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Agency/Client: EMO/Lexus

A series of classy DM concepts and mailers aimed at individuals and the fleet market, promoting offers such as complimentary upgrades, a revamped range, and a remarkable SUV hybrid. Headlines and copy cutting concisely to the chase, identifying precisely what it is that singles out this beautifully designed, high end, high spec, luxury Japanese car marque against some very stiff German competition. View gallery

Agency/Client: Mason Zimbler. Toshiba

A B2B pitch to launch a new range of laptops to stressed out IT managers; with hugely enhanced robustness and reliability; here was a product which would de-stress their lives. I came up with several concepts (I always do), which involved a correlation between the leisure and work balance, of which a great deal more of the former could be had by specifying the laptops. The client loved the work; pitch won, job done. View gallery

Agency/Client: Saatchi & Saatchi, Trinidad. Western Union

A winning pitch for Western Union money transfer. Western Union wanted to rise above rate cutting advertising and produce a campaign that strongly empathised with their target audience; they wanted to get across that they are not just there to facilitate finance, but are a conduit through which you could send devotion, duty, care, loyalty and love; because it matters. View gallery

Agency/Client: Saatchi & Saatchi, Trinidad. St Vincent & Grenadines Tourist Board

After Barbados and maybe St Lucia, how many Caribbean holiday destinations are people aware of? This was something the St Vincent & Grenadines tourist board needed to correct; they wanted unmistakable branding and uniqueness. St Velvet, St Veg, St Vista, St Vogue, St Veil (to promote weddings and honeymoons), St Virtuoso (to promote a massive annual Jazz festival) and St Viagra (to promote intimacy without the aid of little blue pills). I didn’t write the copy, or add ‘The Caribbean you’re looking for’, all that happened after I’d done my bit. View gallery

Agency/Client: Saatchi & Saatchi, Trinidad. First Caribbean International Bank Business Banking

Another pitch win. The brief was to present the bank as a proactive, supportive business partner, not a faceless, bean-counting corporation ready to jump all over you the minute you exceed your overdraft. Sometimes you get an idea within minutes, and reject it because it shouldn’t be that easy, as was the case here. But as I toiled away I kept on coming back to the ‘Never underestimate the power of partnerships’ concept. The worlds of show business and business are awash with somebody & somebody; partnerships that have made an immense, indelible and enduring mark; and who’s to say they’d have made it on their own? View gallery

Agency/Client: EMO, Toyota

Posters and POS, appearing in and around Toyota Centres across the UK, promoting tactical offer messages. The new car market is awash with extended warranties, free servicing and what have you offers, and usually this is the stuff of starbursts, exclamation marks and generally belligerent, nasty retail, which all blurs into one. However, working with an agency determined to demonstrate that there are ways to persuade customers other than shouting at them, has resulted in some witty, quirky, visually arresting and highly effective work. View gallery

Agency/Client: EMO, STIHL

Cliché it may be, but STIHL is the Rolls Royce of garden power tools. The brand enjoys fanaticism amongst highly discerning domestic and professional gardeners the world over, so as we almost don’t have to sell STIHL we took a far more laid back approach with a hefty million plus DM programme, persuading the client to turn a product catalogue into an informative and entertaining magazine, which drops through the letterboxes of its highly intelligent target audience. Enjoyable editorial precedes a softer; far more cunning and charming sell. View gallery