A brief summary of some of the media, sponsorship and PR campaigns that I have been involved with.
Accelerating the Xerox brand in Europe
Working in collaboration with Xerox Europe’s marketing team and its advertising, media, direct, sponsorship and digital agencies I helped develop a brand acceleration programme, designed to strengthen the health of the brand in Europe. This involved a new advertising creative campaign, the use of higher impact and more engaging media executions and a major sponsorship programme. The campaign strengthened the Xerox brand reputation in Europe, increased levels of brand awareness among key decision-makers and led to significant growth in customer response rates.
Helping Norwich Union to 'Do the right thing'
Working in collaboration with Norwich Union’s sponsorship agency I transformed the company’s athletics sponsorship into one of the largest cause-related marketing campaigns in the UK. Over one million children have been involved in the ‘Do the right thing’ programme, which aims to inspire and help them lead a more active lifestyle. The initiative has also provided a powerful creative theme to unite different elements of Norwich Union’s marketing mix.
A load of old cobblers
I devised the award-winning Absolut Cobblers sponsorship programme, in which the world’s leading shoe designers created shoes inspired by the iconic Absolut bottle.
On your bike
I developed the launch communications strategy for Cycling England, the new body responsible for the promotion of cycling in England. This involved setting the organisation’s strategic communications priorities, determining the most important audiences and the best way to influence their attitudes and behaviour and defining the role and brief for Cycling England’s PR, web and design agencies.
Taking Stella to the movies
I devised the Stella Artois outdoor movie programme (now in its 12th year), in which movies are shown in appropriate or topical outdoor locations. The programme began in 1995 with the screening of Jaws on Brighton Beach
Caffeine on Campus
To increase coffee sales among young adults, I devised and project managed a multi-market campus programme for a major coffee brand, as an alternative to a traditional, advertising-led approach. The programme included the construction of new cafes, creation of mobile sales units, plus merchandising and on-campus events. It led to shifts in both attitudes and purchasing behaviour.
