I am the former Creative Director of Cunning, the world’s first specialized guerrilla and non-traditional advertising agency.
I spent my formative years at Cunning London before moving to my current home, NYC in 2004 to help set up the shop in the US market.
At the beginning of 2012, I launched my own creative consulting business to provide large and small businesses with imaginative, integrated marketing and advertising.
I develop creative solutions to your brief, host inspiration sessions and brainstorms.
When it’s time to bring ideas to life, l provide tried and trusted production vendors or work with the client’s internal teams or agencies.
Past and Present Clients:
Mini Cooper, Levi’s, Unilever, HSBC, NBC, Cadbury Adams, BMW Dubai, Vodafone Australia, Heineken global, JWT, BBH, Ogilvy NY, ESPN, Virgin, Zenith Media.
“Pregnant with marketing genius.” - ADWEEK
“Can always be relied on for fresh thinking.” Jon Wilkins, Founder, Naked
“All round box-free thinker.” - CNET
“Off the page, in your face.” - BRANDWEEK
“One of the most notable accomplished thought-leaders in his sector.” - Richard Powell, Vice-Consul Creative & Digital Media UK Trade and Investment
Below is a small selection of work from 1998 to the Present.
Featuring yours truly, this fascinating BBC documentary clip looks into the world of The Persuaders.
They made me do that awful intro part…
GUERRILLA: FHM Projection
I began my career shivering on Westminster Bridge enjoying what would be called “The Stunt of the century” by the BBC.
Media Impacts: 40 million
PR STUNT: Floating Football Field
The last time footy was played on the Thames was over 300 years ago when the river froze.
For Dockers, grabbing media attention and creating word of mouth was the name of the game with our floating football field.
Radio competitions, promo staff and an online “spot the ball” competition supported the stunt.
EXPERIENTIAL: BA’s London Beach
London’s first and only real sand beach was created to drive awareness for BA’s Caribbean Holidays.
Situated in Covent Garden, the public were invited to play beach games, enter sweepstakes and drink at the beach bar
Media coverage value: $2 million.
CAMPAIGN: MINI Cooper
Working on MINI for 4 years, right from the start of the brand’s rebirth was a fantastic time of learning, experimentation and success for both agency and client.
Working from a strategy of “make driving fun again” we developed communication to run through below-the-line channels: guerrilla, events, experiential, ambient, parties and sponsorship partnerships
We sold 60K cars in year one making it the best selling small car of all time, globally.
MEDIA FIRST: VoiceVertising
Having just arrived in the US to join Cunning NYC, I thought I should announce myself by selling my voice on eBay.
Cadbury’s took up the offer and sponsored me to yell “Hall’s Fruit Breezers” at the top of my lungs around NYC landmarks.
115 million Americans heard the results via CNN, Fox News, Yahoo News and pretty much every other major news channel.
I wish I’d unbuttoned that jacket…
AMBIENT: The Lost Sock
To promote Syfy Channel’s new mini-series, The Triangle, we turned to the tag line for inspiration:
“Nothing Stays Lost Forever.”
With a sly nod to the eternal mystery of always losing one sock at the laundry, Cunning NYC printed the single socks with the tag line and web address before placing them in wash and folds across 10 States.
“The centerpiece of a $10 million campaign” WSJ
RETAIL: HSBC Live Theater
To bolster the “Your Point of View” campaign, Cunning NYC developed and produced live theater in the windows of the flagship 5th Avenue store, NYC.
Bank account openings at the branch more than doubled.
The PitiCure™ concept was developed and implemented by Cunning NYC to educate people about the new deodorant’s ability to “minimize the look and feel of underarm hair over time.”
Campaign included banner ads, FEP advertising, sampling, sponsorships and the PitiCure™ Experience tour.
Watch the video here: http://m.youtube.com/watch?v=fCJ-L8ZBxaA
VIRAL VIDEO: John’s Phone
The beauty of being the “Ideas Man” is you have a license to play and experiment.
The John’s Phone unboxing video was my “viral video” experiment.
The readers of CNET, Gizmodo, PSFK and 680,000 YouTube viewers got to witness my tragic Movember ‘tash.
@twipple started in 2009 and was twitter’s first random acts of kindness feed.
The Huffington Post ran a piece on the project, calling it, “The most thoughtful use of twitter we’ve seen.”
Watch a movie of @twipple in action on the streets of New York here.
Word’s Fastest Agency Project
The idea started as an exploration of some of the themes I deal with in my business. I was interested in the increasing speed of culture as enabled by social technology and what this means for brands and businesses wishing to keep pace.
World’s Fastest Agency (WFA) is based on twitter and answers client’s challenges within 24 hours.
It created quite a debate when it launched in April 2013. Adage, PSFK, Adweek, Business Insider, Tech Investor and Mashable were some of the media who ran a feature.
WFA’s first client arrived within 6 hours and had this to say about the experience:
“"A good marketing idea is worth its weight in gold, and I’ve paid a lot more in my day for less than worthy ideas from other ad agencies. We like the return on our small investment in the World’s Fastest Agency on what turned out to be fun, creative thinking." - Cotter Cunningham, CEO, RetailMeNot, Inc.
Visit World’s Fastest Agency to use it’s services, peruse media coverage, FAQs and news updates.
Guerrilla Marketing School
I’ve hosted main brainstorming sessions and workshops both online and in-situ.
Guerrilla Marketing School is an online course designed to be taken at any time, in bite sizes or a big gulp.
"From Ancient Greece to the world’s most successful small car launch students will find the course enjoyable, inspirational and useful.
Students will complete the course gaining immediately useable creative thinking techniques, actionable ingredients for a successful Guerrilla Marketing idea and hands-on experience.
I have 15 years experience as a global pioneer in Guerrilla Marketing, and with a 5-star student approval rating, you couldn’t be in better hands.
The course includes video, real world case studies, actionable ingredients to create an effective guerrilla marketing campaign, two (optional) hands-on briefings, one-on-one critique, ongoing Q&A and a 13-page PDF Rough Guide to Brainstorms.”
For further information visit Guerrilla Marketing School
World’s First 3D Printed Resume
My brief was simple: gain PR and new clients for my consulting business on a budget of $100.
I’ve been fascinated with 3D printing since reading ‘Idoru’ by William Gibson some years ago. When MakerBot opened its first consumer store the idea of the ‘World’s First 3D Printed Resume’ was born.
I sent five 3D printed heads along with the copy, “Tiny Head. Big Ideas” to the media and clients.
The result was millions of dollars of media coverage inc:
More importantly, the media coverage gained four new clients for my creative consulting business.
One client remarked, “If our agents can’t walk the walk, why should we invest in their services?”