James Macrae Email and Phone Number

Key account lead and client contact across a broad group of accounts throughout the business workingon campaigns ranging from classic social content rollout to influencer activity and AI generative content.• Lead on Amazon Fashion’s seasonal influencer activity running across 4 ~£1 millioncampaigns leveraging talent with both self shot and glossy studio produced content. This campaign required coordination with the support of a talent agency with over 20 diverse and uniquely challenginginfluencers from across Europe helping them to make the content their own (one evenjumped out of a plane!). The campaigns were a massive success, beating client impressiongoals by over 87%.• Delivery lead for multiple entertainment rollout campaigns for Sky and Netflix promotingseveral TV and film releases including Heartstopper, The Beekeeper and Barbie on theseplatforms. This required interfacing not only with the channels but pushing content throughand reacting to a complex hierarchy of studio stakeholders, requiring constantly changingtimelines and building team resilience.• Ran a 2 wave talent campaign for Uber One, working with Influencers across 3markets to create comedy content in 4 languages. With the language and culturalrestrictions, I had to support our direct client in making their case to the market teams andpushing back against multiple waves of supplemental out of scope feedback, educatingthem on the nature of talent content and building trust for us to direct the talent.• Key client contact across Virgin Atlantic’s holidays campaign using generative AI to buildthousands of ads from a handful of core templates. This role not only taught me a great dealabout AI but about client’s overestimation of AI’s abilities, necessitating a great deal ofrepeat client education and pushback.

Worked as key contact for my clients along with lead within the agency daily teams. During my time at Vayner I worked on a wide range of clients from the FMCG to Energy and even charity spaces. I was able to build close relationships with my clients, push for new work and develop brands across a wide range of mediums including, social, DOOH and podcasting.Team lead for Natura &Co’s social accounts, driving awareness of the Brazilian skincare giant’s portfolio of brands along with driving interest and education on several key social matters including eco-protection and gender equality. An incredibly difficult and over-stretched client, I built a close rapport with all levels of client leadership to keep them in line with new ways of working principles and re-establishing our agency/client relationship. During COP26 I worked on a unique hybrid (in person and in studio) panel series which included a completely eco-friendly set down to the cups on the table: SEE HEREWas daily client contact and team lead for the launch of Durex’s influencer lead ‘fit matters’ campaign, educating the world about the need for proper condom fits which ran across social and out of home SEE HERE. As part of this I worked closely with the regulating teams at both Meta and TikTok to suss out their highly secretive and incredibly strict rules as relates to sex and find workarounds for our creative teams. Lead in the onboarding of both Durex and NatWest group on a key agency-bespoke social output model that was dramatically different from what both these companies had used before and require buy in by all levels of their marketing and legal teams. I have a great interest in new technology as a tool for branded storytelling and lead on a pan-agency Christmas NFT project building bespoke NFTs for our clients themed around their work.

Responsible for day-to-day management of multiple client accounts within the Reckitt Benckiser (RB) Group portfolio, with project budgets from £30,000 up to £200,000. Key elements: Development of creative strategy, guiding the client through the filming, editing, and final production of TV advertisements, as well as interfacing with both medical and television regulatory bodies. Report to Business Director.• Launched 2 fully integrated TV campaigns for Optrex eye products including both their existing range and a brand-new vitamin product; RB’s first within the Vitamin, Mineral, Supplement (“VMS”) market segment.• Oversaw the creation of a comprehensive brand identity strategy for a new VMS product.• Managed the development of a TV ad for Lemsip, promoting its full range, as part of a fully integrated cross media campaign.• Assisted in agency’s first campaign with Air-Wick, a TV ad filmed in Barcelona, Spain.

Managed the day-to day running of the Three UK account, both in the production of large video content and standard social content, as well as managing a variety of project-based clients. Added responsibility included managing the agency’s award process and building relationships within the advertising community. Reported to both Account Director and Agency Partners. • Worked with a close team to rebuild and strategically align, Thee UK’s social media identity.• Built out video output across Twitter, YouTube, Facebook, and Instagram. Achieved social media gains of +1.5 million follower’s growth; increased brand sentiment of +30%; +2% brand engagement: and highest organic engagement in its category. • Built an editorial platform that generated £280,000 of direct sales.• Developed weekly, monthly, and quarterly ad reporting to review internal performance and benchmark against competitors. • Achieved the following social media gains: +1.5 million follower’s growth; increased brand sentiment of +30% (98% total); brand engagement of +2.0%: and highest organic engagement in its category. Account client lead for Design Museum, Advertising Week, and Newsworks. Led both social campaigns, above-the-line print and out-of-home activations which included creative development and the final distribution development of billboards, print, magazine, newspapers, and targeted web advertising to partner and client websites.

Key Responsibilities:● Operated as the lead point of contact for all matters specific to accounts; created briefs and organised analytics reports; managed Samsung Home Appliances and Samsung SSD accounts● Carried out weekly calls to customers to provide progress reports● Ran the SSD T1 social activation through every stage from concept to distribution of prizes● Rebranded websites and social media of assigned accounts● Managed a variety of online PR situations, developing the ToV of the CS team, and handling the key members of the communities to limit further fallout

During my stay I worked on the Beefeater Gin and Airbus accounts but showed initiative andwas assigned further work on a live pitch to a major electronics brand as well as helping with charity work with DePaul. I worked heavily with Beefeater’s ‘Alchemy project’ especially in the field of social media and spent time working on Airbus’ bi-annual competitor report. Publicis were impressed and have kept me on during this current University year designing content for Beefeater’s social media.

At M&C Saatchi, I undertook a wide variety of different tasks and challenges. I managed theOlympic 2012 “Get Ahead of the Games” Twitter competition using the Twitter client Hootsuite.While I initially only possessed a cursory knowledge of social media, this role pushed me toimprove quickly. The placement gave me an inside perspective of working at an agency, requiringme to be self-sufficient, manage my time efficiently, and to work as part of a team.

Excavation of sanctuary dedicated to Diana Umbronensis, major finds included a working sanitary system.

The youngest in a team sent to excavate and learn archaeological practice at the site of an Etruscan grave and church site.