PR support for the Doggumentary Tour
Ballantine’s Brasil x Fernando Volken Togni Partnership – Ballantine’s France (Dark Market)
Project lead at M&C Sport and Entertainment.
Project Overview: Led the innovative partnership between Ballantine’s Brasil and acclaimed Brazilian designer Fernando Volken Togni for the French market, navigating the challenges of a "dark market" where traditional marketing and advertising channels were limited. This collaboration leveraged Togni’s unique design to create a culturally rich, exclusive experience, enhancing Ballantine’s positioning as a premium brand in France.
Objectives:
Market Penetration: Break through the barriers of the dark market in France, where traditional advertising channels were restricted, by creating a high-impact partnership that resonated with French consumers.
Brand Relevance: Connect Ballantine’s with the French consumer through an innovative, culturally-inspired collaboration that brought the essence of Brazil into the premium spirits space.
Cultural Integration: Position Ballantine’s as a brand that not only celebrates quality but also embraces global artistic influences, particularly from emerging markets like Brazil.
Engagement: Develop a targeted, non-traditional strategy to engage the French audience and generate excitement about the limited-edition collaboration.
Strategic Approach:
Artistic Collaboration: Partnered with Fernando Volken Togni to create limited-edition packaging that blended Brazilian artistry with the sophistication of Ballantine’s, ensuring the product stood out in the French market and reflected the essence of both cultures.
Non-Traditional Activation: Given the dark market status, the campaign relied heavily on influencer marketing, social media, and word-of-mouth to build buzz, with a focus on high-end lifestyle influencers and art enthusiasts in France.
Exclusivity & Storytelling: Positioned the collaboration as an exclusive, limited-edition offering, appealing to connoisseurs of both premium spirits and contemporary design. The campaign highlighted the collaboration's artistic roots and how it blended Brazilian craftsmanship with Ballantine’s heritage.
Experiential Engagement: To further bypass advertising restrictions, the launch included exclusive, intimate events targeting influential French media, industry stakeholders, and brand advocates. These events combined art, culture, and premium tasting experiences to immerse attendees in the essence of the partnership.
Creative Digital Content: Developed visually striking content that told the story of the collaboration, integrating the brand’s heritage with the creative designs of Fernando Volken Togni. Content was shared across social media platforms, digital PR, and key influencer channels.
Results:
Enhanced Brand Perception: Successfully elevated the image of Ballantine’s in France, establishing the brand as culturally forward-thinking and aligned with art and design trends.
Increased Engagement: Achieved high engagement on social media and influencer platforms, with positive brand sentiment and consumer interaction.
Market Relevance: Broke through the limitations of a dark market by creating a high-quality, arts-driven activation that resonated with local influencers and cultural tastemakers, increasing Ballantine’s visibility in a highly competitive market.
Sales Impact: The exclusive, limited-edition packaging drove interest, contributing to increased sales and solidifying Ballantine’s position in the French premium spirits category.
Key Takeaways:
Innovative Approaches in Dark Markets: When operating in a dark market, leveraging alternative channels like influencer partnerships and experiential marketing can be highly effective in building brand awareness and engagement.
Cultural Collaborations: Cross-cultural partnerships can deepen brand connections with local audiences, enhancing relevance and offering fresh perspectives on a global brand.
Exclusive Products as Engagement Drivers: Limited-edition products, especially those tied to unique collaborations, can generate significant buzz and encourage consumer advocacy.
Project Overview: Supported the Ballantine’s Whisky x Boiler Room Stay True Scotland partnership as part of a 3-month freelance role at M&C Saatchi Sport and Entertainment, contributing to Pernod Ricard’s music partnership strategy. This collaboration merged premium whisky with music culture, creating a unique platform that highlighted Scotland’s rich heritage through innovative, music-driven experiences.
Objectives:
Brand Integration with Music Culture: Position Ballantine’s Whisky as an integral part of the global music scene through its collaboration with Boiler Room, a leading platform for underground music.
Celebrate Scottish Heritage: Use the “Stay True Scotland” concept to promote the authenticity and craftsmanship of Ballantine’s Whisky, while celebrating the cultural essence of Scotland.
Create Brand Relevance: Leverage music and cultural moments to engage a younger, dynamic audience and solidify Ballantine’s positioning as an aspirational yet approachable premium spirit.
Media Exposure and Engagement: Drive brand visibility and consumer engagement via digital and social platforms, ensuring the campaign resonates with music lovers and whisky enthusiasts alike.
Strategic Approach:
Strategic Music Partnership: The collaboration between Ballantine’s and Boiler Room provided an ideal fusion of music culture and premium spirits, particularly through live-streamed events that featured up-and-coming Scottish talent. This innovative partnership leveraged Boiler Room’s established audience base while showcasing Ballantine’s commitment to supporting creative communities.
Stay True Scotland Concept: Developed a campaign narrative that celebrated the authenticity of both Ballantine’s Whisky and Scottish music culture. The event platform allowed the brand to showcase Scotland’s music scene, supporting local talent and deepening the emotional connection to the country’s roots.
Live Stream Events & Digital Activation: Created high-quality, immersive live-streamed music events that integrated the Ballantine’s Whisky brand into the experience, driving both online and offline consumer engagement. Social media and digital PR efforts ensured continuous exposure of key campaign moments, maximising reach and engagement across digital platforms.
Influencer & Artist Collaboration: Tied the partnership to influential artists and music tastemakers, ensuring that the campaign had credible voices championing the brand. This strategy also created opportunities for exclusive artist-led content and behind-the-scenes storytelling to further elevate the brand’s visibility.
Content Creation & Storytelling: Curated engaging content across social media platforms, telling the story of Ballantine’s Whisky’s link to Scottish authenticity and music culture. This content helped humanise the brand while highlighting its involvement in fostering talent and creating unforgettable musical experiences.
Results:
High-Impact Digital Engagement: The live-streamed Boiler Room events, combined with strong social media support, resulted in increased online brand engagement and higher levels of consumer interaction with the Ballantine’s Whisky brand.
Cultural Resonance: Successfully aligned Ballantine’s with the emerging, music-driven consumer culture, increasing its relevance among the target demographic. The “Stay True Scotland” theme helped reinforce Ballantine’s commitment to authenticity and quality craftsmanship.
Brand Visibility: Generated substantial media coverage and digital exposure through Boiler Room’s platforms, as well as influencer and artist endorsements, driving visibility in key markets.
Enhanced Music & Whisky Brand Connection: The collaboration solidified Ballantine’s position as a brand that authentically understands and supports global music scenes, increasing its appeal among young, music-loving whisky consumers.
Key Takeaways:
Music Partnerships as Engagement Drivers: Strategic collaborations with music platforms like Boiler Room can bring a brand closer to its target demographic, creating authentic connections that transcend traditional advertising.
Leveraging Digital & Live Experiences: By integrating live-streamed events and social media activations, brands can engage audiences in real-time, expanding their reach beyond physical event spaces.
Cultural Storytelling: Building narratives that celebrate local heritage (in this case, Scotland’s music scene) and global cultural trends can reinforce brand values and enhance consumer loyalty.
Effective Influencer Partnerships: Collaborating with key artists and influencers in a relevant sector (e.g., music) boosts credibility, deepens engagement, and amplifies brand messages across platforms.
Endemol UK
Role: Press Officer
Duration: Feb 2006- Nov 2007
Overview:
As Press Officer at Endemol UK, I spearheaded consumer and trade PR campaigns for some of the UK's most iconic television shows, including Soccer Aid (ITV), Charlie Brooker's Screen Wipe (BBC Two), Deal or No Deal (Channel 4), and Fame Academy (BBC). Reporting to the Global Head of PR, I played a pivotal role in elevating the profile of key Endemol commissions and driving their success in competitive media landscapes. From securing high-profile interviews to orchestrating press events, my work ensured Endemol’s productions gained the visibility they deserved across both traditional and emerging media platforms.
Key Responsibilities & Achievements:
Campaign Leadership: Executed consumer and trade PR strategies to increase the visibility and success of major Endemol UK productions. Campaigns included Vodafone TBA (Channel 4), Orange Playlist (Channel 4), East 17: The Reunion, UK Music Hall of Fame, and more.
Media Relations & Interviews: Secured high-profile media coverage by arranging exclusive interviews for Endemol’s senior executives and talent, fostering strong relationships with national and international press.
Press Campaign Management: Oversaw comprehensive press campaigns for key shows, handling day-to-day media relations, building press kits, and liaising with journalists to ensure consistent coverage.
Event Management: Organised and executed press launches, set visits, photoshoots, events, and screenings to support the promotion of Endemol UK’s shows, ensuring flawless execution and significant media attendance.
International PR Support: Represented Endemol at key global markets, including MIPTV, MIPCOM, and DISCOP, ensuring Endemol’s productions were showcased to international broadcasters, distributors, and media.
Award Management: Led the submission process for award entries, ensuring that Endemol’s productions were recognised and celebrated within the industry.
Picture Publicist: Managed all aspects of visual content distribution, from arranging photoshoots to liaising with photographers, ensuring that high-quality images were available for press and promotional use.
Executive Liaison: Conducted extensive telephone liaison with Executive Producers to gather key press information, TX schedules, and strategic messaging.
Key Shows Managed:
Soccer Aid (ITV)
Charlie Brooker’s Screen Wipe (BBC Two)
Vodafone TBA (Channel 4)
Vodafone Live Music Awards (Channel 4)
Orange Playlist (Channel 4)
Fame Academy (BBC)
East 17: The Reunion
UK Music Hall of Fame (Channel 4)
Deal or No Deal (Channel 4)
Skills Developed:
Media Relations: Cultivated strong relationships with top-tier journalists and media outlets, securing consistent press coverage for high-profile shows.
Event Management: Gained hands-on experience in managing large-scale press events and on-location press activities, ensuring impactful media moments.
Crisis Communications: Developed the ability to respond to evolving media needs, ensuring smooth communication in high-pressure environments.
Award Submissions: Demonstrated strategic thinking and creativity in securing recognition for Endemol’s productions through award entries.
Brand Storytelling: Sharpened the ability to craft compelling narratives that resonated with both the press and wider public, amplifying the success of Endemol's shows.
Hull City AFC
Role: Head of Marketing and Communications
Broadcast | Brand | Digital | Media | PR | Content | Editorial | Supporter Liaison | Fan Experience | Corporate Comms
Overview:
Recruited to lead the turnaround of Hull City AFC as part of the Senior Leadership Team, reporting directly to the owner. Tasked with overhauling the Club’s marketing strategy, brand positioning, and fan engagement while steering a team of 19. Successfully reshaped the culture, ensuring a consumer-first mindset and forward-thinking approach.
Key Achievements:
Brand Transformation & Marketing Strategy: Shifted marketing focus from 100% match-centric to a balanced 50/50 approach, introducing brand-building efforts to combat a historically low perception of the Club. This strategic shift significantly boosted brand love and ensured consistent engagement regardless of team performance.
Kit & Crest Redesign: Played a pivotal role in the design and launch of the 18/19 and 19/20 kits in partnership with Umbro. Led the complete redesign of the Club’s crest, orchestrating a successful supporter-led launch and seamless roll-out across all digital and physical touchpoints.
Global Corporate Brand Strategy: Developed and implemented a comprehensive global brand strategy and visual identity, including brand architecture, vision, mission, and values that better aligned with the Club’s evolving image.
Digital Strategy & Innovation: Championed a cutting-edge global digital strategy that included the launch of the Club’s first-ever streaming service with multi-camera capabilities. Designed a bespoke, industry-leading streaming offering for international supporters and negotiated a landmark deal to return Club commentary to the BBC.
Enhanced Supporter Experience: Revamped the matchday experience, introducing dynamic elements like total stadium takeovers on digital screens, redesigned player areas, and new animated content for concourse screens. Launched members-only events, reintroduced concession tickets, and established a restructured supporters committee for more meaningful engagement.
Content & Media Strategy Overhaul: Completely redesigned the content strategy, focusing on web, streaming, and social media platforms. Led multiple new content series, reprogrammed stadium big screens, and introduced animation to pitch-side LED screens for adverts. Executed the launch of brand campaigns and kit releases with impactful, dynamic content across all channels.
Community & Corporate Engagement: Fostered stronger ties with the Tigers Trust, the Club’s charity arm, while successfully restructuring supporter outreach and introducing a new end-of-season supporter survey. Developed and launched a supporter charter and devised initiatives to tackle online abuse within the football community.
Crisis Communications & Paid Media Strategy: Created a robust corporate communications strategy to navigate crisis situations effectively and revamped the paid media strategy to ensure maximum exposure and alignment with business goals.
Additional Milestones:
Established a fully integrated marketing team overseeing PR, digital, content, events, and brand management.
Launched a comprehensive player community outreach programme, deepening the Club’s relationship with its fanbase.
Pioneered impactful changes to stadium operations, increasing the quality of both fan and sponsor experiences.
The Fly Magazine
Role: PR Support
Duration: March 2010 - March 2012
Overview:
As a PR Support for The Fly Magazine, I played a key role in executing public relations strategies that enhanced the publication’s visibility and engagement with its audience. Focused on building the magazine’s brand, I collaborated closely with editorial teams, talent, and media outlets to ensure maximum exposure for the magazine’s content and initiatives.
Key Responsibilities & Achievements:
Media Relations: Developed and nurtured relationships with journalists and media outlets to secure coverage and features for The Fly Magazine across various media platforms.
Press Campaigns: Contributed to the creation and execution of PR campaigns to promote key issues, events, and special features of the magazine, ensuring it reached the right audiences.
Talent Liaison: Coordinated interviews and press appearances for featured artists, musicians, and key personalities, helping to strengthen the magazine’s position within the industry.
Event Coordination: Assisted in the planning and promotion of events associated with the magazine, helping to increase its visibility in both the media and public sphere.
Skills Developed:
Strategic Communication: Gained experience in the development and execution of PR strategies that raised the profile of The Fly Magazine within the competitive media landscape.
Media Outreach: Strengthened my media outreach skills by securing coverage in key press outlets, increasing the publication's recognition and reputation.
Event PR: Developed expertise in coordinating press events that enhanced the magazine’s brand presence, while fostering industry relationships.
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples and partnerships included below.
Y-3 SPRING/SUMMER 2016. At their essence, adidas and Yohji Yamamoto are united in their endless quest to define and dress one singular object: the human body in motion. For Spring/Summer 2016, Y-3 delivers a bold, iconic collection that explores a kinetic grace with sheer, fluid, ultra-light pieces designed to move – the 3 Stripes in Motion.
Presented during Paris Men’s Fashion Week at the Lycée Carnot on Sunday, June 28, 2015, the collection signifies a return to the graphic simplicity of both Yamamoto’s work and adidas’ three-stripe motif. Heightening the theme, men’s and women’s pieces debuted side by side against the backdrop of an avant-garde performance by “TAO Dance Theater” and choreography by Tao Ye", a fearless gesture of modern movement.
The collection originated in a series of sketches that Yamamoto imagined with rapid-fire creativity. The drawings yield the clothing itself, but also serve as decoration when printed as artwork across a range of apparel from tanks to T-shirts. Further inspired, Yamamoto created four self-portraits of himself in motion that are also used as graphic treatment. For the designer, the topic of movement is most clearly encapsulated in a series of stunning ponchos in three distinct silhouettes, two of which are emblazoned with his sketches.
The poncho is undoubtedly the star of the collection, arriving in 3 distinct styles. The first in a classic black, ultra-light, rain-proof nylon with custom white Yamamoto artwork, the second in a light air mesh fabric featuring a voluminous silhouette that can be converted and customized; and the third a bonded, two-layer poncho.
Elsewhere in the collection, Yamamoto’s iconic inspiration is seen in men’s and women’s apparel bearing four characteristics: fluidity, color, print, and light. The range shows simplicity of form with easy, fluid, ergonomic lines—breezy sportswear designed to ride the wind. Bright pops of electric blue for men and candy red for women enhance a classic Y-3 color palette of black and white. Abstract prints create a study in motion, emphasizing the elegant fluidity of the clothes. And Y-3 continues its forward strides in ultra-light design with air meshes and delicate jerseys that conjure a sense of easy elegance and couture comfort. Light also served as a literal inspiration for a pack of clothes printed with Yamamoto’s signature quotes spelled out in neon light.
Footwear, meanwhile, further builds on two established icons: the adidas Boost and the Qasa. The Boost pairs adidas’ breakthrough performance cushioning with bold new upper designs, while the unmistakable Qasa profile evolves into cool summer sandals in a range of colors and materials for men and women. Also new this season is the Kyujo footwear style—a silhouette that features an inner “booty” comprised of technical knit fabrics that is overlaid with panels of leather wrapping around the foot. Offered in both a mid and low cut, the Kyujo debuts in a black and white graphic combination along side iterations in both seasonal prints and colour-ways. Further, this directional new shoe is detailed with a lightweight outsole, providing the wearer with superior comfort and stability.
The show had notable attendance from Asian- American model Soo Joo Park, and adidas’ own athlete Damian Lillard from the Portland Trailblazers.
Since its launch in 2003, Y-3 has remained fascinated by movement, pioneering a futuristic sport-style that at its very essence enables the body to move—faster, stronger, more elegant. Inspired by Yamamoto’s desire for a brave new energy, Y-3 revisits this central idea as the core message of the season – the 3 Stripes in Motion. “It’s time to move,” says Yamamoto. “This is life’s only constant, and I was enchanted by the beauty and simplicity of the body in motion. This was my only inspiration.”
V Festival 2008 x Cake
Role: PR account team
Duration: March 2008- March 2009
Overview:
As part of the Cake Group (Havas), I played a pivotal role in managing both on-site and off-site PR for the iconic V Festival 2008. A team of four was tasked with raising the profile of the festival, handling media relationships, and managing all PR efforts across a variety of platforms, from regional to national coverage. This year’s V Festival brought a unique challenge, as we worked to ensure seamless media management during the festival while promoting key announcements, band features, and exclusive content.
Key Responsibilities & Achievements:
On-Site PR Management: Led all PR operations during the festival weekend, ensuring media outlets were supported and that TV, radio, and press teams were effectively managed. From journalist and photographer liaison to crisis management, I was responsible for ensuring smooth media operations throughout the event.
Accreditation & Artist Liaison: Coordinated media accreditation and artist interviews, ensuring journalists had access to key content. Managed the press office, including artist meet and greets, pit runs, and responding to media requests, all while maintaining smooth operational flow and dealing with any emerging issues.
Media Outreach & Content Generation: Contributed to a series of press releases, regional media meet and greets, and exclusive announcements, driving awareness of the festival and expanding coverage into consumer media. Developed innovative content strategies to secure coverage, including artist Q&As, features, and merchandise giveaways.
Managing Partnerships & Agency Relations: Maintained strong relationships with partner agencies like Big Fish, Virgin Mobile, Borkowski, and Eulogy to ensure collaborative and aligned PR strategies. Worked alongside Virgin Radio for exclusive announcements, and collaborated with Channel 4 for TV programming launches, managing all pre-event communications.
Crisis Management & Negative Issue Control: Actively managed any crisis or negative media coverage that emerged, ensuring that potential challenges were mitigated with timely responses. Maintained control over the narrative during the event weekend to protect the festival’s image.
Promoting Future Ticket Sales: Used the momentum of festival coverage to promote the 2009 V Festival tickets, ensuring continued consumer interest and ticket sales post-event. Included strategic announcements and messaging around future ticket sales.
Key Achievements:
Extensive Media Coverage: Secured 105 pieces of national coverage, over 60 regional pieces, 294 pieces of online coverage, as well as numerous TV and radio segments. The media campaign generated a PR value of £676,842 and drove widespread awareness and engagement for the festival.
Website Launch & Digital Strategy: Helped launch and promote the festival’s new, user-friendly website, which received an overwhelmingly positive response. The website acted as a key platform for media relations, ticket sales, and festival updates.
Exclusive Media Relationships: Developed and nurtured exclusive media partnerships and press relationships to ensure V Festival received maximum exposure through targeted campaigns with Virgin Radio, Channel 4, and other key media outlets.
On-Site Success: Managed media requests efficiently on-site, including VIP access and interviews with headline artists, ensuring media coverage for all key festival moments. Ensured the on-site press office was fully operational and responsive.
Post-Festival PR: Coordinated post-event PR activities, including statements, press releases, and media summaries, which resulted in sustained interest and positive media coverage after the festival had ended.
Skills Developed:
Media Relations & Crisis Management: Enhanced my skills in managing complex media relationships, especially during large-scale events, and honing crisis management strategies to protect the festival’s brand integrity in real-time.
Event & Artist Management: Gained valuable experience managing key media moments on-site and liaising with artists to ensure all media opportunities were maximised, adding value for both the festival and its sponsors.
Digital PR & Content Strategy: Developed strategies to leverage digital platforms, securing key media features through innovative online campaigns and website management.
14th Floor Records
Role: Assistant to the 14th Floor Label Team
Duration: 2005 – 2006
Overview:
As a Junior Assistant at 14th Floor Records, I supported the label team across a variety of tasks related to album releases and artist promotion. My main responsibilities focused on administrative support for the PR team, nurturing relationships with media, and providing logistical assistance for the label's roster, which included Damien Rice, David Gray, Joseph Arthur, Nerina Pallot, Ray LaMontagne, and Biffy Clyro. I worked closely with the team to ensure smooth communication and helped facilitate press and media outreach for key UK releases.
Key Responsibilities & Achievements:
Press Release Support: Assisted in writing and distributing press releases for key album launches, ensuring timely communication with the media.
Media Outreach: Updated and maintained media lists, ensuring key journalists and outlets received the latest press materials and CD copies for review.
CD Distribution: Managed the distribution of CDs and promotional materials to journalists, outlets, and key contacts within the music press.
Event Attendance & Support: Attended live gigs and events, providing on-the-ground support for artists and the wider label team, ensuring everything ran smoothly.
Administrative Support: Provided general administrative support to the label team, including running errands and assisting with day-to-day tasks.
Relationship Building: Nurtured relationships with journalists, media contacts, and bands, particularly focusing on promoting the spin-off label, KiDS.
Band Liaison: Acted as a point of contact for bands signed to the KiDS label, ensuring smooth communication between artists and the label.
Key Releases Supported:
Damien Rice: 9 (2006)
David Gray: Life in Slow Motion (2005)
Joseph Arthur: Our Shadows Will Remain (2005)
Nerina Pallot: Fires (2005)
Ray LaMontagne: Gossip in the Grain (2006)
Biffy Clyro: Puzzle (2006)
Skills Developed:
Media Relations: Gained early experience in building and maintaining relationships with key press contacts.
Press Materials Coordination: Developed strong organisational skills through the distribution and management of press releases and promotional materials.
Event Coordination: Learned the importance of supporting live events and ensuring artists were well-prepared for press interactions.
Administrative Efficiency: Enhanced multitasking skills by assisting with the logistical aspects of album campaigns and artist management.
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples included below.
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
INCLUDING MEDIA PARTNERSHIPS
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
Coverage examples below.
Sky HD x Cake (Havas Group)
Role: PR account team
Duration: March 2008 - March 2009
Overview:
As part of the agency team at Cake, Havas Group, I played a pivotal role in launching Sky HD to the UK market, driving excitement and awareness for the revolutionary high-definition service. A key moment of the campaign was an exclusive HD screening of Titanic, which showcased the power of Sky HD’s technology and captured the public's imagination.
Key Responsibilities & Achievements:
Campaign Development: Led the creation and execution of the PR strategy for Sky HD's UK launch, positioning the brand as the go-to provider for cutting-edge HD technology.
Exclusive Screening Event: Orchestrated an exclusive HD screening of Titanic, which demonstrated the capabilities of Sky HD, generating media buzz and significant public interest. This event highlighted Sky's leadership in the HD space and provided a first-hand experience of the stunning picture quality.
Media Engagement: Secured extensive media coverage for the Sky HD launch, ensuring that key features of the service were highlighted across national press, broadcast, and online platforms. Coverage included interviews with Sky executives and talent involved in the Titanic screening.
Event Management: Managed event logistics for the Titanic screening, from venue selection to guest coordination, ensuring a seamless and memorable experience for journalists, industry influencers, and VIPs.
Skills Developed:
Launch Strategy: Gained experience in high-profile brand launches, managing both the public relations strategy and execution of major media events.
Event PR & Media Relations: Developed expertise in managing exclusive events that engage the media and amplify brand messages, securing high-impact coverage.
Brand Positioning: Strengthened skills in positioning Sky HD as an innovative leader in the competitive media landscape, driving consumer interest and engagement.
Ben & Jerry’s x Cake
Role: PR account team
Duration: March 2008- March 2009
Overview:
As part of the Cake agency team, I supported Ben & Jerry’s Christmas campaign, which included the highly engaging Christmas Cowell Campaign. This playful and bold initiative aimed to create a stir by attempting to get a Ben & Jerry’s Christmas single to the coveted Xmas Number 1 spot, competing directly with the highly commercialised X Factor winner’s single. The campaign tapped into pop culture, playing on Simon Cowell's dominance of the Christmas charts to generate media buzz and public excitement.
Key Responsibilities & Achievements:
Campaign Support: Contributed to the development and execution of the Ben & Jerry’s Christmas Cowell Campaign, which sought to challenge the mainstream X Factor single’s grip on the Christmas charts by launching a humorous, fun campaign promoting a Ben & Jerry’s Christmas single.
Media Engagement: Successfully secured media coverage across national press, radio, TV, and online platforms, ensuring the campaign generated excitement and a unique angle on the traditional Christmas race for the UK’s number one spot. Key coverage included features on the campaign’s audacious nature, aligning with Ben & Jerry’s disruptive brand persona.
Creative Content Development: Played a key role in creating press releases and content that effectively communicated the playful, bold nature of the campaign, while also reinforcing Ben & Jerry’s values of fun, social impact, and cheeky competition.
Influencer & Blogger Outreach: Supported outreach efforts to influencers and bloggers, ensuring coverage extended across social media and online communities, building excitement and driving engagement around the campaign.
Event Coordination: Assisted in the planning and execution of events related to the Christmas Cowell campaign, including a unique launch event that brought the campaign’s fun spirit to life for key media and consumers.
Skills Developed:
Campaign Execution: Gained invaluable experience in executing a high-profile, audacious campaign that resonated with the public and media, tapping into cultural moments and trends to create a buzz.
Media Relations: Developed expertise in securing dynamic, attention-grabbing media coverage for an unconventional campaign, furthering Ben & Jerry’s position as a brand that disrupts the norm and challenges conventions.
Creative Communications: Enhanced skills in creating compelling communications that blend humour with a strong brand message, effectively capturing the playful essence of the campaign while maintaining focus on Ben & Jerry’s values.
The Black Sheep | Palm Treo Pro x Cake
Role: PR account team
Duration: [Insert duration]
Overview:
During my time at Cake Group, I was a key member of the PR account team working with Palm to launch the Palm Treo Pro handset. Our strategy was to celebrate the mavericks and innovators who dared to be different, in line with Palm’s brand message. We took over The Truman Brewery in London to host an exclusive pop-up gastro pub experience called "The Black Sheep" for five unforgettable nights. This event served as a creative platform for showcasing the Palm Treo Pro, while inviting influential figures from the worlds of business, sport, TV, music, and comedy to share their stories.
Key Responsibilities & Achievements:
Event Concept and Execution: Spearheaded the PR strategy for "The Black Sheep", a first-of-its-kind pop-up gastro pub that celebrated iconoclasts and forward-thinkers. Over five nights, the event brought together high-profile guests for a unique series of ‘An Audience With’ dinners, showcasing the Palm Treo Pro in an unforgettable setting.
Celebrity & Influencer Engagement: Curated an impressive lineup of celebrities and mavericks, including Piers Morgan (former editor of News of the World and Daily Mirror), Karren Brady (CEO of Birmingham City FC), Human League (synth-pop pioneers), Sean Lock (comedian), and Chris Hoy (Beijing Olympic gold medallist). Facilitated engaging interviews and conversations that highlighted their achievements, while tying back to the Palm brand ethos.
Media Partnerships & Coverage: Managed media relations to ensure prominent coverage of the event, securing top-tier press attendance and featuring key media outlets in business, technology, entertainment, and lifestyle. Strategically timed media placements helped cement Palm’s presence in the tech and lifestyle spaces.
Exclusive Culinary Experience: Partnered with Brett Graham, Michelin-starred chef and head of The Ledbury in Notting Hill, to provide a two-course meal for all guests, elevating the event’s status and ensuring a high-quality, memorable experience for both celebrities and the media.
Brand Messaging & Experience: Created a distinctive, buzzworthy event that reinforced the Palm Treo Pro's positioning as a device for those who dare to be different. The gastro pub’s name, “The Black Sheep”, perfectly encapsulated the spirit of the Palm brand and aligned with the strategic message that resonated throughout the entire campaign.
On-the-Ground PR & Press Management: Managed media attendance, press kits, and interviews, making sure the key messages were communicated effectively. Oversaw press relationships on-site, ensuring coverage in both traditional and digital media channels.
Key Achievements:
Unique Event Experience: The innovative concept of a pop-up gastro pub resonated strongly with both media and guests, creating a unique and newsworthy experience for Palm’s Treo Pro launch. The event successfully generated significant media attention, enhancing the visibility of Palm’s new product.
Celebrity & Media Engagement: Secured attendance from a wide variety of high-profile individuals, which resulted in widespread media coverage. The presence of well-known personalities significantly amplified the event’s profile, garnering both press and social media buzz.
High-Profile Coverage: Successfully generated coverage across multiple platforms, including business, lifestyle, tech, and entertainment media. Media outlets featured stories on the maverick guests, the innovative setting, and the Palm Treo Pro’s unique selling points.
Innovative Brand Positioning: The Black Sheep event positioned the Palm Treo Pro as a bold, forward-thinking product aimed at those who reject the status quo—further cementing Palm’s brand values in the hearts and minds of its target audience.
Skills Developed:
Event PR & Execution: Gained valuable experience in curating and executing high-profile events, particularly in a pop-up setting, with strong emphasis on brand positioning and media engagement.
Influencer & Celebrity Relations: Enhanced skills in working with high-profile figures from various industries, successfully managing their participation in events to elevate the brand narrative.
Cross-Industry Media Management: Developed a comprehensive understanding of how to align press coverage across multiple sectors, including tech, business, entertainment, and lifestyle.
Crisis Management & Brand Reputation: Navigated any potential on-the-ground issues seamlessly to ensure the event's smooth execution, maintaining positive brand perception throughout.
Adidas Neo teamed up with YouTube sensations Amanda Steele and Marcus Butler to launch a collection of innovative footwear products featuring a new comfort concept called Cloudfoam.
In the #cloudfoam Step In campaign, Steele and Butler encourage people to “step in” to what they’re most passionate about.
Butler — who has more than 4 million subscribers on his YouTube channel — launched the #cloudfoam campaign through a vlog, giving his fans a glimpse of the things he loves to do most. Steele — known for her fashion and beauty videos — created a lookbook of her favorite spring styles for her YouTube channel, whilst wearing her new Cloudfoam sneakers.
Role: PR Account Team
Duration: March 2008 – March 2009
Overview:
During my time working on Nintendo of Europe's PR account at Cake Group, I contributed to the strategic development of PR campaigns for key product releases, working closely with local markets across Europe. My role primarily involved creating press materials and drafting detailed press releases, which were then translated and adapted by local teams to suit the specific needs of each market. This ensured a consistent and effective communication strategy across Europe while allowing local teams to customise content for their regional audiences.
Key Releases Across Europe
Wii Fit (April 2008)
Objective: To launch Wii Fit, an innovative fitness game aimed at encouraging active living in a fun, interactive way. The focus was on showcasing how Wii Fit offered an alternative to traditional fitness solutions, appealing to a broad range of consumers.
Role & Responsibilities:
Developed the PR strategy for the launch and crafted press releases highlighting key features like the balance board and its unique approach to fitness.
Provided local markets with content to adapt and translate, ensuring that the campaign resonated with regional audiences.
Mario Kart Wii (April 2008)
Objective: To launch Mario Kart Wii, focusing on its fun and competitive gameplay, as well as the introduction of the Wii Wheel accessory. The goal was to position the game as accessible to both casual and hardcore gamers.
Role & Responsibilities:
Created the PR strategy and wrote press releases that outlined the game’s new features and its appeal to various gaming demographics.
Delivered these materials to local teams for translation and adaptation, ensuring consistent messaging across different regions.
The Legend of Zelda: Twilight Princess (May 2008)
Objective: To support the re-release of The Legend of Zelda: Twilight Princess for Wii, building on the franchise’s established fanbase while attracting new players.
Role & Responsibilities:
Developed the PR strategy and wrote press releases that focused on the enhancements for the Wii version and the legacy of the Zelda series.
Supported local markets with content to translate and syndicate, ensuring a unified European approach to the campaign.
Animal Crossing: City Folk (November 2008)
Objective: To launch Animal Crossing: City Folk, with messaging that emphasised the game’s creative, open-ended gameplay and its online features.
Role & Responsibilities:
Developed the PR strategy and wrote press releases that highlighted the new features of the game, particularly its online multiplayer options.
Worked with local teams to translate and adapt the materials, helping them engage with regional press and communities.
Super Smash Bros. Brawl (March 2009)
Objective: To support the launch of Super Smash Bros. Brawl for Wii, targeting both competitive players and those new to the series.
Role & Responsibilities:
Developed the PR strategy and wrote comprehensive press releases that outlined the game’s appeal, from its rich roster of characters to its multiplayer features.
Provided these materials to local teams to ensure smooth translation and adaptation for different markets.
Nintendogs + Cats (March 2009)
Objective: To launch Nintendogs + Cats for the Nintendo DS, continuing the success of the original Nintendogs title with a new focus on pet-centric gameplay.
Role & Responsibilities:
Developed the PR strategy for the release, focusing on its appeal to casual gamers and pet lovers.
Created press releases and content for local teams to translate and adapt for their regional markets.
Strategic Campaigns & Results:
European-Wide PR Strategy:
Developed and executed a cohesive PR strategy for each product release, ensuring that each campaign resonated with local audiences while maintaining consistency across European markets.
Press Materials Creation:
Crafted compelling press releases and supporting materials that aligned with Nintendo’s brand and product messaging, ensuring that key features and benefits were communicated clearly and effectively.
Market Syndication & Translation Support:
Worked closely with local teams to ensure seamless translation and adaptation of materials, allowing them to engage with regional press and target audiences while staying true to the global campaign strategy.
Skills Developed:
Pan-European Strategy Development:
Gained extensive experience in creating adaptable strategies that could be rolled out across multiple European markets while maintaining the integrity of the brand.
Press Release Writing:
Honed my ability to write clear, concise, and engaging press releases that conveyed key product features and brand values, ensuring they were easy for local teams to translate and adapt for their regions.
Content Syndication & Localisation:
Strengthened my ability to collaborate with local teams to ensure content was effectively localised and syndicated across European markets, maintaining a consistent message across regions.
