Phil was working in Strathclyde University, conducting research into the effects of cigarette advertising on children, when he was headhunted into the industry by AMV.BBDO in 1993.
At AMV he worked on BT’s It’s Good to Talk (which won the IPA Effectiveness Grand Prix), Walkers Crisps, Mansfield Bitter and the UK Government anti-smoking campaigns.
In 1995 he was one of the original co-founders of ground-breaking agency St Luke’s, described by HBR as “the scariest company on earth” and by Fast Company as “the agency to end all agencies.”
Promoted to Head of Planning at 29, he lead the planning on IKEA, HSBC, Clarks, BT, Emirates Airlines, COI, MG Rover and Scottish and Newcastle among many others. Some creative highlights can be found here.
Phil was an FT Face to Watch in 2002. Under his management, St Luke’s was placed four times in The Sunday Times Top Companies To Work For. BT Stadium was Marketing Campaign of the Year in 2003. IKEA produced some of the most radical and respected creative work of the time from Stop Being So English to Tattoo Man. Phil won an IPA Effectiveness Award in 2004 for the launch of BT Broadband.
Phil has widespread international experience, planning IKEA’s first ever international campaigns as well as working with their local markets around the world, he also planned BT’s Global Business, a global Becel pitch win for DDB, a long running global campaign for Emirates Airlines and Standard Chartered campaigns that ran in the US, India and across the Far East.
Phil has worked as a pitch consultant, helping DDB win the Flora/Becel business, Karmarama win Heart FM and Capital FM and Vizeum win IKEA.
He has also provided strategic consultancy, developing brand strategies and architectures for Cafédirect, Flora/Becel, Deliverance, Vue Cinemas, Decca Records, Viber, Blu e-cigarettes, The Early Learning Centre, Evans Cycles, IKEA, BT and Mothercare, among others.
Phil joined Brothers and Sisters in 2009 as a partner and Chief Strategy Officer.
During his time at Brothers and Sisters, Phil led 17 successful pitches and campaigns he worked on won numerous awards including two Cannes Lions.
He helped develop the Sky relationship, producing some of the UK’s biggest campaigns including the award-winning “Thierry Henry” spot, the launch of Sky Q and the hugely popular “Idris Elba” franchise.
Pearl and Dean’s “Tumbleweed Trainer” won a bronze Lion at Cannes in 2017.
Phil helped the agency gain a reputation for digital innovation. The “Streetmuseum” app for Museum of London took the world’s press by storm and became an official visitor’s app during the Olympics while the “Street Tag” app for Channel 4 won a digital Lion at Cannes and Spotify’s “Mood of the Nation” was ground-breaking in its use of big data and real-time digital outdoor media.
Phil left Brothers and Sisters in November 2017 and launched The Scenius Project. Scenius is genius embedded in scenes and the aim is to unlock creativity in people and organisations.
He spent November 2017 at The Firepit in Warner Music sifting their culture for insights to help them develop a music-centred video entertainment slate.
Since then he has helped UnLtd-Inc pitch successfully for a mortgage aggregator Trussle.
He worked with Monese, the bank for the world’s underbanked, to develop a brand purpose and manifesto.
He helped Leagas Delaney on three pitches with one win and two results pending.
He is helping TM Lewin develop a new brand positioning.
Phil writes for Campaign Magazine, is a Huffington Post Blogger and has spoken frequently at industry events. He has published The Manifesto Project, various articles on Medium, and he has launched the publication Artists Creates Markets also on Medium.
His book, “The Coming Age of Imagination: how universal basic income could lead to an explosion of creativity.” is being crowdfunded on Unbound.
We Buy Any Car
Everyone has heard of We Buy Any Car, but few like them. We reposition them as the surprisingly good way to sell your car using Britain’s most-loved, all-round decent guy celebrity, Philip Schofield.
Decision paralysis stops people switching energy and broadband providers. A creative franchise built around a coach character who motivates people to overcome their inertia.
Position Harry’s as Shaving’s Other Guys, taking on the giants of shaving using only social video and highly targeted outdoor.
Pay Day loans are not reckless borrowing; they are Life Support. We relaunched the brand with Sonny-with-an-‘O’, a laid-back California dude who tells us to stress not when life throws a curveball.
Launch Sky Q as Fluid Viewing: TV that fits around you, whether at home or out and about. A big, spectacular takeover of social, TV, online and outdoor.
In a culture of Selfies, good-looking teeth matter more than ever. Denplan helps you spread the cost and Love Your Teeth and the campaign encouraged people to #doitforyourselfie
Launch Retiready app by exposing how old we will be before we are ready to retire with Working ‘til 95, a new version of the Dolly Parton classic. (Sadly, this never saw the light of day.)
Carphone offer personalised deals, the young target audience have built their own personalised establishment where they value most that which is shared by peers and Keith Lemon gets personal with celebs. Keith’s SuperMegaPersonal Quest Fing was an explosion of advertising and content that ran for six very successful bursts over two years.
Relaunched Betfred as the more entertaining bookie using a franchise of two old dudes with excellent keepie-up skills.
Won the business with a brand manifesto workshop and developed a global communications framework.
Modern life pulls families apart and a short-break Center Parcs brings them back together again by allowing them to give each other their undivided attention. This was a big strategic insight that resulted in the Bears campaign and a £30m increase in revenue.
Blu came in to brief on a pitch, we convinced them to sort out the brand strategy first and won the business there and then. Developed the brand from scratch on a manifesto about Freedom to Vape. We launched it a year later around the idea of Freedom.
A big data idea that used Spotify streaming data to identify the mood of different UK cities and broadcast results through live digital outdoor.
The launch of Resident Evil 6 was a 9-month long piece of transmedia storytelling that built fan boy interest in the period between the game being announced and it actually being on sale. It’s pretty dark stuff.
We won the pitch with a strategic workshop. This resulted in Made The Small Way, a big brand idea executed as a manifesto film, a social campaign, and a series of promotions. The line even made it onto the packaging.
Museum of London
To get Londoners to appreciate the museum of London we turned their phones into virtual art galleries. Streetmuseum was the world’s first augmented reality app. It was a PR sensation that won several awards, was copied around the world and became an official London Olympic Visitors app.
The agency’s first ever pitch win. We launched Adidas into cricket by creating a new street sport: Anywhere Cricket.
A period of consultancy where Phil helped Vizeum win IKEA, Karmarama win Capital FM and Heart FM and DDB win the Flora/Becel global business.
As co-founder of St Luke’s Phil worked on numerous successful pitches including BT, Emirates Airlines, COI, MG Rover, Strongbow, Diesel and Coke and worked across IKEA, Clarks and HSBC among many others.