AllwynLottery · Kokai
A full-funnel omnichannel campaign for Lotto and EuroMillions, powered by retail data.
−64% time to convert
Current role · EMEA
The Trade Desk
As Senior Copywriter and Content Lead for EMEA, I work at the intersection of the creative, brand, digital and events teams, defining narrative direction and keeping it consistent across every touchpoint. Below is a selection of the work, from live events and keynote stages to case-study films, product explainers, and the briefing frameworks that keep a whole team aligned.
01
Events
I come up with the visual concept for an event, then produce every asset that brings it to life: websites, registration pages, email invites, venue branding, keynote content, the works.
BFAs
The Bid Factor Awards
Running for six years, The Bid Factor Awards was a TTD ceremony dedicated to recognising the most powerful and innovative digital ad campaigns in Europe.
I partnered with EMEA’s art director to concept the rebrand, and collaborated with all marketing leads across the region to develop the full suite of messaging and content, from concept to execution.
- Rebrand concept
- Website
- Registration page
- Email invites
- Judges’ pack
- Winners’ stories
- Venue signage
- Social posts
- Sizzle reel
Three winners’ films (Best Use of CTV, DOOH and Brand Marketing Excellence) were shown on the night. Hosting for these is still to be confirmed; one winning campaign, Rossmann, is shown below with its published film.
Cologne
DMEXCO
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- Website
- Email invites
- Social posts
- Microsites for side activations
- Keynote presentation
- Booth branding
Barcelona
OpenForum Barcelona
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- Website
- Email invites
- Venue branding
02
Keynote presentations
Crafting the messages behind the keynotes — the story on the big screen and in the presenter’s hands. Sharp, powerful content built to support the speaker, not compete with them.
1,500people in the room for a single keynote
03
Client case studies, EMEA
Performance-driven case studies across the EMEA region, many produced as short, punchy films I researched, scripted and directed on set.
Sky DeutschlandBroadcast · CTV
First-party data sharpening CTV targeting for a new sports package.
7× audience relevance
EurowingsTravel · DOOH
Audience Reach Percentage placing package-holiday ads on the most relevant screens.
3.5× target reach
RossmannBFA winnerCPG · CTV
A heartwarming spot getting mums to switch to Babydream nappies, supporting linear TV.
+171% households
BoschTrades · CTV
First-party data and Identity Alliance reaching experienced tradespeople on CTV.
93% view-through rate
Case study
SMARTYTelco · Omnichannel
A connected campaign with Zenith lifting checkout conversions across channels.
+67% conversionsRead →
Case study
Nestlé CHEERIOSFMCG · Retail data
The “O-so-delicious” campaign proving retail-data audiences beat custom affinity segments.
88% more conversionsRead →
Case study
Danone ActimelFMCG · Omnichannel
An omnichannel-vs-multichannel A/B test that won across the full funnel.
1.3× conversion rateRead →
04
Success in Short, APAC
A short-form case study video series I co-created with the APAC creative and product marketing team, a repeatable format later adopted and scaled by the global brand team.
JLRAutomotive · Taiwan
A UID2-powered omnichannel push for the new Range Rover Sport, reaching hard-to-find luxury buyers.
+423% showroom visits
Target AustraliaRetail · UID2
First-party data and Unified ID 2.0 future-proofing campaigns for a cookieless world.
+66% conversion rate
Case study
PepsiCPG · Philippines
Supporting Pepsi’s first brand refresh in the market in 13 years, beyond social media.
4.6M extra reachRead →
05
Resource Desk explainers
Product and tech explainer videos for the Trade Desk Resource Desk, written closely with the Product Marketing and Editorial teams to get the message spot on.
Case study
Programmatic vs Direct IOsResource Desk · EMEA
Why advertisers are shifting from direct insertion orders to programmatic for more data and control.
Case study
Second explainerResource Desk
A second product explainer, link to follow.
06
Briefing frameworks & training
I initiated and developed a creative briefing template on behalf of the global brand creative team, then ran the workshops that trained the wider marketing teams — brand, events and digital — to use and follow it. The result: clearer briefs, tighter alignment, and less rework across the board.
Let's Talk
Open to senior content and copy lead roles. Available now for freelance projects.