Hello...
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I’m a Creative Director (copy), helping to lead and manage a department of over 50 creatives, copywriters and designers. I’ve picked up lots of awards for innovative work, like Cannes Lions, BIMAs, Eurobests, Campaign BIG awards, Creative Circle, Webbys, Lovies, ‘digital ad of the year’ in Campaign magazine, and more. I regularly mentor at The One Show boot camps, speak at industry events for the likes of Creative Equals, and am asked to judge awards such as the Campaign BIG Awards, Creative Circle, and Major Players Awards.
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I'm happy across multiple platforms, dreaming up ideas for digital, social, and traditional channels. I love brand building, crafting a new tone of voice and creating brand guidelines, digital storytelling, strategic thinking, presenting and pitching, selling a vision to senior clients and influencing stakeholders. And fully versed in AI.
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I also write fiction, from picture books to young adult, and have just finished a teen novel called Escape from the Grey Ages. What and where are the Grey Ages? Get in touch and I’ll tell you. While we’re talking extra-curriculars, I sing in the Nunhead Community Choir, play with the South East London Tennis group, run a book club, and am the chair of governors for a local secondary state school. But, back to business, here’s a potted history…
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Creative Director: Ogilvy
Ran one of the largest accounts in the agency - Lloyds Banking Group. Rolled out the new brand, bringing the tone of voice and look & feel to life across a range of media, translating complex strategies into inspiring, entertaining, enlightening experiences for our audience. Digital storytelling, creating large-scale integrated campaigns, presenting, pitching ideas, were all part of the day to day. Transformed it into a multi award-winning account, including DMA golds, and launched their new travel proposition. Also ran L'oreal, which included social campaigns to recruit the next generation of influencers, and wrote TV scripts for Cadbury.
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Creative Director: Rapp UK
Highlights include: 1) Transforming the perception of a BBC TV Licence from law enforcement to entertainment - a legal bill to a must-have entertainment pass, covering everything from YouTube films to banners, emails, the website and DM. 2) Running Rapp UK’s largest account, PayPal, creating a range of integrated, global campaigns, and winning three DMA gold awards. 3) Homestart UK: giving this small charity a huge voice thanks to a social media partnership with The Masked Singer 2022. 4) A launch campaign for a special episode of the globally-adored TV show Bluey, that made it onto the news.
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Creative Director: Digitas LBi
Highlights include: 1) winning a ton of awards for the Pigeon Air Patrol project for Plume Labs with our comedy, pollution-fighting feathered friends. 2) Creating personalised, animated stories for wee ones for Cow & Gate baby milk, so they can be the star of their bedtime stories. 3) Exploring voice activation by creating an Alexa skill for Kellogg’s, to help people start the day happily and healthily.
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Freelance Copywriter/Creative/Creative Director: AKQA, LBi, Havas, Isobar, etc.
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Won a global pitch for Dove deodorant.
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Won a pitch for Ugg Boots on social.
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Samsung project called Launching People, all about finding new talent in music, film, photography and food. It started online and finished in a Sky1 documentary. I wrote copy for the website, emails, Facebook and Twitter, as well as scripts for the celebrity mentors: Idris Elba, Rankin, Paloma Faith and Gizzie Erskine.
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A global project for the World Gold Council creating a new brand called LoveGold, an aspirational style destination (tone of voice, web copy, social channels, editorial ideas).
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Integrated campaigns for E:on (digital outdoor, experiential, mobile app, rich mobile banner ads).
Associate Creative Director: Agency Republic.
Clients: Activia, Aptamil, BBC, Baileys, Cow & Gate, Nivea, O2, Playstation, Shape, Smirnoff.
Work: anything and everything digital (websites, banners, emails, mobile, mobile ads, social, digital outdoor) as well as integrated, cross-platform ideas, for six years. This included brand development and tone of voice creation.
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Senior Copywriter / Creative: LBi [formerly Oyster Partners and Framfab]
Clients: BT, Orange, Sanex, Ambipur, We Are What We Do
Work: everything from big build websites to digital advertising for three years.
Senior Copywriter / Creative: Bernard Hodes Group
Clients: Tesco’s, Orange, Comet, BBC, Barclays Capital
Work: copywriting and conceptual work across digital, print and radio, for two years.
Copywriter: Crown Business Communications
Clients: Egg, Deutsche Bank, Sainsbury’s, Heathrow Express, National Rail.
Work: copywriting for websites, print, film scripts and speech writing, for four years.
Oxford University
2:1 BA Hons degree in Modern Languages (French and Italian).
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www.linkedin.com/in/katie-carruthers-809a3a3
07879 445 772
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