SCOTT BRADLEY - Global Creative Director
Personal Profile
I have over 20 years of experience drawn from top flight global advertising agencies, fashion design and design. This blend of experience from luxury and FMCG advertising has taught me that pairing big idea thinking and strategy with faultless execution and storytelling is not only a powerful tool in constructing compelling campaigns, but a necessary one as brands look to become more global, more single minded, and more visually and communicatively immediate.
As an Executive Creative Lead I am well experienced running creative departments and leading and inspiring creative work within a team. Beyond that my focus is also on leading and developing agency business and fostering and nurturing client relationships - proven through a high pitch success rate, and tangible growth for my clients. In recent years I have been operating at a holding company level for Publicis Groupe. Based primarily from Saatchi & Saatchi London I work as creative lead and a luxury and lifestyle specialist across all of the UK network agencies, and more recently across the global network. Particular business of note is leading the global creative business for HSBC and the recent Publicis Groupe win of NIVEA at circa 40M.
My portfolio consists of award winning work for The Net-A-Porter group, the Dove Campaign for Real Beauty and Harrods fashion. My work at Alexander McQueen was featured in the notorious Savage Beauty exhibition.
Relevant Experience
Group Global Creative Director
Publicis Groupe
October 2019 - Present day
I spearheaded the creative for Publicis Groupe’s recent pitch win of the global NIVEA business. Convincing the brand with great creative work that would see NIVEA appeal to new a generation was only half of the win. Creating a new, bespoke agency model with data and efficient implementation at it’s heart for them was key to revolutionising the way their business operates and ensure they continue as the world’s number one skin care brand.
Since securing the business I have been instrumental in setting up and implementing the formation of Publicis One Touch. Based out of Hamburg it is the hub agency for all of our global operations for NIVEA. We have since recruited 100+ staff in the Hamburg office and mobilised the global network of relevant regional offices through the Publicis Groupe. My role continues to be about the growth and optimisation of the agency model, maintaining the standard of creative excellence through continual contact and reviews with our local agencies across 40 markets, as well as overseeing and leading the work for the Global GBU and regional European markets out of Hamburg.
Executive Creative Director
Saatchi & Saatchi
Aug 2017 – October 2019
In 2017 I began to work for Saatchi and Saatchi London on a series of global accounts that drew on specialisms from across the Publicis Groupe. I was the Global Creative Director for Haagen-Dazs, responsible for their high profile re-brand and subsequent campaigns. Recently I have been responsible for the regeneration of the HSBC master brand campaign, the globalrelaunch of HSBC Premier and HSBC Private Bank.
On a day-to-day basis I ran the UHNWI and HNWI business for HSBC globally, spanning our own network agencies: Saatchi & Saatchi, Publicis Poke, Digitas and Sapient, as well as setting the master brand agenda for WPP agencies Grey and Wunderman Thompson.
Executive Creative Director
Atelier | Leo Burnett
June 2012 – July 2017
As the Executive Creative Director of Atelier - Leo Burnett’s luxury and lifestyle outfit - I oversaw all creative and strategic work, leading a team of over 30 individuals with advertising, fashion and editorial backgrounds to create disruptive global campaigns and thinking for our clients.
Since taking on the role I successfully diversified the business offering by partnering with Holler to bring digital and social central to, what was then, a very traditional offering. My time there saw us winning multiple new accounts - including GHD, The Outnet, The Four Seasons Hotel Group, Art Basel, Basel World, Rolls-Royce and Vitamin Water as well as managing the pre-existing portfolio of 7 clients including Max Factor cosmetics, Aussie Haircare and Lindtt Swiss chocolate.
I brought Atelier their first awarded year, with phenomenal commercial and critical success for our work. Max Factor’s Glam-Jan campaign and Aussie’s‘Mistache for Movember’ were both worldwide critical successes. Our campaign for GHD was a exceptionally effective both commercially andcritically, picking up a gold DMA. Sergio the Shoe Hunter for The Outnet has been commended by the Marketing Society Awards,and picked up gold at the BIMA, DMA and Clio Image awards.
As Global Creative Director for Max Factor I represented the brand for Sky TV’s ‘The Face’ working alongside Naomi Campbell, Erin O’Connor and Caroline Winberg.
In the final year of my time at Atelier/Leo Burnett I took on a concurrent, wider role across the entire Publicis Groupe European network. I utilised my skills in luxury and lifestyle advertising to act as consultant and creative lead on myriad briefs across the network agencies. Including helping Publicis pitch for Value Retail - the global brand behind Bicester Village and other high-end retail outlets. I worked with Saatchi London to retain the global Haagen-Dazs account, and helped secure the London wide activation business in Publicis London away from Grey London. I also acted as the creative lead on George from Asda, heading up the strategic and executional vision from Saatchi, and oversaw all of the work that came out of the complex network of partner agencies including Hearst.
Head of Art
Grey London
Nov 2012 – June 2012
Creative Director Hugo Boss
Grey London
Sep 2008 – Nov 2012
As creative director I worked through the entire creative process. Beginning with creative strategy, I worked closely with the Comms Planning team to define and create briefs and identify emotional and rational benefits to each part of the brand. This was then worked up into establishing and owning a strong visual brand equity. I would identify and negotiate contracts with key talent and created a series of successful, fully integrated work featuring Ryan Reynolds, Orlando Bloom, Maggie Gyllenhaal and Sienna Miller.
As Head of Art across the wider agency, I would work on individual pieces of business that suited my skill set as well as take responsibility for the visual direction and standard of all that came out of the agency. Work of note includes: Sony, Lucozade, Vodafone, Samsung, BHF and Honda.
Design Director
Ogilvy & Mather
Sep 2004 – Sep 2008
As Design Director at Ogilvy & Mather I headed up a team of 6 designers creating award winning work for brands such as Dove, Ford, Harrods and Amex.
Designer
Alexander McQueen
March 2002 – March 2003
I worked as a textile designer in the studios of Alexander McQueen, working directly with him to create digitally manipulated images, prints and patterns for the iconic ‘Scanners’ and ‘Ishu’ collections.