141 LoNDON - THE CENTRE OF THE WORLD

During my time as Executive Creative Director at 141 London - we acted as the global agency for the international markets on British American Tobacco. We did some incredible things from there. Organising a State Express 555 Ministry of Sound tour of China, breaking a Guinness World Record for ‘Longest Dancing Dragon’, putting on a Golden Tones music event tour of Africa, launching a Benson & Hedges coffee in Malaysia and even organising BAT’s venture into the the F1 world with the launch of Lucky Strike, Benson & Hedges and State Express 555 cars. It was an analogue world then so we created huge manual guidelines that had to handle dark and light markets - filled with press ads, promotion suggestions and guidelines, merchandisers’ livery, HORECA initiatives - the lot. They were then were shipped off to the markets and strictly applied (they had to send artwork back for my sign off). This reassured the clients that there was a quality control and that a consistent international message was relayed.