitch and helped transform a dry, B2B brand into a highly creative, multi-award winning account.

I was promoted to Creative Partner after just 12 months with the agency and in addition to my role on the BT and Canon accounts, lead the Powergen, Sainsbury’s and Masterfoods accounts.

 

Clients:


Abbey.  The Army.  Adidas.  Barclays.  Barclaycard.  British Telecom.  Cahoot.  Canon.  CNBC.  Consignia.  East Midlands Electricity.  Four Roses.  Gala (Bingo and Casino).  GE (General Electric).  Hertz.  HP.  IBM.  Johnsson & Johnsson.  Masterfoods (Pedigree).  Powergen.  Sainsbury’s.  Unicef.  Visa International.  Wembley.  Whiskas.

 

 

1992 – 1998

SENIOR COPYWRITER

Wunderman Worldwide/ Wunderman Cato Johnson

 

I moved to Wunderman to pursue new challenges and stayed for six years during which time I was promoted to Creative Group Head on accounts such as Ford and British Airways. I launched the BA Executive Club; at the time the country’s largest and most complex CRM programme.

I was instrumental in pitch wins including Le Shuttle, The AA and American Express and helped the SMT define the proposition and personality of the new agency post-merger with Cato Johnson.

 

Clients:


AA Financial Services.  AA Insurance.  Adopt a Granny.  American Express.  AT&T. British Airways.  British Telecom.  Citibank.  Colgate Palmolive.  Diners Club International.  Ericsson.  Ford.  Ford Fleet.  Fruit of the Loom.  Help the Aged.  Jaguar.  Le Shuttle/Le Shuttle Freight.  Novell & Compaq.  PepsiCo.  Rank Xerox.  Royal Mail.  Star Alliance.  Telewest.  United Airlines.

 

 

1989 – 1991

COPYWRITER

WWAV

 

I started my career at WWAV, turning a two-week student placement into a two year long stay that gave me the chance to work on the agency’s two main Direct Response accounts; the NSPCC and RSPB.

I was mentored by one of the finest copywriters in the business, learning how to craft nuances of tone and personality; skills I still employ to great advantage to this day. But it also taught me the importance of working with students and young teams to hone and define their skills and passions.

 

Clients:


AA Financial Services.  AA Insurance.  Action Aid.  Compton & Woodhouse.  Craigendarroch.  Hill Samuel.  IBM.  NSPCC.  RSPB.  Sun Alliance.  Time Life.  Which.