David Edwards , reigate

Summary
Integrated and Digital Strategist and Creative Director. Insight driven and
experienced planning and project managing campaigns, change and delivery,
bringing together diverse teams. Comfortable leading interview, workshops and
groups. Broad sector experience and particular specialism in Financial Services,
Not for Profits, Travel and Employee Communications. Very experienced delivering
complex digital projects, broader communications plans and required assets, major
websites, customer journeys, UX/UI. Experienced building and leading departments.
An open communicator working well with C-suite clients. Very commercially aware,
running own 'agile' consultancy for 12 years.

Summary
• Creative concepts, finished creative campaigns direct and digital channels
• Creative audits, competitor audits
• Creative strategies, Creative Direction
• Content strategies, concepts and executions for onsite and social media
• UX/UI/CX mapping and delivery of websites/Apps, overseeing tech, HTML etc to BRD
• Leadership of teams, building and managing bespoke project teams with partners
• Mentoring client resources/internal teams
• Working closely with senior clients
The Pensions Advisory Service, brand and main website and content
Auditing existing website/brand/competitors, planning delivery, strategy, conduct brand
development workshops and user issues. Greenfield project. Full design of front end,
copy, CX mapping, optimised journeys and wireframes. All UX/UI briefing tech. Migrating/
commission edit of 1000s of articles and archives. Content strategy and plan/initiate social
media and news feeds. Commission and manage tech. Spec CMS and extensive user testing.
http://******.**

PRIVATE AND CONFIDENTIAL
2019
http://******.** http://******.**
http://******.**
http://******.**
Portfolios

Summary
• Take full ownership of projects for a variety of clients
• Leadership of teams, build a department, mentor a leader to take over from me
• Working closely with senior clients
• Creative strategies, creative direction
• Content strategies for onsite and social media
• UX/UI/CX mapping and delivery of web projects
Fitness First
Program to reduce member churn and increase engagement. Involved segmenting
customers and communicating different mindsets simply and clearly to staff and personal
trainers. Work involved film, print, workshop planning and campaigns in-branch.
http://******.**
Invitation to global meet-up in Ibiza to launch new values and company vision and direction
for the tech company. Work included use of Google Cardboard as a virtual reality invite so
that invitees can see where they are going (where the company is going). Film to launch
vision and workshop activities to embed vision and values.
Edwards Creative
Contracting at a number of agencies including Kitcatt Nohr (working on successful pitches
for RNIB, Whatcar COI) EHS (Barclaycard) St Lukes (COI) Presky Maves (Glenfiddich, AXA
Sunlife, Centraal Baheer Achmeer) and contracted as Creative Director from 2004/6 to
financial services marketing consultancies Macinnes (Mac4) and Bespoke Communications
on RBS, Direct Line, Lombard Financial Services and GE Money.
PRIVATE AND CONFIDENTIAL
David Edwards *****@*****.***
2019
Dave Edwards
Creative Director (Digital)
http://******.** http://******.**
DP&A / FCBi
DP&A was voted the UK's leading independent integrated agency. It was well known for its
creativity and won numerous awards. I worked there from 1994-2002 as Head of Art, Creative
Group Head, Creative Director, Board Director. I was CD of a creative department of 8
creative teams plus studio and digital. I was responsible for all the agency accounts, including
Goldfish, Orange, Sky, SEAT. I was voted in Campaign's top 10 Integrated Creatives.
Goldfish
As lead Art Director and then Creative Director on the account launching the brand below
the line, representing integrated as part of the launch team including TBWA (ABL) and Woolf
Olins (Brand launch). I wrote the brand book, developed all customer communications in
all channels including DRTV and online, new product launches (Brand, Credit Card, Loans,
Insurance etc) All on and offline activity. Acting as Brand Guardian (for agency and partnered
with client's Brand Guardian), inducting new client recruits to the brand. I won 16 Gold DMA/
FEDMA awards for my work on Goldfish alone plus a design award for card design. Work
covered the credit card (UK's most successful launch ever £29CPA, 1 million card holders in
year 1, remains an IDM case study on launching brands.
McCanns
Senior Art Director working in the ABL creative department as specialist integrated creative on
all accounts including Bradford and Bingley, Vernons Pools.