CREATIVE STRATEGY

What is a creative strategist?

 
As a freelancer, I developed full creative territories and strategies for Greene King's 2026 seasonal campaigns, including competitor and industry analysis; creating campaign manifestos, example messaging, and moodboards; and naming products, offers, and services.

I also completed competitor and market analysis, created customer profiles and developed brand stories for:

• Rightmove

• The University of Cambridge

• Wild Nutrition

• Bouche

• Skoot

• Helping Rhinos

• John Lewis Finance

• Jabra

• Bowmore

• Brompton

• Ovomaltine

• Twinings

• Altheome

In 2022, I developed 'Superbloom', a creative platform for Soldo's 2022 suite of industry comms.

 

As the John Lewis Copy Lead, I:

• Created campaign territories, content strategies, and copy for their Autumn, Christmas, and Spring 2021 marketing campaigns, as well as their Christmas and Spring 2020 campaigns.

• Led the Diversity & Inclusion creative strategy in 2021.

• Created campaign strategies, including 'Share the Wonder' for Christmas 2019 and 'Room for Living' (featured in The Telegraph), which focused home comms on customer lifestyles rather than room styles.

• Developed creative territories in response to briefs, supported with communication hierarchies and tones of voice, and worked closely with designers to create sign-off packs and present strategies to stakeholders.

Creative strategy examples below.