Printers and scanners. Not top of any small business’s list of priorities – until they break down. 

Canon needed a big, brave repositioning idea across Europe to engage, educate and inspire small and home-based businesses to succeed at what they do best. One that empowered business owners, no matter what their business, to "get back to doing what you love".

Deployed locally using a centrally-created campaign toolkit featuring almost 30 individual 'combo' assets, its strong visual style and inspiring tone of voice ensured Canon's range of professional 'Business Essentials’ stood out in a crowded marketplace.

Whilst the campaign is still active, current stakeholder feedback from Canon reports it as the best Small office/Home office campaign to date.

Did football and Euro 2012 need to take itself quite so seriously? Of course it didn’t – and Captain Morgan was the man to shake things up.

Making the most of a relatively small budget, we pricked the pomposity of overpaid players, their WAGs and hangers-on. The Captain’s tongue-in-cheek, rallying anthem called out to lads and lasses everywhere – to enjoy the footy, of course – but to enjoy the legendary three-week party even more.

YouTube link below: (play loud!)
https://www.youtube.com/watch?v=zq-ZkDsD5lY
(original campaign video expired)

– Gained 50k+ Facebook fans through social seeding
– Clocked up over 2 million YouTube views in 5 weeks, with a very healthy 93% ‘Like’ rating
– Great Britain: +15% value in the on-trade, off-trade sales were +156% vs Previous Year
– Germany: +73% growth vs Previous Year in Q4 Denmark: 30% share over the football period (vs 10% MAT)

 DIAGEO MARKETING BRILLIANCE AWARDS
(Europe Region) 2012
Best Integrated Campaign Award
Captain Morgan’s Spiced Euro 2012 Football Campaign

I art directed and wrote these cheeky reactive posts for Durex - just in time for a spectacular coming together of two heavenly bodies. However the prudish British weather had other ideas.

Typical... only 84 years to wait until the next one.

The You + Nissan CARE programme showed Nissan owners they're in good company – wherever they may be in the UK.  

This novel, personalised and digitally-printed mailing neatly reminded recipients of the depth and breadth of Nissan's commitment to their customers. And by offering them something of value when they weren't expecting to hear anything, Nissan were able to show how much they really cared in a quirky and unique way.

A complex – and politically-sensitive – scheme, my aim was to simplify the emotional and financial benefits of home ownership, whilst channelling eligible prospects to the Right to Buy call centre and website.

Run across two distinct waves of activity that were split by a general election, I created key visuals and messaging for OOH, direct mail, door drops and social channels. 

Highlights from the latest wave in early 2016 include: 

· Direct Mail achieving an overall engagement rate of 7.1% (up 42% on the previous wave), where 85% of responders were eligible for RTB

· Door Drops to 670,876 households achieving a coupon response rate of 0.31% - well above the industry benchmark of 0.1% and an increase on the same time last year of 82%. Eligibility of responders was also good at 78%

· Facebook had a better quality of responder, too. Those who clicked through were more likely to be eligible for the Right to Buy scheme and also more likely to complete or download an application form.

A campaign that lifted the spirits of Diageo and Morrisons. Endless Possibilities was all about showing consumers how inspiring the Diageo spirit portfolio and category as a whole can truly be.

With value-conscious shoppers forever tempted by 3 for £10 wine deals, beer slab offers and retailer price promotions on branded spirits, Diageo needed a hard-working but elegant solution to the problem. Endless Possibilities did just that – increasing sales without offers, inspiring trial through crave appeal and landing great value in one. 

With a clear reason-to-believe, strong retail standout and free high-value recipe book at point-of-purchase, the figures speak for themselves.

DIAGEO MARKETING BRILLIANCE AWARDS
(Global) 2012
Best Category Development Off-Trade
Endless Possibilities programme

HSBC needed to regenerate interest and usage of the Premier World Elite Card, an exclusive payment card aimed at international travellers.

With no global lead or assets to work with, I directed a concept to engage existing and new cardholders to use the card, drawing attention to the privileges and benefits associated with frequent travel.

The evocative global cityscape, rising graph and messaging researched extremely well, coupled with very positive comments from the client. 

The campaign, which included a the creation of a complete toolkit, has only just gone live and results are due later this summer.

In 2014, Ofgem, the government's energy regulator, introduced Retail Market Reforms to all energy suppliers to give consumers a better deal on their energy bills.

To support this, I creatively and strategically directed a responsive website that was built from the ground up, to help educate, inform and empower Britain to 'Go Energy Shopping'. 

Given the diverse audience, general apathy and confusion surrounding energy suppliers, importance was placed on presenting information in a clear tone-of-voice, within a stripped down, user-friendly design.

Together with an intro film, ever-present social content and award-winning SEO campaign, everyone soon knew how to 'Be an Energy Shopper'.

Results to date:

· Campaign began in April 2014. Two campaigns annually – March and September: Radio, Digital Radio, PR, Social, Events, Partnerships

· 1.2 million visits with 140,000 people switching energy supplier

· Year-long activity: Influencer, SEO and PPC

· Year on Year results: 2015-2016:
- Visits 554k to 644k – 14% increase
- Bounce rate 37% - 0% difference
- Conversion rate 9% - 13% - 40% increase

http://www.goenergyshopping.co.uk