CV
WORK EXPERIENCE
Creative Director
Treacle - Remote - May 2022 - February 2024
Treacle specialise in positioning, strategy and messaging for agencies and brands.
As Creative Director I am responsible for translating the strategic thinking into compelling creative messaging. From straplines to social campaigns, manifestos to major rebrands and website design and build.
Clients include: Seen Connects. TMS (The Marketing Store), Redpill, Wheelhouse DMG, Sidekick Group, PUSH Group, Prosperwell, Diageo.
Freelance Creative and Strategist
July 2017 - Present
After leaving WARL/VCCP Retail I have taken some time out to pursue personal and freelance projects. Creating strategy and branding for Murphy’s internal innovation programme, TOV guidelines and workshops for Hotter shoes and video and brochure copy for Abbeyfield. As well as freelance pitch and project work for many agencies.
Also, as a trustee of The BigKid Foundation I have been developing the charity’s new strategy for growth and creating new branding and communications. This has included workshops with the kids to develop new logos and messaging, an app which we hope to launch later this year and collateral to celebrate our recent 10th Anniversary.
Creative Director/Creative Strategy Director
WARL/VCCP Retail - London - April 1999 to July 2017
During my 18 years at WARL I helped it grow from a small start up to a business fit for purchase by Chime Communications and a valued part of the VCCP network.
Highlights in my years there included gaining a place on the P&G roster which led to working with brands across the whole portfolio from laundry care to beauty. We were also the agency responsible for resurrecting the Smash Martians for tactical TV campaigns and launching Muji's first advertising campaign. As part of the Coca Cola global roster we helped launch the hugely successful "Share a Coke" named bottle campaigns, adapting the above the line big idea for European shopper markets.
I am particularly proud of the many years we have spent working with McArthurGlen designer outlets - with 22 locations across Europe, the UK and Canada we have been their lead agency for over 7 years, transforming the brand from a "shopping centre provider" to a high-class fashion destination.
I also worked on F&F (Tesco) for many years, starting with CE we reengineered the brand from supermarket clothing to fashion label, this positioning and creative direction was later rolled out in the UK and we enjoyed many successful years together.
As part of VCCP Retail I was also involved in working with 02 and Canon as well as other main agency clients. Of course, this is just a small sample of the many clients I have enjoyed working with, others include Lindt, Baileys (and other Diageo brands), Tresemme, Albert (supermarkets), Hamelin, HP, Jacobs and many more.
Senior Copywriter
Euro RSCG Direct - London - February 1998 to April 1999
Direct response and ATL clients included American Express, Frexinet, Ibis Hotels, Iomega, Laphroaig, National Asthma Campaign.
Senior Copywriter
Jaffe Keating (formerly Little Leighton Sobczyk) - London - August 1992 to December 1997
Senior writer, often working in partnership with Creative Director. ATL and BTL clients included Age Concern, Air Jamaica, Bain Clarkson, Battersea Dogs Home, BWIA, Carlsberg-Tetley, CSMA, East Midlands International Airport, National Asthma Campaign, Motor Neurone Disease Association and Waitrose.
Copywriter
Burton, Wisgard, Doxat - London - January 1991 to August 1992
Clients included Alitalia, Italiatours, British Steel, EMAP Publications, Falcon Holidays and Tate & Lyle.
Maternity Leave - with added freelancing
London - June 1990 to January 1991
Whilst on maternity leave, I continued to freelance for my agency (Burton Wisgard Doxat) while also working on a variety of direct clients, including copy for calendars (Churches of West Sussex was a particular favourite) and other, less savoury, projects.
Copywriter
Burton Wisgard Doxat - London - April 1989 to June 1990
Through the line copywriter, accounts included Alitalia, Italiatours, British Steel, EMAP Publications, Falcon Holidays and Tate & Lyle
Copywriter
Starkey Hardy Stansfield - London - September 1987 to April 1989
Writing through the line comms for clients including Centaur Communications, Graninio, John Salmon, Sketchley's.
Junior Copywriter
KHBB - London - January 1987 to September 1987
First job, "won" in a nationwide competition to create advertising awareness for AIDS/HIV. Clients included AA, Bejam, Carlsberg
EDUCATION
HND in Graphic Design and Advertising (Copywriting)
Hounslow Borough College - London
1985 to 1987