I’ve been fortunate to work for hundreds of terrific clients over the years. Some of them have been household names. Here’s a selection of work for some of my better-known clients.
It’s not that difficult to sell the average consumer on the benefits of solar energy. But, as BP Solar found, the cynical trade market is a tougher nut to crack. These professionals like to be seen to be Green. But they demand solutions that will keep them in the black. This vertical campaign promoted BP Solar’s proven track record and unrivalled expertise in the rapidly emerging markets of Germany and Spain, to key influencers. Art director: Trevor Pettit
Nequik has been a best-selling favourite drink with kids for generations. Personally, I was a banana flavour boy. But it’s mums who are the final arbiters. This test campaign was developed to appear in women’s press to appeal to not just the emotional but the rational reasons for making that all important purchase.
British Airways Executive Club needed a creative idea to ‘humanise’ and unify their brand throughout Europe. Within months ‘The People Concept’ became the global idea behind not only the Executive Club but all BA’s below-the-line work. In turn this became a driving force for BA’s Global Repositioning. I worked with the lead agencies, M&C Saatchi, Carlson Loyalty and Interbrand Newell & Sorrell, creating concepts writing guidelines and co-ordinating the massive project.