“A global partnership, strategically repositioned.”
Led strategic repositioning and integrated campaign delivery for the global Wimbledon partnership across TV, press, digital, social, events and internal communications.
BRAND & PARTNERSHIPIN-HOUSE CREATIVE LEADER
Understanding what people care about.Givinga role in it.
I lead integrated brand campaigns, in-house studios and sponsorship activation, from positioning and briefing through creative development, production and delivery.
Experience that travels.
SPONSORSHIP
The Championships, Wimbledon
BARCLAYS GROUP · 2023 – 2025Led strategic repositioning and integrated campaign delivery for the global Wimbledon partnership across TV, press, digital, social, events and internal communications for customers, clients and colleagues.
See the work ↓A brand has to earn its place in what people care about.
I love what a good creative idea can do for a brand. Especially when it starts with understanding what people care about and finding a role for the brand within it.
IMPACT, IN NUMBERS
What changes when the brief is right.
BARCLAYS
c.£55m
Advertising budget managed
OLIVER × BARCLAYS
£20m+
Global creative operation led
BARCLAYS BANK UK
c.£3.2m
Agency savings in 2023
BARCLAYS × MUMSNET
781%
More visits to the PDC card page
How Robin builds campaigns that work.
APPLY THE LENS
The role a brand can play changes.
“What does the customer need us to solve, and why should they care?”
Listen closely, test the assumptions and make the brief clearer. The stronger the understanding at the beginning, the more relevant the work can become.
IN PRACTICE
Developed briefing and workflow standards at Barclays, raising satisfaction from 3.2 to 4.8+ out of 5.