Over the years, I've noticed a particular kind of brief allows me to add value at an unexpected level: those that close the gap between strategy and copy. And so, on Leap Day 2024, Leapling was born...

Recently, I've gainied experience in new sectors and markets, developing TOV guidelines and brand campaigns to launch a Japanese skincare brand in China.I was Interim Head of Copy at Deliveroo's in-house creative studio, alongside leading creative-strategic Deliveroo projects. Prior to that I've created campaigns, executions and copy for brands including Nike, Google, Playstation, Heist, Guinness, Subway, Vodafone, McLaren, Rowntrees, M&S, Bacardi and Volkswagen, and co-led a winning pitch for John Lewis.

A hybrid role, employing my strategic and leadership as well as hands-on creative skills.BRAND STRATEGY: Developed, sold in and launched several sub-brands in an end-to-end capacity. Conceived and articulated creative-strategic approaches for, e.g., how Deliveroo should emerge from lockdown.BRAND GUARDIANSHIP: Collaborated with agencies and markets to codify and implement the new brand platform, balancing consistency with the complex, evolving objectives of multiple stakeholders, and three interlinked audiences.LEADERSHIP: Helped manage and grow the Studio from 11 to 22, proactively leading workstreams and an internal PR drive to transform its profile within the business, from a production team to a fully equipped creative function.

Leading the creative team on several accounts and successful pitches, presenting to and liaising with clients, mentoring junior and placement teams, spearheading digital innovation, representing Work Club in inter-agency projects.Accounts: Coke, Nokia, PizzaExpress, Alfa Romeo, Kraft (Mellow Bird’s), Plum Baby, Dyson, Sony BMG (Dido), Top Gear, 118118

Concepting and crafting all kinds of digital content and advertising, including social network applications and fully integrated campaigns, and presenting to top-level clients.Accounts: Coke (Fanta), Diageo (Johnnie Walker and Smirnoff), Fiat, Microsoft, Nike, Sainsbury’s, Yell

Concepting, storyboarding, copywriting and art direction for a wide range of media including microsites, online advertising, games, mobile, newsletters, viral films and applications.Accounts: Adidas, COI (Royal Marines and Royal Navy), Eurostar, Gillette, MacDonalds, McCains, MTV, P&G (Pringles), Sky, T Mobile, Unilever (Impulse), Virgin Atlantic, Virgin Money, Virgin Trains