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Strategy Director with 15+ years experience
Thom Binding
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Thom is an experienced Strategy Director with 15+ years in the industry. Brand clients have included LEGO, Warner Brothers, Samsung, Microsoft, Universal Music, and Unilever.
Key skills include brand strategy, comms strategy, digital strategy, experience strategy, and social media strategy.
Key skills include brand strategy, comms strategy, digital strategy, experience strategy, and social media strategy.
Markets
United States
(Remote
only)
Canada
(Remote
only)
United Kingdom
Rest of Euro area
(Remote
only)
United Arab Emirates
(Remote
only)
Singapore
(Remote
only)
Australia
(Remote
only)
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2022 - 2024
job
Planning Director
Oliver.
Leading Brand Planning for WorldRemit, Haleon, and Reckitt accounts globally.
- Winner of Gold and Silver DMAs for WorldRemit’s first ever brand campaign
- Brand Planning for Sensodyne, Voltarol and Centrum across EMEA
- Brand Planning for Harpic and Enfamil in India and Indonesia
- Developed Oliver’s first ever Planning University, setting internal training standards for Oliver’s Planning discipline across the agency group
- Winner of Gold and Silver DMAs for WorldRemit’s first ever brand campaign
- Brand Planning for Sensodyne, Voltarol and Centrum across EMEA
- Brand Planning for Harpic and Enfamil in India and Indonesia
- Developed Oliver’s first ever Planning University, setting internal training standards for Oliver’s Planning discipline across the agency group
Brand Advertising, Communication strategy
2021 - 2022
job
Strategy Director
Havas.
Working on various freelance strategy projects, including global Brand Planning for JLL, Honor and Randstad.
Brand Advertising, Communication strategy
2021 - 2021
job
Head of Creative Strategy
Essence Global.
I headed up the Creative Strategy team across EMEA for Google, BT, EE, and Zoopla. Developed launch strategy for Pixel 6 phone launch across EMEA, including multinational partnership with Conde Nast and ‘Highlife’ AFP partnership with Channel 4, and built out the Creative Strategy team at Essence.
Communication strategy, Brand partnerships
2017 - 2020
job
Senior Strategist
Wunderman Thompson.
I worked as a Senior Strategist at Wunderman Thompson.
Key achievements:
- Created the BT ‘Switch Squad and increased conversion rate by 69% for BT’s BTL broadband comms
- Repositioned Samsung’s members' app into a proposition that helps people do more of what they love.
- Helped crystalise how British Gas lives up to its new positioning of Here To Solve, through customer comms and a new, supercharged customer experience.
- Nominated for DMA award for the BT Sport ‘Garden Drop’ campaign, which saw us reinvent the door drop and literally kick our offer into the gardens of football fans in Cardiff
Key achievements:
- Created the BT ‘Switch Squad and increased conversion rate by 69% for BT’s BTL broadband comms
- Repositioned Samsung’s members' app into a proposition that helps people do more of what they love.
- Helped crystalise how British Gas lives up to its new positioning of Here To Solve, through customer comms and a new, supercharged customer experience.
- Nominated for DMA award for the BT Sport ‘Garden Drop’ campaign, which saw us reinvent the door drop and literally kick our offer into the gardens of football fans in Cardiff
2016 - 2017
job
Senior Strategist
Nonsense.
I worked on a 6-month contract as a Senior Planner on Cancer Research at Nonsense.
I showed that the big problem charities face is people don't know where their money goes. That's especially a problem with cancer research. "We've been this for decades so why haven't you cured it yet?" I helped Cancer Research reposition Stand Up To Cancer to answer this question head on. In a category that behaves as an educated Auntie, we needed to be a rebellious teenager hell bent on changing the world.
"F**k Cancer". That was the mantra. Let's show people the mad science taking place and inspire them that their money is actually changing everything. This rage became the brand identity. The visual and literary tone throughout our campaign which underpinned everything we said and did.
I showed that the big problem charities face is people don't know where their money goes. That's especially a problem with cancer research. "We've been this for decades so why haven't you cured it yet?" I helped Cancer Research reposition Stand Up To Cancer to answer this question head on. In a category that behaves as an educated Auntie, we needed to be a rebellious teenager hell bent on changing the world.
"F**k Cancer". That was the mantra. Let's show people the mad science taking place and inspire them that their money is actually changing everything. This rage became the brand identity. The visual and literary tone throughout our campaign which underpinned everything we said and did.
Research, It, Mad, Science, Campaign, UP
2016 - 2016
job
Senior Strategist
Elvis communications.
I worked on a six-month contract as a Senior Planner at Elvis across Cadbury, AB InBev, and JDE (Kenco and Tassimo).
Corona had been known as the beer you drink when you're on the beach. That's a bit limiting when it comes to front of mind awareness and being relevant all year round. But there was something in that feeling of freedom you have in those moments on holiday. What if it was less about where you are and more about the emotions of just doing.
"This Is Living" encapsulated this emotion. My challenge was to create a CRM programme that embodied it. Rather than a simple sign up and we'll give you an email every month, we wanted a CRM programme inspired them to buy into the ATL positioning. Simply by joining up you had the chance to be whisked away to Mexico to learn to surf, or win tickets for music festivals around the world, or to get a free cubo (bucket in Spanish) of ice-cold Coronas in their local bar. The programme drove social experiences that embodied the brand ideal and made people associate Corona with that emotions of This Is Living.
Corona had been known as the beer you drink when you're on the beach. That's a bit limiting when it comes to front of mind awareness and being relevant all year round. But there was something in that feeling of freedom you have in those moments on holiday. What if it was less about where you are and more about the emotions of just doing.
"This Is Living" encapsulated this emotion. My challenge was to create a CRM programme that embodied it. Rather than a simple sign up and we'll give you an email every month, we wanted a CRM programme inspired them to buy into the ATL positioning. Simply by joining up you had the chance to be whisked away to Mexico to learn to surf, or win tickets for music festivals around the world, or to get a free cubo (bucket in Spanish) of ice-cold Coronas in their local bar. The programme drove social experiences that embodied the brand ideal and made people associate Corona with that emotions of This Is Living.
CRM, Less, It, Music, Social, UP, That you, Ideal
2015 - 2016
job
Head of Social
Atomic PR.
UK.
I worked as the interim Head of Social and Digital at Atomic PR, providing strategic recommendations on all digital and social output for the agency. I worked collaboratively across the wider Grayling group as a digital director on a number of wine and spirit brands for Pernod Ricard, and on all new business pitches.
I worked as the interim Head of Social and Digital at Atomic PR, providing strategic recommendations on all digital and social output for the agency. I worked collaboratively across the wider Grayling group as a digital director on a number of wine and spirit brands for Pernod Ricard, and on all new business pitches.
Pr, Interim, Social
2013 - 2015
job
Client Strategy Director
Influence Digital.
UK.
I was the Client Strategy Director at Influence Digital working primarily on Elite Models and Thomas Cook.
I led the digital strategy for the Elite Model Look, which is the longest running and largest international model search in the world and introduced us to names like Cindy Crawford, Gisele Bundchen and Alessandra Ambrosio. Traditionally, the scouts will go town to town wandering high streets and shopping centres looking for the latest talent. I changed the strategy to focus on where teenage girls really live, on Instagram. The age of selfies meant we could dramatically increase the number of potential models entering the competition and give the scouts a much richer pool of talent to select from.
Outside of client work, I managed a team of over 20+ in the agency, overseeing their development and providing leadership and mentoring. I helped manage the hiring of new staff and held regular appraisal meetings with existing employees within my team.
I was the Client Strategy Director at Influence Digital working primarily on Elite Models and Thomas Cook.
I led the digital strategy for the Elite Model Look, which is the longest running and largest international model search in the world and introduced us to names like Cindy Crawford, Gisele Bundchen and Alessandra Ambrosio. Traditionally, the scouts will go town to town wandering high streets and shopping centres looking for the latest talent. I changed the strategy to focus on where teenage girls really live, on Instagram. The age of selfies meant we could dramatically increase the number of potential models entering the competition and give the scouts a much richer pool of talent to select from.
Outside of client work, I managed a team of over 20+ in the agency, overseeing their development and providing leadership and mentoring. I helped manage the hiring of new staff and held regular appraisal meetings with existing employees within my team.
Digital Strategy, Instagram, Mentoring, Leadership, Development, International, Search, Go, LED
2011 - 2013
job
Planner, Jam
Engine Group.
UK.
I worked as a Planner on a variety of accounts at Jam including Sky, Samsung, Microsoft, and Capital One.
Capital One had spent a lot of money sponsoring the League Cup and now needed to somehow make that work in a country of cynical football fans who were less than excited by an American credit card company joining their game.
Rather than trying to talk about football and face ridicule, I tapped into fan nostalgia in order to celebrate the fans themselves. Our campaign involved creating hand-crafted collectable footballer 'bobble-heads' of fans and immortalized them forever.
I oversaw broader strategic projects for Sky that helped them understand the value of social media for their business. I created insight reports that were shared up to the C suite and helped inspire changes to customer service and new programming development.
I worked as a Planner on a variety of accounts at Jam including Sky, Samsung, Microsoft, and Capital One.
Capital One had spent a lot of money sponsoring the League Cup and now needed to somehow make that work in a country of cynical football fans who were less than excited by an American credit card company joining their game.
Rather than trying to talk about football and face ridicule, I tapped into fan nostalgia in order to celebrate the fans themselves. Our campaign involved creating hand-crafted collectable footballer 'bobble-heads' of fans and immortalized them forever.
I oversaw broader strategic projects for Sky that helped them understand the value of social media for their business. I created insight reports that were shared up to the C suite and helped inspire changes to customer service and new programming development.
Social Media, C, Customer service, Service, Less, Development, Campaign, Social, UP
2010 - 2011
job
Strategic Account Manager
McCann Erickson.
UK.
I looked to make the leap from account management into Planning at McCann and worked as a Strategic Account Manager on the LEGO account.
Duplo was going to market in the UK with creative showing kids with Duplo toys in perfectly choreographed play scenes. This approach felt artificial and out of place for the UK market.
Have you seen kids playing with their toys? It's utter chaos! I led research with families that helped show how children really play. We relaunched Duplo to show a more honest depiction of play. Barbie is riding the dinosaur into a Duplo car and everything is a beautiful mess of pure imagination. The new creative resonated with parents across the UK, helping drive sales and maintain the warmth that most parents have towards the LEGO brand.
I looked to make the leap from account management into Planning at McCann and worked as a Strategic Account Manager on the LEGO account.
Duplo was going to market in the UK with creative showing kids with Duplo toys in perfectly choreographed play scenes. This approach felt artificial and out of place for the UK market.
Have you seen kids playing with their toys? It's utter chaos! I led research with families that helped show how children really play. We relaunched Duplo to show a more honest depiction of play. Barbie is riding the dinosaur into a Duplo car and everything is a beautiful mess of pure imagination. The new creative resonated with parents across the UK, helping drive sales and maintain the warmth that most parents have towards the LEGO brand.
Account management, Research, Account Manager, Management, Sales, It, Manager, LED
2008 - 2010
job
Account Manager
HyperlaunchDMG.
UK.
Following my love of film and entertainment culture, I led the strategy for the Dark Knight, Harry Potter and The Hangover UK film releases for Warner Brothers.
We gave the cynical UK population the chance to Jokerise the internet for the release of the Dark Knight. They could scribble over BBC headlines, graffiti their friends Facebook pictures, and basically do whatever they wanted to any website.
Outside of film, I worked across a number of high-profile music accounts including the creative planning for the Webby Award-winning website for Annie Lennox. Annie's desire to explain her creativity and outline her past, led us to create The House Of Me, an interactive virtual house showcasing her career and passions.
Following my love of film and entertainment culture, I led the strategy for the Dark Knight, Harry Potter and The Hangover UK film releases for Warner Brothers.
We gave the cynical UK population the chance to Jokerise the internet for the release of the Dark Knight. They could scribble over BBC headlines, graffiti their friends Facebook pictures, and basically do whatever they wanted to any website.
Outside of film, I worked across a number of high-profile music accounts including the creative planning for the Webby Award-winning website for Annie Lennox. Annie's desire to explain her creativity and outline her past, led us to create The House Of Me, an interactive virtual house showcasing her career and passions.
Account Manager, Facebook, Movie, Website, Music, Internet, Creativity, Winning, Manager, LED, ME
2007 - 2008
job
Account Executive
Mason Zimbler.
UK.
I started out my career working as an Account Executive on a number of direct and digital accounts, including Toshiba, Microsoft and T-Mobile. My first outing in the industry sparked a particular interest in the emerging opportunities in social media, which clients had yet to venture into.
I started out my career working as an Account Executive on a number of direct and digital accounts, including Toshiba, Microsoft and T-Mobile. My first outing in the industry sparked a particular interest in the emerging opportunities in social media, which clients had yet to venture into.
Social Media, Social
My education
2002
-
2006
University of Hull
Bachelors, American Studies & History
Bachelors, American Studies & History
2000
-
2002
Kings of Wessex School
Secondary, Media Studies
Secondary, Media Studies
1998
-
2000
Kings of Wessex School
GCSEs, N/a
GCSEs, N/a
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