What attracted you to the role at saintnicks?
I found the energy at saintnicks infectious I guess. They’re a fun, talented bunch with an independent spirit really pushing brands further – who wouldn’t’ want to be part of that?
You’ve had a varied strategy career working on some sizeable household brands, which piece of work are you most proud of?
That’s such a hard one. I had a lot of fun working on Aldi Christmas campaigns over the years which includes the first Keven the Carrot Christmas (still going strong after nearly 10 years!) and a number of spoof John Lewis ads. Working on McDonalds App and Rewards program strategy was also a lot of fun which includes a number of great campaigns such as the recent McRib ‘accidental’ teaser campaign last year. I also had the privilege to work on a great campaign with Shire Pharmaceuticals to help children and Doctors better understand ADHD which resulted in us producing a kids book on the subject ‘The trouble with dragons’.
What’s your best performing piece of work?
Hard to look past the Aldi ‘Like Brands’ campaign – we won Gold at the IPA Effectiveness Awards with a staggering ROI of over 40:1. More recently the McDonald’s Lifecycle program I worked on was massively effective at getting people to use their app and had an ROI of 32:1
Complete this sentence ‘The best brand strategies….’
…are beautifully simple, unifying and deliver truth in a way that is powerful and effective.
What would you like to bring to saintnicks as our Head of Strategy?
That’s a tough one. I guess clarity and focus is what I always try to bring to the table, along with a passion for great insights and maybe a couple of awards?
To round things off, what are Bath’s and Bristol’s best hidden gems?
I’d say Noya’s Kitchen in Bath is still a relatively hidden gem for the best Vietnamese in the area. In Bristol, Sunny Stores is always a favourite neighbourhood restaurant.
If you’re seeking effective, strategic advice for your brand, reach out to Nick—we’d love to see how we could help your business go further.