I’m a Creative Director of 30 years experience. Cutting through the clutter, I partner with creative and production talent to provide creative marketing solutions to clients at a speed and cost that traditional agencies can’t match.
It’s about being nimble. It’s about being smart with time and money. And it’s about knowing what works.
I have had the good fortune to work with clients to produce world class creative work across the globe. My Surprisingly Ordinary Prices campaign is the most effective retail work in Volkswagen’s history. My ‘Fish’ commercial for Keep Walking relaunched the global campaign for Johnnie Walker. The work I led on the Philips business created breakthrough work across the world.
None of this happens in isolation. You need clients with the desire and skills to make it happen. You need colleagues and partners to make the work the best it can be.
I have a gang of the very best talent in the business, who can deliver exciting, bold, world class creative every single day.
I believe in the power of emotion. In today's multi-channel world a strong emotional connection to your brand is your totally legal, unfair advantage.
Most marketing communications talk to us as consumers, really effective work talks to us as human beings. I was raised on a diet of emotional TV advertising - the Cresta Bear, the Smash Martians and the Unigate Humphries. I was later fortunate enough to work for their creator, John Webster. Most if not all of John's work delivered a rational message. What made John's work stand out was the emotional way he delivered those messages. And the way he delivered those messages is the reason i still remember them and why i still have empathy for those brands.
It is the central part of the brain (your Limbic brain if we are being specific) that responds to an emotional message. Your Limbic brain controls behaviour and feelings of loyalty and trust. It is responsible for all decision making.
Emotion of course transcends all of the changes that have taken place in our industry. The digital revolution has just made an emotional connection to your brand a thousand times more important. Knowing how to write and create a consistent emotional connection across all platforms is the key to success. I've had the good fortune to work with a number of agencies and clients who get that.
And recently the IPA produced this helpful little chart on the subject..
I've spent over 30 years in the advertising business. I was lucky enough to work in South Africa during the mid Nineties. The year Nelson Mandela was elected and The Rainbow Nation was born. It changed my career, it changed my life.
I love sport, particularly Rugby. I have been known to sing from time to time. Sinatra, Elvis, Crosby, Sam Cooke. I've murdered all of their songs.
“Neil was key to development of our new brand idea - Untameable since 1862. given his vast experience and creative talent, he was able to come up with a really powerful long lasting brand idea, which fully addressed the ambition and desire of the brand to reinvent itself.”
Dmitry Ivanov, Senior Global Category Director – Bacardi
“Neil was a genuine extension of our own team. He showed empathy for the workings of our organisation, a genuine understanding of our business as well as the challenges of the category, and he delivered world-class creative that drove results.”
Austin Simms, former Global Marketing Director - Philips
"An absolute pleasure to write this - Neil and I have worked together several times at Coca-Cola and it's a simple formula - he delivers brilliant creative work. Our recent project on Diet Coke was no exception - listens to feedback, leads to better work. Only regret not making the decision to bring him on board sooner. If you have any doubts - watch Diet Coke's Gardener ad - no need to say any more."
Rob Bayne, Marketing Director - Coca-Cola Company
"Neil is insightful, daring, capable of calling it out, funny, full of energy to work with, not afraid to shake it up - not above smoothing things down. He most certainly always surprises ( in a good way) with his unique spin on creative. Our work together was certainly the highest bang per buck and the most rewarding of the last decade - I highly recommend him as an ally and a catalyst."
Jackie Fionda, Group Marketing Director - BP
Global Executive Creative Director – Nissan United
TBWA NYC April 2016 – July 2017
Executive Creative Director
Dawson Pickering London Jan 2014 – March 2016
Executive Creative Director
BETC London June 2011 – Jan 2014
Global Executive Creative Director – Philips
DDB London March 2007 – June 2011
European Creative Director – BP
Ogilvy London March 2005 – 2007
Global Creative Director – Johnnie Walker
BBH London 2002 – 2003
Senior Art Director
BMPDDB London 1997-2002
Senior Art Director
Hunt Lascaris Cape Town 1994 – 1997
Junior Art Director
Leo Burnett London 1987 – 1994