stuart wilson 360º creative - career biography

© Copyright S J Wilson www.stuwilson.co.uk

http://www.stuwilson.co.uk


MY VALUESMulti-talented

Self expressionFunPlay

ImaginationCreativeIdealist

PositiveOpen

DemocraticPeace keeperCaring / Love

FriendlySocial

Family manLoyal

People personGenerosity

CollaboratorCompassionate

MoralsPrincipled

Ethical / DeciderControlled

Core values & beliefsBig heartedPassionate

Rich abundant lifeBrave

CoachMentorTeachesEncouragesGives backTalks / Conversation

VisionaryUnconventionalPhilosophicalPsychologistIntelligenceStrategic thinkerWisdomSpiritualIntuitive nature

EducatorDreamer

Thinker

Integrity

Altruist



MY VALUES


Our cat Che.


KEY ACHIEVEMENTS

1995 2000 2005

Aged 27 @ AKQACreative Manager

of NIKE

Aged 24 @ AppleInformation Designer

of TELEPRESS

Aged 30 @ TBWA\GGTDigital Project Leader

of PRUDENTIAL

Aged 34 @ TEQUILA\Head of Digital Creative

Department



STRENGTHSStrategic, conceptual, methodical, collaborative but above all… truly integrated.



ULTIMATELYI can handle complexity

• In requirements • In channels & platforms



SOCIAL FOOTPRINT

5000+1000+ 1500+

500+500+ Klout



VISIONVision is the art of seeing things invisible.

IMPACT</creates>



Creativity involves two processesThinking, then Crafting.

(Get the idea. Make it work.)



Make it work.Get the idea.



TWO DOMAINS OF CREATIVE STRATEGY

(Psychological, Emotional Response)(Appeal, Selling)

- Drive perception- Drive cognition

- Touch emotions- Persuade

(Awareness, Interest) (Learn, Educate)

Hearts Minds



TWO DISCIPLINES OF INTEGRATION

(Messaging)

Product strategy User experience

Communication strategyStory telling

(Utility)

Hearts Minds



TWO POLARS OF INTEGRATIONHearts Minds

Deployment

Traditional Monologue Digital Dialogue

Evaluation

Artwork

Production

Art & Copy

Asset Acquisition

Pre Production

ConceptPlanning

Build

Prototype

Design

Ideation

Concept

Analyse

Discovery

PUSH MARKETING PULL MARKETING



MY MAKEUP

Creativity

Motivation

ExpertiseCreativeThinking

Skills



THREE WORKING DOMAINS

Pen & PadAdobe

CreativeCloud

MicrosoftOfficeSuite



WHITEBOARD STRATEGIST



THE CREATIVE SPRINTMon Tue Wed Thu Fri

9:30ambriefing

4:30pmCatch up

4:30pmCatch up

5:00pmCatch up

14 hrs1st W.I.P.

14.5 hrs2nd W.I.P.

7.5 hrsFinal

Interim

Timelines & MilestonesTypical creative sprint:- Create something- Share your ideas liberally- Discuss- Critique- Refine



THE CREATIVE PROCESSThe Seven Stages of Award Winning Process

Clarify Problem & PurposeDiscovery & IdeationAsset GenerationDesign & BuildDeliveryFinal Asset ImplementationEvaluate & Verify

1234567


Phase 1 - Clarify Problem & PurposeA) BRIEFING• Client Brief / RFP• Kick-off Meeting = LC LS AM PD PM

1

2

3

4

5

6

7KEY (alphabetical)AM = Account ManagerDP = Design ProductionDEV = DeveloperLC = Lead CreativeLS = Lead StrategistLT = Lead TechnicalIM = Innovation ManagerPD - Product ManagerPM - Project ManagerQA = Quality Assurance TechnicianRM = Resource ManagerUX = User Experience

Phase 2 - Discovery & IdeationB) CONCEPTS & SCOPING• Write: 1) Somo Brief 2) Statement of Work• Communications planning• Innovation planning IEX / Hack / Lab• Experience Planning• Data & Media Planning• Develop Creative Concepts & UX Approach• Creative Review = LC LS AM PD PM• WIP Meeting = LC LT AM PD PM• Refine: 1) Creative Concepts & Prototyping 2) Finalise Statement of Work• Client Review• Concept & Approach Sign Off

Phase 3 - Asset GenerationC) PRE-PRODUCTION• Pre-Production Meeting = LC LT LS AM PD PM RM• Asset Acquisition / 3rd Party Art Buying• Data & Media Confirmation• Technical Planning• Engage External Partners

Phase 4 - Design & BuildD) CREATIVE PRE-PRODUCTION• Creative Pre-Production Meeting = LC LT LS AM PD PM• Visual Design Development = LC LS UX DP• Copy/Messaging Development = LC LS• UX/UI/IA Development & Specifications = LC LT LS UX

Phase 5 - Delivery E) PRODUCTION• Production Briefing = LC LT LS AM PD PM RM• Artwork Production = LC LS PM RM• Back-end/Front-end/Testing = LC LT LS AM PD PM• Artwork Sign Off• QA Sign Off = QA• UAT Sign Off = LT QA AM PD PM

Phase 6 - Final Asset ImplementionF) EXTERNAL PRODUCTION INTEGRATION & DEPLOYMENT• Creative Proofs / Final Edits = LC AM PD PM• Print, Video or External Production = LC PM• Data = LC AM PD PM• Final Tech Sign Off = LT QA

GO LIVE DATE

Phase 7 - Evaluate & Verify G) POST LAUNCH• Post Project Review ‘Wash-up’ = LC LS LT AM PD PM• Evaluation & Results• Maintenance


NATIVELY INTEGRATEDExperience Sectors• Creative Direction • Art Direction • Copywriting • Creative Strategy • Brand Development • User Experience • Integrated Marketing • Advertising • User Interface Design • Interactive Advertising • Mobile • App Development • Social Media Marketing

Automotive, Beauty, Computer & Electronics, Consumer Durables and Apparel, Energy, Entertainment, Environmental, Financial Services, FMCG, Food & Staples Retailing, Gifts & Flowers, Health and Wellness, Health Care Equipment & Services, Home & Garden, Household & Personal Products, Insurance, Legal, Media, Non-Profit, Performance Sportswear, Pharmaceuticals, Real Estate, Recreation & Leisure, Recruitment, Retail, Software & Services, Sports & Fitness & Leisure, Start-ups, Technology Hardware & Equipment, Telecommunications, Tools and Equipment, Transportation, Travel & Tourism, Utilities.

• Graphic Design • Online Advertising • Digital Strategy • Email Marketing • Digital Marketing • Concept Development • Digital Media • Brand development • Corporate Identity • Interaction Design • Visual Communication • Typography • Posters



EXPERIENCE Digital TraditionalAR/VR App Development Product Development Mobile Websites iPhone Game / App Viral Microsite Mechanism Landing Page Email Branded content videos eCRM Email Marketing CMS Web Build Brochure-ware Website ATS Development Web Game Network Game In-store Bluetooth Messaging Digital OutDoor/Escalator Desktop Widget Screensaver Flash Microsite Social Media

Press Ad Global Banner Campaign Gorilla Hijack/Ambient Corporate Identity Visual Identity Rollout Point of Sale OutDoor TVC 30 Second Spot Brand film Promotions Posters Brochures Direct mail OOH Radio

70 30/



FRAGMENTATION & IoT



WEIGHT OF SKILLS & EXPERTISEMobile

MarketingViral Marketing

Presenting

Integrated

/ Digital Marketing

Social Media

Marketing

Copywriting

Art DirectionConcept Development

Brand Development

Creative

/ Digital Strategy

Creative DirectionOnline

Advertising

Digital Media

Email Marketing

User Experience

UX/UI

Direct

Marketing

Experience

Design

User

Interface

Design

Digital

Design

Graphic

Information

Design



DISTRIBUTION OF CAPABILITY

CORE COMPETENCIES

HOW WOULD I DESCRIBE MYSELF?

Rolls sleeves up

Results driven Passionate & energetic

Creativerange

Naturally proactive

Collaborative

Results driven Social media

Strategy

Creative management

Conceptual

Development/ Production



AKQA - Aug 98 to Mar 2000Creative Manager – Lifestyle Team

StuartWilson

RichardHedges

AndrewTuffs

MarkScott

NickSimpson

RoloMauxlabeaux

AndyHood

Creative Manager

Art Director

Copywriter

Creative Technologist

Developer

Lead Developer

Account Director

ClientsCable & Wireless Carlsberg Diet Coke Durex Nike Orange Sainsbury’s Sega Tetley



MODEM MEDIA - Apr 2000 to Sep 2001Art Director

StuartWilson

AlisonKershaw

AnthonyMcGinty

ErinBrophy

BenDimmock

RobMeldrum

MaxKitchen

Art Director

Designer

Designer

Copywriter

Developer

Developer

Lead Developer

ClientsFriends Provident General Motors IBM Kraft The Law Society Philips Prudential Unilever UBS Warburg

Neil Kindley

GuySawtellResource

Information Architect



TBWA\GGT - Mar 2002 to Dec 2004Project Leader – The Plan from the Pru

StuartWilson

ClaireWellman

GregJarrett

JocelynFiske

AkberBeg

DannyIrving

JonathanMulvihill

Project Leader

Flash Designer

Copywriter

Information Architect

Developer

Lead Developer

Client Service Director

Clients3 mobile The AA Abbey Daewoo Eagle Star Goodyear Haagen Dazs News International Prudential PruHealth Unicef Vauxhall

BridgetHaleyFront End HTML Developer



TEQUILA\LONDON - Jan 2005 to May 2006Head of Digital Creative

StuartWilson

MarkAndersson

BelenOrihuela

VictorWoode

AkberBeg

NeilEdwards

FrankHerlinger

Head of Digital Creative

Digital Art Director

Digital Art Director

Senior Copywriter

Actionscript Developer

Lead Developer

Head of Digital Operations

ClientsAdidas Canon Chevrolet Carbon Trust Morgan Stanley Nissan Reuters Sony

+4Freelance Creative

+6Freelance Developer RuthIbbotson

Designer



DRAFT FCB (BB) - Feb 2007 to Jun 2008Associate Creative Director

StuartWilson

AnnaGaughan

ScottThompson

StewartSear

BenCheston

NadineClarke

NicolaGuest

Associate Creative Director

Flash/UI Designer

Flash/UI Designer

Flash/UI Designer

Content Editor

Producer

Resource Manager

ClientsAngels Blackberry EASports Goldsmiths Hamleys Laithwaites Love Film Ministry of Sound Nectar Paradise Poker Pizza Hut T-Mobile UKTV Zoopla

+2Freelance Copywriter



ECD

Executive Creative Director

EDCD

Executive Digital

Creative Director

CT

Creative Technologists

x2

Integrated

Creative Teams

x2

HA

Head of ART

CD

Creative Directors

x10

Creative Teams

(Art Director / Copywriter)

x28

HPM

Head of

Project Management

PM

Project Managers

x15

TP

Traditional

Producers

x10

DP

Digital

Producers

x5

HTD

Head of

Traditional Design

Traditional

Designers

x10

HDD

Head of

Digital Design

Digital

Designers

x6

HT

Head of Technology

D

Developers

x10

DCD

Digital

Creative Director

MCD

Mobile

Creative Director

JWT - Aug 2008 to May 2014



Product


Campaign


Head of CopyHead of DesignHead of UX

Senior UX/UI

Creative Director

Middleweight UX/UI

Junior/Intern UX/UI Junior/Intern Video/Animation

Senior Copywriter

Middleweight Copywriter

Senior Videographer

Middleweight Videographer

Junior/Intern Creative

Head of Art

Senior Art Director

Team 1

Team 2

Team 4

Team 3

Middleweight Art Director

Junior/Intern Creative

Senior Designer Senior Designer

Middleweight

Designer

Middleweight

Designer

Junior/Intern

Designer

Junior/Intern

Designer

Head of Video

SOMO - Jun 2014 to Oct 2014



CROSS FUNCTION INTEGRATION

SalesfolkHustlers

MavensHipsters

ConnectorsHackers

THREE PERSON TEAM



CROSS FUNCTION INTEGRATION

Innovation

Art Copy

CAMPAIGN TEAM

Innovation

Brand UX

PRODUCT TEAM



ZAK - Feb 2016 to Sep 2016Creative Director

StuartWilson

AndyHawkings

GeorgeLeaney

RossCockrill

GarethCarter

HannahCalverly

LouiseOrmerod

Creative Director

Senior Copywriter

Copywriter

Designer

Junior Designer


Head of Art

ClientsNew Balance Global New Balance Football New Balance Lifestyle BBC Get Reading

Designer

Motion Graphics / Video DesignerMihaelaMusat

DanRaymond

MattMead



MY APPROACH TO AGILE

Purpose Logic Effectiveness Flair = Results

Discovery Planning Concept Execution = Results

1 2 3 4

1 2 3 4



THE COURAGE TO CAREProjects that are about a labour of love, by their nature, distinguish themselves from the mediocre.

Outstanding work wins awards.

Be brave.



SCALE OF STANDARDSMultimediocrity, Competence & Excellence

33%66% 110%



CREATIVE CULTURE

33%

66%

110%

Mediocre

Competent

1. Is it fresh and original?2. Is it fun?3. Is it simple?4. Does it accomplish something good for the client?5. Does it communicate?6. Does it break through the clutter...does it have stopping power?7. Is it beautiful?8. Is it smart?9. Is it entertaining?10. Is it relevant?11. Is it bigger than the brand?12. Can you explain why this a great ad?13. Does it make the consumers care about the brand?14. Will it stand the test of time?15. Would you put your name on this piece of work?

Award winningKnowing great work- 'why it won'



SIX MONTH TRANSFORMATION IN CULTURE



THE BRIEFThe most important piece of paper in the building.The Creative Brief, The Product Brief and The Amends/Task Brief. I believe a good brief is a springboard for the creative idea.

A good brief is also a treasure map.



The brilliant brief

a) The Creative Brief b) The Product Brief c) The Amends/Task Brief

The most important piece of paper in the company

Creative BriefPage 1/2

1. What's the challenge & opportunity?

2. Who are we talking to and what matters to them?

3. What do we want the person to think & feel?

4. Why should they believe it?

5. Mood/tone/behaviour

6. What is the single most important thing we want to communicate?

7. Where will we look to engage them?

8. What does success look like? (KPI's)

9. How do we bring this to life? (What are the Brilliant Basics? What are the Wow Moments?)

Continued overleaf

Client:Project:Date:Client contact:Somo contact:Version:


Task BriefPage 1/1

Client Feedback

Internal Feedback

When is this required by?



Product BriefPage 1/2

1. Background

2. Objectives

3. Requirements

4. Target Audience

5. Stakeholders

6. Technical Considerations

7. Creative Considerations

8. Dependencies

9. Other notesAny other details not covered above that are relevant to our response.

Continued overleaf

Budget Key Dates




AWARDS WON

95 2000 2005 2010



LEADERSHIP



Dave Evans - CTO of Somo

Stuart joined Somo as creative director, and made an immediate impact with winning pitches to both new and existing businesses.

Stuart is an articulate, passionate and dedicated member of the team extremely motivated to produce excellence. Unusually Stuart

also has a drive to bring people around him on the creative journey, educating and mentoring such staff, creating a general

improvement in the team output. I personally enjoyed working with Stuart both in the creative process, and as a team member, as he

thinks deeply about the challenges and always proposes solutions. I would highly recommend Stuart in a senior creative role.

“

”



Garreth Carter - Associate Creative Director

Of all the CD's, ECD's I've worked with over the years Stu is the best at discovering the right idea. His technique to do so is by taking a team

on a journey that leads you to a robust idea that is able to flex. Extremely strategic, his technique is to be is the guardian of that

journey but he lets the input of the team write each chapter. This results in egoless ideas that blossom into something that is multifaceted yet singularly brilliant and no one even remembers who gave birth to the

initial thought, which is indicative of the sense of collective ownership of work he instils in the team. An eye opening process that once delivered

feels like a must do approach for all holistic 360 modern advertising.

“

”



Ross Cockrill - Copywriter

Stu is the most strategic and straight-talking leader I have ever worked under. The most daunting of projects instantly seem more achievable with him at the

helm. He’ll back his team every time, confident that if common sense is applied throughout, and no one panics, they'll always arrive at where we need

to be. This confidence is infectious, not to mention a calming influence on everyone involved. The other thing Stu brings to a project is clarity. He is extremely methodical, planning the structure of many working sessions in

advance. This sounds restrictive, but it's the complete opposite of that in reality. By taking ownership of the overall journey the project team are on so

effortlessly, everyone else is left free to focus purely on coming up with ideas, which come a lot more readily as a result. And when great ideas are hatched, Stu is always the first to give credit where it's due. Which is testament to how

egoless and down to earth he is. Top bloke, basically.

“

”



George Leaney - Senior Copywriter

I've been lucky to work with some really great CDs and Stu is up there with the best. He was also probably the best strategic one I've ever worked

with. His approach of getting the best out of his team was unlike any other I've worked with. By guiding his team through a creative journey, he would coax out ideas that were not only strategically sound, they were creatively challenging. Future facing, he led by example to seek out

new technologies and 360 thinking and was always on hand to develop and 'bring on' the ideas without taking ownership or creating a

hierarchy. Great leader and inspiring to work with/for.

“

”



Positiveattitude

Insightful

Vision Resourceful

Principled ResponsibleTrustworthy

Good natured

FriendlyFun

Enthusiasm

EnergyMentoring

Advocate

Coach

MotivatingStory tellingWritingImprovising

Gentle Patient

Sympathetic

Supportive

Warm andaffirming

Empathetic listening

PresentingPersuasion

Negotiation

Honestyand

integrity

Openness

Rational

Reliability DependableEfficientFocussed

Disciplined

Resilient

Crisis and conflict management

Visualising

Earnest



The work, the work, the work.



Tom Hardy & Mika SaloAdrien Brody & Mika Salo Henry Cavill & Neil Hodgson


stuart wilson 360º creative - career biography

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