:: The follow-up wave of the Get Some Nuts campaign was another roaring success, whether on TV, online or in the pages of lads’ mags everywhere. 9000 fans on Bebo, 25000 on Facebook and another few million views of this ‘Speedwalker’ ad followed on Youtube.

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:: Alex worked on the launch of the Guinness Red variant, leading the strategic thinking on only the second NPD launch from the brand in the UK. The outdoor campaign simply created intrigue around another addition to the Guinness family, a fact that was firmly established by playing off classic Guinness iconography.

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:: For the ‘Tipping Point’ campaign, the brand once again embraced the power of the digital environment by allowing one lucky consumer to launch this, the biggest TV ad in the brand’s history. An elaborate treasure hunt was played by over 80,000 fans resulting in millions of minutes interaction with the brand well beyond the film itself. It was Guinness’s most successful campaign yet in terms of deepening loyalty and cementing the bond with fans of the brand. And it was voted the world’s third best campaign of 2008 in the Big Won survey.

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:: Alex led the thinking on Guinness’s Rugby Strategy, culminating in the ‘Rugby Squared’ campaign that gave the brand the highest spontaneous awareness around the 2007 Rugby World Cup despite not being an official sponsor. The TV execution received the brand’s highest ever Millward Brown tracking scores for branded memorability and brand appeal. Together with the tactical press ads around the tournament, it took Guinness’s association with rugby to an all time high.

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:: For the launch of the Mars pert food brand Perfect Fit, we wanted to connect with pet lovers in a way that did justice to the brand’s tailormade, scientific offering. But at the same time, we knew we needed to maintain the playful charisma of the animals that made them pet lovers in the first place.

:: Our answer was to connect to them through the wonderfully insightful world of pet behaviour. We positioned the brand as pet gurus; not in a dry, professory sort of way, but in a wonderfully exciting and interesting way that celebrated all their little quirks. Think Bill Bryson, not Stephen Hawkin.

:: We discovered quirky little insights about the different types of cat and dog that Perfect Fit was tailored towards. Press ads brought these fascinating cat and dog facts to life through the same distinctive visual device that the packaging used. And we then directed the audience online for a series of documentaries that we produced with the Jamie Oliver of pet nutrition.

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:: Back in 2006 Alex began as the brand planner on Snickers, a once great brand that needed to reaffirm its role as a staple ingredient in young bloke’s lives. By creating a cult phenomenon rather than an advertising campaign, he helped them achieve just that.

:: Snickers was repositioned with a manly, uncompromising attitude and Mr T was brought onboard as the brand spokesman to deliver it. He delivered the brand’s new ‘Get Some Nuts’ mantra through-the-line, making full use of the online playground where Snicker’s target spend so much of their time and the point-of-sale environment which is so important in converting FMCG sales.

:: Following launch, the campaign generated something of a cult following. Millions watched it on Youtube, with many even uploading their own version. Thousands joined the Facebook user groups that were set-up in appreciation of it. And (best of all) Liverpool fans started directing a Get Some Nuts chant toward Didier Drogba.

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:: Our outdoor campaign used the fact Guinness is brewed in Dublin to reasure on product quality. 48 sheets and 6 sheets were deployed near pubs and bars; we just needed a simple, iconic image that would grab the attention of those around them.

:: Our answer was a series of posters that played off the classic Gilroy toucan from the 1930s, placing him in a series of recognisably English pub and bar settings.

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:: Following the successful launch in the UK, Get Some Nuts has been exported across countless international markets. We created a workshop to inspire other markets to take the idea into new spaces, and continue to provide ongoing strategic support. This tram is from Australia. Mr T was even emblazened on the tickets machines, warning people to Get Some Nuts and get their ticket stamped.

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:: Yorkshire Water is one of the biggest companies in the region. But back in 2000, a wave of bad press, hosepipe bans and price rises meant that it wasn’t particularly well regarded by the people of Yorkshire.

:: The answer lay in re-framing the company; from a utilities provider to a consumer product. And a great tasting, healthy one at that. But we knew that we wouldn’t be able to do this with another advertising campaign. Just like any other consumer good, we needed to brand the product itself. But how on earth do you brand the water that comes out of the tap?

:: Cool Schools was the first campaign that brought this strategy to life. At a time when new research was showing the damaging effects of dehydration on children’s performance in schools, another study showed that 42% of children in Leeds didn’t have access to drinking water. And most of those that did had to get it from the toilet area.

:: The Cool Schools scheme didn’t just put safe drinking water into these schools; it made it fun for children to drink the stuff. Funky bottles were designed to be used with the flash new water coolers, and 82% of children subsequently said they enjoyed drinking water from them. The initiative reached 250,000 children and the following year it was named in the Government’s Healthy Living Blueprint for Schools.

:: All the while these activities were communicated to parents and Yorkshire Water consumers. Suddenly, they went from being the guys who cause traffic jams with their holes in the road, to the guys who improve the health of their children with their thoughtful approach. And just as importantly, it showed how Yorkshire Water’s main product tasted great and was blindingly good for you.

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:: ‘Hands’ was Guinness’s first real foray into the digital world, with a unique microsite where users could create their own version of the TV ad. Engagement with the brand on the site averaged 7.5 minutes and it picked up the FWA’s site of the week. We also did bags of other stuff - from in bar POS to electronic tube cards to even a mini-flip book for whilst you are waiting for your pint.

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:: This simple press ad from my time on GSK’s Lucozade brand helped showcase the product’s energy credentials. It picked up a Press Silver at Cannes.

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