My experience and credentials

A few examples of strategic creative I’ve delivered for leading charities, leveraging brand and telling deeper, richer stories. See below for engagement content, Direct Mail appeals, integrated DRTV appeals, Brand campaigns, Events and special events promotion, digital paid and organic advertising and work with corporate partners. See my portfolio for more.

‘DBS and Me’ innovative 12 part YouTube docu-series

Award winning docu-series for Parkinson’s UK following Jo Yaldren on her journey towards DBS – an innovative Parkinson’s treatment involving the precise placement of electrodes in the brain to stimulate dopamine production. The series got 1 million views across social channels. Our surgery episode got 160K in 24 hours.

‘A New Beginning’ Lent 2025 Direct Mail Appeal

Direct Mail campaign to cold and 2 warm audience segments for YMCA. This was a 2025 project delivered as CD of an agency and also marked a new beginning for me, setting up 360, my own consultancy.

Events, special events and digital campaigns

Fundraising events and special events promoted mostly in social media both paid and owned. It’s about targeting, channel choice, creative and knowing how to deploy direct response and CRM techniques sensitively to broaden campaigns, lengthen the tail and make sure we’re not paying to re-engage people who already want to put their hand up. See under Prostate Cancer UK and Parkinson’s UK for relevant case studies.

‘Chance’ DRTV Appeal and integrated campaign

As Integrated Marketing Lead, I was part of the pitch team when appointing the agency, wrote the brief for them building on our proposition of ‘chance’, the integrated strategy and planning and wrote the messaging framework and then oversaw delivery of the fully integrated campaign to halo the TV ad for Prostate Cancer UK. Everything from organic digital to PPC to web content strategy to web articles and cause journey email, web landing pages and my messaging to lead the PR package. It’s a great example of how agency and in-house can work together and internal teams can extend the reach of a significant moment more cost effectively.

In the first 2 weeks of launching the campaign, achieved some fantastic results. For example, quickly surpassing SMS targets, an initial 17.5 ROI on PPC, and an early £101 CPA (without full attribution).

‘Time for Can’ Brand TV and Integrated Campaign

The Parkinson’s UK integrated campaign pre-launched the Brand TV moment to the community to tell a deeper, richer story in film of the people featured in the ad. This adds proof points, a much more nuanced story and a longer lead in and tail to a campaign to maximise impact. Benefits seen across social media (organic and paid) and something for PR to get hold of resulting in a leap in brand awareness and condition awareness.

‘THE BIG 180’ partnership at the World Darts Championship

Award-winning partnerships campaign working with Paddy Power while in-house at Prostate Cancer UK. With more than nine hundred 180s scored Paddy Power donated £1m. It also gathered huge coverage. Leading with all key messaging and concept (THE BIG 180) development with PP and then a wide reaching integrated campaign. Working with PP to keep them on brand in film and press and OOH and in our own channels with web content and webpages, supporter email, social media, ads and PR messaging and even rebrand of the Prostate Cancer UK’s Risk Checker for the campaign.

‘I can see a rainbow’ Direct Mail and other campaigns in my back catalogue…

This one is for Sightsavers who were a client of my own agency a few years ago. This was testing a positive approach against a more traditional need based creative (feel good won!).

My back catalogue goes back to award-winning DRTV for World Vision when I was Creative Director of a London agency to Brand TV for RNIB when I was contracting at the Good Agency (it won the pitch). It also includes pitch winning work for RNIB again, this time for Kitcatt Nohr when I was a regular freelance there. Also work for other charities including Shelter, Diabetes UK to name a few. SOS Children’s Villages, Family Action, The Charity for Civil Servants and The Big Issue Foundation were all my own clients in my own agency. I went in house in 2020.

Some of the brands I’ve worked with and worked in.