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.
Overview
Ballantine’s sought to strengthen relevance and premium perception in France — a “dark market” with strict limitations on traditional alcohol advertising and media activation. To overcome these constraints, the brand required a culturally credible, non-traditional route to market that could drive awareness, desirability and commercial impact without reliance on paid advertising.
The solution was a cross-cultural partnership between Ballantine’s Brasil and acclaimed Brazilian designer Fernando Volken Togni, using design, storytelling and exclusivity to cut through regulatory barriers and cultural noise.
My Role
I led the end-to-end strategy, partnership development and market activation for the collaboration in France.
Key responsibilities included:
Market Strategy & Positioning: Defined the role of culture, design and exclusivity as the primary growth levers in a restricted market.
Partnership Development: Identified, secured and managed the collaboration with Fernando Volken Togni, ensuring cultural credibility and premium alignment.
Creative & Brand Governance: Oversaw the translation of Brazilian design codes into a product and narrative that resonated with French premium spirits consumers.
Activation & Go-to-Market: Led the non-traditional launch strategy across experiential, influencer and earned-led channels.
Stakeholder Alignment: Worked across global, regional and local teams to ensure regulatory compliance, brand consistency and commercial focus.
Strategy & Execution
The partnership was designed to operate entirely outside traditional advertising frameworks, using design-led storytelling and controlled scarcity to drive impact.
Limited-Edition Product & Packaging:
Created exclusive Ballantine’s packaging designed by Fernando Volken Togni
Blended Brazilian artistic expression with Ballantine’s heritage cues
Positioned as a collectible, premium object rather than a promotional SKU
Influencer & Cultural Seeding:
Activated high-end lifestyle, art and design influencers in France
Focused on tastemakers rather than mass reach, prioritising credibility and peer endorsement
Experiential Launch Model:
Hosted intimate, invitation-only events for media, cultural figures and industry stakeholders
Combined art, design storytelling and premium tasting to immerse audiences in the brand world
Digital & Earned Content:
Developed high-impact visual content telling the collaboration story
Distributed through influencer channels, digital PR and organic social
Maximised word-of-mouth and earned visibility within regulatory limits
Results & Impact
Brand Perception Uplift: Strengthened Ballantine’s positioning in France as culturally progressive, design-led and premium.
Dark Market Breakthrough: Demonstrated how cultural partnerships can replace traditional media in highly restricted markets.
High-Quality Engagement: Delivered strong influencer and social engagement with positive sentiment and advocacy.
Commercial Contribution: Limited-edition product drove consumer interest and supported sales performance in the premium segment.
Repeatable Model: Established a scalable framework for future dark-market activations using culture, design and experience as growth drivers.
Strategic Takeaways
Dark Markets Require Different Economics: When paid media is restricted, culture, design and partnerships become primary growth levers.
Cultural Credibility Drives Trust: Cross-cultural collaborations can unlock relevance faster than traditional brand messaging.
Exclusivity Fuels Demand: Limited-edition products, when rooted in authentic storytelling, drive advocacy and commercial momentum.
Earned-First Strategy Works at Scale: Influencer, experiential and earned media can outperform paid channels when strategically governed.
Overview
As part of a freelance engagement at M&C Saatchi Sport & Entertainment, I supported the delivery of the Ballantine’s Whisky × Boiler Room Stay True Scotland partnership — a culture-led music platform designed to reinforce Ballantine’s long-standing association with authenticity, creativity and music culture.
The collaboration brought together premium Scotch whisky and underground music, using Boiler Room’s global live-streaming platform to celebrate Scotland’s contemporary music scene while reinforcing Ballantine’s heritage and craftsmanship.
My Role
Operating within an agency team, I supported strategy, activation and content delivery across the partnership.
Key contributions included:
Partnership & Platform Support: Supported the development and execution of the Ballantine’s × Boiler Room partnership as part of Pernod Ricard’s wider music strategy.
Cultural Narrative Alignment: Helped translate the Stay True Scotland concept into a clear, culturally credible story connecting Ballantine’s heritage with modern Scottish music culture.
Content & Digital Activation: Contributed to the planning and rollout of live-streamed events, digital content and social storytelling.
Artist & Influencer Integration: Supported the integration of artists, tastemakers and cultural voices to ensure credibility within music communities.
Agency–Client Collaboration: Worked closely with senior agency leads to align creative output with brand, regulatory and commercial requirements.
Strategy & Execution
The partnership was built around music-first, earned-led engagement, using digital and live experiences rather than traditional advertising.
Live-Streamed Music Events:
Delivered immersive Boiler Room broadcasts spotlighting emerging Scottish talent
Integrated Ballantine’s branding naturally within the experience
Cultural Storytelling:
Framed Ballantine’s as a brand that actively supports creative communities
Anchored the campaign in Scottish authenticity rather than overt brand messaging
Digital & Social Amplification:
Leveraged Boiler Room’s global audience and Ballantine’s owned channels
Extended reach through artist, influencer and tastemaker content
Influencer & Artist Advocacy:
Used credible cultural voices to champion the partnership
Created behind-the-scenes and artist-led content to deepen engagement
Results & Impact
Strong Digital Engagement: Live streams and supporting content drove high levels of online interaction and audience participation.
Cultural Relevance: Successfully aligned Ballantine’s with contemporary music culture, reinforcing relevance with younger, music-led audiences.
Brand Visibility: Achieved meaningful exposure through Boiler Room’s platforms, artist networks and social channels.
Authentic Brand Association: Strengthened Ballantine’s positioning as a premium whisky brand that genuinely supports music culture rather than borrowing from it.
Strategic Takeaways
Music Platforms Build Trust: Collaborations with credible cultural platforms outperform traditional sponsorships in terms of authenticity.
Live + Digital Scales Culture: Live-streamed events allow brands to reach global audiences while maintaining intimacy and credibility.
Heritage Works Best When Modernised: Celebrating local culture through contemporary lenses reinforces brand relevance without diluting legacy.
Agency Collaboration Matters: Clear role definition and strategic alignment are critical in complex, multi-partner activations.
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 & Communications
Reporting to: Club Owner
Scope: Broadcast · Brand · Digital · Media · PR · Content · Supporter Liaison · Fan Experience · Corporate Comms
Team: 19 (Marketing, Digital, Content, PR, Media, Design, Supporter Engagement)
Overview
Recruited to the Senior Leadership Team to lead a full commercial and cultural reset of Hull City AFC during a period of reputational damage, supporter disengagement and brand erosion.
The remit was to rebuild trust, modernise the brand, professionalise communications, and reposition the Club as a credible football, entertainment and community business — while improving fan experience, sponsor value and long-term asset strength.
Strategic Objectives
Rebuild brand equity and supporter trust following sustained reputational challenges
Shift the Club from a match-only communications model to a brand-led, always-on strategy
Modernise digital, broadcast and content infrastructure to unlock new revenue streams
Improve matchday experience and supporter engagement regardless of on-pitch performance
Establish a professional, resilient corporate and crisis communications framework
Strategy & Delivery
1. Brand & Marketing Transformation
Shifted marketing strategy from 100% match-centric to a 50/50 performance + brand model, ensuring relevance and engagement even during poor sporting periods
Defined and rolled out a global brand strategy, including vision, mission, values and visual identity
Delivered a consistent brand architecture across football, commercial, community and digital touchpoints
2. Crest & Kit as Commercial Assets
Led the supporter-led redesign of Hull City’s crest, following backlash to the 2013 change
Designed a multi-stage consultation process with fans, supporter panels and stakeholders
Successfully launched and rolled out the new crest across all physical and digital estates
Acted as Club lead stakeholder on Umbro kit design and launch for 18/19 and 19/20
Positioned kits as retail, brand and storytelling assets, not just football apparel
Delivered integrated kit launches across digital, content, PR and supporter channels
3. Digital, Broadcast & IP Ownership
Championed a club-owned digital strategy, including the launch of Hull City’s first independent OTT platform (Tigers TV Live)
Enabled the Club to own broadcast IP, accelerate content output and unlock incremental revenue
Negotiated a landmark deal to return Club commentary to the BBC, restoring heritage media presence
4. Content, Media & Communications Reset
Rebuilt the Club’s content strategy across web, social, streaming and stadium environments
Introduced new editorial formats, animation, matchday screen programming and campaign-led storytelling
Reprogrammed stadium big screens, pitch-side LED usage and concourse content to improve sponsor and fan experience
5. Fan Experience & Community Engagement
Overhauled the matchday experience, including:
Stadium-wide digital takeovers
Enhanced player areas and fan-facing visuals
Improved concourse content and wayfinding
Reintroduced concession tickets to rebuild accessibility
Launched members-only events and restructured the supporters committee
Developed a formal Supporter Charter and end-of-season fan survey framework
6. Corporate & Crisis Communications
Built and implemented a robust corporate communications and crisis response framework
Led communications through periods of heightened scrutiny and supporter sensitivity
Reset paid media strategy to ensure alignment with business priorities and brand positioning
Commercial & Strategic Impact
Repositioned Hull City from a transactional football club to a modern sports brand
Strengthened supporter trust through transparent, participatory brand leadership
Improved sponsor and partner experience through enhanced content, broadcast and matchday environments
Created scalable digital and brand foundations to support future ownership, investment and growth
Strategic Takeaways
Football brands are consumer brands: Performance fluctuates, brand equity compounds
Supporter trust is a commercial asset: Participation builds long-term loyalty
IP ownership matters: Owning content, platforms and narrative creates resilience
Experience drives value: Matchday, media and digital ecosystems directly impact revenue and reputation
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 for the Cake team:
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.
I’m a seasoned Brand Marketing and Communications Strategist with a diverse portfolio of experience across industries ranging from data privacy law to sustainability, social enterprise, e-commerce, and commercial real estate. My expertise lies in crafting holistic brand strategies, building impactful communications frameworks, and driving business growth through innovative marketing initiatives.
