Leading Creative Infrastructure
Organisation
Freeformers UK
Role
Creative Director (Interim CMO)
Key skills
Creative Direction, Brand Strategy, Team Leadership, Interim Leadership Cover, Content Series Production, Partnership Programme Delivery
Scope
11 Regions | 4 Languages | 40,000 Employees Reached
The Challenge
Freeformers needed a creative function capable of matching the scale of its FTSE 100 clients, including Barclays, HSBC, John Lewis, Camelot, Tesco, the Ministry of Justice, Google, Meta, Vodafone and the BBC, across three separate brand evolutions as the business grew.
The Strategic Intervention
I built and led an in-house team of six, backed by a satellite network of over 30 producers, and evolved the Freeformers brand three times as the business grew. I deputised for the CMO through a leave period, covering leadership meetings, sign-off authority and budgetary decisions, and personally worked the Ministry of Justice and Tesco accounts, including filming Sir Richard Heaton, then Permanent Secretary at the Ministry of Justice. I trained over 1,000 staff on Barclays' Digital Eagles programme, was filmed and photographed talking with David Cameron at an Hour of Code event, and spent time at 10 Downing Street among invited CEOs, influencers and dignitaries discussing the digital landscape. I also interviewed guests including Vint Cerf, Brian Forde (former White House Senior Advisor for Mobile and Data Innovation) and Sir Stephen Fry for Digital Heroes, a YouTube interview series.
The Business Impact
65% Increase in Job Applications: The new creative direction and socially conscious tone of voice led to a 65% increase in job applications via Workable. This significantly reduced recruitment costs and attracted top-tier talent who resonated with the "Magic Kingdom" culture.
40,000 FTSE 100 Employees Transformed: Co-created and launched 6 digital products (including Freeformers Learn and Pulse) that transformed the perspectives of 40,000 FTSE 100 employees, moving them from "digital concern" to active participation in the future of work.
Global Prestige & Thought Leadership: By capturing the voices of Vint Cerf, Sir Stephen Fry, and David Cameron, I elevated the brand from a "training provider" to a global voice on digital future. This prestige unlocked high-value partnerships and media coverage that traditional marketing spend could not buy.
Social Impact at Scale: The Barclays LifeSkills Virtual Work Experience and the "one-for-one" model effectively demonstrated the brand’s commitment to the next generation, securing high-profile partnerships and ensuring that the corporate upskilling of Barclays, Sky, and the BBC directly funded the digital empowerment of disadvantaged youth across the UK and Germany.
Measurable Cultural Shift: Drove a measurable change in company culture, evidenced by record-high staff social engagement and increased brand advocacy at major tech events. The "Magic Kingdom" studio became a hub of innovation, raising the quality of all external marketing and product communications.