Global Executive Creative Lead. Based in London.
I’m a global executive creative lead operating across the full spectrum from digital experience and data-driven comms, to CRM, performance marketing, and large-scale activations and campaigns. Specialising in global and luxury clients, my recent positions include Global Executive Creative Director of Publicis Emil – a bespoke global network within Publicis for Mercedes-Benz - tasked with connecting and inspiring a creative community across 42 countries, chairing regional creative summits and regular country reviews, in addition to pitching for and delivering global brand campaigns. My varied current responsibilities include Global Executive Creative Director of Nescafé. I have a proven track record in inspiring teams worldwide and leading international collabs, elevating and maintaining creative standards, transforming agency remits, and delivering brand-defining work at network scale. My efforts have been recognised at Cannes, One Show, D&AD, NYF, Eurobest, Clio, LIA, Cresta and numerous national festivals. I have represented Publicis Groupé at various creative counsels, including the Mercedes-Benz Global Creative Board.
Mercedes-Benz Global Sustainability.
As Global Executive Creative Director of Mercedes-Benz for Publicis Groupé, I transcended a digital transformation remit to deliver truly brand-defining work. This Cannes Lion-winning €3m global campaign, developed in a collaboration between my Benelux, Germany and Italy teams consisted of a live brand activation, plus a TVC and online film, together with a performance campaign. Directed by Nicolai Fugslig during lockdown, the activation and film out-performed all previous Mercedes-Benz brand campaigns, and won almost thirty national and international accolades.
Tissot global relaunch.
Working with the strategy and creative teams, I helped Tissot rediscover its true brand ethos and reinvent itself with timely relevance. For over 170 years, the Swiss watchmaker had learned that there is no real progress without staying on course. Hence, the global campaign encourages the world to choose their own path and navigate life’s ever-increasing distractions with unwavering focus.
Mercedes-Maybach S-Class launch.
Leveraging my global network, I elevated a Dubai local market brief to the level of global launch campaign. The collaboration I led between my Spain and Dubai teams – not to mention Ignasi Monreal, the renowned contemporary Surrealist - resulted in a campaign that was hugely successful on all continents. This awareness drive was supported by a successful and highly targeted CRM campaign.
Nescafé global relaunch.
As Global Executive Creative Director of Nescafé, the world’s favourite coffee, I led the development of its new brand platform, design system and brand signature. With my Saatchi & Saatchi, Leo Burnett and Sapient creative teams across various countries from France and Germany to Mexico and Brazil, I reinvented and relaunched this stagnating megabrand giving it renewed appeal and cultural relevance across every touchpoint from awareness to site to commerce. This master platform launch film and its supporting assets continue to be adapted for various local markets and media plans around the world as the platform roll-out progresses.
Mercedes-Benz Hybrid.
I elevated this Swiss local market brief to global scale. I successfully sought additional budget from MB HQ and helped develop and deliver production values that saw both the awareness and performance assets run across markets as diverse as France, Australia, South Korea and Canada.
Harley-Davidson Greatest Rides.
A small social brief transfomed into an award-winning interactive platform that convinced Europe’s skeptical biker community that a Harley-Davidson was actually a great choice for touring their continent’s most incredible twists and turns. To achieve this, we couldn’t just say it - we had to go out and prove it. So we created a competition to choose one lucky winner, devised a once-in-a-lifetime pan-European ride, and built an interactive hub to engage and amplify his progress to ever-increasing numers of once-negative devotees of other brands. The activity greatly surpassed all performance goals.
Sky Movies Christmas.
A small-scale social brief transformed into a bigger and broader content and UGC activation. Greatly surpassing all performance KPIs, it succeeded in ensuring that Sky TV’s Sky Movies channel owned the Christmas movie conversation in the all-important run up to the festive movie period. All thanks to a sprout…