With a third of UK drivers admitting to having had a ‘micro sleep’ at the wheel, I led the creative development of a TV campaign that sought to dramatise and personalise this moment. 80% took action as a result of seeing the campaign (50% above target) with one of the highest Road Safety engagement figures ever recorded. Gold at The Marketing Society Star Awards.

Collaborated with Premier League club Brentford FC to research stories and deliver a series of films designed to connect with the local community. This resulted in 100k+ likes, earned media and a Broadcast Sport Awards win.

Creative Development / Marketing Strategy / Market Research

Designed a national B2B campaign aimed at getting SME leaders to recognise Bupa as the top choice for health insurance. This strategy involved putting decision makers themselves at the heart of the content, including a roundtable discussion, to increase reach and consideration in the right circles.

Campaign Planning / Creative Development / Data Analysis

With a brief to create a modern, PR-able and distinctly Scottish track for Visit Scotland, I ran an ideation workshop that yielded A Sonic Portrait of Scotland. In collaboration with Zoe Graham, the creative weaved ‘found sounds’ from around Scotland into a cohesive anthem. Including the chug of the Jacobite Steam Train, the pulse of a Harris tweed loom, and the opening crack of a can of Tennent’s as a snare sample, the track won ‘best audio’ at the Prolific North awards.

Creative Development / Influencer & Creator Marketing / Marketing Strategy

A combo of planned and cheeky, quick-fire reactive content saw my team consistently smash reach and engagement targets, secure regular earned media, reach Reddit's front page, and be voted the #1 FMCG social media brand (The Grocer).

Social Media Strategy / Creative Development / Data Analysis

The NBA wanted to entertain, educate and recruit a new generation of fans across Europe. As a member of the pitch team, I presented a strategy that focused on leaning into the existing cultural currency of basketball, while partnering with a popular voice, to engage younger viewers.

The result was the ABC of the NBA: a 10-part content series, voiced by TikTok and YouTube creator Chewks, that used ‘scrapbook storytelling’ to deliver a modern take on the game with a 90s aesthetic. Branded Entertainment / Content winner at The Clios.

Social Listening / Social Media Strategy / Influencer & Creator Marketing

With research showing that shame comes through strongly in how people with long-term, complex mental illnesses perceive themselves, I led the creative development of a UK-wide mental health campaign with stakeholders from Mind, See Me, Inspire and Time to Change to challenge this. By subverting a well-known phrase in mental health campaigning, we secured BBC TV coverage and drove a national conversation.

Creative Development / Campaign Planning / Positioning & Messaging

In charge of 25+ markets across Europe, the Americas, Africa and Asia as The Famous Grouse rolled out a fresh digital strategy (which I co-authored). Marketing Society win for Digital Comms as reach and engagements on social media rocketed.

Creative Development / Data Analysis / Social Media Strategy