#MAKETECHHUMAN

putting Nokia at the heart of the world’s hottest tech debate

Starting with a conversation about Nokia’s 150th anniversary Ian conceived, ran and grew #maketechhuman, an innovative, multi-million-dollar, multi-channel, purpose-led debate designed to raise perceptions of Nokia as a thought leader by engaging diverse audiences with the challenges and possibilities of the relationship between technology and humanity.

• Worked with WIRED, TED and reddit AMA, Ars Technica, Economic Times of India and more.

• Involved over 80 global thought leaders and commentators including Professor Stephen Hawking, Tim Berners-Lee and Monica Lewinsky.

• Professor Hawking’s reddit AMA was the second most popular ever (after Obama)

• Engaged more than 1.7 million people and achieved 1.5 billion social and media impressions, 58% of which cited Nokia.

• Achieved a 33% increase in perceptions of Nokia as a technology thought leader (amongst those familiar with the debate).

• #2 Top 10 Branded Content Programmes of 2015, AdAge.

• Nominated for The Drum Marketing Awards Brand Development Strategy of the Year, 2017. 

This project was conceived, led and managed by Ian while at Lippincott.

jawwy

co-creating a market disrupter

Jawwy is a brand and experience co-created with its users (Saudi millennials), and designed to disrupt the market, ‘Uber’ its owner STC, and deliver a highly innovative, digital-only, world class, mobile service.

• Led the programme that included brand strategy, identity, UX principles, packaging, behaviours & internal engagement.

• Replaced incumbent strategy agency.

• Grew revenue 220%.

• Leveraged extensive ethnographic insights.

• Worked with a dozen other agencies to deliver the brand.

• Jawwy has so far won nine awards including: Transform Awards Grand Prix, plus GOLD awards for strategy, design, naming, packaging, user experience and tone of voice.

• Awards from Communication Awards 2016 and Graphis 2016.

This project was named, led and managed by Ian while at Lippincott.

intu

brand experience and business transformation: compelling tools

Capital Shopping Centres were delivering the same returns as their competitors. In order to create ‘super returns’ they needed to transform the nature of their relationship, not with rent payers but with consumers, by understanding their physical and emotional needs and using Opportunity Mapping to design and implement an experience that would change their perceptions and behaviours. 

To become an ‘experience business’ they had to transform their business which involved restructuring the organisation and its performance measures, bringing third party consumer-facing staff inside, setting and tracking new KPIs including real-time tracking of ‘consumer happiness’, taking control of all their media, establishing an on-line shopping experience, becoming a content provider and much more. 

• Partnered with the internal team to determine the business transformation requirements.

• Developed internal behavioural values.

• Transformed the consumer experience (digital, physical, staff, service, events, promotions) to drive consumer footfall, spend, engagement and advocacy.

• Led the programme that included brand strategy, renaming as intu, identity design, brand architecture, experience innovation, experience principles, environment design.

• Used innovation tools to create two new companies to exploit CSC’s assets and IC.

• Transform Awards: Best Visual Identity (Retail) - GOLD, Best Implementation (Brand Development) - GOLD, Best Overall Visual Identity - GOLD.

The results include: category leading consumer satisfaction, new sponsorship deals, the creation of two new companies to leverage expertise, four new revenue streams, procurement cost savings and more.

The strategy was created and the project led by Ian while at Landor.

Marks and spencer

transformation and CSR

Responsible for strategy and innovation within a four-person team working directly for CEO Marc Boland on transforming the presentation of M&S in an intense ten-month period up to the opening of the flagship store in Stratford, London. This programme included brand architecture, sub-brand and offer naming and design, labels, signage, in store layout and environment, packaging architecture and systems, packaging design.

Within that programme the stand out achievement was Shwopping: the strategy and naming and impetus for the campaign was led by Ian based on an suggestion from M&S Sustainability Group.

• In its first year 6 million items were shwopped, it raised £2.5 million for charity, had over 600,000 Facebook fans (and 6m views) and achieved twice the awareness of most M&S campaigns.

• Ian and the team received a personal thank you from CEO at top 100 leadership meeting.

• The campaign to date has raised more than £10 million for charity.

• DBA Effectiveness Award.

• PR Consultants Association Awards: 2012 Corporate Social Responsibility.

• Retail Week Awards: 2012 Best CSR Initiative.

• The Big Society Awards: 2013 Award.

• Retail Week Awards: 2013 Best CSR Initiative.

• DBA: Winner 2014 Design for Society.

• 2017: M&S introduce the ‘Shwop Suit’ part-made from donated fabrics.

The strategy and the name were created and the project led and driven by Ian while at Landor.