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Adverplanner
Creative Strategist in the industry previously known as advertising.
This is the digital me, apparently.
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Bio
- A little bit about meI was lucky enough to start my advertising career as a Graduate Planner at Wunderman, before being promoted to a Planner in August 2009. After working on a range of accounts, including Land Rover, Nokia, Ford, P&G (Pringles, Always), Cancer Research UK and Best Buy, I left Wunderman to join Blue Hive as a Creative Strategist in May 2010.
Based in Canary Wharf, Blue Hive is a new agency model featuring digital agency Wunderman, above the line agency Ogilvy & Mather and media agency Mindshare all under the same roof.
As a Creative Strategist, my time is split between creative, account planning and strategy, specialising in all things digital, tech and trends.
Working in a team of Digital Strategists, I report directly to the Director of Digital Innovation, Head of Planning and Executive Creative Director.To view some of the work I've done, click on the "My Work" tab. Out of work hours, I've also played about with @SydLawrence and created We Make Awesome Sh. You can view some of the projects we've done by clicking on the "Personal Projects" tab.Or simply explore the rest.Enjoy.
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Tweets
- 50,000 viewers used the Shazam app for BGT Pepsi Max and Cadbury ads http://t.co/P8EsZpDy ...but it only worked for about 7 of them?May 17, 12 from web Reply, Retweet, Favorite
- Ha! RT @CakeGroup At least Joey Barton is at the top of this table http://t.co/PBzIvScJMay 15, 12 from web Reply, Retweet, Favorite
- Evening of jammin' 🎤🎸🍻🍻 http://t.co/f6mdLqVi
- Nice mention of some new work by The Telegraph http://t.co/OazuG0KxMay 14, 12 from web Reply, Retweet, Favorite
- Loving the new Carlsberg ad - bloody genius! http://t.co/k6jL5fctMay 11, 12 from web Reply, Retweet, Favorite
- Ford adopts military tech for social push http://t.co/fL0DY3Yi Want to win one? Check out Peer Perks or simply tweet #BMAXHologramMay 10, 12 from web Reply, Retweet, Favorite
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Photos
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Posts
- Planning Porn: Make Things People Want or Make People Want Things?The Future of Marketing: Make Things People Want or Make People Want Things?View more presentations from John V Willshire
- Draw Something Animated GIFs
Draw Something. Everyone’s playing it, well, 35 million people anyway.
It’s brilliant. I don’t need to say why, because chances are you’re one of the 35 million. But it’s essentially social Pictionary on steroids. And the almost “real time” element of seeing users pictures as they were drawn and people guessing your drawings makes for an incredibly compelling, creative and somewhat addictive mobile game.
Some of the images I’ve seen have been amazing, and the fact that over 119,000 images have been uploaded to Instagram using the #DrawSomething hashtag prove that people are wanting to share their drawings outside of the application.
So, without further ado, below are a few animated GIFs of my “Draw Somethings”.
Enjoy!
Bowser:
Asterix:
Kirby:
Batman:
GIFs were created simply by screen grabbing my phone as I drew…something (?!) …and then uploading to http://gifninja.com/ .
The Behind the Social Media Campaign Series is supported by Oneupweb, a relentless digital marketing agency focused on search, social, and design for mid-to-enterprise level brands. Learn how to track your social media conversions with our new technology, ROSI trax™. Watch the demo. When i…Sometimes accidental shots are the best ones - on a 90 minute open cab ride from a waterfall trek in Thailand, started playing about with some out of focus HDR shots - the result - lovely bit of Thai motorway #bokeh (Taken with instagram)
Double Rainbow over Canary Wharf - Paul “Bear” Vasquez would be proud (Taken with instagram)
I’ve been a bit sceptical of QR codes. Whilst consumers go mad for them in Asia, for whatever reason they haven’t caught on with European and American peeps. Sometimes that’s because the content behind the QR code is dull and doesn’t offer a fair value exchange for the hassle of getting out your phone, scanning it, etc etc. Sometimes it’s a case of poor media placement - my personal favourite being the QR code on a poster on the underground…where there is no web connection.
However, my faith in QR codes is somewhat restored in the fantastic example above. QRadio is a QR-art project by Berlin based artist, SWEZA.
Too cool.
- Here's a theme to make Google+ look exactly like Facebook.
This actually might help more people make the move over. Here’s what mine looks like. Try it for yourself here.
“Autotune Masterchef”
Greg Wallace, John Torode and “the buttery biscuit base” get some remix action. An epic video I wanted to post two days ago before getting distracted. Then it had 17,000 views. Now it’s up to over 280,000. Watch it and you’ll see why!
Grey flew a huge spelling error across the Cannes skyline. Someone shared a photo. Everyone pointed at it and laughed. Since then, the image has been viewed over 16,000 times on twitpic and covered by a number of blogs and industry press.
But the question remains - a massively unfortunate screw up in front of your peers, or, an attempt at demonstrating the power of social media?
Whilst the former is the most likely but also boring outcome, what would be more interesting is if this had been an attempt to show that something as menial as towing a banner from a plane could be turned “viral”, through social media. After all, the simple addition of an extra “i” was enough to turn a non-standout event into, arguably, the most shared piece of content from Cannes 2011. Grey simply gave people something to talk about.
However, whether it’s claimed to be a PR stunt or not, Grey could still end up with ”oeuf sur les visage” after what probably won’t be termed “Spellgate”, because Grey now face one of the more untested areas within social media - Crisis management…unless…it’s an experiment in handling that as well?
One thing is for certain. No-one will give a toss in a month.
Love this GIF I saw from anthonykalamut:
Thanks @faris for this. Small things (or in this case really big things) amuse small minds my mother lectured me.
After 10 minutes… I knew I needed to reblog this.
5 million users. 95 million photos. 100,000 new users join each weekend. 860,000 photos uploaded a day. Available in 10 languages. 2,500 apps using its API (including searchinstagram.com and instac.at!!!) 4 employees. 8 months old.
Insane growth. Thoroughly deserved. Go Instagram!
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Uploads
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Info
- Experience
- May 2010 - PresentCreative Strategist / Blue HiveA full service - 360 - integrated - call it what you want mashup of three different agencies serving Ford across all of Europe, now combined to create Blue Hive. Based in Canary Wharf, Blue Hive is a new agency model featuring digital agency Wunderman, above the line agency Ogilvy & Mather and media agency Mindshare all under the same roof. As a Creative Strategist my time is split between account planning, strategy and creative development, specialising in all things digital, tech and trends.
- Aug 2009 - May 2010Account Planner / WundermanAccount Planner, Land Rover UK and Land Rover Global. Other accounts worked on: Nokia, Nokia B2B, Ford, P&G (Pringles, Always), Cancer Research UK. New Business Pitches: Nokia, EA Sports, Best Buy, Post Office, UPS for Y&R Global, Virgin Media.
- Sept 2008 - Aug 2009Graduate Planner / WundermanWunderman London Grad Scheme. 12 months. Planning. Accounts worked on: Ford, Land Rover, Jaguar, P&G (Pringles, Always). New Business Pitches: Visit Britain, Triumph, Virgin Media, VISA. Other: Set up of the WWCC - the social media presence team for Wunderman London. Blogs, Twitter, Facebook, YouTube, Flickr, Slide Share - you'll find us everywhere. 8 Week APG Planning Course.
- Aug 2008 - Aug 2008Internship / McCann EricksonAccounts worked on: Xbox 360, L'Oreal, Nescafé New Business: A1 GP
Education-
2005 - 2008Cardiff University / Prifysgol CaerdyddBSc, 2.1 in Business Management (Marketing)
Activities: Set up the first Institute of Direct Marketing Chapter at Cardiff University, still going strong today.
Additional Information-
Websites:
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Honors:Gold 2010 International Automotive Advertising Awards: Land Rover - Don't Handle With Care Silver 2010 International Automotive Advertising Awards: Ford - The Fiestaval Movement The Blades 2011 Finalist: Land Rover Personal Projects: http://instac.at/ "Instagram + Cats = surely the very nexus of the internet" A personal project with @Sydlawrence. Recognising that anything to do with cats tends to go "viral" (I hate that word, apologies), we decided to play with the Open API for instagr.am and create Instac.at. Lots of tweets, blog coverage and self promotion followed. Not a bad way to spend a Sunday afternoon! http://searchinstagram.com/ After the success of instac.at, we realised that much of our traffic were return visitors who were using the site to search for certain topics - and as a side note, some of these search phrases were quite...interesting - the web are a dirty bunch! So, we launched searchinstagram.com as an easy way to search for instagr.am images online.
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Photos
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My Work
- Click on the top link to view all my projects on Pinterest, or click on the individual links below.All my work on PinterestDigital. Social Media. PR.Challenge:With no media budget, how do we market the Fiesta to 25 – 34 year olds across Ireland?The idea:We used Facebook as the sole channel to launch ‘The Fiestaval Movement’ – a page that gives you the chance to take 50 of your friends to any music festival, absolutely free. Simply upload a photo of your favourite festival moment. If your image gets more 'Likes' than anyone else's, you win.The campaign also featured on an episode of the Irish Apprentice and helped launch Ford of Ireland into the world of social media. Two years later and they are the second biggest automotive page in Ireland.DM.What was the Challenge / Background of the Campaign?Land Rover wanted to engage farmers in a new way that would grab their attention.What was the Solution?The no-frills nature of the vehicle was replicated in the utilitarian nature of the pack, made from 100% recycled, unrefined paper. The pack unfolded with a series of warning stamps, the sort you see on delicate parcels but in this case the meanings were reversed. 'Do not handle with care'. 'Not fragile'. 'Do please turn upside down'.' Do not be careful'.What were the Results?With a response rate of 6.8%, it is set to be their most successful Defender pack to date. From 16,000 mailings, 1,089 people requested a test drive and 787 requested a purchase voucher.What were the Key Learnings of this Campaign?Mail is wonderfully tactile. The paper stock is heavy-duty and communicates a whole bunch of things about the Defender without a single word being exchanged. Rugged, straightforward, unshowy. Here, the pack may look perplexingly ordinary but the actual experience of the mailing is a demonstration of top quality craft skills from the team who put this together. It's not always what you say that gets your meaning across but how you say it.Social Media. Digital. Experiential. Mobile.Brief:Create a card to help generate buzz for our new agency, as well as involve our staff in an event they'd want to talk about.
Solution:Set aside a 12m by 3m 'doodle wall' in our office then fill it with tweeted messages of goodwill, illustrated live (on webcam) by artist Lizzie Mary Cullen.
We photographed every message and uploaded it to Flickr so people could comment and share it too. And in just 3 days we received thousands of tweets, logged over 2,800 live viewer hours and saw a 632% increase in traffic to our website.Interactive Digital Film.Integrate the online product film for the new Ford Kuga directly into the TVC. That was the idea. And by doing so, allow users to delve deeper into the specific features of the new Kuga, whilst continuing the same storyline from the TV ad and print executions they've already been exposed to.By filming everything on the same shoot, the online film had both the highest production quality yet cheapest cost. Add to that the highest engagement and most efficient ROI for an online product film to date, and you've got a nice little IDF.Social Media. Online video. PR and influencer outreach. Partnerships. Gaming. Events.Brief:We needed to launch the new Ford World Rally Championship Facebook Page, whilst simultaneously pulling in a new, younger and more digitally engaged audience to follow the team in it's pursuit of the WRC title.Solution:We partnered Ford's WRC team with Codemasters for the launch of DiRT 3. Battersea Powerstation was booked out. Influential bloggers and media invited. And Ken Block and Mikko Hirvonen turned up to hoon it around a specially designed gymkhana course.Special guests earned themselves a ride along which was filmed and given back to them to blog about, and three main videos were shot and released online post event.Results:Partnering with Codemasters, Monster Energy and DC Shoes immediately got the Ford WRC Facebook page out to a huge audience of young and digitally savvy extreme sport and rally gaming enthusiasts. The number of fans on the Ford WRC Facebook page increased by 466% in 3 weeks. Total views of video content, all of which included the Ford WRC Facebook page URL, were in excess of 1.5million. Blog coverage and earned media and influencer outreach led to over 34 million impressions on blogs, news and online media sites. The online video asset itself had a cost per engaged minute of £0.02 - and I've been told this is a Ford of Europe record.Hoonigan indeed.Social Media. Digital. Mobile. Experiential. Digital OOH.Brief:
The Ford Fiesta was recognised in niche automotive press for its intuitive technological features, so people contemplating car purchases would likely discover the Fiesta’s benefits during their research. But Ford wanted us to extend awareness of these benefits to a wider audience across Europe, specifically to people in fashion, style and tech circles, so that the Fiesta would be top-of-mind when they became ready to buy a new vehicle to complement their busy, tech intensive lives.
Solution:
We created Fiestagram, the first European-wide photography competition on Instagram, where different Fiesta technologies (and their benefits) provided the photographic challenge and inspiration. Partnering with Instagram simplified user participation for a multinational campaign, whilst influencer and community outreach engaged existing users. The campaign hub lived on Facebook using Instagram’s API. But we took the campaign into the real world too, exhibiting photos in galleries and digital billboards, presenting them in real-time as submissions poured in from across Europe.
Results:
Over 16,000 photos were submitted. Community outreach and influential judges resulted in Fiestagram content regularly appearing on the Popular Page of Instagram. The Facebook hub had an average dwell time of 3.4 minutes and added over 120,000 new fans whilst coverage from influential blogs and media resulted in the Fiesta technology message being communicated to millions.
You can view the case study video here or a write up on the campaign from Mashable here.
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Personal Projects
- Some personal projects include:"Instagram + Cats = surely the very nexus of the internet"A personal project with @Sydlawrence. Recognising that anything to do with cats tends to go "viral" (I hate that word, apologies), we decided to play with the Open API for instagr.am and create Instac.at. Lots of tweets, blog coverage and self promotion followed. Not a bad way to spend a Sunday afternoon!After the success of instac.at, we realised that much of our traffic were return visitors who were using the site to search for certain topics - and as a side note, some of these search phrases were quite...interesting - the web is a dirty bunch! So, we launched searchinstagram.com as an easy way to search for instagr.am images online. The site gets over 1500 unique visitors a day, even nearly a year after launch and has been mentioned in a number of high profile blogs such as Swiss Miss and The Next Web.We added Facial recognition software to our website, Search Instagram. The software automatically detected any face appearing on our site and automatically added a mo to the image. A link to our Movember page then turned this fun little hack into an automated bit of exposure for users to donate to the Movember cause. The hack was featured in a number of high profile blogs such as The Next Web and over 50,000 people visited the site and were exposed to our Movember campaign during November 2011.Let's face it. Unless you live in Asia, QR codes are useless. No one scans them, sometimes they're placed in the tube with no signal, and often they don't provide anything cool in return - the value exchange is shit.So we thought we'd play about with QR code engagement, by adding in a bit of porn-mag style temptation.A cheap looking print ad entices the reader to scan the QR code to reveal hidden extras. The promise of a bit of flesh draws the user in and they scan the QR code. In return, an STI awareness message regarding "unwanted hidden extras".Scan it and give it a go.Simple.
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Awards
- I've been lucky enough to bag a few awards, as listed below.Gold 2010 International Automotive Advertising Awards: Land Rover - Don't Handle With CareSilver 2010 International Automotive Advertising Awards: Ford - The Fiestaval MovementBlades 2011 Finalist: Land Rover - Don't Handle With Care
