Communications and media strategy

The best strategies I have been responsible for are those which won competitive pitches for leading brands. Over the years these have included both domestic UK pitches (e.g. Camelot, Bourjois, Microsoft, Jordans and Pernod Ricard) and International (e.g BT, Orange, Philips, Reebok).

In the last 3 years, the pitch success highlights have been the following (all being International):

 

Company

What distinguished the winning strategy

Good Year

A 'point of sale outwards' communications strategy to fully integrate above/below-the-line programmes, based on purchase cycle analysis

Dresdner Kleinwort

Re-defining DK's brand positioning for media purposes and pursuing a media-first airport strategy.

Danone
US/Canada

Re-defining Activia's competitive set with price/taste-test analyses, differentiating US/Canadian consumer traits and creating a new segmentation/volumetric projection

Credit Suisse

Applying the principle of 'Concentrate, Innovate, Dominate' to all aspects of comms strategy. Multiple innovative solutions to differentiate the brand in a generic category.

 

 

What does this mean for you?

 

I could help develop communications strategies for clients or their agencies, and specifically for agencies working on new business.

I could also help express these strategies in writing, from initial presentations through to awards entries.