In Australia where I started my career, integrated advertising was simply called 'advertising'. With target audiences a fraction the size of any campaign in Europe, it makes sense to do it all together. Managing all channels in a campaign showed me how an audience experiences it, as well as get a handle on all manner of media.
With this background, I can bring focus and cohesion as well as flexibility and scope to an integrated campaign. And it does make a difference. Like delivering an amazing ROI of 85:1 for a client (RFU). Or bumping up sales quotes by 30% in the first month of a campaign (Bennetts insurance).
Powering any campaign is the idea, and devising simple bold concepts from bullet-proof strategy is my biggest strength. For instance, my Companies House Webfiling campaign had a recall of an incredible 78%. My jockeys on space hoppers campaign for an Epsom Racecourse family day inspired just that on the day – jockey’s bouncing down the straight on space hoppers.
As a creative director and copywriter, I scamp, I mac-visualise, I present, I write, I check, I write again and generally work with everyone who’s involved and anyone who can help – in the end, it’s the campaign that has to shine.
Visit www.timdiviny.com to see my integrated campaigns.
Or www.timcanwrite for my copywriting.