Creativity is a force multiplier for business growth. It is the most important thing a marketer can deliver.
I have a track record of building teams that deliver strong creative success.
Here are a few of my favourite projects that I’ve played a part in.*
*Full credit goes to the teams who created all this amazing work. I feel lucky just to have been in the room. :)
American Express x Delta Skymiles
American Express and Delta Air Lines have one of the most successful partnerships in business, and in early 2024 our Dentsu Team Amex helped to launch the new, revamped Delta SkyMiles American Express Cards, designed to improve the travel experience and deliver everyday value to consumers and business owners.
While the cards genuinely offer industry-leading benefits and value… the travel category is already saturated with communications about perks, points, and status.
To connect with everyone from occasional travelers to the most frequent Delta flyers, we shifted focus from the cards to the people who use them, telling dozens of different individual stories and showing that we understand why people travel: If you travel, you know.
The integrated campaign covers everything from broadcast TV and OLV to high impact OOH, social, performance marketing, and extensive asset toolkits for both organizations to use across their owned channels.
7-Eleven “Take it to Eleven”
Our integrated Dentsu team leads creative & media for 7-Eleven, and over the last few years we have driven them to new heights of sales and customer growth with a campaign that celebrates “Taking it to Eleven” with all the weird and wonderful things that happen in their stores and parking lots.
Through social listening, we noticed that there was a strong culture of car aficionados who were using 7-Elevens for meet-ups and photo shoots. We embraced this culture and turned it into a pillar of brand communication, celebrating and giving back to this community, and even featuring them in our marketing. The community has embraced us back, even making their own case study films about how much 7-Eleven ‘gets’ car culture. Our work for 7-Eleven was recognized as the “Best Instagram Presence” at the 2023 Shorty Awards.
The “Take it To Eleven” campaign is now it its fourth year and won a Gold Effie in 2022 and 2023 Global Retail Best of the Best for effectiveness in driving business results.
Colgate “Our Smile Is Our Strength”
My Paris-based team developed Colgate's first ever global brand campaign "Our Smile Is Our Strength." It features true stories of real people - female athletes, gay parents, people with Downs Syndrome, a Russian female fire fighter, a transgender model - who in the face of judgement by society, have chosen to smile back at the world. It was such a privilege to work on.
As the pandemic hit in 2020, the campaign evolved into “Smiles Always Find A Way.”
And it was awarded a Gold Global Effie for its extended building success.
Walgreens 2019 Christmas campaign with Neil Patrick Harris
As a pharmacy, Walgreens is not top-of-mind for gifts during the critical Christmas retail period. To shift that perspective, our integrated WPP team mined several years of search & social data to identify people’s most stressful moments during the holiday season, and then showed all the ways Walgreens helps shoppers navigate those moments.
To get the message across we created a multimedia campaign across Facebook, IG, YouTube, TV, radio, and performance marketing, featuring actor Neil Patrick Harris and his husband, chef David Burtka, demonstrating their own stressful family holiday moments. It was the first time Walgreens had ever featured a same-sex couple as their spokespeople.
This campaign led to one of Walgreen’s best Christmas sales seasons ever.
Boots UK Christmas 'Bootiques' personalized campaign
Christmas is a retailer’s most important season, especially in the UK where retail holiday ads are hotly anticipated and discussed as part of popular culture. For the 2019 Christmas campaign, our WPP integrated UK team built a personalized, interactive shopping experience called 'Bootiques.' And to support it, Boots drastically upped digital to over 55% of the total budget - a record investment. We created an epic 90 second film to kick off the campaign, showing how the anxious shopper, needing to buy presents for those hard-to-shop-for friends and family, can count on Boots to help them navigate the holidays. Dozens of short videos were created to address specific micro-targeted audiences, and everything drove to both eCommerce Bootiques and real life in-store pop-up Bootiques in Boots stores around the country.
The campaign led to record sales, and was awarded with multiple awards including the One Show and a D&AD pencil.
Colgate: turning Packaging into Education.
To help Colgate launch in Myanmar, where paid media channels are still very limited, we took Colgate’s ubiquitous cardboard shipping boxes, and turned them into posters and education materials for villages and schools across Myanmar. The posters used local folk tales to teach about the importance of proper oral care.
This innovative and beautifully designed campaign swept advertising award shows in 2014-2015, winning Golds and Grands Prix at Cannes, Clios, One Show, D&ADs, London International Awards, Spikes, AdFest, Ad Stars, and more.
Putting the Sun back into SunChips
After not advertising for 15 years, to re-launch SunChips in North America we leveraged an amazing but untold PepsiCo operational story from their factories and packaging.
We showed how SunChips was a truly green brand - literally using the sun to produce its products in solar-powered factories - at a time when consumers’ interest in sustainability was just starting to take off.
This integrated campaign drove huge business growth, and was singled out by the CFO in PepsiCo’s quarterly earnings calls.
It also took home dozens of effectiveness awards: multiple Effies in the US, the CASSIES Grand Prix in Canada, and the first ever Global WARC Prize for Ideas & Evidence.