CREATIVE STRATEGY

What is a creative strategist?

 
As a freelancer, 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, Jabra, a heritage whisky maker, luxury bicycle brand, global name in food, market-leading beverage brand, top-5 US art gallery, a bioscience business, research contractor Altheome, and a soon-to-launch wellness destination. I also developed a creative platform (Superbloom) to support Soldo's 2022 suite of industry forecasts.

 

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.