This document provides a recommendation for Paul Cleverley, praising his 14 years of experience in senior director roles at Merlin Marketing and PR and Creative Director at Freshwater UK PLC. It details his responsibilities in overseeing creative projects, production, and client services. While the company no longer requires a standalone creative director, the letter recommends Paul for freelance consultancy work due to his extensive experience in integrated communications, creative strategy, and exceeding client expectations.

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20 March 2013
TO WHOM IT MAY CONCERN:
Paul Cleverley hasworked for Merlin MarketingandPR, acquired by FreshwaterUK plc in
2008, for14 years. For the pasteleven years he has held senior director roles, including
boardmember andcompany secretary with Merlin, andCreative Director at Freshwater.
Paul joined Merlin as Head of Interactive Media, and, havingdevelopedthe company’svideo
productionoffering, was promoted toDirector of New Media, before taking onthe role of
Creative Director where his responsibilities included leading onall creative projects,
overseeing production, planningandquality controltogether with client handlingonall
brand, video, andevent-frontedcommunicationsprojects.
Following the acquisition, Paulwas instrumentalin the integration of the two teams and
facilitated the expansionof Freshwater’s offering with branddevelopment, interactive
media, video, andevents.
His activity has also included overseeing the outputofthe creative services team, from brand
development, brandstrategy, design, marketingcollateral, website development,
advertising, social media, exhibitions, merchandise, e-marketing, throughtovideo
productionand major event management.
Paul’sextensive integrated communicationsexperience hasled to himbeing deployedon
campaignswhere either the budget, the creative, logistics, or complexity is very challenging.
In delivering, he regularly exceeds client expectations. He also hasresponsibility for new
businessanddevelopsmarketing, estimates andpotential client proposals, pitchingfor work
on a regular basis.
Paul’sexpertise has been drawn onby many clients across the Freshwater Group, but, in
particular, over the pastfive yearshe hashad strategic involvementinthe following key
accounts:The FootballAssociation of Wales, the Welsh Government’sWales The True Taste
Awards, RandoxHealth, BasqueWine, ContactCentre Forum, SouthWales Chamberof
Commerce, Red Hot World Buffet, Castleoak Care Homes, UKTI, Confused.com, WelshLocal
GovernmentAssociation, RougemontSchool, PHS, Penderyn, MermaidQuay, Linde, Gwent
Police, CarbonTrust, British Gas, SA Brain,

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Beacons BusinessInteriors, University ofLeeds, Thompsons, SouthHook LNG, SportWales,
Tesco and MITIE.
Notablerecent achievementsinclude:
DonateWales – Having been awarded Gold Medal in the 2010 CIPRCymruPRideAwards,
Freshwater went on to win the national2011 CIPRExcellence Awards for Integrated
Communications.
Paul was creative director for this organdonationcampaign, responsiblefor strategy, e-mail
campaign, online advertising, Facebook campaign, bluetoothproximity campaign, and the
project cornerstone production ofthe TV advertisement – The InvisibleDeath Row.
InternationalMaritime PilotsAssociationConference – London2012
Paul headedup thismajor five day conference that involveda welcome eventon boardthe
QMSWellington, openingceremony, eight full-day companionexcursions, two reception
events(one at the Palace of Westminster), a Thamesriver cruise and lunchfor 400, topped
off with a Gala dinner at the RoyalCourtsof Justice for over500 internationalguests. Among
the challenges presented by the event was a stalker who presenteda numberof security
issues, as well as the unfortunatecase of the deathof oneof the internationaldelegates on
the first day.
Paul’sstrengthsinclude his highlevel of creative, productionandonline knowledge –
somethingthathe is constantly updatingandsharingwith the team. He is a creative, brand-
led, strategic thinker, and hasthe ability to interpret client needsquickly andaccurately.
Paul hasa keen eye for quality and strivesto inspire effective client communications
solutions, while also havinga firm eye on the commercial aspectsand opportunitiesof every
project and client encounter.
Paul is highly experienced, committed, patient, andhas a significant contributiontomake to
all discussionsandbusinessplanning. He is willing to go the extra mile in the pursuitof client
satisfaction, company revenueand creative integrity. He is hands-on, extremely versatileand
has a “can do”attitude. His client handlingis friendly and professional.
Due to the changingnature of our business, witha focus onintegrated communicationsand,
consequently, anintegrated approachtoaccount direction, we do notfeel thatwe require a
standalonecreative director. We will be working with Paul ona freelance consultancy basis,
butwe will miss him as a full-time member of the team.
HaydnEvans
Finance Director
Freshwater UK PLC