that’s why her hair’s so big. it’s full of insight.
IT ALL STARTS WITH AN IDEA
✦
IT ALL STARTS WITH AN IDEA ✦
CREATIVE / sTRATEGIST / STORYTELLER / social listener / PROBLEM SOLVER / PITCH WINNER
A YEAR AGO I WAS WINNING NEW BUSINESS FOR BRAZEN (PR WEEK’S BEST AGENCY OUTSIDE OF LONDON 2023*)
AS THE AGENCY’S FIRST & ONLY DEDICATED CREATIVE, I HELPED ACHIEVE AN ALMOST 80% NEW BIZ PITCH WIN RATE IN MY FIRST YEAR
WINS INCLUDED SUDOCREM, ABBOTT LYON, MANCHESTER AIRPORT, KENJI, TATE & LYLE, PETS CHOICE AND THE WORKS — TO NAME A FEW
BUT THEN I GOT INVITED TO A 15-MINUTE MEETING WITH OLIVIA FROM HR
SINCE THEN, I’VE BEEN PAYING RENT BY PERSONAL TRAINING AT MANCHESTER’S FRONTLINE FIT PERFORMANCE CENTRE — A ROLE THAT TAUGHT ME EVEN MORE ABOUT PEOPLE, MOTIVATION, IDENTITY AND HUMAN BEHAVIOUR
BUT NOTHING GETS MY HEART RACING QUITE LIKE UNCOVERING AN AUDIENCE’S REAL WHY, FINDING THE CULTURAL TENSION, BRINGING IDEA AND CONCEPTS TO A TABLE OR DEVELOPING THE KIND OF INSIGHT THAT MAKES A CLIENT’S FACE LIGHT UP
SO I’M PUTTING MYSELF BACK OUT THERE AS A CREATIVE STRATEGIST
SEE SOME OF MY THINKING BELOW
wORK
01
SUDOCREM - UNCOVERED
For a highly competitive pitch to win a retainer for this household British name, I was challenged to deliver brand growth for Sudocrem by educating and re-engaging lapsed users (not mums) around Sudocrem’s versatility, while also engaging their core audience (mums.)
I fought hard to convince my CD, SD & MD to pitch a strategy that took this risk-adverse brand into two unexplored territories — acne and social media — to start a conversation about the relationship between skin and family life.
02
BUTLIN’S - THE POWER OF FANCY DRESS
I was challenged to build brand awareness of Butlin’s Big Weekenders – action-packed weekend getaways that encourage guests to dress up, let their hair down and make lifelong memories with friends – to drive awareness of the breaks, while simultaneously championing how much great value for money they are.
Results: 181 hits across national, consumer, regional and broadcast, 1,522 engagements, 165,543, impressions, 164 link clicks, 149 sticker taps across socials, 46.5m OTS
03
DR. OETKER RISTORANTE - PIZZA RECLAIM
Dr. Oetker wanted to drive awareness and excitement for their Ristorante thin & crispy frozen pizza with a summer experiential stunt. They also wanted to shout about their new ‘Taste of Italy’ branding.
Introducing… baggage pizza reclaim. Based on my insight that post holiday cooking fills Brits with sheer dread, we loaded Liverpool John Lennon Airport’s arrivals baggage carousels with free pizza - helping holidaymakers returning from the Italian Riviera taste Italy just one meal longer. With unprecedented travel disruption dominating the news agenda at the time, the story really flew.
Results: 400 families took home 2x free pizzas at the airport activation, 34 coverage hits achieved, 5x national pieces, 25m consumers reached, 94% of web coverage linked to a Ristorante rebrand web page, 100% of hits featured brand assets and quote on the rebrand.
06
KENJI - LONDON FINDS JOY
With my CD on AL and no strategy time assigned to this competitive pitch brief, I took it upon myself to develop a strategy rooted in insight. The brief: to drive fame & footfall for Kenji’s new store opening in Westfield London.
As both a born and bred Londoner and resident of Japan for two years, I immediately spotted a problem/solution: what if the proven calming, healing effects of the asian cultural phenomenon “kawaii”' could cheer up this increasingly miserable city? My strategy ‘London Finds Joy’ and creative idea ‘Queue Hopping’ won us the pitch and got London queue hopping with joy into the store.
Results: 8 trade coverage hits, 11 coverage hits, 3,591,092 reach, 18 influencers attended, 547,270 total influencer reach, 43 pieces of content posted, 2 retail trade exclusives.
07
EE - TIKTOK
On my first placement at Saatchi & Saatchi I was briefed to use a TikTok trend to bring to life EE’s propostion: “Count on EE”
08
VISA - COPY
At Saatchi & Saatchi, I wrote some copy for Visa’s safe pay promise. My three audiences were Health, Beauty & Gaming.
