Graeme Wood

Graeme Wood

National Director, Strategy and Solutions at Starcom
Sydney, Australia

Summary

I am an analytical, creative and strategic communications planner with experience across Alcohol, Finance, Ecommerce, FMCG and Travel categories. Much of what I do is about inspiring and challenging people to approach familiar problems in different ways, whether clients’ business objectives or internal agency processes. Recently i've been working mostly with media that's made by brands rather than media owners, much of it based on the principle that people change their behaviour through interactions with other people, and where advertising or media has a role it is to create things to talk about.
I have had the word ‘digital’ in some of my job titles and not in others: I prefer to think of myself as a communication planner in a digital world. That means that I am fascinated by what I do, deeply curious about the future, and as able to immerse myself in spreadsheets for a source of insights as i am to run a workshop.
Specialties: Connecting things 

Positions

National Director, Strategy and Solutions
February 2017 - Present (6 months)
Head of Strategy
M2M
October 2015 - February 2017 (1 year 4 months)
Responsible for communications strategy, new business and development of the Think Human planning process for m2m. Key clients include Sony Pictures, Frucor, Nivea and Apple.
Strategy Director
May 2013 - September 2015 (2 years 4 months)
Comms Strategy lead for Mondelez Europe across Biscuits, Gum and Candy categories. Leading training across the region for colleagues, clients and partner agencies in Connections Planning. Writing practical guidance for the region for applying our learning from the Ehrenberg-Bass Institute into media planning. Developing communications strategy spanning advertising, PR, point of sale, content marketing, social media and events for all major European markets. Running content workshops for Gum and Candy brands to apply this strategy to creative development. Leading partnerships with film, music, talent, gaming, tech and social network partners to deliver appropriate responses.
Comms Strategist
LBi
London, United Kingdom
May 2012 - May 2013 (1 year)
Working across consumer and cultural planning, social ideas, content and communications for a range of brands including The Guardian & Sony Mobile. Developing an integrated approach to planning for networks of people rather than individuals within an audience, drawing on a diverse range of inputs from other disciplines, to provide a framework for media and branded content. I applied this framework to deliver pitch-winning strategies for The Guardian, and for Sony Mobile's YouTube channel. It formed a measureable basis for original programme development, and for social utility creation (UK music and shopping trend mapping for The Guardian)
Strategy Director
London, United Kingdom
January 2011 - May 2012 (1 year 4 months)
Comms strategist designing smart stuff for Diageo, Disney Parks and Arla Foods (Anchor Butter).
Western European marketing innovation strategy for Diageo - understanding digital and social behaviours, trends and innovation, and creating a framework to apply this to brand marketing.
Communications strategy for Smirnoff across all main European markets, including Tribal Behaviour in nightlife research project, branded entertainment development and Facebook content strategy
Designing a planning and measurement framework to incorporate offline PR and social media into media planning, and applying this model for Disneyland Paris
Social strategy for Disneyland Paris - auditing the UK purchase pathway to highlight the role of branded social content in strong tie networks.
Digital consultancy for ASOS
Collaborating with Isobar Mobile on what phones mean for brands
Group Digital Director
London, United Kingdom
December 2009 - January 2011 (1 year 1 month)
Digital strategy for Diageo GB - focusing on Smirnoff, Pimm's, ECommerce, Shopper Marketing, social, SEO and content.
Running the digital media team responsible for Diageo, Disney & adidas
Client Planning Director
London, United Kingdom
February 2006 - December 2009 (3 years 10 months)
Comms planning lead on Compare the Market, Qantas & Scottish Widows. Digital strategy for MTV. Extensive experience across all media channels, new business pitches in a range of categories, and detailed B2B financial experience.
Non Broadcast Team
Halandri, Greece
June 2005 - February 2006 (8 months)
Press Planner on Norwich Union & Orange
Account Manager on William Hill & Hays
Responsible for a team of 3 execs
Agency Sales
The Independent
2004 - 2005 (1 year)
Ad Manager
I Feel Good
2001 - 2003 (2 years)
Selling advertising in Viz, Bizarre, Jack and Fortean Times

Education

English Literature and Social History

Newcastle University, 7RU
I studied a broad range of literature, film and critical theory over years one and two of my degree, and applied this experience with a bit more focus in year three, writing papers on: Politics and Incongruity in The Day Today Rational and Irrational Responses to Madness in the work of Wilfred Owen and Tristan Tzara Multimedia and Counterculture from Blake to Haight-Ashbury

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