Deliveroo wanted to tell the nation that all its favourite foods were on their app. They also wanted to target families in order to expand their market share outside of London and beyond its Gen Z core demographic.
So we came up with an ad that literally featured as many of Deliveroo’s partners - KFC, Burger King and Wagamama - as we could squeeze into 30 seconds - and one magic Deliveroo bag.
The spot drove record sales for the company for four weeks after the ad aired and was the second most-remembered advert in the UK in September 2019.
Despite displaying legally compliant terms and conditions, the ad was banned after two months following complaints that it was misleading. While this obviously wasn't the desired outcome, it actually sparked further conversation online and in the press, increasing reach and leading to a second substantial peak in sales.
Deliveroo wanted to tell the nation that all its favourite foods were on their app. They also wanted to target families in order to expand their market share outside of London and beyond its Gen Z core demographic.
So we came up with an ad that literally featured as many of Deliveroo’s partners - KFC, Burger King and Wagamama - as we could squeeze into 30 seconds - and one magic Deliveroo bag.
The spot drove record sales for the company for four weeks after the ad aired and was the second most-remembered advert in the UK in September 2019.
Despite displaying legally compliant terms and conditions, the ad was banned after two months following complaints that it was misleading. While this obviously wasn't the desired outcome, it actually sparked further conversation online and in the press, increasing reach and leading to a second substantial peak in sales.
VDUBLINE
ADVENTURE IN EVERY VAN
Posters advertising VDubline's campervan hire.
With Covid restrictions being relaxed this summer and staycations being the most likely option for UK holiday-goers, VDubline wanted to advertise its range of campervans for hire.
Using beautiful landscapes across Britain, from St. Ives to Cumbria to the Highlands, we showed customers that there’s still plenty of adventure to be had anywhere in the UK - and it's best in a van.
Hello
I’ve spent 16 years working with some of the world’s biggest brands in some of the world’s best agencies. In that time I’ve produced award-winning campaigns, driven record sales, led accounts, mentored teams, won pitches, formed thriving client relationships and made consumers fall in love with brands through the power of storytelling. Well versed in everything from tech innovation to traditional advertising, I offer an integrated approach that delivers work that works.
Skills
I love to roll up my sleeves and bring ideas to life. With a background in writing, I’m adept at producing witty TV scripts, social-savvy copy, insightful strategy documents, meaningful manifestos and persuasive pitch presentations. I also love to present work to anyone who’ll listen (which usually comprises clients, stakeholders - even the customer). I’m also adept at art directing, directing and illustrating.
The serious bit
Deliveroo, London, UK
Creative Director, May 2019 – present
I’ve spent the last 18 months leading Deliveroo’s in-house creative studio and driving its growth throughout its UK, European, UAE and APAC markets. This has included its advertising across TV, radio, OOH, online and through its social channels. Further responsibilities have included working with other departments and external agencies, shaping the creative studio by hiring and nurturing new talent, pitching for new business with global brands (KFC, Burger King, McDonald’s) and launching big brand partnerships with ITV’s Saturday Night Takeaway, Disney+, the FA and the England Football Team.
Highlights:
● Generated record sales in the UK with first TV spot.
● Achieved highest sales in China and 12% increase in app downloads.
● Launched Deliveroo’s 2020 brand platform and underpinned development throughout the first
quarter; drove record sales in UK, France and China.
● Pitch wins with Burger King, KFC and McDonald’s.
Initiatives I have implemented:
Brand Council - department heads and myself congregate twice a week to discuss work from our domestic and international teams to ensure we’re producing correct and cohesive communications throughout all our markets.
Creative Forum - a bi-weekly forum where a member of the creative studio is nominated to share a project they have been working on as well as ‘one cool thing’ that they’re passionate about, that inspires them and that can teach the team something new.
Open Brief - everyone is given the opportunity to work on the big, exciting projects whether they’re booked on them or not.
Monthly Famous Five - a roundup and review of the five best ads from the month, discussing how they relate to the business and what we can learn from them.
Drop-in sessions - creatives could book time with me to talk about anything on their mind, advertising or other.
Proactive briefs - once a week creatives pitch ideas that they feel would push the business and brand forward. The winners would then present their ideas to senior management.
Urgent Genius - anything big that happens in the news or popular culture that relates to our business, we react quickly to create comms that can get in on the consumer conversation.
Mega Bites - Every other Thursday, the creative department have lunch together and share a new piece of tech wizardry they’ve discovered, whether an innovative piece of hardware/software, an app, a study - even a Masterclass from astronaut Chris Hadfield.
R/GA, London/Miami, UK/US
Digital Creative Director/Writer, June 2018 – May 2019
I was hired to help $2bn-valued tech start-up Magic Leap launch their highly anticipated Mixed Reality device, Magic Leap One - in just a few weeks. Cue a crash course in synthetic light fields, 6DoF, spatial audio, superpowered CPUs, meshing, occlusion and other-worldly tech wizardry.
My duties included producing its advertising, defining the brand TOV and overseeing all online communications, CRM, film production, website content/UX as well as promoting its native applications and third-party immersive digital experiences for its OS. This involved working directly with Magic Leap in Miami and collaborating with cutting-edge production house Weta Workshop (Lord of The Rings, Blade Runner 2049, Avatar), creative technologists Industrial Light & Magic (Star Wars), game developer Resolution Games (Angry Birds), and sporting giants Nike and the NBA. I was also tasked to help produce their first ever global developer summit, Leap Con, in Los Angeles.
Iris Worldwide, London, UK
Creative Director/Writer, Oct 2013 – May 2018
I led multiple FMCG accounts such as Domino’s, KFC and the Britvic portfolio (Robinsons, Pepsi, Tango, 7Up).
I took Domino’s from a brand without any digital presence to a company with cult-like fame online with thousands of active users - topped off with a Cannes Cyber Lion nomination - in just 18 months. Other highlights included delivering digital firsts for KFC and Domino’s, turning a CRM brief into a Cannes shortlisted digital engagement campaign, leading the winning pitch for KFC’s digital account, turning a 'webpage update' into an interactive mobile experience that was integrated into the Domino's app, being co-lead on creating the design and UX for KFC's self-service kiosks and app rebuild, and seeing a £300k campaign bring in £8m in sales (to date) for Domino’s. This was all possible due to being able to build my own team, nurture talent, push them to produce award-winning work, and gain trust from clients and colleagues to implement my long-term strategies for the brands.
I have also overseen and produced award-winning work for brands beyond the FMCG sector. These include Adidas, Barclaycard, Cineworld, Guinness, Hellmann’s, Jeep, Nescafe, Parrot Bay, Perrier, Philips, Robinsons, Samsung, Shell, Virgin and Wickes. And this has been across everything from TV to press, digital to CRM, social to shopper. I’m also familiar with creating campaigns for different markets, delivering fitness initiatives in China with Speedo, promoting sugar-free drinks across Europe with Pepsi, and developing global toolkits for Shell in India, Thailand and the US.
Other agencies
Harvest Digital, Wunderman, Digital & Direct / Sapient Nitro, Big Al's Creative Emporium, Y&R, TH_NK, The Viral Factory, Hypernaked, Huge Inc, VCCP, Ichi, VCCP Blue, EHS 4D, Critical Mass, RAPP, Jam @ Engine, Bio Agency.
Awards
Cannes Lions, Media Lion nomination – Domino's Pizza Legends
Cannes Lions, Cyber Lion shortlisted – Domino's Meltdown
BBC Writers Room finalist – Players
Screencraft / Pixar Animation Competition Finalist (top 10 of 1,500) - Bubble
MAA Awards, Best Campaign – Domino's Pizza Legends
MAA Awards, Best Campaign – Domino's Meltdown
UK Agency Awards, Best Agency Website – Iris Worldwide website
Campaign, Top 10 engagement idea of 2015 – Domino's Pizza Legends
Campaign Media, Food & Retail – Domino's Pizza Legends
FWA mobile site of the day – Domino's Pizza Legends
Brand Republic Digital Awards, Financial Services, Gold – Barclaycard My Player Twin
Money Marketing Awards, Best Digital Communication – Barclaycard My Player Twin
DMA awards, Best use of Technology – Barclaycard My Player Twin
DMA awards, Best Digital Destination – Barclaycard My Player Twin
Chip Shop Awards, Best Consumer Ad – Colgate Max White
Reference
Alex is brilliant. He’s hugely talented. He’s also the most positive man you’ll ever meet. Alex is a great man to have in your corner when the big opportunity briefs come in, but he’s also a master at turning pigs ears into silk purses. He’s one of those rare people who sees the opportunity in everything. During his time at Iris he not only inspired and mentored teams around him, he did a great job of keeping me on my toes. I can’t recommend him highly enough.
Shaun Mcilrath, Global CCO, Iris Worldwide
Further references available on request.
Qualifications
BA Hons. in Art & Design - 2:1
BTEC in Art & Design - Distinction
A-Levels - A-C
The not-so-serious bit
I used to be an international competitive bodybuilder.
I nearly bankrupted myself restoring a 1967 Chevrolet Camaro.
I built a house with my brother.
I’ve been a postman, fishmonger, butcher and baker (sadly never a candlestick maker).
I’ve travelled through Asia, driven Route 66 in a Mustang and, to complete the hat-trick of travel clichés, spent a summer driving around Europe in an old VW Campervan.
I’ve driven from London to Monte Carlo in an old Renault 5 which stranded me in the snowy Italian Alps.
And talking of Italian, I didn’t cry when seeing Michelangelo’s David at the Galleria Dell’Accademia. Honest.
I had Marvel Comics critique my illustrations when I was 16 and visiting New York.
I was a finalist in the BBC’s Writers Room with a football mockumentary called Players.
I’ve celebrated 4th July in Vegas, danced (badly) at the Miami Winter Music Conference, snowboarded in France and Austria, and been on more lads holidays around the Med than I’d like to admit.
And being an Essex boy who has spent some time living in Surrey, I naturally support Manchester United.
I have a 2-year-old daughter who has turned me into a right soppy so-and-so.
I’m also one of those cat people. I’ve got a half tabby, half British blue. He is awesome.