I have worked with some of the world’s best brands
Some examples of my work
While at Mother London I worked with IKEA UK to reinvent their marketing strategy in 2010. We identified that, as a low priced brand, it was hard for IKEA to be seen as high quality, but that they could be seen as helping to create happy homes, because happiness doesn’t have a price. This would be communicated by showing busy, chaotic, happy homes, not perfect showhomes. The first TV ad we made with this strategy, Kitchen Party, drove a 29% increase in kitchen sales and went on to form the template for over 10 years of highly successful advertising.
Client
IKEA
Year
2010
Barclaycard needed to better define the positioning of their payment gateway service for businesses. They were being threatened by startups like Zettle and Square that felt more modern and entrepreneurial. We repositioned them as the choice for scale-ups that were starting to get “serious” about their business and brought this to life with a campaign about how Barclaycard took every business as seriously as the people who owned it.
Client
Barclays
Year
2018
Johnnie Walker was the second most popular whisky in China but its hugely successful global marketing campaign was struggling to connect with Chinese consumers. With BBH, I helped redefine the brand’s core “Keep Walking” message to be about collective progress of a group of friends, rather than individual reflection, and branded the moment as a toast that friends made to one another. This campaign lives on today as “The Pact” and helped Johnnie Walker take sales leadership in China for the first time.
Client
Johnnie Walker
Year
2008
Samsung sold two types of TV - performance TVs that were distinguished by picture quality and Lifestyle TVs that were distinguised by design. They were struggling to find the right audience and positioning for these Lifestyle TVs. I helped them understand the triggers that caused people to buy a new TV and identified that 25% of TVs were bought as part of a home remodel. By targeting this occasion we could create a clear media and communication strategy around TVs that helped you design the home you wanted leading to an entirely new way to use digital and social media to market them.
Client
Samsung Lifestyle TV
Year
2020