INTRODUCING
NICK WARREN HEAVYWEIGHT CREATIVE
Brilliantly Communicate Anything to Anyone in Any Medium
PREPARED FOR:
THE INTERESTED
METHODOLOGY
I am all about rigorous examination and robust questioning - from brief, to strategy, to concept development, writing and final delivery. The result is a rewarding communication experience that resonates with an appreciative audience.
AWARDS
Prism Silver Award 2020 - for Kumba Tswelelopele Day multimedia event Association for Marketing & Advertising - 2019 - MTN "Press Pause" Ethics Campaign The Ethics Institute - 2018 - MTN Ethics "Press Pause" Campaign SA TV & Film Association - 2016 - Best Children's TV Show for "Takalani Sesame" World Fringe Festival - 2015 - Pick of the Fringe for “Dirt” Loerie Silver - 2014 - Barclays/ABSA Africa Roadshow Loerie Bronze - 2009 - MINI Convertible Launch Loerie Silver - 2007 - Nando's Conference YoungMinds Book of the Year - 2005 - Thirty Years in a Turtleneck Sweater WorldMedia Festival - 2001 - Takalani Sesame
ABOUT ME
An internationally published and awarded author, playwright, scriptwriter and copywriter with a day job creating content for corporate communications. I began my creative career as a playwright in London, before coming to South Africa where I moved into advertising. I later morphed into experiential marketing and events, before graduating to internal communications, employee engagement and change marketing. I keep my energy and enthusiasm for creative selfdevelopment through constant fresh-thinking, plus ongoing projects as a playwright, screenwriter and author. I recently re-opened my own business as an independent creative consultant, offering heavyweight strategy, concept, writing and creative direction services under the banner of Creative Clarity. www.creativeclarity.co.za
CREATIVE & WRITING SERVICES
TOPLINE CV
ACTUATE INTERNAL COMMUNICATIONS, EMPLOYEE ENGAGEMENT, CHANGE MARKETING
Executive Creative Director Responsible for the creative strategies, concept origination, copy writing and creative direction of multimedia Internal Communication and Change Marketing campaigns aimed at employees, managers and directors. CLIENTS INCLUDED: Kumba Iron Ore, Deloitte, V&A Waterfront, VISA, Nedbank, Standard Bank, FNB, Wesbank
OMAGE EXPERIENTIAL MARKETING, CONFERENCING AND EVENTS
Executive Creative Director Ran the creative teams and led the creative outputs on all multimedia elements for the large-scale launches, conferences and experiential marketing events for B2B and consumer facing audiences. CLIENTS INCLUDED: SAP Saphila, Mercedes-Benz, BMW, Samsung, SAB Miller
MANN MADE MEDIA MULTIMEDIA EXPERIENTIAL MARKETING, CONFERENCING & EVENTS
Executive Creative Director Responsible for implementing creative and production systems and processes, as well as leading the teams, originating and directing the production of a range of eventing and experiential campaigns - all with a distinctly digital edge. CLIENTS INCLUDED: SAB Miller, Telkom, Avusa Media, Absa, Standard Bank
Y&R ADVERTISING
Senior copywriter Responsible for developing concepts and copy for multimedia Above the Line campaigns. CLIENTS INCLUDED: The Post Office, Eskom, Danone, Rapport, MNET
SERVICES
Creative Strategy Brand Marketing Copywriting Content Creation Multimedia Communications Presentations Speechwriting E-Mailers and E-Cards Website Copy Social Media Posts Blogs and Articles Video and Audio Scripts Corporate and Industrial Theatre Conference Content Creative Workshops Elementary Design
PROCESS
Clarity Complex projects may require me to produce a Confirmation Brief, outlining our agreed understanding of what is expected from each of us.
Research Where appropriate I include a flat fee for any brand, corporate and audience research based on the nature of the brief.
Confidentiality I do not discuss the details of any work for any clients with any third party. Where extra assurance is needed I am happy to sign a non-disclosure agreement.
Production Your project will be booked in once the quotation has been signed and the first 50% payment has been received.
Visual Services As a Creative Director, I can offer the value-added services of visual research, elementary design and visual references in PowerPoint, Keynote or PDF.
Creative Direction & Production I also offer Creative Director services in the development of work in Print, Digital, Video, Animation or Live Staging.
WORK
SAMPLES
Some examples of where and how the rubber has hit the road.
01
BARLOWORLD A big industrial brand, most of the work I've done here is in multimedia conferencing content, internal communications and, as in this case, change marketing. The task here was to inform and inspire employees and leaders at every level, and across every department, of the new culture being implemented by the new C.E.O. It was a rather harsh and unforgiving change that was going to see many people fail, and therefore leave the business. So, the sporting metaphor - though not my favourite - was appropriate in this case. (Videos made for this - and all brands - are available to view on my Vimeo page at nickwarrenwordsmith.)
02
DELOITTE Although I had made conference content and videos for Deloitte in the past, this was my first foray into employee engagement and change marketing for this client. In line with international trends towards The Future of Work, the firm was moving 9 regional offices into one new building at Waterfall City. This was a hugely disruptive experience that had to be positioned and promoted sensitively. (The theme of "Let's Co!" served as a call to action that reinforced the exciting opportunities around collective collaboration and co-habitation.)
03
FNB I've also done a lot of work for FNB over the years. Mostly on video, conferencing content, presentations and internal change marketing campaigns. Here, client wanted to position its new improved, cleaned up, scaled down offering to the rest of the bank, with a view to gaining increased cross-sell opportunities. (The essentialised language used in the copy was frowned upon by some brand CI custodians, but the campaign stood out from the clutter and caused quite a stir.)
04
KUMBA Although in the industrial rather than corporate sector, this multilayered, multimedia campaign had a significant focus on lower, middle and senior management, as well as executives. I conceived, developed, scripted and directed these materials designed to increase awareness, understanding and adoption of the new Leadership & Culture Codes. (The C.E.O. called this the most impactful change inititiative he had ever been involved in.)
05
LIBERTY At the beginning of the Covid-19 crisis I was brought in to assist in developing the communication strategy, messaging matrix, and three phase campaign roll-out of the Covid Response. I went on to develop all concepts and copy for multiple mailers to financial advisors, scripted letters and speeches for the CEO, generated explanatory copy for the website, press releases on emerging issues, customer facing radio spots and comms on premium relief and cover alterations, developed internal campaigns for brokers and advisors and scripted and produced numerous awards and recognition videos for high achievers during lockdown. It is an ongoing relationship with a neverending series of creatively challenging and rewarding opportunities. (A huge thank you to Creative Strategic rock star Terri Brown of The Logical Truth for introducing me to Communications Godess, Lisa Hovgaart at Liberty.)
IN SUMMARY A five-minute, fun and dynamic podcast, packed with feelgood stories that reinforce the positive behaviours of our Liberty Values. An innovative way to reach out and digitally connect with our communities. Thank you.
06
MTN I have worked on MTN for over 20 years. Mostly in the areas of concept and content creation for employee engagement, conferencing, and internal presentations. This example is a campaign I conceived, developed, scripted and directed for the HR department. The brief was to elevate the status of, interest in, and reporting of, ethical and unethical behaviours. (This campaign won awards at the Ethics Institute of South Africa and The Association of Marketing and Advertising.)
07
NEDBANK This is another brand I've become very familiar with, mostly working across a number of departments in the retail space. Business Intelligence Solutions are the propellerheads who analyse data for other departments. Their mission is to reveal actionable opportunities with measurable marketing upside. This campaign was about rebranding, repositioning and relaunching their offering. (This concept was so popular that employees volunteered for photo shoots, and the HoD agreed to be 'arrested' at a corporate theatre intervention as part of the campaign reveal.)
08
STANDARD BANK I've done stacks of work for this brand, with a focus on PBB, CIB, Corporate and HR. Including the 150th Conference for PBB, a video series for their internal TV channel, a postgraduate Recruitment Drive for CIB, and an animated video campaign for the bank's changeover to SAP. This campaign idea gives a fine example of how a threatening change in systems and protocols can be given a fresh spin, with a fun attitude, combined with a simple gamification angle. (Sadly this campaign never saw the light of day, but I am still proud of it and happy to share it with you.)
09
VISA With a client like this, the job to be done is often more about communicating a new behaviour that needs to be adopted, rather than inviting participation in a cultural change, or inspiring engagement around the launch of a new product. The brief in this case was to do both - make sure cashiers and their managers knew about the new technology available, but also inspire them to adopt it for the benefits that were in it for them - as much as for the customers they serve. (The key here was to create compelling characters and situations to which the audience could relate.)
10
WESBANK This is here because it shows the result of a long and complicated set of briefings and rebriefings. The people responsible for this communication came from various departments, and they failed to agree on what the issue was. Eventually, we were able to strip the communication challenge down to its essence, and then build up an agreed set of messages. (The main client responsible for herding these cats was later promoted to FNB. Not necessarily directly because of this campaign - just saying...)
PERSONAL MANTRA
"IF IT'S NOT CLEAR, IT'S NOT CREATIVE."
Core Skills: Strategy Concepts Writing Content Design Creative Direction
BRILLIANTLY COMMUNICATE ANYTHING TO ANYONE
PLEASE CONTACT ME TO FIND OUT MORE
THANK YOU FOR YOUR TIME! nick@creativeclarity.co.za www.creativeclarity.co.za + 27 82 887 1413