SUCCESSFUL B2C MARKETING PROJECTS
I'm driven and passionate about all the projects I work on. I love working with good people, I'm definitely a team player and enjoy encouraging and motivating the people around me. Great creative work inspires me and I do my utmost to challenge everyone to deliver the best work. As important as the emotive side of business is, it's still about delivering the bottom line. Achieving objectives and goals, managing stakeholders and expectations and ultimately delivering return on investment.
RETAIL ADVERTISING & DIGITAL MARKETING
At Publicis I worked on the £25M ASDA retail account, where we produced all ATL, BTL and digital communications.
To launch asda.com home shopping, as one of the first home shopping delivery services, using both digital and traditional advertising platforms.
After determining primary and secondary audience profiles for potential take-up of home shopping, we identified key insights of convenience and range, underpinned by ASDA’s value proposition. Positioned as ‘You shop, we drop’ we were first to market using a variety of messages that supported the key insights.
Successful launch of the service, which was the beginning of a new era of online shopping. Service was taken up by our projected ‘early adopters’ as we intensely communicated with existing ASDA customers and new customers.
I also helped co-ordinate integrated new business pitches between Publicis, Publicis Dialog, Publicis Networks and Publicis Blueprint. A first for this global agency network.
LUXURY BRAND MARKETING
Sveti Marko Island / Savills International
Working with the Savills International team, we managed the brand launch of a new Island in Montenegro for a Russian Oligarch.
To create a luxury brand for Sveti Marko Island to attract high net worth individuals from primarily Russia, to invest in property on the island.
First, we created a real point of difference. ‘Europe’s first 6 star resort Island’. We then translated this into a positioning that would appeal to our core audience of ultra high net worth Russians: 'The new summer palace'. We then created the identity from this capturing the very essence of the Island, which we could use to attract the most prestigious hotel brand: Banyan Tree.
Our strategy focused on bringing the extravagance of the island to life for a handful of Russian billionaires. What we created was a catalyst for them to network the island within an extremely exclusive private circle. Working with a huge international team, including architects, Interior designers, developers and building contractors, we created a brand book, website, global print ad campaign and a beautiful €400k coffee table book (just 100 copies) targeting individuals such as Vladimir Putin.
Champneys 5 star spa resorts
Champneys is the original spa resort. Since 1925 its has blended luxury with leading edge health, fitness and well being. With four county health spa hotels and eight day spas, it offers everything from pure pampering to expert medical therapies.
The brief was to re-define and raise the value of the brand with existing customers and attract new customers – particularly a younger predominately female audience, with the key objectives of increasing online bookings and raising average transaction values.
Our key task was to contemporise and re-express the brand promise – ‘to make you feel fitter, healthier and inspired to live with vitality’ and unify the brand experience across the different commercial facets of the business. The brand truth that emerged was ‘Vital to Life’.
We created a richer experience, by connecting the truth, heritage and integrity of the brand under one unifying proposition and personality creating more cohesion and an increase value for the entire business. We produced comprehensive brand book, key messaging and a marketing tool kit for all forms of communication, and a bespoke online booking platform and database to unify all customer data.
Based in London, Ettinger is an international 85-year-old heritage brand, hand crafting luxury leather goods. Available in only a few exclusive outlets globally, it relies solely on how it is perceived in the digital space.
As a Royal warrant holder, position Ettinger as one of the most exclusive British leather goods brands and create an immersive shopping experience, so customers can experience the brand in full, without any physical contact.
Global luxury consumers crave these core values: heritage, craftsmanship, authenticity, Britishness and peerless quality. Focusing on luxury new millennials, we created the positioning line‘ The Exceptional for the more individual’ which we infused into the customer journey, so at every touchpoint, customers experienced one or more of the core values.
After creating a stylish new brand identity and eCommerce website, we launched the new brand online and supported with global print advertising in luxury magazines. We also produced all packaging materials.