My consultancy is designed so that cause led organisations can benefit from an integrated marketing approach, tell richer stories more creatively and deliver far reaching integrated campaigns in-house.
I’m Dave Edwards. I’m an award winning creative director with over 30 years experience in integrated marketing. I’ve worked agency side, run my own agency and more recently in-house leading integrated creative in the Brand Marketing team at Parkinson’s UK and as Integrated Marketing Lead across brand comms at Prostate Cancer UK. There’s a lot more charity experience in my background, but also much in other highly regulated sectors which I bring to the table.
My Integrated Marketing vision
My vision is for charities to fully embrace and really benefit from an Integrated Marketing approach, just as the commercial sector has. The only difference is that we can do it better because our stories are better, richer, bigger, genuinely more nuanced and actually connect more fundamentally with people. Commercial brands wish the stories that drive their integrated campaigns were as good, we should show them how it’s done.
Multi-channel creative strategy
I write strategy with an eye on how it will translate into work, and whether it will lead to cut-through creative. I can assess this because I’ve been ‘hands on’ producing integrated creative for 30 years, creating digital campaigns, OOH, DM – all channels, all audiences. Writing strategy without the hands on experience of bringing it to life can leave it all a bit theoretical, somewhat academic and the risk is you end up with some kind of Frankenstein’s monster, everyone’s bits are in it but it’s just not very cohesive.
At Prostate Cancer UK
So progressive as an organisation, Prostate Cancer UK embraced the idea of integrated marketing and created the role that I filled.
As Integrated Marketing Lead, I led the digital marketing and product marketing teams at Prostate Cancer UK with responsibility for the relationship with the digital performance agency. CPM, CTR, CPA were daily currency. I introduced an integrated marketing approach and a focus on Creative Direction to pull all teams across the organisation together.
At Parkinson’s UK
A charity ready for change and an opportunity to make an impact and reset creative’s role.
As Brand Marketing Creative Lead, I led the creative and film making team with a new strategic approach to creative delivery. I expanded the film team to reflect the regions and prioritised lived experience and under-represented groups.
I introduced an integrated creative approach successfully extending brand moments and appeals to ensure greater reach and better results and set up processes for co-creation.
In Integrated Agencies
A career delivering integrated creative, with the data driven, response led discipline of the commercial sector.
As Creative Director and strategist in leading agencies for over 20 years, including as CD of what was voted the UK’s leading independent agency (bought by FCB). I’ve worked in the agency now known as HAVAS, and in the agency still known as McCanns.
I’ve run my own agency as Creative Director/MD for 15 years and contracted in many of the top charity agencies including Kitcatt Nohr and Good.
Some of the brands I’ve worked with and worked in
