"I can summarise how I’ve always approached my role as Creative Director very simply: I treat every willing member of the creative department as a potential Creative-Director-in-waiting. Surprise surprise, the better they’re treated, the more responsibility I give them and the more ‘rounded’ I try to make them – the better the work they produce for the agency."
D&AD 2013 Outdoor jury
Executive Creative Director/Senior Writer.
Profiley, overviewey kind of thing ...
As both ECD and Head of Copy I have led the creation, development and implementation of award-winning campaigns and copy for over 25 years both offline and online across a broad spectrum of clients.
My own individual copy has been recognised across a diverse range of craft awards. These include: the ‘Ron Manager’ print ad for Holsten Pils [D&AD], ‘The Beautiful Game’ comic strip poster for Sony PlayStation’s This Is Football [Campaign Posters Silver], the‘H2Slow’ Campaign for Isostar Sports Drinks [ISP Awards: Best Copy] and the ‘Quaint Cornish Cottage (Outside Looe)’ Campaign for English Country Cottages [Travel Awards: Gold] and many more. I also have work in the Absolut Vodka Book.
My role as ECD/Head of Copy on clients such as Sony PlayStation, HSBC, Nissan, Mercedes-Benz and The Guardian has resulted in my teams winning many awards including Cannes, D&AD, Campaign Direct, Creative Circle, ISP, IPM, DMA, Precision Marketing, New York Festivals. Eurobest and the Webbies.
My previous experience includes roles as Group Creative Director at JWT, ECD/Head of Copy at RMG London, ECD/Head of Copy at Claydon Heeley (named Integrated Agency of the Year, 2004) and Creative Partner at TBWA LONDON.
I’ve sat on juries including Cannes, D&AD, Campaign Direct, DMA and Creative Circle. My most recent new business highlights includes helping win Rolls Royce, Royal Caribbean and (retaining) the Shell Global account.
In my spare time, I am also a published author of children's books and have just penned a Sci-fi novel.
Following over 13 years of pure brand advertising at TBWA/London, I became a firm believer that ideas should be communicated via whatever media was appropriate – not just the obligatory mass comms channels that were typical of large ATL agencies. This made me receptive to the offer of becoming Creative Director of integrated agency Claydon Heeley, in 2001.
Over the next six years, Claydon Heeley gained a strong reputation for challenging (but always highly effective) creativity across Direct, Digital, Ambient, Sales Promotion and Integrated channels. We were especially good at producing groundbreaking work in close conjunction with our clients. The award-winning creative for the Guardian newspaper was a particularly fine example of this. In, 2004, Claydon Heeley was named Campaign’s Direct Agency of the Year. In 2006, Claydon Heeley were Runners-up for Campaign’s Direct Agency of the Year and Runners-up for Marketing Magazine’s Direct Agency of the Year.
In 2007, I was offered the Executive Creative Directorship of RMG LONDON. The challenge laid down before me was to, quote: “Do a Claydon Heeley.” To revitalise the creative department. To build a comprehensive integrated team. To produce a consistently strong and diverse creative product. We soon had a terrific vibe under the inspired management of Tim Hipperson. Wave after wave of challenging creative work, new business wins, diverse awards and positive PR began to roll out. At this point, the dynamic changed, RMG’s global network merged into JWT worldwide. Here was a new challenge. I eventually accepted the role of Group Creative Director and assumed responsibilities across some huge global integrated accounts. Always trying to navigate a creative path for our clients through recession-ravaged seas...
I co-managed the JWT creative department, looking after the integrated teams who continued to pick up awards across a wide range of disciplines. New business pitch wins I oversaw included Rolls Royce Corporate, Shell Global (repitch),Royal Caribbean and MyLawyer.co.uk
I believe in a creative department (and indeed an agency) that works closely, fluidly and honestly with its clients. I despise egos and believe a creative department should house a depth of general knowledge and expertise across the skillsets of writing, art direction and new technologies. Channelwise, teams should be competent across all disciplines. But, I expect them to think ‘idea first’ then apply this core thinking to whatever touchpoints are appropriate.
2013-2014: Took sabbatical to write a book. 64,000 words later, ‘tis done. Now, with the ‘writing itch’ thoroughly scratched, it’s time to dive back into the ever-changing world of advertising/marketing/content creation. I’m looking for my next ‘front and centre’ challenge...
2010-2013: JWT WORLDWIDE merged with RMG WORLDWIDE. Assumed role as Group Creative Director at JWT LONDON. Headed up large global integrated accounts: Shell Fuels, HSBC, Nokia, Lego-Duplo, Kraft, Rolls Royce, Royal Caribbean and Tourism Ireland. Oversaw award-winning work for HSBC, Nokia and Tourism Ireland across integrated and digital disciplines. Won pitches for Shell Global (repitch), Royal Caribbean, Rolls Royce and MyLawer.co.uk
2008: Hired as Executive Creative Director of RMG London by CEO Tim Hipperson. Instantly set about improving creative department. Harnessed existing talent. Hired some great new teams and designers. Hired in Nick Thompson, as partner/Art Director/Creative Director. Rapidly grew agency into fast-moving, fast-thinking, fluid, fun place to work. Awards, new business wins, positive PR followed as the agency began to really find its feet.
2007: Promoted to Executive Creative Director. Voted Campaign’s third best Creative Director in 2006. Quote: “Their boundary-smashing work divides awards juries because it often creeps over the border into ambient – it is always clever and beautifully executed. As well as the gimmicky stuff they get slated for, they have also proved they can produce stunning mailpacks. Their wide-ranging experience has moved Claydon Heeley’s creative reputation by leaps and bounds.”
2006: Named on Campaign’s A-list. Claydon Heeley named Runners-up for Campaign’s Direct Agency of the Year. Claydon Heeley named Runners-up for Marketing Magazine’s Direct Agency of the Year. Named Campaign’s 7th Best Creative Directors in Direct.
2005: Named on Campaign’s A-list. Claydon Heeley won Campaign’s Direct Campaign of the year. Named Campaign’s 3rd Best Creative Director in Direct.
2004: Claydon Heeley named Campaign’s Direct Agency of the Year. Named in Campaign’s Top 10 Best Creative Directors List.
2001: Joined Integrated/Direct/Digital Agency, Claydon Heeley Jones Mason as Creative Director. Tasked to improve the standard and consistency of the agency’s creative output. Over next few years gained knowledge of CRM, eCRM, Direct Mail, Websites, POS, Ambient Media, B2B, Events and Sales Promotion. Clients included: the Guardian, The Observer, Mercedes-Benz, 3, T-Mobile, Egg, ING Direct, Goodyear/Dunlop and PlayStation. A constant stream of new business wins was accompanied with a strong and consistent showing at all major awards ceremonies. Notably, many accolades were collected across both creative and, importantly, effectiveness awards, including D&AD, Campaign Posters, Campaign Direct, Campaign Media, Creative Circle, New York Festivals, Cannes Direct, ISP, DMA, Precision Marketing, Epica and Design Week.
1990: Moved to TBWA/London. Rose to level of Group Head, and latterly Creative Partner. Worked across huge range of accounts including Nike, Nissan UK and Global, Holsten Pils, Sony PlayStation, NatWest, Nikon, Wonderbra, Timberland, Apple, Cadbury’s, News International, Absolut Vodka, Seagram, Clarks, Science Museum, Goldfish Bank, Hasbro, Gatorade Worldwide, Virgin Megastores, Virgin Money and The Labour Party. Recognized by D&AD, Creative Circle, Campaign Posters, Cannes and New York Festivals. TBWA\LONDON were runners-up in Campaign’s Agency of the Year for three years in a row.
1987: Began career at advertising agency Holmes Knight Ritchie. Worked across accounts including Grolsch Lager, London Zoo, Max Factor, PanAm, Continental Airlines, Bristol & West Building Society, Glenmorangie Whisky, Mary Quant and Saga Holidays.
Qualifications: Graphic Design BA (HONS) at Middlesex University.
Awards & Accolades:
JUDGING: Named On D&AD 2013 Outdoor Jury.
Took A Writing Sabbatical And Penned 64,000 World Sci-Fi Novel.
Hobby Came Good – Became Published Author With Set Of Six Children’s Books Through Orchard Books, Part Of Hachette Group.
Shell’s Global Internal Digital Award for New Shell V-Power Global Website
Kraft’s Global Campaign Of The Year.
(Both won with my Art Director/Creative Director, Nick Thompson.)
IPM Awards 2011: Gold Award, New Product Launch For Nokia Lumia.
IPM Awards 2011: Silver Award, Customer Services Programme For Nokia Lumia.
IPM Awards 2011: Silver For Utilities, Technology And Telecoms For Nokia Lumia.
IPM Awards 2011: Bronze Award, Brand Experience For Nokia Lumia.
ICM Awards 2011: Bronze Award, Dealer Sales Force Motivation For Nokia Lumia.
2011 MAAW Globe Awards: Order Of Merit, Best Retail For Nokia.
(Creatives On Nokia was Chris Chance & Lewis Bish.)
JUDGING: Asked To Judge Competition For ‘The Art Book, 2010’.
ISP 2010 Awards: Silver, New Product Launch Of Nokia N97.
IPM Awards Bronze, Experiential, Point-Of-Sale For White Nokia N97.
(Creative Team Was Dean Jones & Andy Green.)
Travel Marketing Awards: Best Online Campaign, Tourism Ireland ‘Unwind’.
Travel Marketing Awards: Press Accolade, Tourism Ireland ‘Unwind’.
Cannes: Nomination For Tourism Ireland ‘See Where Ireland Takes You’ Campaign.
(Creatives Were Tim Noble & Gemma Hagan & Simon Langford Ely.)
CREATIVE FORUM: Appointed To 2009 DMA Creative Forum.
JUDGING: Appointed To 2009 D&AD Ambient Jury.
Webby Awards: HSBC ‘Homepage Frog’ Single Banners, 2008 Nominee.
HSBC ‘Homepage Frog’ People’s Voice Award, Shortlisted.
Rimmel Website: ‘Beauty & Cosmetics Official Honoree’.
Cannes Lions: HSBC ‘Homepage Frog’ 2009 Cyber Lions, Shortlisted.
New York Fest: HSBC Times 'Newspaper From The Future’ 2009 Consumer Services: Finalist.
New York Fest: HSBC 'Receipt' Consumer Services: Finalist.
Precision Marketing: HSBC Times 'Newspaper From The Future’ Best Financial Services:
Campaign Big Awards: HSBC Times 'Newspaper From The Future’ Highly Commended.
New York Fest: ‘Homepage Frog’ Digital Banners: Shortlisted.
Eurobest: HSBC Times 'Newspaper From The Future’
Eurobest: HSBC ‘Homepage Frog’ Online Display Advertising: Shortlisted.
DMA: HSBC Times 'Newspaper From The Future’
DMA: HSBC ‘Rubik’s Cube’ Online Display Advertising: Silver.
MCCA Best Awards: HSBC Times 'Newspaper From The Future’ Copywriting: Shortlisted.
MCCA Best Awards: HSBC ‘Origami Pigeons’ Ambient: Shortlisted.
AGENCY TABLES: Precision Marketing Reputation Survey: Up From 19 To No. 3.
JUDGING: Cannes Direct 2007: Selected As One Of Two UK Jury Members.
Cannes Direct 2007: Shortlisted, Automotive, Merc-Benz 'Writers' DM Piece.
PROMOTION: To Executive Creative Director At Claydon Heeley.
JUDGING: Selected for Campaign Direct Awards, 2007.
JUDGING: Foreman Of Jury For D&AD 2007 Ambient Awards
JUDGING: Selected for Precision Marketing 2007:
Campaign Future Creative Team: Winners.
Shortlisted (X5) Campaign Direct Awards.
RUNNERS-UP, CAMPAIGN DIRECT AGENCY OF THE YEAR.
RUNNERS-UP, MARKETING DIRECT AGENCY OF THE YEAR.
VOTED 78th BEST DIRECT CREATIVE DIRECTOR By Campaign.
‘CHAIRED’ D&AD EVENING OF AMBIENT LECTURES.
JUDGING: Campaign Direct Awards Juror.
JUDGING: DMA Awards Juror.
IPA Best Of Health Silver ‘Mates ‘Engaging Ring’ Viral.
ISP Silver, Guardian Media & Entertainment, ‘Ravioli’.
Cannes Direct Shortlist Filmfour ‘Movie Listings’ Best Direct Response Print.
D&AD ‘In-Book’ Direct Guardian ‘Pasta’.
Campaign Direct Finalist Guardian ‘Pasta’.
Design Week Finalist Goodyear Run-on-flat ‘Knife’.
DMA Bronze Broadcast Asthma UK ‘Silence’
DMA Bronze Best Media Guardian ‘Ravioli’.
Eurobest Finalist Goodyear Runonflat ‘Knife’.
Chip Shop Awards Shortlist ‘Surfboard’.
Chip Shop Awards Shortlist ‘Lynx’.
Epica Silver. Business To Business: Guardian ‘Nails’.
VOTED 3rd BEST DIRECT CREATIVE DIRECTOR By Campaign.
CAMPAIGN: BEST DIRECT CAMPAIGN OF 2005: GUARDIAN ‘PASTA’.
CAMPAIGN 4TH BEST ‘DIRECT CAMPAIGN OF 2005: GUARDIAN ‘NAILS’.
JUDGING: Campaign Direct Awards Juror.
JUDGING: D&AD Awards Juror.
D&AD Commendation Ambient Media: Guardian ‘Hand Stamp’.
D&AD ‘In Book’ Integrated Communication: Guardian ‘Camoball.
D&AD ‘In Book’ Low-Volume Mailings: Guardian ‘Iceberg’
Cannes Direct Finalist. Business To Business: Guardian ‘Nails’
Design Week Shortlist. In-Store & Point Of Sale: Goodyear ‘Block’.
Campaign Poster Commended. Ambient: Guardian ’Hand Stamp’.
Campaign Poster Finalist. Ambient: Guardian ’Camoball’.
Campaign Poster Finalist. Ambient: Guardian ’Pasta’.
New York Fest: Gold World Medal. Display/Pos: Guardian ‘Camoball’.
New York Fest: Silver World Medal. Guerrilla: Guardian ‘Hand Stamp’.
New York Fest: Bronze World Medal. Art Dir: Guardian ‘Hand Stamp’.
Precision Mktg Gold. Best Travel & Leisure: Guardian ‘Camoball’.
Precision Mktg Gold. Best Door Drop Initiative: Guardian ‘Free CD’.
Precision Mktg Finalist. Best Business-To-Business: COI ‘Working Parents’.
Precision Mktg Finalist. Best Business To Business: SSDA ‘Branded Bosses’.
Precision Mktg Finalist. Best Use Of Copywriting: PlayStation ‘Kill Zone’.
Precision Mktg Finalist. Best Use Of Art Direction: Guardian ‘Camoball’.
Precision Mktg Finalist. Best Direct Mail: PlayStation ‘Wrapping Paper’.
Precision Mktg Finalist. Utilities & Public Services: COI ‘Working Parents.
ISP Awards Silver. Leisure & Travel: PlayStation ‘Wrapping Paper’.
ISP Awards Silver. Media Guardian: Guardian ‘Camoball’.
ISP Awards Silver. Small Budget Campaign: Guardian ‘Hand Stamp’.
ISP Awards Silver. Design And Art Direction: Guardian ‘Camoball’.
ISP Awards Bronze. Art Direction: PlayStation ‘Wrapping Paper’.
Campaign Direct Commended. Best Use Of Outdoor: Guardian ‘Camoball’.
Campaign Direct Commended. Best Integrated: Guardian ‘Camoball’.
Campaign Direct Finalist. Media And Entertainment: PlayStation ‘Wrapping Paper’.
Campaign Direct Finalist. Media And Entertainment: Guardian ‘Hand Stamp’.
Campaign Direct Finalist. Retail And Home Shopping: Selfridges ‘Christmas’.
Campaign Direct Finalist. Best Art Direction: Guardian ‘Camoball’.
Campaign Direct Finalist. Best Integrated Campaign: Guardian ‘Nails’
CAMPAIGN DIRECT AGENCY OF THE YEAR. 2004: CLAYDON HEELEY.
VOTED 8th BEST DIRECT CREATIVE DIRECTOR By Campaign.
JUDGING: Campaign Direct Awards Juror.
JUDGING: D&AD Awards Juror.
Epica Bronze. Media Innovation: Guardian ‘Camoball’.
Epica Bronze. Media Innovation: Guardian ‘Hand Stamp’.
Design Week Shortlist. In-Store & POS Guardian ‘Camoball’.
IPA Effectiveness: Silver, ‘The Guardian’.
Globes Globe: Retail: Selfridges ‘Launch A Landmark’.
Campaign. Poster Finalist. Ambient: Guardian Gastropubs ‘Mr Porky’.
Campaign Poster Finalist. Ambient: Guardian ‘Gastropubs Glass’.
European ISP Gold. Media ‘Guardian ‘Gastropubs Guide’.
Campaign. Direct Commendation. Media & Ents: Guardian ‘Gastropubs Guide’.
Precision Marketing Gold. Best New Account Handler.
Precision Marketing Bronze, Best New Account Handler.
Precision Marketing Finalist. Copywriting: The Observer ‘Body Uncovered’.
Precision Marketing: Finalist, Agency Of The Year, 2004.
MCCA Awards Gold. Guardian ‘Plaster’.
ISP Awards Gold. Media: Guardian ‘Gastropubs Guide’.
ISP Awards: Gold, Consumer: Callaway Golf ‘Big Test Drive’.
ISP Awards Gold Healthcare: Lever Fabergé ‘Impulse Siren’.
ISP Awards: Silver. Retail: Selfridges ‘Launch A Landmark’.
JUDGING: Campaign Direct Awards: Juror.
Campaign Media: Gold, Leisure & Travel ‘Callaway Golf’.
Campaign Direct: Silver. Media And Entertainment Guardian ‘Plaster’.
Campaign Direct: Commendation. Media & Entertainment: PlayStation ‘A To Z’.
Campaign Direct: Commendation, Art Direction. PlayStation ‘Sorry Card’.
Campaign Direct: Commendation, Best Use Of Copy, PlayStation ‘A To Z’.
Campaign Direct: Commendation, Best Use Of Outdoor: Callaway ‘800m’.
ISP Awards: Platinum. Innovation Award, Royal Mail ‘Love Draw’.
ISP Awards: Gold. Innovation Award, Royal Mail ‘Love Draw’.
ISP Awards: Gold, Copywriting Award, PlayStation ‘A To Z’.
ISP Awards: Silver, Best Art Direction, Guardian ‘Plaster’.
ISP Awards: Bronze, Best Copy, Isostar ‘H2slow’.
Campaign Poster: Commendation, Best Copy, Battersea Dogs’ Home ‘Coats’.
European ISP: Gold, Media, Guardian ‘Plaster’. European.
ISP: Gold, Consumer, Royal Mail ‘Love Draw’. Global.
ISP: Finalist, Best Use Of DM, Guardian ‘Plaster’.
D&AD: Commendation, Direct Mail, PlayStation ‘Sorry Card’.
D&AD: Commendation, Ambient, Media Category. Callaway ‘800m’.
Precision Marketing: Gold, Media - Guardian ‘Plaster’
The Globes: Bronze. Best Use Of Direct, Guardian ‘Plaster’.
Epica: Commendation, Media Innovation, Battersea Dogs’ Home.
PPA Awards: Campaign Of The Year 2003, Direct, Guardian Weekly.
Campaign and Precision Marketing
The ART Book
Sept 8th, 2007 - New agency, new global canvas...
Mercedes CL-Class Luxury Mailer - Writer, Johnny Watters, and I were actually briefed by Mercedes while sitting inside the car itself - now that's creative briefing (don't want to work on a parachute account though...)
HOT OFF THE PRESS (and the Croisette...)
Some recent press - our PR queen, Hannah Mather is relentless ...
See, I told you she was good ...