About me
Creating business value is disarmingly simple.
You must empathise with people.
By understanding people deeply you will be able to identify services that will impact people's lives and create stories that will inspire them to think and act differently.
As the lines between products and marketing blur, the future belongs to agencies and individuals that can use this understanding to combine service/ product design with storytelling across ecosystems.
Sector Experience
My Work
SEE ALL WORKChange Your Life In An Hour
- BRAND:
- Scottish Widows
- AGENCY:
- Rufus Leonard
Positions
Looking forward to helping Rufus Leonard become known as the world's best Customer Experience agency.
Change Your Life In An Hour
- BRAND:
- Scottish Widows
- AGENCY:
- Rufus Leonard
From scratch, have built a 10-strong multi-discipline team of strategists; including brand and business strategists, UX specialists and data analysts. Have helped triple the size of the Amsterdam office in 3 years. Oversee all strategy across clients including MINI, BMW, KLM, Tommy Hilfiger.
Currently Business Lead for a multi-million Euro group of accounts (including Philips, Netflix and Intel).
As Philips' innovation partner, we are helping drive their digital transformation in a number of ways. We’ve developed value propositions; identified MVP feature sets; determined UX & design; outlined product road mapping; and created go to market launches. In 2014, four of the connected products that we helped defined and develop went live to the public. This business transformation added $500m to their brand value last year.
Currently Business Lead for a multi-million Euro group of accounts (including Philips, Netflix and Intel).
As Philips' innovation partner, we are helping drive their digital transformation in a number of ways. We’ve developed value propositions; identified MVP feature sets; determined UX & design; outlined product road mapping; and created go to market launches. In 2014, four of the connected products that we helped defined and develop went live to the public. This business transformation added $500m to their brand value last year.
Built a team of 4 people (across creative, strategy and production) to enhance and grow WCRS's digital output. We won £215k worth of business in first year, including a pitch for Sony Europe.
Helped develop one of the earliest viral marketing successes for Transport for London ("Moonwalking Bear"). This small-budget campaign (£600k) reduced deaths on London’s roads by a third. The campaign was experienced by more than 13 million people, saving an estimated £2.3 million in human and administrative costs, and resulting in a payback of £3.66 for every £1 spent.
Multiple other digital campaign successes with clients like Weetabix, News International and Brylcreem (Creative Circle Best Multimedia Campaign).
Helped develop one of the earliest viral marketing successes for Transport for London ("Moonwalking Bear"). This small-budget campaign (£600k) reduced deaths on London’s roads by a third. The campaign was experienced by more than 13 million people, saving an estimated £2.3 million in human and administrative costs, and resulting in a payback of £3.66 for every £1 spent.
Multiple other digital campaign successes with clients like Weetabix, News International and Brylcreem (Creative Circle Best Multimedia Campaign).
Developed Audi's channel ecosystem including launching the Audi TV channel (defining its identity, content and scheduling strategy). This enabled Audi to become the fastest-growing prestige car brand in the UK, generating an incremental 50,000 car sales and payback of £7.50 for every £1 spent. This won the activity a Silver IPA Effectiveness award.
Launched multiple car into this ecosystem including the new TT and RS4. The RS4 "Menace" campaign (which included a reality TV show and an interactive graphic novella) won a Marketing Week Effectiveness Award.
Launched multiple car into this ecosystem including the new TT and RS4. The RS4 "Menace" campaign (which included a reality TV show and an interactive graphic novella) won a Marketing Week Effectiveness Award.
Board Account Planner
London, United Kingdom
March 2000 - December 2004 (4 years 9 months)
Won Silver IPA Effectiveness Award for Marmite through-the-line campaign, proving the direct value of PR (in combination with TV) to bottom-line profits. Econometric modelling calculated that the campaign gave an ROI of over 300% (£47m). PR boosted the impact by an extra 14% (£6.5m).
Defined Marmite's positioning as an "antidote to bland" leading to a licensing programme that lead to 100 new products and even several pop-up stores.
Relaunched the languishing Kwik Fit, the success of which earnt the campaign a silver IPA Effectiveness Award. We proved that communicating service was more profitable than talking price. In less than three years, the campaign helped reversed the fortunes of the company, culminating in a sale netting a £0.5 billion profit.
Helped develop new products for Reuters including Kalends (a calendar tool to enable traders to plan for future events).
Became a Campaign Magazine "Face to Watch" in 2003.
Defined Marmite's positioning as an "antidote to bland" leading to a licensing programme that lead to 100 new products and even several pop-up stores.
Relaunched the languishing Kwik Fit, the success of which earnt the campaign a silver IPA Effectiveness Award. We proved that communicating service was more profitable than talking price. In less than three years, the campaign helped reversed the fortunes of the company, culminating in a sale netting a £0.5 billion profit.
Helped develop new products for Reuters including Kalends (a calendar tool to enable traders to plan for future events).
Became a Campaign Magazine "Face to Watch" in 2003.