CREATIVE STRATEGY

What is a creative strategist?

 
As a freelancer, I developed a creative platform (Superbloom) to support Soldo's 2022 suite of industry forecasts. I've also completed competitor and market analysis, created customer profiles and developed brand stories for a range of businesses, charities and organisations, including Rightmove, the University of Cambridge, Wild Nutrition, Bouche, Skoot, Helping Rhinos, John Lewis Finance, a heritage whisky maker, luxury bicycle brand, global name in food, market-leading beverage brand, top-5 US art gallery and a bioscience business.

 

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.

Examples below.