01. about
Award-winning Creative Director with 25+ years' experience transforming some of the world's leading brands. I build teams that thrive under pressure and mentor the next generation of disruptors, inventors, and leaders who refuse to settle for good enough.
Bold storytelling. Uncompromising craft. Brand stewardship that protects and propels. Leadership that elevates. Measurable growth driven by a relentless pursuit of better.
That's my signature.
02. Experience
Various, UK - (2022 — Present)
Freelance Creative Director, Various
Led creative transformation for consumer brands through commercially driven campaigns.
Lotus Cars (Global Launch) – Directed integrated campaign for Lotus Emira across US, Europe, and Middle East. Repositioned brand for younger, design-conscious audiences while honoring heritage.
Allica Bank (Brand Transformation) – Helped lead creative direction for fast-growing fintech. Developed messaging framework and tone of voice across digital, social, and content platforms.
Managed end-to-end creative processes across automotive, finance, healthcare, telecom, and lifestyle sectors.
Built strong LinkedIn presence through thought leadership content.
Various, UK - (2022 — Present)
Freelance Creative Director, Various
Led creative transformation for consumer brands through commercially driven campaigns.
Lotus Cars (Global Launch) – Directed integrated campaign for Lotus Emira across US, Europe, and Middle East. Repositioned brand for younger, design-conscious audiences while honoring heritage.
Allica Bank (Brand Transformation) – Led creative direction for fast-growing fintech. Developed messaging framework and tone of voice across digital, social, and content platforms.
Managed end-to-end creative processes across automotive, finance, healthcare, telecom, and lifestyle sectors.
Built strong LinkedIn presence through thought leadership content.
Various, UK - (2022 — Present)
Freelance Creative Director, Various
Led creative transformation for consumer brands through commercially driven campaigns.
Lotus Cars (Global Launch) – Directed integrated campaign for Lotus Emira across US, Europe, and Middle East. Repositioned brand for younger, design-conscious audiences while honoring heritage.
Allica Bank (Brand Transformation) – Helped lead creative direction for fast-growing fintech. Developed messaging framework and tone of voice across digital, social, and content platforms.
Managed end-to-end creative processes across automotive, finance, healthcare, telecom, and lifestyle sectors.
Built strong LinkedIn presence through thought leadership content.
McCann, UK (2019—2022)
Freelance Creative Director
100% pitch success rate through strategic insights, creative leadership and compelling brand storytelling.
Lotus Brand Rebuild – Wrote global manifesto and defined tone of voice across social, events, and retail. Made a heritage British sports car brand urgent and relevant to a new generation.
Lotus Evija & Emira Launches – Led integrated campaigns for world's most powerful production car across multiple continents. Cultural storytelling that adapted regionally whilst maintaining unmistakable brand identity and creative excellence.
Brand Guardianship – Owned tone of voice for premium automotive portfolio including Triumph Motorcycles, Vauxhall, Bentley, VWFS, and Sunseeker Yachts.
McCann, UK (2019—2022)
Freelance Creative Director
100% pitch success rate through strategic insights, creative leadership and compelling brand storytelling.
Lotus Brand Rebuild – Wrote global manifesto and defined tone of voice across social, events, and retail. Made a heritage British sports car brand urgent and relevant to a new generation.
Lotus Evija & Emira Launches – Led integrated campaigns for world's most powerful production car across multiple continents. Cultural storytelling that adapted regionally whilst maintaining unmistakable brand identity and creative excellence.
Brand Guardianship – Owned tone of voice for premium automotive portfolio including Triumph Motorcycles, Vauxhall, Bentley, VWFS, and Sunseeker Yachts.
McCann, UK (2019—2022)
Freelance Creative Director
100% pitch success rate through strategic insights, creative leadership and compelling brand storytelling.
Lotus Brand Rebuild – Wrote global manifesto and defined tone of voice across social, events, and retail. Made a heritage British sports car brand urgent and relevant to a new generation.
Lotus Evija & Emira Launches – Led integrated campaigns for world's most powerful production car across multiple continents. Cultural storytelling that adapted regionally whilst maintaining unmistakable brand identity and creative excellence.
Brand Guardianship – Owned tone of voice for premium automotive portfolio including Triumph Motorcycles, Vauxhall, Bentley, VWFS, and Sunseeker Yachts.
The Marketing Practice, UK (2017—2019)
Creative Director
Hands-on approach to creative direction for premium B2B brands including Amazon, O2 Business, Genpact, and Microsoft.
Built integrated brand campaign, leading conceptual development, copywriting and art direction for for O2 Business, generating £42 million in qualified pipeline.
Creative leadership across three international offices (UK, US, Germany), ensuring brand consistency and excellence across markets.
Built and mentored high-performing creative teams.
Presented creative strategy to C-suite stakeholders and executive leadership.
The Marketing Practice, UK (2017—2019)
Creative Director
Hands-on approach to creative direction for premium B2B brands including Amazon, O2 Business, Genpact, and Microsoft.
Built integrated brand campaign, leading conceptual development, copywriting and art direction for for O2 Business, generating £42 million in qualified pipeline.
Creative leadership across three international offices (UK, US, Germany), ensuring brand consistency and excellence across markets.
Built and mentored high-performing creative teams.
Presented creative strategy to C-suite stakeholders and executive leadership.
The Marketing Practice, UK (2017—2019)
Creative Director
Hands-on approach to creative direction for premium B2B brands including Amazon, O2 Business, Genpact, and Microsoft.
Built integrated brand campaign, leading conceptual development, copywriting and art direction for for O2 Business, generating £42 million in qualified pipeline.
Creative leadership across three international offices (UK, US, Germany), ensuring brand consistency and excellence across markets.
Built and mentored high-performing creative teams.
Presented creative strategy to C-suite stakeholders and executive leadership.
Breakthrough Media, UK (2015—2017)
Creative Director/Head of Copy
Translated complex government and NGO briefs into powerful content across web, social, video, and events, with smart, culturally sensitive storytelling that drove measurable social change.
Built and mentored creative team whilst maintaining rigorous creative standards and collaborative culture.
Created Cannes Lion-winning 'Educate Against Hate' campaign for UK Government.
Breakthrough Media, UK (2015—2017)
Creative Director/Head of Copy
Translated complex government and NGO briefs into powerful content across web, social, video, and events, with smart, culturally sensitive storytelling that drove measurable social change.
Built and mentored creative team whilst maintaining rigorous creative standards and collaborative culture.
Created Cannes Lion-winning 'Educate Against Hate' campaign for UK Government.
Breakthrough Media, UK (2015—2017)
Creative Director/Head of Copy
Translated complex government and NGO briefs into powerful content across web, social, video, and events, with smart, culturally sensitive storytelling that drove measurable social change.
Built and mentored creative team whilst maintaining rigorous creative standards and collaborative culture.
Created Cannes Lion-winning 'Educate Against Hate' campaign for UK Government.
M&C Saatchi, UAE (2014—2015)
Creative Director/Head of Copy
Etihad Airways (Global Relaunch) – Created integrated campaign repositioning airline as lifestyle brand, increasing customer engagement.
Directed brainstorming sessions that shaped brand strategy and content for global consumer brands across Middle East, delivering culturally relevant campaigns that drove business growth.
M&C Saatchi, UAE (2014—2015)
Creative Director/Head of Copy
Etihad Airways (Global Relaunch) – Created integrated campaign repositioning airline as lifestyle brand, increasing customer engagement.
Directed brainstorming sessions that shaped brand strategy and content for global consumer brands across Middle East, delivering culturally relevant campaigns that drove business growth.
M&C Saatchi, UAE (2014—2015)
Creative Director/Head of Copy
Etihad Airways (Global Relaunch) – Created integrated campaign repositioning airline as lifestyle brand, increasing customer engagement.
Directed brainstorming sessions that shaped brand strategy and content for global consumer brands across Middle East, delivering culturally relevant campaigns that drove business growth.
Saatchi & Saatchi, UAE (2012—2014)
Creative Director/Head of Copy
Created multi-channel campaigns for P&G's Pampers across EMEA and MENA with brand storytelling that connected culturally across diverse markets whilst driving business objectives.
Transformed ADCB Bank's brand positioning with tone of voice that resonated with high-net-worth audiences in competitive regional market.
Crafted multi-channel storytelling that resonated culturally and drove tangible growth for Arla Foods and regional FMCG brands.
Saatchi & Saatchi, UAE (2012—2014)
Creative Director/Head of Copy
Created multi-channel campaigns for P&G's Pampers across EMEA and MENA with brand storytelling that connected culturally across diverse markets whilst driving business objectives.
Transformed ADCB Bank's brand positioning with tone of voice that resonated with high-net-worth audiences in competitive regional market.
Crafted multi-channel storytelling that resonated culturally and drove tangible growth for Arla Foods and regional FMCG brands.
Saatchi & Saatchi, UAE (2012—2014)
Creative Director/Head of Copy
Created multi-channel campaigns for P&G's Pampers across EMEA and MENA with brand storytelling that connected culturally across diverse markets whilst driving business objectives.
Transformed ADCB Bank's brand positioning with tone of voice that resonated with high-net-worth audiences in competitive regional market.
Crafted multi-channel storytelling that resonated culturally and drove tangible growth for Arla Foods and regional FMCG brands.
Additional Experience
Creative Director – VMLY&R (UAE)
Creative Lead – Gravity Global (UK)
Head of Copy – The Brand Union (UAE)
Freelance Creative – JWT (UAE)
Freelance Creative – Mother / OnDigital (UK)
Senior Copywriter – DDB (AUS)
Senior Copywriter - APL (UK)
Senior Copywriter - LOWE (UK)
Senior Copywriter - Havas (UK)
Copywriter - DMB&B (UK)
Additional Experience
Creative Director – VMLY&R (UAE)
Creative Lead – Gravity Global (UK)
Head of Copy – The Brand Union (UAE)
Freelance Creative – JWT (UAE)
Freelance Creative – Mother / OnDigital (UK)
Senior Copywriter – DDB (AUS)
Senior Copywriter - APL (UK)
Senior Copywriter - LOWE (UK)
Senior Copywriter - Havas (UK)
Copywriter - DMB&B (UK)
Additional Experience
Creative Director – VMLY&R (UAE)
Creative Lead – Gravity Global (UK)
Head of Copy – The Brand Union (UAE)
Freelance Creative – JWT (UAE)
Freelance Creative – Mother / OnDigital (UK)
Senior Copywriter – DDB (AUS)
Senior Copywriter - APL (UK)
Senior Copywriter - LOWE (UK)
Senior Copywriter - Havas (UK)
Copywriter - DMB&B (UK)
Client Expertise
FMCG:
Nike, P&G, Arla, Kraft, Tesco, Cadbury, Danone, Alberta Culver, McDonald's, Nestle, IKEA, Hovis, Thorntons, Rowntrees, Burger King, Reckitt Benckiser, COOP, Unilever, Aunt Bessies
AUTOMOTIVE:
Lotus, Fiat, Citroen, Peugeot, Triumph Motorcycles, Vauxhall Cars, Bentley, VWFS, Rover
BANKING & FINANCE:
Santander, Natwest, Al Hilal, HSBC, ADBC, St. George, Cahoot, PagoFX, BACS, Allica Bank
B2B:
Amazon, O2, Microsoft, Salesforce, GenPact, DXC, SAS, Sage
HEALTHCARE:
Locobase, Nurofen, Nicorette, Alcon
ELECTRONICS:
Sharp, Roberts Radios
LUXURY:
Sunseeker Yachts, Monitor Audio, Mall of the Emirates, Jumeirah Group, Mont Blanc, Burj Khalifa
AIRLINE & TRAVEL:
Etihad Airways, Flydubai, British Midland, Continental Airlines, Airbus, Cosmos Holidays, Travelodge, Haven, Radisson Edwardian, SeaFrance
BROADCAST:
BBC, Sky
TELECOMS:
Vodafone, Nokia, O2
PUBLIC SECTORS:
UK, Australian and Dubai Governments, Transport for London
CHARITY:
Action on Addiction, Alzheimer's Society, NSPCC, Cancer Research
Client Expertise
FMCG:
Nike, P&G, Arla, Kraft, Tesco, Cadbury, Danone, Alberta Culver, McDonald's, Nestle, IKEA, Hovis, Thorntons, Rowntrees, Burger King, Reckitt Benckiser, COOP, Unilever, Aunt Bessies
AUTOMOTIVE:
Lotus, Fiat, Citroen, Peugeot, Triumph Motorcycles, Vauxhall Cars, Bentley, VWFS, Rover
BANKING & FINANCE:
Santander, Natwest, Al Hilal, HSBC, ADBC, St. George, Cahoot, PagoFX, BACS, Allica Bank
B2B:
Amazon, O2, Microsoft, Salesforce, GenPact, DXC, SAS, Sage
HEALTHCARE:
Locobase, Nurofen, Nicorette, Alcon
ELECTRONICS:
Sharp, Roberts Radios
LUXURY:
Sunseeker Yachts, Monitor Audio, Mall of the Emirates, Jumeirah Group, Mont Blanc, Burj Khalifa
AIRLINE & TRAVEL:
Etihad Airways, Flydubai, British Midland, Continental Airlines, Airbus, Cosmos Holidays, Travelodge, Haven, Radisson Edwardian, SeaFrance
BROADCAST:
BBC, Sky
TELECOMS:
Vodafone, Nokia, O2
PUBLIC SECTORS:
UK, Australian and Dubai Governments, Transport for London
CHARITY:
Action on Addiction, Alzheimer's Society, NSPCC, Cancer Research
Client Expertise
FMCG:
Nike, P&G, Arla, Kraft, Tesco, Cadbury, Danone, Alberta Culver, McDonald's, Nestle, IKEA, Hovis, Thorntons, Rowntrees, Burger King, Reckitt Benckiser, COOP, Unilever, Aunt Bessies
AUTOMOTIVE:
Lotus, Fiat, Citroen, Peugeot, Triumph Motorcycles, Vauxhall Cars, Bentley, VWFS, Rover
BANKING & FINANCE:
Santander, Natwest, Al Hilal, HSBC, ADBC, St. George, Cahoot, PagoFX, BACS, Allica Bank
B2B:
Amazon, O2, Microsoft, Salesforce, GenPact, DXC, SAS, Sage
HEALTHCARE:
Locobase, Nurofen, Nicorette, Alcon
ELECTRONICS:
Sharp, Roberts Radios
LUXURY:
Sunseeker Yachts, Monitor Audio, Mall of the Emirates, Jumeirah Group, Mont Blanc, Burj Khalifa
AIRLINE & TRAVEL:
Etihad Airways, Flydubai, British Midland, Continental Airlines, Airbus, Cosmos Holidays, Travelodge, Haven, Radisson Edwardian, SeaFrance
BROADCAST:
BBC, Sky
TELECOMS:
Vodafone, Nokia, O2
PUBLIC SECTORS:
UK, Australian and Dubai Governments, Transport for London
CHARITY:
Action on Addiction, Alzheimer's Society, NSPCC, Cancer Research
03. SKILLS
Creative Leadership
Copywriting
Art Direction
Brand Strategy
Stakeholder Management
Commercial Thinking
Building Teams & Cultures
Creative Problem-Solving
360 integrated communications
Brand Guardianship
04. education
(Distinction) 09/1986 — 06/1990
BTEC - Advertising and Graphics
Completed visual communication and advertising design studies, gaining proficiency in industry-standard software while creating campaigns, branding materials, and digital graphics through project-based coursework. The course combined creative design principles with marketing strategy.
(Distinction) 09/1986 — 06/1990
BTEC - Advertising and Graphics
Completed visual communication and advertising design studies, gaining proficiency in industry-standard software while creating campaigns, branding materials, and digital graphics through project-based coursework. The course combined creative design principles with marketing strategy.
(Distinction) 09/1986 — 06/1990
BTEC - Advertising and Graphics
Completed visual communication and advertising design studies, gaining proficiency in industry-standard software while creating campaigns, branding materials, and digital graphics through project-based coursework. The course combined creative design principles with marketing strategy.
(Distinction) 09/1986 — 06/1990
City and Guilds Diploma in Business Communications
Completed a hands-on program focused on JavaScript, React, Node.js, and REST APIs. Built team-based projects and deployed scalable applications using cloud infrastructure
(Distinction) 09/1986 — 06/1990
City and Guilds Diploma in Business Communications
Completed a hands-on program focused on JavaScript, React, Node.js, and REST APIs. Built team-based projects and deployed scalable applications using cloud infrastructure
(Distinction) 09/1986 — 06/1990
City and Guilds Diploma in Business Communications
Completed a hands-on program focused on JavaScript, React, Node.js, and REST APIs. Built team-based projects and deployed scalable applications using cloud infrastructure
2025
NCFE Level 3 Certificate in Cyber Security Practices
Studied Level 3 qualification in practical cyber security skills to protect systems, data, and networks from real-world threats. Learned risk assessment, security protocols, and incident response through hands-on scenarios that mirror industry challenges.
2025
NCFE Level 3 Certificate in Cyber Security Practices
Studied Level 3 qualification in practical cyber security skills to protect systems, data, and networks from real-world threats. Learned risk assessment, security protocols, and incident response through hands-on scenarios that mirror industry challenges.
2025
NCFE Level 3 Certificate in Cyber Security Practices
Studied Level 3 qualification in practical cyber security skills to protect systems, data, and networks from real-world threats. Learned risk assessment, security protocols, and incident response through hands-on scenarios that mirror industry challenges.
05. References
Paul Baker
The Marketing Practice, ECD
"What a great guy to bounce ideas around with. What a brilliant way of answering that brief. What a different way of thinking about an audience. And what a lovely turn of phrase to use when talking to them. What a gent. What a loss. What a shame. What do I do now?"
Paul Baker
The Marketing Practice, ECD
"What a great guy to bounce ideas around with. What a brilliant way of answering that brief. What a different way of thinking about an audience. And what a lovely turn of phrase to use when talking to them. What a gent. What a loss. What a shame. What do I do now?"
Paul Baker
The Marketing Practice, ECD
"What a great guy to bounce ideas around with. What a brilliant way of answering that brief. What a different way of thinking about an audience. And what a lovely turn of phrase to use when talking to them. What a gent. What a loss. What a shame. What do I do now?"
Mike Etheridge
The Wreel Agency, Founder
"I have worked with many different Creative Directors at a variety of top agencies, and Neil is one that I would definitely recommend. He has the rare ability to look at any project from a broad perspective and solve the problems that need solving, while always retaining an infectious passion for steering creative work of the highest standard. This passion naturally rubs off on his wider team, and the fact he's also a great guy and a pleasure to work with, made him a great mentor to me during our time working together at Breakthrough Media. Any agency would be lucky to have him."
Mike Etheridge
The Wreel Agency, Founder
"I have worked with many different Creative Directors at a variety of top agencies, and Neil is one that I would definitely recommend. He has the rare ability to look at any project from a broad perspective and solve the problems that need solving, while always retaining an infectious passion for steering creative work of the highest standard. This passion naturally rubs off on his wider team, and the fact he's also a great guy and a pleasure to work with, made him a great mentor to me during our time working together at Breakthrough Media. Any agency would be lucky to have him."
Mike Etheridge
The Wreel Agency, Founder
"I have worked with many different Creative Directors at a variety of top agencies, and Neil is one that I would definitely recommend. He has the rare ability to look at any project from a broad perspective and solve the problems that need solving, while always retaining an infectious passion for steering creative work of the highest standard. This passion naturally rubs off on his wider team, and the fact he's also a great guy and a pleasure to work with, made him a great mentor to me during our time working together at Breakthrough Media. Any agency would be lucky to have him."
Iain Webster
Interbrand, Executive Director
"Neil has many strengths, including creating big brand ideas/concepts, crafting emotive brand stories that flow effortlessly, and leading the development and ideation of advertising campaigns. As a senior manager at The Brand Union, Middle East, he has been a continual source of inspiration to the team with his wry sense of humour and built-in positivity. A natural presenter and storyteller, Neil is a great client-facing guy and clients love him. Neil is a thoroughly decent person who won't let you down and a creative without 'the attitude' that so often comes with such talents. I would relish the opportunity of working with Neil in the future."
Iain Webster
Interbrand, Executive Director
"Neil has many strengths, including creating big brand ideas/concepts, crafting emotive brand stories that flow effortlessly, and leading the development and ideation of advertising campaigns. As a senior manager at The Brand Union, Middle East, he has been a continual source of inspiration to the team with his wry sense of humour and built-in positivity. A natural presenter and storyteller, Neil is a great client-facing guy and clients love him. Neil is a thoroughly decent person who won't let you down and a creative without 'the attitude' that so often comes with such talents. I would relish the opportunity of working with Neil in the future."
Iain Webster
Interbrand, Executive Director
"Neil has many strengths, including creating big brand ideas/concepts, crafting emotive brand stories that flow effortlessly, and leading the development and ideation of advertising campaigns. As a senior manager at The Brand Union, Middle East, he has been a continual source of inspiration to the team with his wry sense of humour and built-in positivity. A natural presenter and storyteller, Neil is a great client-facing guy and clients love him. Neil is a thoroughly decent person who won't let you down and a creative without 'the attitude' that so often comes with such talents. I would relish the opportunity of working with Neil in the future."
Lana Bdeir
SRMG, Director of Creative Strategy
"Neil is a great person to work with on every level. He is creative, passionate about his work, quirky, self-motivated but above all, has a huge heart and is so pleasant to work with."
Lana Bdeir
SRMG, Director of Creative Strategy
"Neil is a great person to work with on every level. He is creative, passionate about his work, quirky, self-motivated but above all, has a huge heart and is so pleasant to work with."
Lana Bdeir
SRMG, Director of Creative Strategy
"Neil is a great person to work with on every level. He is creative, passionate about his work, quirky, self-motivated but above all, has a huge heart and is so pleasant to work with."
Barry Brand
M&C Saatchi, Executive Creative Director
"Great member of the creative department, would highly recommend him. Can write copy until his hands bleed and then some. Great thinker, great under pressure, thoroughly recommend you work with Neil."
Barry Brand
M&C Saatchi, Executive Creative Director
"Great member of the creative department, would highly recommend him. Can write copy until his hands bleed and then some. Great thinker, great under pressure, thoroughly recommend you work with Neil."
Barry Brand
M&C Saatchi, Executive Creative Director
"Great member of the creative department, would highly recommend him. Can write copy until his hands bleed and then some. Great thinker, great under pressure, thoroughly recommend you work with Neil."
06. Awards
07. publications
Linkedin, 2025
Linkedin, 2025
Linkedin, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Linkedin, 2025
Linkedin, 2025
Linkedin, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2025
Creative Pool Magazine, 2024
Creative Pool Magazine, 2024
Creative Pool Magazine, 2024
08. contact
Phone
Phone
Phone
Site
Site
Site
Socials
Socials
Socials