Brand: Huawei
Campaign: StorySign
Year: 2019
Agencies: FCB Inferno and Aardman.
Channels: Digital, Social and Print.

The Goal:
To use Huawei’s technology for good, and ultimately drive brand warmth.

The Campaign:
StorySign is the world’s first literacy platform for deaf children. The app helps deaf children read by translating the text from selected books into sign language. Through the power of AI and augmented reality, StorySign brings these books to life and helps deaf children enjoy storytime as every child should.

My Role:
I managed this brand campaign across 11 markets. This was the creation of the key visual, films and supporting web and social assets - from brief through to execution and delivery. These films tell the story of children who have used StorySign to help them learn to read. I had the privilege of working with Academy Award®-winning director Chris Overton on creating these beautiful films.

The Result:
The campaign beautifully demonstrates how Huawei is using technology for good - increasing awareness of the brand's warmer side.

Awards include:
7 x Cannes Lions, 2 x D&AD Pencils, 8 x One Show pencils including a Grand Prix, 2 x Clio Awards, 5 x The Drum Social Purpose Awards, 3 x M&M Global media awards and a Campaign Big Award.

StorySign was ranked the 7th most awarded marketing campaign in the world in 2019. See the full list here

Brand: Huawei
Campaign: Together in Just One Tap
Year: 2020
Agencies: Havas, DED, Mccasso Music
Key Channels: TV, Print, Digital., Social, Retail

The Goal:
The primary objective was to increase consideration for Huawei products (outside of smartphones), whilst driving brand image growth.

The Campaign:
The focus of the campaign is to welcome a new world where all of your devices connect seamlessly & effortlessly with just one tap. Demonstrating the wide portfolio of Huawei products.

My Role:
To manage the campaign from brief, through to production and delivery working with 10 global markets. And very importantly working with Mcasso Music on creating the perfect, bespoke music track for the edit. This project was particularly challenging (and crucial for Huawei) during the global pandemic of 2020.

The Result:
The campaign helped increase awareness of Huawei’s product portfolio outside of the mobile phone arena.

The campaign achieved an average awareness of 51% across all 10 markets and an average consideration lift of 8%. And despite the challenging time period, an uplift in sales of all products featured within the markets that the campaign was live.

Brand: EE
Campaign: Online Brand Launch
Year: 2012
Agencies: Wolff Olins, SapientNitro
Channels: Digital and Social

The Goal:
To take the fantastic brand work created by Wolff Olins, and work with SapientNitro on what the brand would look like in a digital world.

My Role:
I was the digital lead in shaping the EE brand and it’s launch in digital and social channels. Working on the brand created by Wolff Olins, I worked with agency SapientNitro on extending the brand’s presence in digital channels.

I was also involved in the creation of webpages for eCommerce, working closely on developing these pages with considered simple user journeys. And creating a style and tone of voice for our social channels.

It was also key to consider the presence of the T-Mobile and Orange brands, and how customers would transition to this new brand.

The Result
The EE Brand achieved 43% spontaneous awareness in the two months of launch. The original ambition was also to add 1 million customers by the end of 2013. It managed to gain 2 million new customers.

Working on this project was a true honor. Since my time at EE, the brand continues to grow and T-Mobile and Orange brands have been effectively phased out. The EE Brand continues to be a strong distinctive brand in the UK.

Brand: Huawei
Campaign: P20 Pro Launch: A Renaissance in Photography
Year: 2018
Agencies: Donor, FCB Inferno and Wavemaker
Channels: TV, Cinema, Digital, Social, OOH , Email, Retail and Print.

Brand Mission:
- To unlock the potential in everyone.

The Goal:
Position Huawei as a premium leader in smartphone photography, demonstrated by the product’s capabilities (AI and photography).

The Audience: New creators

The Idea:
When we place the most powerful creative tools in the hands of the most creatively optimistic people, we will spark a new era of creativity.

A Renaissance in Photography .

My Role:
I was the lead for the creation of the strategy and execution of this 360° campaign for the flagship product P20 Pro - shaped around consumer insight relating to product painpoints.

I managed the creation of the P20 Pro TVC localised for 10 markets, key visuals for print, OOH and retail plus social films, email campaigns and digital assets.

I also worked with the agencies on the creation of the brand guidelines.

The Result:
This proved to be Huawei’s most successful campaign launch to date driving record breaking KPI targets -achieving a 21% increase in brand consideration and 29% increase in brand preference, resulting in a 300% YOY growth in sales.

Huawei also moved to position 2 in global smartphone sales.

Brand: Apple
Campaign: iPod launch (UK & Ireland localisation)
Year: 2002 & 2003
Agency: TBWA
Key Channels: Print, Digital, Retail and OOH.

The Campaigns:
2002 saw the revolutionary launch of the iPod in the UK. It changed the way we listened to and even purchased and managed our music.

I was fortunate enough to not only work on the iPod launch campaign for the UK and Ireland, but also the iconic Silhouettes Campaign that followed in 2003.

My Role:
I managed the localisation of assets for all channels (TV, print, digital, OOH and Retail) for the UK and Ireland across both of these campaigns. This involved working closely with the US team and following their guidelines on localisation.

I was also responsible for managing relationships with creative and media agencies to ensure delivery of assets to meet the media plan requirement, locally for the execution and delivery of TV, print, digital and OOH creative plus material for retailers.

The Result:
Both campaigns launched on time, and within budget. They proved a huge success and helped pave the way for Apple.

The iPod launch was the first ever marketing campaign I worked on - and gave me a fantastic opportunity to understand the basics of managing a campaign.

Other campaigns I had the pleasure of working on were The New iMac (2002, iMac G4 Campaign) and the launch of the iTunes Music Store (2003).

Brand: Vodafone
Campaign: Vodafone Firsts
Years: 2014 - 2015
Agency: AKQA
Channels: Digital, Social, Email, OOH and Print.

The Goal:
Empower people to do remarkable things for the first time, and ultimately drive brand love for Vodafone .

The Audience:
Existing and potential customers.

The Campaign:
Vodafone Firsts is a global brand campaign launched to inspire everyone to do something remarkable for the first time, using mobile technology. The campaign tells the stories of these inspiring individuals through warm engaging content and celebrates what they have achieved.

My Role:
I led the execution of the global brand engagement journey. Vodafone wanted to move away from badging major global events through sponsorships to celebrating individuals’ achievements.

Following the successful launch of several engaging stories including #FirstFlight, the campaign evolved into inviting consumers to submit a pitch for something they wanted to do for the very first time. Facebook hosted a voting platform for consumers to get involved and vote. Vodafone then made the dreams a reality for the 10 winners. Consumers could then engage with further content produced of these winners.

The Result:
These engaging films produced across 10 Vodafone markets for use in online and social drove brand engagement with Vodafone achieving a 24% increase in brand warmth within the first 6 months. Plus over 8 million views of the films.

Awards: Cannes Lions Silver Award 2014

First Poppy Run is a beautiful extension to the Firsts campaign.

Brand: Rehegoo
Campaign: Brand Launch
Year: 2022
Agencies: Otherway and TwoTwentySeven
Channels: Digital, Social and Print.
Website: www.Rehegoo.com

The Goal:

To create a fresh brand for Rehegoo Music to launch the brand, new website, app and products.

The Campaign:

Rehegoo is a music streaming service for businesses that launched in the UK in 2022. In addition to a fresh brand and product offerings that consider the needs of customers, the launch campaign needed to be impactful and distinctive from other service providers in this space.

My Role:

I managed the creation and launch of the new Rehegoo brand, including the appointment of the team, agencies and systems to deliver this. In addition to delivering a fresh brand that is distinctive within the market place and the toolkit to support this, I was able to lead on the build of the new website www.Rehegoo.com and shaping of new products Music for Space and Music for Content. This was all brought to life with a series of brand films, photography, paid media, sales support material, social activity, email marketing, PR and partnerships which all sat within my team’s remit.

The Result:

The campaign to date has received fantastic PR coverage and just weeks in, has achieved incredible results.

Brand: Orange
Campaign: Orange RockCorps
Years: 2009, 2010, 2011
Agencies: Poke, Fallon
Channels: TV, Print, OOH, Retail, Social and Digital

The Goal:
To create memorable, enjoyable and engaging experiences for the younger generation to understand the importance of giving back to their local community.

The Campaign:
The Orange RockCorps programme inspires young people to volunteer within their community. By giving 4 hours of their time to work on a volunteer project, participants can earn a ticket to an exclusive gig.

My Role:
As the campaign lead across this music partnership, my role included managing the relationship with RockCorps, working with the record labels on artist negotiations, management of digital, social and mobile platforms (including BBM and MySpace) and liaising with the relevant teams for the execution and delivery of assets for all channels including TV, print, OOH and digital.

The Result:
The campaign resulted in a 27% increase in brand love among 16-24 year olds, whilst increasing Orange's association with music and demonstrating how the brand is doing good for local communities.

The Sound of Orange RockCorps is an activation that launched in the run up to the 2011 London event and brought to life at the concert as a ‘surprise’ to participants at the Royal Albert Hall.

Brand: Vodafone
Campaign: First Big Poppy Run
Year: 2015
Agency: AKQA
Channels: Digital, Social, OOH and Print.

The Campaign:
Young veteran Ben McBean is taking on his very own #First by running the outline of the world's largest poppy in London. Ben was wounded in his first few days of active service aged just 19, losing his left arm and right leg in Afghanistan.

With the help of the Vodafone network and GPS tracking, Ben ran a 31 mile outline of a giant poppy across London.

My Role:
As an extension of the Vodafone Firsts campaign in the UK, my role was both working with the agency to develop the technical integration of the tracking feature, whilst managing the creation of campaign content to promote participation and awareness of the run and it’s successful outcome.

The campaign tells the story of this heroic individual, but also encourages consumers to participate by joining in in the run and sponsoring those that are taking part. This campaign lived online and in social and received great traction – and even resulted in Prince Harry waiting for Ben at the finish line to congratulate him.

The Result:
The brand received great exposure, demonstrating the integration of the Vodafone network and thereby using technology for good, to raise awareness and money for the Royal British Legion. And Prince Harry even came along to show his support!

A total of 635 runners took part in this campaign covering almost 8,000 miles and over £15,0000 was raised for the charity.

Brand: Huawei
Campaign: I am What I do
Year: 2017
Agency: Donor
Channels: Digital, Social, OOH and Print.

The Goal: To launch a locally relevant campaign led by young entrepreneurs to inspire tomorrow’s entrepreneurs

The Campaign:
‘I am What I do’ launched to celebrate how tomorrow’s entrepreneurs work differently from previous generations. Their business projects are their lives and have a purpose beyond wealth creation. They are concerned with social issues as much as financial ones – and they carry that thinking through to their business ideas.

The Campaign launched to tell the story of seven entrepreneurs who are using technology to do good in the world. With the campaign messaging aligning with Huawei’s brand purpose to ‘create a better connected world for everyone’

My Role:
I managed this fully integrated campaign which ran in ten European markets. All content was shot by the very talented Rankin, demonstrating how these inspiring individuals accelerate their business with the Mate 10 Pro.

In addition to creating key assets for all markets, was the creation of brand guidelines for markets to adapt assets locally for their local media supply. .

Brand: Huawei
Campaign: Mate 10 Pro Launch
Year: 2017
Agency: Donor
Channels: TV, Cinema, Digital, Social, OOH and Print.

The Goal:
To launch a campaign in 10 markets in Western Europe, to introduce the first smartphone with built in AI.

The Campaign:
Ahead of the launch, a smaller teaser campaign DON’T FOLLOW. LEAD ran in disruptive online, print and and OOH formats to spark conversation and generate curiosity about the launch.

The launch campaign ran alongside the influencer campaign: I Am What I do, with this avenue focusing on driving brand awareness, brand love and features around the phone.

My Role:
From the agency pitch and briefing process, through to the execution, localisation and delivery of this fantastic campaign.

I managed the full 360° campaign including key visuals for print and OOH, the creation of the beautiful TVC which ran on TV, in cinema and in digital in Western Europe

The Result:
The Mate 10 Pro campaign surpassed all target KPIs. It launched alongside the Influencer campaign I Am What I do, and together achieved a 117% increased in awareness of the Mate 10 Pro and a 150% increase in consideration for the Huawei brand.

A total of 187 pieces of content were produced across these campaigns achieving over 8 million views online alone.

Brand: EE
Campaign: 4GEE at Work
Year: 2019
Channels: Digital and Social


The Campaign:
The 4GEE Business campaign tells the story of how small and large businesses are using 4GEE to improve their productivity.

The first case study film shows how London's Air Ambulance to reduce response times by up to two minutes. Followed by how Renault’s Finance Director, Gilles Laroche gains an extra 5 hours per week when travelling and working remotely.

My Role:
I managed the launch of this campaign as the first campaign for EE in the business world. I worked with the business development team to identify 4G business customers to participate in the creation of a film to tell their story and how EE;s 4G is aiding the way they work. Along with building a dedicated home for a library of case study films across multiple sectors.

Brand: Huawei
Campaign: Run Impossible
Year: 2017
Agency: Ogilvy
Channels: Digital, Social, OOH and Print.

The Goal:
To create 2 unique interactive experiences in Milan and Madrid giving fitness influencers and enthusiasts the opportunity to take the Huawei Watch 2 for a run. And as a result, drive awareness of the Huawei Watch 2 and engagement with the brand.

The Campaign:
To support the launch of the Huawei Watch 2.0, the world’s first 4G smartwatch, we created a series of outdoor running experiences in different markets - giving consumers an opportunity to interact with the Huawei brand and it’s products.

The event was driven by fitness influencers. As the campaign lead, I managed the marketing for these events in Madrid and Milan – driving awareness, registration and participation.

The campaign launched to not only increase awareness of the brand and its products outside of the smartphone arena, but also to give consumers an opportunity to interact with the products and engage with the brand.

My Role:
As the campaign lead, i managed everything from the agency pitch process and briefing, through to the campaign and event execution.

The Results:
2 very successful events were launched, following over 1,200 registrations. The campaign reached over 40 million consumers (vs. a target reach of 12.7 million) and over 2.4 million engagements.

Brand: Huawei
Campaign: True Stories
Year: 2019
Agencies: Local Planet, FCB Inferno
Channels: Digital and Social

The Campaign:
The True Stories campaign launched to demonstrate a range of recent projects undertaken by Huawei that show that by applying technology effectively, we can positively change the world.

From fighting child blindness to inspiring deaf children to read, the True Stories film showcases 6 Huawei projects from around the globe that demonstrate using technology for good. Users could then discover more detail about each of these projects on the website.

My Role:
I was tasked with creating a film to bring to life a handful of the fantastic projects that Huawei is leading.

The Result:
The campaign launched at a key time, focusing on the positive ways the brand uses its technology to make the world a better place. And despite there being minimal investment, the online film achieved over 3.5 million views within the first 3 days of launch.

Brand: Vodafone
Campaign: Vodafone Firsts
Agency: Wasserman
Partners: Sony Music, Spotify and Now TV.
Years: 2015
Channels: Digital, Social, OOH and Print.

The Goal:
To give consumers the opportunity to experience the 1980s - the time of the very first mobile phone call on the Vodafone network,

The Campaign:
Vodafone’s 1984G street launched to showcase the latest in 4G technology and celebrates 30 years since the first ever mobile phone call. The nostalgic pop-up 1980s high street in Covent Garden gave consumers an immersive experience - a trip down memory lane with the opportunity to see the first ever mobile phone. It also allowed us to demonstrate Vodafone’s in building a long lasting network.

We partnered with Spotify and NowTV to bring the street to life – David Hasselhoff popped down and ended with a celebratory event with Run DMC which was all live streamed - driving further engagement and showcasing the future of Vodafone’s network and technology.

My Role:
I worked with the events co-ordinator to create the 80s experience whilst creating promotional assets to drive attendance to the pop up event and increase awareness of Vodafone’s long standing history.

Brand: Huawei
Campaign: Mate 10 Pro Launch
Year: 2017
Agency: FCB Inferno
Channels: TV, Cinema, Digital, Social, OOH and Print.

The goal:
To create a series of videos for the unbixing and simple how tos for the launch of the Mate 10 Pro - the first smartphone with bult in AI.

The Campaign;
The videos are simply a series of films, localised for 10 Western Europe markets, to help consumers understand more about the Mate 10 Pro - whether it be potential or existing customers. he futuristic style was introduced as a way of demonstrating the brands innovative nature and the friendly side of AI.

The Result:
A total of 12 films were created, fully localised for 10 markets. the unboxing video alone achieved over 1.6 million views within 48 hours. These videos worked well to support the main Mate 10 Pro Campaign and I am What I do.

Brand: Vodafone
Campaign: #30YearsVodafone
Year: 2015
Agencies: Wasserman, AQKA and Mativision
Partners: Sony Music, Spotify and CapitalXtra (Global Radio)
Channels: Digital and Social

The Goal:
To create an unforgettable experience for consumers anywhere in the UK and Italy that could showcase Vodafone’s fast and reliable 4G network - as a celebration of Vodafone’s 30th Anniversary.

The Campaign:
To celebrate the 30th anniversary of the first mobile phone call in the UK and Italy, Vodafone hosted a gig headlined by hip-hop group RUN-DMC and the rising star Raleigh Ritchie, at music venue Scala. Anyone in the UK and Italy could view this gig live in 360º as the show was live-streamed over Vodafone’s 4G network on smartphones through an app, called ‘Power To’ and also on Vodafone UK YouTube channel and Vodafone Italy’s Facebook Page.

My Role
My responsibilities were rather broad:
- Managing the partnership with Sony Music for the artists involvement before, during and after the event,
- working with the event agency to create an amazing experience
- Driving the creation of all assets to promote attendance of the event and app downloads/gig views
- managing he the app developers on the build of the interactive app that would work perfectly on the evening to demonstrate Vodafone’s 4G network.

The Result
The venue was at capacity and over 16,000 users downloaded and viewed the concert via the dedicated Vodafone app.

The concert was live streamed with multiple 360º cameras over Vodafone’s 4G network for the first time ever. The live streamed 360º cameras were interactive and could be selected and controlled by users during the whole show.

Brands: pfj & The Graduate Recruitment Company
Campaigns: Re-Brand across all channels
Year: 2006- 2007
Key Channels: Digital, Social and Print.

The Goal:
To launch a unique brand identity across all channels for pfj and The Graduate Recruitment Company - positioning both brands as innovators within their industry and establishing a strong presence in the digital world.

My Role:
I managed the re-fresh of the brands pfj and The Graduate Recruitment company, whilst introducing the latest technologies for the website, the world’s first mobile recruitment website and being among the first to use social media for recruitment. This was managed 100% in-house alongside a graduate designer and marketing intern.

The Result:
Pfj became renowned as being an innovator in the recruitment industry as a result and achieved huge growth as a company. We were among the first brands to create Video Interview Tips on YouTube achieving ground breaking (at the time!) views.

Pfj also received several industry awards including:

• Innovative use of Technology Winner 2007
  (London and South East Recruitment Awards) for introducing the world’s first recruitment mobile site.

• Best Small Recruitment Company Website Winner 2006 & 2007 (National Online Recruitment Awards)

• Best Digital Advertising Campaign 2007 - Highly Commended (National Online Recruitment Awards)

Brand: EE
Campaign: Future Thinking
Year: 2014
Channels: Digital and Social

The Goal:
To create a hub to establish the newly launched EE brand as forward thinkers and innovators in the business world.

The Campaign:
I managed the launch of an interactive bespoke web platform called Future Thinking, which was dedicated to the future of business and technology in the UK. Through a unique collaboration with LinkedIn helped establish the platform as the first of its kind in the UK.

Targeting business users and entrepreneurs, the Future Thinking hub enables LinkedIn members to log in with their LinkedIn credentials to receive personalised and relevant editorial content offering advice, inspiration and technical support.

The site featured a variety of articles and video content including case studies, expert comment and blog posts from EE’s own panel of expert thought leaders including the CEO, Olaf Swantee.

The Result:
The site enabled EE to demonstrate it’s thought leadership expertise on key topics including 4G, IOT and data security - positioning EE among businesses as experts in technology and its future.

In addition to improving the credibility of EE within the business world and Olaf Swantee becoming one of the top 5 most followed influencers on LinkedIn, traffic numbers and engagement with the content was very strong.

Brand: Huawei
Campaign: Together 2020
Year: 2020
Key Channels: Digital and Social

The Goal:
To create a brand film to broadcast Huawei’s vision for 2020 and beyond at the annual P Series launch event.

The Campaign:
The Together 2020 brand vision film gives Huawei the opportunity to tell the world about what is possible when Huawei’s vision and innovation come together.

The Results:
In addition to the millions of eyeballs on the film during the P series launch event, the film achieved over 4 million views in social media.

Together 2020 was introduced as a signature logo across all creative following the success of the Together 2020 film.

Brand: Broadcast Magazine
Campaign: Broadcast Live
Year: 2005 - 2006
Agency: Whippet
Channels: Digital and Print.

The Goal:
To drive awareness of the event amongst exhibitors and visitors in the TV and film industry, and drive attendance of the event.

The Campaign:
I managed the marketing for Emap’s exhibition The Broadcast Production Show, followed by the rebrand to Broadcast LIVE.

These events were the biggest events for key individuals in the television and film industry - from production crew to directors.

The Result:
Broadcast Live 2006 achieved the highest visitor registration following the re-brand resulting in a 37% increase in attendance.

Brand: Charlotte Tilbury
Campaign: Charlotte Tilbury App Campaign Launch
Year: 2023
Channels: Digital, Social and Influencers.

The Goal:
To drive awareness and downloads of the App, and provide an additional channel for revenue.

The Campaign:
The Charlotte Tilbury App launch was a pivotal project, delivering a highly successful global rollout that exceeded targets for user awareness, downloads, and revenue.
Beyond the initial launch, a series of strategic campaigns and ongoing BAU activities were implemented to maintain momentum. These included a mix of paid social campaigns, influencer partnerships, and creative content designed to consistently drive app downloads and encourage regular interaction. These efforts ensured the app remained a vital touchpoint, providing users with an engaging and immersive experience that supported brand growth.