Art director at J Walter Thompson. All above the line media and B2B for

Guinness, the RAF, the Guardian, Remy Martin and Kellogg's, (launching

Crunchy Nut Cornflakes). Direct mail for Guinness which won best in show

BDMA Gold Award.

BMP Young Clark Craig: BT, Volvo, Friends Provident. DMA Art direction Gold

for Volvo.

First creative team hired by Craik Jones. Creative director, worked on Land

Rover, BT, Cable and Wireless, Orange, First Direct, Bells Whisky and

Parcelforce.

2003 launched start up agency: won Nectar, Kew Gardens, Alpha Telecom

and F&C.

2006 creative director at Kitcatt Nohr, working with Paul Kitcatt on Waitrose,

John Lewis, Lexus, Toyota, Age UK and WWF.

Won over 30 major direct marketing and advertising awards, including DMA,

Clio,

John Caples, Echo, Engage Awards, British Television Advertising Awards.

Given talks at or been involved with: D&AD; DMA; IDM; IPA; Bucks Chilterns

College. Ran the charity Call 2 Action for young DM art directors and writers.

Judged DMA, D&AD, Caples, Campaign Big, Campaign Photo and Wildlife

Photographer of the Year.

Lexus

GS450h Direct mail

Hybrid engines are born out of incredible technology. Which tends to be incredibly complicated.

Lexus puts a lot of effort into making all this kit vanish. Behind the hand-varnished timber dash. Under the soft leather seats. And the biggest breakthrough is a powerful electric motor you can’t even hear.

We were tempted to explain this engineering ingenuity. But then we dug deeper into the brand.

This communication was mailed to director-level business people at their place of work. In it we compared the power of this engine with the silent partner in business: you might not hear much about them, but you’d move a lot slower without them.

This analogy let us tell stories that interested our audience: the secret of America’s first female president to illustrate power, and the financial genius behind Chanel to highlight style and luxury.

And these stories certainly shifted metal.

Results

105cars

sold(Target = 18)

Mean CPS of just

£275 (half the targeted CPS)

Other work for Lexus

Lexus CT200h pre-launch DM

Direct mail and press insert

Results

3,746 responses

Cost per response

£94

Direct press insert and email

Results

32.4% click through

rate Cost per response

£91.61

Toyota

GT86 prelaunch emails

Toyota’s image had suffered for the last few years by not having a decent sportscar in their range, since the demise of the MR2.

That would all change with the launch of the eagerly anticipated GT86. The press had received it enthusiastically, and all the talk was of a real enthusiast’s car with superb handling, a low centre of gravity, and a very minimum of electronic trickery to get in the way of the real driving experience.

As details started to emerge, together with carefully leaked official photos online, our job was to whip this enthusiasm into an unprecedented frenzy.

And generate applications for test drives and orders, trickling information, specifications and prices an email at a time.

It worked: the entire first batch sold out before they had even hit the showrooms.

Toyota IQ(Speculative proposal)

Toyota IQ

Most volume car manufactures have a small car in their range most suitable for urban driving. To give the IQ extra personality and stand out, we gave it some attitude.

It didn’t just like the city, it hated the suburbs. Too boring.

There was no client brief, but we presented the work to show that the agency was capable of producing more than just routine emails promoting special offers.

Experience on other automotive brands:Mini, Land Rover, Volvo, Rover, MG,

Kawasaki

WWF

If people don’t believe a donation can make a difference, they’re unlikely to dig deep.

Environmental campaigns often dramatise the end-is-nigh facts. The apocalyptic statistics. But these can leave people feeling powerless, depressing response rather than driving it.

Our emotionally engaging campaign put animals like polar bears and tigers at the heart of the solution. We told beautiful, poignant stories. And made adopting one feel like a simple way to make a real difference. Important climate change messages, softened by an endearing plush toy.

We didn’t magnify the problem. We productised it.

It made giving £3 a month feel worthwhile. And it worked.

DRTV, Online film, email, direct mail

National press, inserts

Optimised adoption page

Direct mail

Results

248

£14.78

DRTV delivered cost per donor

of

Online film alone delivered

adoptions

56,000 animals were adopted

within two years of launch,

generating £2.58m first-year income

(beating the target of £80)

DM response rates of up to 12%

Stephen Fry tweetedabout online film to his

1m+ followers

DM pack featured on social media

celebrity Charlie Skies’ YouTube channel which hit an

audience of 40,000

AgeUK

Launch communications

When Age Concern and Help the Aged merged, we didn’t just need to launch the new charity – we needed to relaunch age itself.

These days, it seems as if to be young is everything. Youth is celebrated, desired and praised. Age, though, is a problem. Something to be feared. Or even treated. Anti-ageing cream flies off the shelves, as if age were a sickness.

Yet more and more of us are officially old. You can call that a problem – a burden on society. Or you can call it an opportunity. You can see older people as a cost, or a resource. You can regard decrepitude as inevitable, or you can do something about it.

When tasked with relaunching a charity for this audience, we relaunched the audience itself. In fact, we celebrated it.

Age UK launch

Results

76,000calls to Age UK in the first seven weeks 30%

risein web traffic

“I have rarely felt such pride and emotion along with everyone else in the room, when the enormity of what had been achieved in such a short space of time became so very clear. Perhaps even more importantly everybody realised as one, the vast potential of the new organisation.”

“There wasn’t a dry eye in the room following the video and ads and everyone immediately put on their badges and grabbed a mug.”

“I never believed we could come so far in such a short space of time and with ‘the leaders’ debate’ ending on one of our core issues it was a perfect couple of days. The sheer expertise of you and your team just has to be acknowledged in every respect: policy, influence, brand partnership and the astonishing marketing effort whilst at the same time maintaining financial stability, a truly awesome performance.”

Age UK Board of Trustees

Macmillan cancer support

DRTV

The client had just given the go ahead on a brand film through VCCP, and wanted a DRTV spot to capitalize on the increased awareness they expected. The brief was put out to competitive pitch, which included specialist DRTV charity agencies.

We won.

The script relies on emotion to engage people and demonstrates the vital role Macmillan nurses play.

QuickTime™ and a decompressor

are needed to see this picture.

MORE TH>N

MORE TH>N. FEEL THE LOVE.

MORE TH>N love their customers. So much so that they are completely changing the way they do business, putting their customers at the very centre of their thinking. Soon there will be a wide range of financial rewards and useful services introduced for their customers’ benefit.

One day they aim to have concerts, firework displays, statues, plaques, medals, fly pasts and streets named in a customer’s honour – all done for real and all to highlight the appreciation MORE TH>N feels towards their customers.

But they started by making cups of tea for their customers in St Albans. They held a street party with a marching band, balloons and tickertape and filmed it for a TV commercial.

And we continued the celebratory feel through DM and digital, while further rewarding customers by offering them discounts of up to 20% for taking out additional policies.

This was the first time More Th>n had produced a fully integrated campaign across all channels.

Age UK launch

Age UK launch

Age UK launch

MORE TH>N(Speculative proposal)

Doing what we can to make our customers’ lives easier inevitably

leads to happier people who are more inclined to renew their

insurance with MORE TH>N.

This suite of apps looks at six areas of insurance that MORE TH>N

offer and gets to the heart of their different customers’ needs.

It also offers an opportunity to cross-sell.

Whenever a customer opens the suite of apps on their phone, they’re

immediately presented with MORE TH>N’s range of cover. Yet if, for

example, they have home insurance but not car insurance with

MORE TH>N, they can access the car app, but can’t use it until they

switch.

When a customer clicks on

‘Home’ and signs in with

their home insurance policy

number, they have access

to the Contents Valuer app.

This app is designed to help

customers make sure they

always have the right

amount of cover – and

make claims less stressful

and faster.

With Contents Valuer,

customers go through

their home, room by room,

photographing and

uploading the value of their

belongings.

And, as they make new

purchases, they can

photograph them and the

receipts, storing it all with

MORE TH>N.

• Car Insurance – step-by-step instructions to help customers after an accident, for example, prompts to take witnesses’ names and addresses, statements (on video), add photos, takea movie of the scene.

• Pet Insurance – upload and store your pet’s details, veterinary appointments, emergency numbers, dietary requirements and links to health guides.

• Landlord Insurance – inventories, tenant details, expenses, income, gas inspection due dates, details of tradesmen and links to help you find local rated tradesmen.

• Life Insurance – a life insurance calculator to make sure you have the right amount of cover to protect your family after your death, medical details, doctors’, dentists, partner’s details and next of kin.

• Travel Insurance – live flight information guide, emergency contacts from abroad, links to online travel guides, foreign office and visa details, health advice, currency, details of your inoculations.

Southern Railways(In production)

Summer promotion

Southern Railways wanted to promote their new DaySave ticket: travel anywhere on their network for a flat rate fee of £14, all day long. From Southampton to Streatham Common, Ashford International to Milton Keynes.

A poster campaign using illustration to evoke the golden age of travel is in production, but we were really excited when the brief was extended to radio.

When Sir John Betjeman was poet laureate, he was well known for his love of train travel, and many of his poems reflected this.

Imagine the following read by someone like Michael Gambon...

Fight the proposed English Baccalaureate

(Speculative proposal)

Fight the proposed English Baccalaureate

GCSEs in England were to be replaced with the new English Baccalaureate consistingof a core set of subjects – English, maths, science, languages and humanities. Meaning that art, design, dance, drama and music will be pushed to the margins of school timetables.

For many children, school is the only place where they can explore their creativity. Not only will they miss the opportunity to discover and nurture natural talents, but the economy will suffer too. The creative industries are one of the fastest-growing sectors in the UK. The Treasury has predicted that about 50% of new jobs will be coming from the creative sector by 2017.

There are two strands to the proposed campaign:

• make the general public aware of the future ramifications of the government’s proposals and act

• get schools and children involved to create a powerful emotional campaign aimed at No.10.

Happily, the government saw sense and have withdrawn their plans. I’d like to think it was because they somehow got wind of our campaign...

People saying nice things about me

"In my career I have been incredibly fortunate to work with many exceptionally talented people. Steve Harrison, Tim Mellors, Dave

Trott, Mick Devito...The list goes on and I Include Phil Keevill on that list.

Phil Keevill learnt his craft in the days when the Art Director did the work, not the an apple mac and hours spent watching YouTube. He is a talented visual thinker, brimming with ideas that can turn an

okay product into a memorable brand.

He is also an inspirational colleague with a wealth of experience that can teach us all a thing or two. Needless to say, he has been an absolute asset in my creative department and I hope we will have the opportunity to work together many more times in the

future.”

Jamie Bell, Creative Partner, VCCP me

"As many of you already know, the irrepressible Phil Keevill will be leaving us at the end of the week. During his long stint here at

VCCPme he has produced some great work on More Than, Southern, C4 and Macmillan.

He has shown the whole creative department how it should be done and

I will miss him for both his professionalism and his sense of humour.

So I hope you will all join me in wishing Phil all the best as he moves on to his next freelance adventure. Please buy him a drink or two to say thank you for all the hard work. Hopefully, he'll be

back before you know it.

All the best Phil. You're a legend.

Jamie”

All staff email from Jamie Bell, Creative Partner, VCCP me

"Phil is an amazing talent to have in the department. He is an amazing craftsman. He doesn't stop until whatever he does is as good as it can be. He brings with him experience but also a real sense of excitement on whatever brief he works on. But it's his

conceptual work that makes Phil stand out.

On Morethan, his thinking has been outstanding. His ideas are huge and have depth and breadth that stretches from TV, to radio, to

online to DM. He thinks big and is able to answer any brief thrown at him.

But what’s more, he's a great guy to have around. Always a gent, always upbeat, and always has a smile on his face whatever time at

night, no matter how many briefs he juggles.”

Mark Orbine, Group creative director VCCP

"We've been very lucky to have Phil in the agency since last summer as maternity cover. His experience and expertise are legendary but add to that the fact that his real passion for great work and helping

produce it is undiminished and you have a very powerful combination. We have all benefitted greatly from having him around and I can think of no agency in London that wouldn't be made better

by a ‘bit of Phil’.”

Chris Whitson, Planning Partner VCCP me

"Phil is a class act. We all know that. The industry knows that. But what's more important is that he is a joy to work with. Nuff said.”

Ben Stephens, Managing Partner VCCP me

“Thank you.”

Phil Keevill