Daniel Cutts Email & Phone Number

Leading the team responsible for the development and implementation of a new brand proposition and visual identity at HMRC. Using brand across the organisation to shape the way we work, from our culture and behaviours, to policy design and operational decision making, through to our internal and external communications campaigns. Helping to set creative direction for HMRC’s campaigns, marketing and communications function ensuring rigorous application of the brand across all output. Planning, leading and co-ordinating key activities/projects to drive forward the HMRC brand. Translating our brand strategy into measurable impact inside the organisation and in our external communications.

Strategic communications lead for the ICO’s Executive Directorates and their departments. Ensuring effective collaboration and co-ordination between Corporate Communications and other departments, providing communications advice, challenge and support to the Executive Team. Leading the development of integrated communication plans, ensuring that the most effective and appropriate communication strategies and approaches were deployed. Responsible for building relationships with external stakeholders including media organisations and other public and private sector partners. Led communications on several high profile pieces of legislation including the Data Protection Reform Bill.

Whitehall

Led Civil Service marketing and communications strategy, promoting the Civil Service externally and communicating internally with 450,000 domestic and international civil servants. Delivered communications and engagement activities for the Cabinet Secretary and Cabinet Office Permanent Secretary: drafting and coordinating communications, planning and implementing visits schedules and developing overall engagement strategy. Led the development and implementation of the ‘A Modern Civil Service’ brand across all Whitehall departments. Ensured high awareness and understanding of the vision.

Senior Planner for BBC Studios Unscripted content. From Top Gear to The Great British Bake Off I was tasked with plotting the creative direction of BBC Studios brand launches. I also worked with Content Producers to generate an exciting slate of programming fit for a global market. Commercially, I was responsible for making sure that BBC Studios content generated the maximum amount of revenue through sales, distribution and ancillary revenue.

Using data to prove the value of Channel 4 advertising and maximising revenue through compelling, intelligence led sales arguments. I was responsible for a number of agencies ranging from Mindshare, Mediacom and MEC to smaller and mid-level agencies such as Target Media and AMS. I also headed up Channel 4’s youth research initiative ‘UK Tribes’. This involved the management of Tribes Live, an online community made up of 16-24 Channel 4 registered users. I worked directly with over 50 brands and agencies ranging from Pepsi to Playstation to provide unique insight into the lucrative 16-24 market.