2. “Creativity is just connecting
things. When you ask creative
people how they did something,
they feel a little guilty, because
they didn’t really do it, they just
saw something. It seemed obvious
to them after a while. That’s
because they were able to connect
experiences they’ve had and
synthesize new things.”
3. I believe in the value great creative can
bring to commercial problems.
The value of looking for new ideas,
seeing new perspectives.
This is a business consultancy – but from
a creative perspective.
4. Insight
Intelligence
What can I do for you?
Research
With any business problem -
I believe in starting with insight.
I can design and run market
research groups for you. Or.
Apply a fresh pair of eyes on any
existing research and intelligence.
“What do our customers, our staff,
our stakeholders think, feel and do
in their interactions with our
business?”
“What is it that you want them to
think, feel and do?”
5. What can I do for you?
Crea0ve
What most businesses need is a clear,
Ideas
compelling idea.
Execu0on
Ideas to solve the business problem
Ideas to bring the strategy to life.
Then.
The execution of that idea.
Across anything. Your company identity,
your company fliers , your adverts, your
brochures, your point of sale
material, your videos.
I have an eye for great creative talent.
To select the right creative to ensure the
execution is brilliant.
6. What can I do for you?
PR
and
Content
Proactive messaging.
This is not about the day to day media
relationships.
This is about shaping thought leadership
stories for your business.
Shaping a great content strategy for your
business to talk about in the media.
Content that is true, relevant.
Content of use and interest to their readers.
Content well written.
7. Why should you trust me?
A wealth of experience to bring you.
25 years working in London.
A blended perspective from working in
Agencies and in house.
Experience along the whole marketing
mix. Your brand strategy, research,
communication, creative.
Experience with many great brands.
I won’t work alone though.
I work with tip top graphic designers and
film directors. My goal is brilliance. To
ensure the creative expression is
excellent = the best you can get.
8. Take a look at some work
Brand identity
Websites
Brand Vignettes
Brand Adverts
9. Changing Brand Identity!
Before! After!
The company was seen as old fashioned. The company was averse to a name change. However,
Fragmented. A little scruffy.! a cleaner, more professional look put the company
identity ʻheads and shoulders above the restʼ MD. !
If candidates were represented they were seen
as a commodity, never as a real person! In the 14 months following the brand change the
referral business went up by 35%!
10. Changing Brand Identity!
Before! After!
The company had not changed itʼs brand identity for 30 The elements of the brand name and icon were
years. The colour was slightly tired, the wordmarque unlocked. The eagle was softened. The company
and symbol locked. The eagle a hugely emotive icon colour was tweaked to a brighter pantone. A bespoke
with strong internal advocates! typeface was created for the company. Photography
guidelines were created for imagery. Many of these
elements remain ten years later.!
11. Redesign and build of website!
Before! After!
There were six business unit websites. SEO & Technology – integrated site. SEO strategy!
Copy heavy! User Experience – designed UX & wireframes!
The user journey complex! Brand & Design - carried the new brand positioning !
Traffic between the different websites! Won a Best in class HR award!
No conversion metrics ! Generated close to £2million in profit !
No clear area for clients! The impression the website gave was of a ʻhuman
No strong brand image! companyʼ that valued people, candidates and clients!
This was only phase one of the site!
12. Advertising!
Barclays Bank. The Business and Brand Ambition at 1999 was to be seen as more than retail bank!
To be seen as a global bank with size and stature.!
TVSCRIPT: VOICE OVER
What is this about big?
You know, seeing the big picture, having the big idea, clinching the big deal, nobody wants to clinch the little deal, who
wants to do that? You would be a little deal clincher, a small shot.
When you go get a burger you want a big Mac, when you go the fun fare you ride the big dipper, when you turn on the TV
you see the big bird, are you afraid of the big bad wolf?
When I was growing up I wanted to be the big man, I never wanted to be the little man, even the little man wanted to be the
big man.
You go to America you want to go the big apple not the little apple.
When I wake up in the morning I want a big breakfast, I want my girlfriend to say good morning big boy to which I will reply I
have a big day today, a big meeting with a big cheese from a big studio it’s the big time for big bucks. She will turn to me
rolling her big blue eyes and say big head!
I will retort what’s the big deal? Give her a big kiss, get into our big car and set out into the big wide world. She will give me
a big wave, close the door of our big house, look in the mirror and ask herself does my bum look big in this?
And, in my big meeting I will turn to one of the big hitters and say I love this movie, it’s going to be big. There is only one
small problem - my fee, I would like it to be, what’s the word….
A Big World. Needs a Big Bank.
13. Advertising!
Aviva in 2005 was a parent name, created a year
previously to be an invisible parent name in the UK but
an actual insurance brand trading name in all other
markets. This was not sustainable long term and there
was a need for one cohesive parent name that key
stakeholders in the City were aware of. Gordon Brown
had asked the CEO of Aviva ʻwhat does your company
do?ʼ For the 5th largest insurer in the world, this was the
catalyst to decide to invest in name awareness for the
opinion forming business community.!
Business and Brand Ambition:!
To be grow the parent company name awareness
amongst staff and key opinion formers.!
To position the parent brand as in the ʻfutureʼ business.
The brand strategy was a positioning of being interested
in building a better tomorrow.!
The Creative Idea endline was Forward thinking. One
executed in press and through a series of branded
content vignettes. Each featuring a forward thinking
individual who was doing something to build a better
tomorrow.. Built awareness. Built internal pride. Won
awards. Laid the path for the Norwich Union brand
name migration.!
