Big Deloitte
Dream it up, stand it up.
I joined Deloitte Digital as their first ever Chief Creative Officer, to connect ideas with business strategy, carry them through enterprise-wide tech and transformation, and make them flow out to market.
Over 8 years as a partner, taking creativity with me, I covered the breadth and depth of Big Deloitte and end-to-end business.
*deep breath*
From brand strategy, vision, position and purpose, where do we play and how do we win business design, risk and regulations, M&A and carve outs, organisational architecture and portfolio, talent and culture, sustainability, cyber, tech implementation and operations, customer strategy, commerce, ventures, propositions, products, services and experiences, marketing transformation, investor relations, internal comms, public affairs, advertising, and content.
Working with nations, governments and intergovernmental organisations, places, products, and people, CEOs, leadership teams, CMOs, multinationals, mega brands, big tech, hyperscalers, B2B and B2C, multi-sector and industry, across Energy, Automotive, Consumer, TMT, Travel and Hospitality, Government, FSI, and twice Space.
And in-house, advising our global brand and marketing, owning sub-brand positioning, threading global business strategy with story, strengthening tech alliances and analyst relations, standing up new offerings, embedding and building new capabilities, designing offices, writing agency network business plans, empowering leadership with personal narrative, connecting communities big and small, creating thought leadership, eminence, and C-suite focused points of view, taking us to market, market, market, across social feeds, event stalls and stages, LA sprawl, Davos mountains, COP, and Cannes beaches.
All globally, connecting and collaborating daily with teams and clients across the UK, Europe, Middle East, US and APAC. Everywhere in Deloitte, and in business, around the world. Using creativity as a force multiplier of value, supporting the transformational vision, choices and engagements, that define the clients', the firm's, and my own, future.
*deep breath*
Brand Transformation
At Deloitte I founded a Brand Transformation Studio connecting throughout the wider firm.
Working in advisory, with leadership and deep into organisations, little of the output is publicly sharable. It takes imagination, but here's a cross section of the work.
↑ Organising idea, story and GTM for global $Xbn business future strategy.
↑ Master positioning, sub-brand strategy, and new architecture for ER&I conglomerate alongside full strategic transformation and M&A focus.
↑ Positioning for corporate division, and sub-brand, of high street insurer alongside cultural transformation programme.
↑ GTM for new business banking offering from high street bank, alongside full experience, tech implementation and transformation programme.
↑ Cultural concept, detailed roadmap, and launch for a nation’s future digital economy and society, to attract international investment, talent and trade.
↑ Exploring an innovative platform connecting corporate investment, local culture, and natural capital.
↑ Global research and report into impacts of Climate Crisis on different parts of the world and society.
↑ General CX Advisory. Customer centric values for Telco, guiding principles for high street bank, digital platform for CX culture and excellence in multinational ops, brand’s influence on new digital experience in travel, and on retailers commerce platform.
↑ Multinational CPG exploration into fast commerce experiences in multiple geos.
↑ Evidence based hypothesis for the UK’s future international trade and travel offering. Plus cultural transformation and behaviour change for UK gov division.
↑ Placemaking and rebranding of London’s medical district.
Ambition to Create Novel Expression
In 2017 Deloitte acquired the Swedish creative collective ACNE.
I held a number of leadership roles, inc. Chair, set-up the UK studio, established, built and led an EMEA network, and connected it with our teams in the US and APAC.
ACNE’s client list included some of the most influential and iconic brands of the moment: AlUla, Apple, Dr. Martens, Ikea, Instagram, IOC, Netflix, Polestar, Spotify, Volvo, UN.
Here’s a selection of work from the talented teams of the ACNE EMEA Creative Network - across Stockholm, London, Milan, Paris, Amsterdam, Geneva, Brussels, Berlin, Lisbon, Dubai.
Deloitte Digital. All Things Customer
Brand work for Delloite Digital globally, and from the global DD teams for Deloitte.
Gen-AI Film.
A Gen-AI film for global Deloitte Consulting Strategy launch created with Kontiki in Stockholm
Deloitte Digital’s impact at Cannes Lions driven by our US (Leslie Simms, Tracey Accabasso Smith, Milton & Jones, Aaron Sidorov, Angela WIlliams, Dre Szymcsak) and Italian (Emanuele Viora, Andrea Jaccarino, Dan Jaques) Studios and teams.
We partnered with Cannes Lions on Creative Business Transformation, presented creative insights that shape business success, and the teams won the first ever awards for DD, ending in Deloitte being recognised in the Top 10 most creative companies.