Managing exceptional growth as Creative & Marketing Director, meant expanding my team, increased budgets, a constant ‘in production’ schedule for refreshed TV campaigns supporting the £9million Marketing budget and heading up the in-house Design studio

  • Peak Seasons

    With investment in TV media spend, commercial offers, growth in product range and customers, all increasing at an exceptional rate, my Creative team and external agencies were in ‘constant production’. New creative for key seasons with £1m+ media was standard, this was an important creative ‘growth’ phase.

  • Cards & Flowers

    The steep growth in orders, particularly at Valentine’s and Mother’s Day, meant a big emphasis on sending flowers with your card. The aim was to be No.1 retailer in the UK for online flowers. With Everyday TV creative, supported by strong peak season TV ads, building awareness of Flowers at Moonpig was a crucial strategic direction.

  • Cards & Gifts

    Gift ranges were diversifying into personalised, non-personalised, popular brands and limitless product lines. Targetting audiences with card, flowers and gifting ads, with relevant offers, it was normal to produce 30 clocks per peak. To meet these challenges, I negotiated increased budgets, creative scope and streamlined messaging.

Joey - sigh… need I say more.

 

Cards & Gifts online

Humour was a key brand pillar of Moonpig, so in a step up of production values, the legendary Dawn French featured as the voice over with Joey, reflecting the trusted market leading position the brand had become. Media spend was at its highest, but our CPAs were holding with each new creative release.

 

For the kids.

I have great memories of making this particular Moonpig academy advert. Taking over a primary school in Cardiff, filled with cards and gifts from Peppa Pig, Disney Princess to Thomas the Tank Engine and walls covered in hand painted Moonpig logos, the fun had on the day, resonated in the final creative.

 

The Moonpig Academy

Flake App - cards ordered absolutely anywhere

 

Moonpig app.

With influences from the Flake ad from the 80s and Gladiator no less, we spent a hot, beautiful day shooting this ad in the fields of Gloucestershire. Since the launch of the app, customer retention was high, so with a tongue-in-cheek approach, the online editors flexed their skills to produce this stand out advert.

 

A Moonpig Christmas

The highly competitive media ad space for Christmas sales, focussed on two main product offers for personalised card sets and gifts with a free card. Delving into animation and featuring Santa himself ordering online, these ad creatives drove festive sales to achieve record growth.

 

Animation with 50% OFF

Santa’s Block Christmas Cards and gifts

 

Valentine’s Day.

Replicating the successful split of separate ads for cards and flowers & gifts, the Barry White 70s inspired ‘love god’ approach was edited and used over several years at Valentine’s Day. Multi clock campaigns of 30, 20 and 10 sec ads, two of my personal favourites are below.

 

Valentine’s Day Personalised Cards

Valentine’s Day Red Roses with Moonpig

 

For Mum & Dad

A sentimental approach for Mother’s Day and an action hero edge for Father’s Day. High media spend for just a few weeks in the run up to each occasion, these ads caught attention for different reasons but product and personalisation took centre stage.