Solving clients business problems
with insightful storytelling
I believe in Introducing a visionary mindset combined with an insight-led-data-approach to help brands thrive by guiding and building their brand stories. With 20 years industry experience I can separate the future trends and opportunities from the creative blah-blah to help guide brands towards financial success and cultural resonance. My background as global creative director helps me to write creative briefs that deliver impact, inspire creatives, nurture breakthrough ideas and remain 100% waffle free.
My career has covered nearly every sector in every continent from automotive to alcohol brands and FMCGs to charities with expertise in restrictive sector solutions.
2023/24 pitch win rate of 74%
Pitch strategy + Brand building frameworks + Workshops + Cultural insight research + Global audience research + Product development + Product architecture + Messaging frameworks + Creative briefing + Script writing
Brand storytelling highlights 2022-25
Davidoff
Brand + product strategy
Brief: Create increased brand share and profitability by repositioning the Davidoff brand and its product portfolio
Role: Senior global strategy lead + Innovation lead
Strategy: Evolve the brand origin story and product RTBs to connect with a new premium-focused young-adult global audience with cultural & societal insights
Insights: Legacy brands need to evolve their origin and product stories to remain culturally relevant + The understanding of modern-premiumess is highly nuanced especially amongst young adults in Eastern Europe, KSA & Taiwan
Fitbit
Brand Strategy
Brief: Create a new brand purpose to reflect and connect with a post-covid society
Role: Strategic + creative lead
Strategy: Align the brand with society’s new yearning for freedom, independence & community
Insights: After the societal shock of covid a sense of community & belonging, and daily human-to-human interactions has remerged as a key part of wellbeing & identity
Unilever Lynx
Experiential + Sampling strategy
Brief: Convince 4.1M millennial / Gen Z UK audience that the new Lynx fragrance is as fine as the finest fragrances
Role: Strategy + pitch lead
Strategy: Use surprise and wonder to challenge consumers pre-conceived brand perceptions
Insights: 46% of Gen Z say that they have social anxiety (impacting the standard sampling mechanics) + Modern mass sampling needs a purpose to resonate with millennial audiences, by reflecting their culture & values
Guinness six nations rugby
Activation + Experiential Strategy
Brief: Create PR talking points and cultural resonance for the Women’s 6 nations rugby teams - with the long term goal of increasing the number of young female rugby players
Role: Strategic lead
Strategy: Create a public inspired growth momentum by aligning with the inherent-trend of female empowerment
Insights:. Gender based sporting barriers are artificial constructs of our own societal & cultural creation + Science proves sports players perform better when they know they are supported by the public
Twitch
Marketing + Sales strategy
Brief: Create a marketing & sales strategy to convince global brands that Twitch is more than a ‘Kids in bedrooms playing games’ platform
Role: Strategic platform creation + RTB messaging + Script writing
Strategy: We turned the top 10 googles Twitch queries (that we knew the clients were reading) into a series of immersive brand experiences that answered these questions about Twitch’s audience, mechanics and benefits vs other platforms
Insight: Language can become an inter-generation barrier without context and explanation
Pokemon
Experiential + Activation Strategy
Brief: Create a successful product launch for the new Pokemon Teal Mask computer game by positively activating Europe's most influential gaming influencers
Role: Strategic + Pitch lead
Strategy: Create a unique & highly immersive Pokemon environment where the influencers feel like VIPs
Insights: Influencers live by their authenticity to their audiences and like to be treated as cultural VIPs + Influencers desire access to something that nobody else has
Strategy should answer a clearly defined problem, be built from an emotive insight, be culturally relevant and make the complicated simple
An insightful strategy turns creative blah-blah into creative wow
My Process
Research >
Depending on your time and budget projects begin with either quantitative desk research or workshop qualitative research - To create a series of impactful hypothesis
Concept
development >
Guiding, supporting & collaborating with the creative teams to ensure the creative builds upon the research and creative strategy with creative briefing that helps instigate creative wow
Narrative
storytelling >
The best creative still needs to be supported by a persuasive deck - I use my author & journalism side hustle experience to help create decks that win pitches and wow clients
Evaluation
& learnings
Test & Learn! - Strategy shouldn’t be seen as the beginning & end of a project, - instead it should be seen as an evolving & growing of a brands DNA - Writing of end of project case studies that help attract new clients & grow existing accounts