Strategy
Creative Strategy – Process & Results
Extremely curious by nature, I find that understanding people’s deepest needs and aspirations gives you tremendous perspective. An endless source of inspiration, this data mining, adding contextual meaning and interpreting relevant market trends, allows me to create powerful brand experiences across all media.
Working with London’s best ad agencies as a creative and strategist over the years, I’ve been able to create many engaging conversations, that are on target, address the right issues and unlock new opportunities. The end result? More growth, more rewarding relationships and more memorable experiences that keep people talking.
RESULTS
- Increased 100% readership and engagement in 12 weeks, after the new brand strategy, CMS and website were rolled out.
Process:
The first steps in arriving at IBT’s newsroom were understanding the challenges, needs and goals of the editorial teams and all main stakeholders.
Then I articulated a new set of core values and brand strategy experience to be applied across all IBT’s internal & external key touch-points.
Starting with the Information architecture, followed by all sections of the global newspaper, CRM design frameworks, infographics and new revenue streams, I redesigned everything from the ground up to reflect IBT’s new Brand Experience Strategy consistency.
RESULTS
- Attracted 2.6 million global fans.
- Increased Swatch’s brand recognition by 37%, in the Social Media Power Ranking Business Index… in 2 weeks.
Process:
Researching the target audience, I identified a key contextual insight.
This could have a negative effect on Valentine’s Day, our product launch date.
Instead, we used this insight to pivot a two-week Social competition before the launch. Originally intended as a pan-European campaign, within days fans turned our campaign global.
As well, my strategy allowed Swatch to ‘own’ Valentine’s Day with their new ‘A-la-folie’ watch, and generate a new 2.6M fan base across several continents.
RESULTS
- Won a multimillion-pitch at Google’s HQ in California.
- During the pitch, the client said ‘You just blew the competition out of the water’.
- Within days we’ve won the business.
Process:
Understanding local business owners’ personal journeys was critical for this project.
Exploring their concerns, needs, dreams and determined drive against all challenges, I saw them as unsung heroes. This was something that Google could celebrate, with the launch of their new ‘Google Boost’ for local businesses across America.
As I dug further, the real brand experience meaning and the values we could build our campaign on became clear; Community, Sustainability and Authenticity.
Hence, we starred real local business owners from Main St USA, in a Soap Opera style rich media banner campaign, with the tagline ‘Love your business? Give it a Boost’.
RESULTS
- Attracted 1/4 million rugby fans to the Investec Internationals game.
- Won an IAC award.
Process:
During my research for this project, two things stood above everything else.
The quality and the intensity of the competition between England and the Southern hemisphere’s best teams are spectacular.
Thanks to Investec, these epic clashes of rugby cultures and legendary titans create shockwaves of excitement across the globe, from the field in Twickenham.
To enjoy every tackle, every scrum, every pass and every score, we invited fans to join our multichannel campaign and ‘Follow in the steps of giants.’ They weren’t disappointed.
RESULTS
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Earned $48.2 million in free media, including global digital, print, radio and TV coverage for World Osteoporosis Day, upon launch.
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Garnered 120,000+ participants in World Osteoporosis Day events globally.
- IOF achieved a winning combination; A unique social platform, a new website experience, and a fabulous new tagline that provided the means to a leading new global brand positioning in healthcare.
Process:
Understanding and debunking, Osteoporosis’s biggest misconception were critical during this campaign.
Many think of the condition as a female-only issue. However, liaising with a good number of health care practitioners, they emphasised how Osteoporosis affects men and women alike. That key insight was the weakest link in the treatment of the condition.
To strengthen this link I created a digital and real global human chain supporting bone health prevention, diagnosis and management.
‘The Unbreakable Embrace’ campaign, had a simple, invigorating and powerful global message – ´Love your bones – Together we are unbreakable.’
RESULTS
- Helped to generate a 118K%+ ROI.
- Turned a new startup into the world’s #1 high fashion e-tailer.
- Won several international awards.
Process:
I started researching the client’s very niche target audience. This revealed specific and unusual shopping habits.
Documenting these carefully provided the main creative inspiration for a timeless design and a unique tone of voice.
As well, understanding the client’s own personal journey provided further insights. They inspired a brand experience strategy and design, that rang true to them and their audiences alike.
All of these were then crafted into a unique shopping experience across every touch point of the customer journey. The end result stood the test of time, setting an unparalleled standard across the global fashion industry.
RESULTS
- Attracted 18 million visitors.
- The widget was downloaded 259.9% more than expected (1st year alone)
- Won 6 international awards (including Cannes shortlist)
- Was published in ‘Advertising NEXT – 150 winning campaigns for the new communications age.’
Process:
Researching the target audience we found their scepticism towards traditional tech package-tracking tools.
This represented a major obstacle to introducing our friendly widget.
To address the issue I created a welcoming microsite to ‘break the ice’ – a 3D virtual shipping office. Here every item was clickable, displaying animations and easy-to-follow advice.
On arrival, visitors were welcomed by our friendly widget, which offered them a simple array of services and options, helping everyone find key information, send parcels and track them without having to go to the main UPS website.
