Chief Strategy Officer
James Addlestone
Creative Strategy
“For too long, we’ve seen data as something that hinders creativity – it’s only through combining data and empathy that we can reveal both the rational and emotional human motivations that help craft powerful creative strategies and execution.”James Addlestone, Chief Strategy Officer
Approach
Too often, the creative routes we pursue are biassed by the views of clients and agencies. Instead, we really get under the skin of the way customers think and feel. We do this by leveraging data from our Marketing Science team and combine this insight with a deep understanding of Behavioural Science.
Our direction provides the spark for creative ideation. We jointly create concepts that we think might catch fire. Through experimentation, we can discover what truly captures attention, what resonates with customers and what ultimately drives performance.
Challenges we solved
Driving distinctiveness in a crowded market
One of the world’s largest chocolate retailers was looking to cut through lower-awareness markets. They needed a distinct direction that stayed true to their brand ethos, and could cut across markets when localised. By working closely with their global marketing team, we developed a creative strategy that set a new and exciting direction for the brand’s coming years.
Launching a brand new digital product
We were excited to work on a brand new app called Basket, and wanted to ensure we built creative assets that were just as impactful as the app itself. Working closely with the co-founders, we developed digital assets and a messaging framework to really drive an initial impact upon product launch.
Our Clients
The Journey Further Team was a delight. The consumer analysis, current trends and the strategic thinking by the team has set the direction for a truly distinctive campaign to stand-out from the crowd of premium chocolate brands globally. I am looking forward to presenting the campaign platform to my international teams to accelerate the growth of Ritter Sport.Malte, Global CMO of Ritter Sport
We’ve built a specialist team to deliver against this opportunity
