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Strategy Director
Phillip Bott-Hansson
,
Islington, United Kingdom
Experience
Other titles
Skills
I'm offering
I’m a planner who believes advertising owes consumers for taking their time, and that debt should be paid by creating something people care about. For 10+ years I have rolled up my sleeves, worked with clients to find the right insights, and collaborated with creatives to bring those insights to life, across global and national accounts. If we want consumers to think differently, we need great creative, powered by great strategy.
Markets
United Kingdom
Links for more
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Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - 2020
job
Strategy Director (London planning team lead)
Konica Minolta.
Brought in by the executive creative director I'd worked with at Publicis, to build and drive the creative planning
department. Responsible for new business pitches, increasing the profile and quality of planning within the agency, and managing a team of four planners.
Konica Minolta
• Led a global rebrand to make customers rethink their perceptions of 'KM' from a consumer camera brand
to a business solutions provider. Through-the-line communications challenged customers to make their
workplace work better, under the platform 'Rethink', resulting in 30% account growth over a year. Link
A/B Nutrition (Reflex Protein)
• Led the pitch win to create an awareness campaign to get people to reconsider the contents of their
protein supplements, with the creative proposition 'Put in bro get out bro'. Link
Stanley: FC Barcelona Femení sponsorship
• Devised a grassroots campaign to inspire a movement for young girls to want to get into football by
getting current female footballers to share their knowledge of how they overcame barriers, and to 'Pass it on'. Link
Chiquita Bananas
• Created integrated campaigns to increase consideration by reminding consumers of the natural benefits of the banana to our energy, concentration and our development, over more trendy 'superfoods'. Link
department. Responsible for new business pitches, increasing the profile and quality of planning within the agency, and managing a team of four planners.
Konica Minolta
• Led a global rebrand to make customers rethink their perceptions of 'KM' from a consumer camera brand
to a business solutions provider. Through-the-line communications challenged customers to make their
workplace work better, under the platform 'Rethink', resulting in 30% account growth over a year. Link
A/B Nutrition (Reflex Protein)
• Led the pitch win to create an awareness campaign to get people to reconsider the contents of their
protein supplements, with the creative proposition 'Put in bro get out bro'. Link
Stanley: FC Barcelona Femení sponsorship
• Devised a grassroots campaign to inspire a movement for young girls to want to get into football by
getting current female footballers to share their knowledge of how they overcame barriers, and to 'Pass it on'. Link
Chiquita Bananas
• Created integrated campaigns to increase consideration by reminding consumers of the natural benefits of the banana to our energy, concentration and our development, over more trendy 'superfoods'. Link
Natural, It, Growth, Development, Sponsorship, Campaign, Energy, Energy, Protein, LED, Platform
2014 - 2019
job
Strategist / Senior Strategist / Strategy Director
Publicis London.
P&G: Gillette
• Strategically led the UEFA Champions League pitch to win against incumbent Grey. Built a campaign
aiming to show the real and lesser-seen side of male participation in football, 'Made of what Matters' - a
platform that men could unite behind, while respecting modern masculinity's role in society. Link
• Recognition: Boosted Buzz score by 580% and became top brand in purchase intent among 18-34s.
P&G: Fixodent
• Global strategic lead, working with teams in Budapest and Milan to inject new life into the stagnant
brand. Changed communications from product infomercials laden with ageist stereotypes to an
empathetic message that recognised the real lives and insecurities of a denture wearer. Link
Other P&G brands: Oral Care / Swisse Vitamins / Vicks
• Oral-B EMEA: in a restrictive and low interest category, aimed to add humanity with cultural and emotional insights, making the product bigger than brushing your teeth. Led innovation projects,
hackathons and an active 'news desk' to find new ways of communicating and serving consumers.
• Vicks & Swisse: launched new products, while reframing gender roles in health and beauty
communications.
• Recognition: Oral-B 'Merry Beeping Xmas' earned one D&AD Wood Pencil; one Silver British Arrow;
one Epica Silver and one Bronze; three Bronze Kinsale Sharks; named in Top 50 ads that year. Link
Gü Puds
• Led an integrated brand relaunch across the UK, France and Germany, communicating that millisecond
of bliss when taking a first bite - which we called Güphoria - with a strategic, creative and media
realignment.
• Recognition: Relaunch named The Grocer Ad of the Week 08/11/17. Link
Morrisons
• Worked from pitch to help relaunch Morrisons, with the brand idea 'Makes it' and the understanding that
food, whatever your background, takes a central and emotional place in our lives. Created the 2016
Christmas campaign, and launched a digital cookbook that suggested recipes based on your emotion.
• Recognition: New strategy credited with driving the best Christmas sales in 8 years. Link
Heineken
• Created digital campaigns to get more people to watch the Champions League midweek, by tackling the excuses made, and to attract new audiences to F1 by explaining F1 is more than a race. Link
Circle Sports
• Created a pro-bono campaign for a youth employment charity with no media budget, highlighting the hidden prejudice that young people from disadvantaged backgrounds face when trying to get a job.
• Recognition: Bronze Kinsale Shark; Bronze Creative Circle Award. Link
United Biscuits: Jacobs - Launched new product variants. Link
• Strategically led the UEFA Champions League pitch to win against incumbent Grey. Built a campaign
aiming to show the real and lesser-seen side of male participation in football, 'Made of what Matters' - a
platform that men could unite behind, while respecting modern masculinity's role in society. Link
• Recognition: Boosted Buzz score by 580% and became top brand in purchase intent among 18-34s.
P&G: Fixodent
• Global strategic lead, working with teams in Budapest and Milan to inject new life into the stagnant
brand. Changed communications from product infomercials laden with ageist stereotypes to an
empathetic message that recognised the real lives and insecurities of a denture wearer. Link
Other P&G brands: Oral Care / Swisse Vitamins / Vicks
• Oral-B EMEA: in a restrictive and low interest category, aimed to add humanity with cultural and emotional insights, making the product bigger than brushing your teeth. Led innovation projects,
hackathons and an active 'news desk' to find new ways of communicating and serving consumers.
• Vicks & Swisse: launched new products, while reframing gender roles in health and beauty
communications.
• Recognition: Oral-B 'Merry Beeping Xmas' earned one D&AD Wood Pencil; one Silver British Arrow;
one Epica Silver and one Bronze; three Bronze Kinsale Sharks; named in Top 50 ads that year. Link
Gü Puds
• Led an integrated brand relaunch across the UK, France and Germany, communicating that millisecond
of bliss when taking a first bite - which we called Güphoria - with a strategic, creative and media
realignment.
• Recognition: Relaunch named The Grocer Ad of the Week 08/11/17. Link
Morrisons
• Worked from pitch to help relaunch Morrisons, with the brand idea 'Makes it' and the understanding that
food, whatever your background, takes a central and emotional place in our lives. Created the 2016
Christmas campaign, and launched a digital cookbook that suggested recipes based on your emotion.
• Recognition: New strategy credited with driving the best Christmas sales in 8 years. Link
Heineken
• Created digital campaigns to get more people to watch the Champions League midweek, by tackling the excuses made, and to attract new audiences to F1 by explaining F1 is more than a race. Link
Circle Sports
• Created a pro-bono campaign for a youth employment charity with no media budget, highlighting the hidden prejudice that young people from disadvantaged backgrounds face when trying to get a job.
• Recognition: Bronze Kinsale Shark; Bronze Creative Circle Award. Link
United Biscuits: Jacobs - Launched new product variants. Link
Budget, Innovation, ADS, Sales, It, Health, Campaign, LED, Infomercials, Platform
2011 - 2014
job
Junior Planner / Strategic Planner
McLaren Automotive.
Lead strategist, creating digital content designed to add a human side to a brand perceived as clinical,
including launching the P1 with Microsoft Forza 5 through a social competition.
Unilever: Paddle Pop and Cornetto
• Supported the strategy director creating online and app games as a global toolkit for new product
launches.
• Recognition: Cornetto - Bronze Lovie Award. Link
Paddle Pop - Outstanding Website, WebAwards; Best Game Website, Internet Advertising Competition.
Link
Other brands worked on:
Ladbrokes - Social and ATL strategy / Bowers and Wilkins - Brand development / BT - Website redesign.
Euro RSCG London ~ Digital outreach for Reckitt Benckiser's 'mummy brands'. Nov '10 - Dec '10
including launching the P1 with Microsoft Forza 5 through a social competition.
Unilever: Paddle Pop and Cornetto
• Supported the strategy director creating online and app games as a global toolkit for new product
launches.
• Recognition: Cornetto - Bronze Lovie Award. Link
Paddle Pop - Outstanding Website, WebAwards; Best Game Website, Internet Advertising Competition.
Link
Other brands worked on:
Ladbrokes - Social and ATL strategy / Bowers and Wilkins - Brand development / BT - Website redesign.
Euro RSCG London ~ Digital outreach for Reckitt Benckiser's 'mummy brands'. Nov '10 - Dec '10
Advertising, Website, Content, Development, Internet, Online, App, Redesign, Social, That you
2007 - 2008
job
Marketing Executive
Amefa UK.
Marketing
My education
University of Birmingham
MSc, (Merit), Strategic Marketing and Consulting
MSc, (Merit), Strategic Marketing and Consulting
De Montfort University
Bachelors, Advertising and Marketing
Bachelors, Advertising and Marketing
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