As a Deputy Creative Director I believe that the creative idea powers the emotional connection between brands and people. It's this ethos and way of working that has been the driving force behind producing successful, award winning and brand building campaigns. Why have a top five creative rules? As a Deputy Creative Director I am constantly working on new briefs and overseeing creative teams. A set of creative rules allows me to have a vision for not only my own work but for other creative teams to be inspired by, debate and to generate their own points of view.
Mum's are time short and proud of their and their families appearance. 'Pushing Miracles - Pulling Answers' is a real-time community solution for their laundry needs and questions. Current laundry search results are examined and pushed live to the Ariel homepage, forming content and involving the public into the evolving conversation. Initially launched in the UK 'Pushing Miracles - Pulling Answers' is now live in 12 countries, thats a lot of happy mums.


Morph is an interactive campaign to promote the struggling Provence travel destination offered by Eurostar. People were put off by the long train journey and the client requested not to mention it... so it became the centre of my creative. When was the last time you had eight and a half hours to yourself? Travellers were changed from grey London morph as they read books, watched films and relaxed during the journey into an adventurous French frog hopping around exploring and discovering. The campaign was a hit and the struggling train to Provence is now full of happy Morphs.

  
Shooting over 42 hours of continuous sporting photography in Qatar for the successful Snickers longest football world record attempt was never going to be easy. By going that one step further we caught all the goals, all the heartache and all the smiles. Captured and shared in real time the passion and energy was bought to a global audience and the world cheered as we moved towards the world record breaking moment.
Big ideas spark debate, change everyday behaviour, create movements and alter brand perceptions. The Nissan JUKE Kuro has a darker mischievous side, could we get the public to reveal their darker side, their KURO Konfessions to the nation?


How do you promote a highly opinionated brand like the Times online? with highly opinionated advertising. Ever seen a banner before we're every time you roll over a 'Fat kid on a sofa' eats more and more until the banner expands? Or how about an interactive 'Burka vison' banner that gives you an insight into peoples reactions to someone wearing a Burka?
Could a campaign not only show the public support behind a sporting team but affect their performance? Using the insight that athletes perform better when they know they are supported can 'Our Greatest Team, 500 athletes, 60 million strong' inspire the nation to inspire Team GB to glory in the 2012 Olympics?
Finding the right fragrance is a long and expensive experience, but could the process be simplified? YourPerfumeGift.com enabled people to discover the perfect fragrance for yourself or a loved one at Christmas by creating a piece of personalised art, simple. Each unique piece of art was then scientifically analysed to present the user with three fragrance options. Over 10,000 art pieces were created in the UK France and Germany, 8,000 more than the clients expectations and each postal sample delivery even included the personalised art on the packaging.
 
 

Awards
 Caples Best of Show: Snickers Make football history.
Revolution awards Best Integrated Marketing Campaign: Snickers Make football history.
Dubai Lynx Event & field marketing: Snickers Make football history.
DMA Echo Awards, Silver: Snickers Make football history.
Caples Best in Show: Save the Children, Skip a Treat.
Bronze DMA Echo: Save the Children, Skip a Treat.
Bowen Craggs Index most effective website: Shell.com.
Winner 3rd place, Best OTC Marketing Campaign on a Big Budget for Lemsip.
Winner IPA Effectiveness for an integrated campaign: Eurostar, Fly Eurostar.
BIMA, Highly commended: Royal Mail, Special Delivery 9.00am.

 

Brands
3M, Alfa Romeo, Ariel, BOA, BP, British Olympic Association, Delta, Dunhill, Ericsson, Eurostar, Fox Video, Glaxo Welcome, Goldfish, Head & Shoulders, Help the Aged, Hertz, Lemsip, L'Oreal, Nescafe, Mars, Microsoft, Morgan Stanley, Nurofen, Nestle, Nissan, Nokia, P&G, PC-City, Royal Mail, Samsung, Save the Children, Shell, Sky, Standard Fireworks, Times Online, VW and Whiskas.

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