Work that works
I’ve been lucky enough to enjoy several long-lasting Client relationships, from which you can deliver work that truly moves the needle and pushes the boundaries of creativity.
Toyota Deep-dive
One of the most rewarding journeys that I have been on in my career is that of taking Toyota back to #1 OEM in both sales and brand strength in EMEA market share leaping (4.8% > 7.5% in 5 years). Along the way we scaled from an initial 16 offices to 30+ markets, launched dozens of new car lines including KINTO and bZ4x (Toyota’s first electric vehicle). We redefined their brand purpose (Beyond Zero) for an electrified future, and held their hands through the biggest Olympic and Paralympic Games sponsorship ever.
Toyota We Choose Hybrid
Normalizing hybrid back in 2017, so as not to feel like a choice for someone else.
Toyota — Move Ahead
A high-octane journey through the automotive ages. If you look closely the longer film is actually painstakingly made up of product benefits to provide more tailored assets for further down the purchase funnel.
Toyota bz4X
Toyota — Aitor
My favorite story of this 4 year content series which links the amazing lengths some humans go to keep moving and the devotion Toyota put into making their cars.
Moments That Matter
I’ve always relished the opportunity to work with big brands at significant moments in their evolution.
Ben’s Original
“The most meaningful campaign in our 79 year history”
Anja Spielmann, Global Brand Director Mars Food
When entrusted with a brief as important as this: you are desperate to do it justice. From a beautiful insight (we’re all original recipes), a full funnel campaign from broadcast to shopper and a signals-based dining occasions media strategy, the results delivered (x6 ROAS uplift, 1.6% penetration uplift).
AON
AON’s journey from single service reinsurer, to a more holistic business advisory leader was just one of these significant opportunities.
I led the pitch-winning team and together we created their new brand platform ‘AON is in the Business of Better Decisions’, revising their brand system and activating it through a compelling campaign that reflected a more modern, global, digitally powered AON. AON has a vast array of customers so we segmented their audiences a little differently (by industry and business challenge they were faced), powered by DCO technology this allowed us to tailor AON messaging to these differently motivated buyers. The results delivered too +13% C-suite awareness globally & 88% ‘has a strong brand’ with internal colleagues. This end-to-end marketing challenge is exactly the sort of opportunity I enjoy getting stuck in to.
Disruption and Innovation
I’ve found that once you have built that level of trust through a shared ambition with your Clients then you can really start to push the boundaries.
Or when we actually made a hoverboard for Lexus.
Or making an actual horror film for an auto breakdown service to try and remind you of the horror of lacking insurance, when it’s the last thing you want to be thinking about.
Like when we visited Toyota HQ in Japan and taught their robot to trash-talk celebs as well as sink 3-pointers. Making experiences that people actually want to spend time with has always been the holy grail.
An oldie but a goodie, but we built Facebook’s biggest community for any brand before most brands were even on the platform.
We made the first ever AI scripted ad, by designing a custom algo, and hired an Oscar-winning director to shoot it. Shockingly self-aware even in 2019…
A snapshot sizzle reel of the newsroom style approach I’ve embedded in multiple content studios.
Pure Craft
When a brilliant idea gets the executional brilliance that it deserves…
Mastercard — ‘Arrivals’
iD Mobile
When launching a challenger brand mobile network to an audience who eschewed advertising you really need to think differently. In this content series, we celebrated those individuals who really ‘Do their own thing’ before being your authentic self was even a thing. To this day one of the most thrilling shoots i’ve ever been on…