Andy Copley

Hey, I'm Andy, a results-driven Brand Strategy Director with 8 years experience working on multinational FMCG brands in APAC. My expertise lies in contributing to creative solutions through disruptive planning, strategic collaboration, and a deep understanding of consumer and competitor insights. I am well versed in the development of Brand Strategy, Comms Planning, Social and Digital Strategy and Marketing Communications.

As a Brand Strategy Director, I have successfully partnered with Business Leads, Creative Directors and client Marketing Teams to ensure buy-in and protect the integrity and effectiveness of our work. I use data analysis to make compelling cases for new and different creative approaches that drive business growth. During 2022, I took on an interim-Head of Strategy in which I led a team of strategists, fostering their professional development and guiding them to deliver effective strategic proposals.

I am driven by the power of creativity to solve complex business problems. I believe that innovative thinking, combined with collaboration, can transform brands. By pushing the boundaries of convention and making myself useful, I strive to continuously support the team elevate creative work and contribute to the wider agency culture.

Core Competencies & Tech Skills:

• Brand Strategy & Market Positioning Development
• Creative Brief Writing
• Market Research and Consumer Insights
• Cross-functional Collaboration
• Communication Planning & Campaign Development
• Digital Marketing and Social Media Marketing
• Marketing Consultancy
• Client Relationships
• Team Leadership
• GWI, Mintel, eMarketer, Euromonitor, Microsoft PowerPoint, Microsoft Excel, Apple Keynote, Google Trends, SimilarWeb

• Assuming strategic ownership of brands, guaranteeing the quality of both creative a strategic work by providing direction during communication development, from the stage of ideation up to the point of production.
• As part of Ogilvy’s Quartet Model, manage the involvement of specialist strategists during the strategic and creative development process.
• Identify insights across Category, Culture, Consumer and Company that drive brand growth against objectives.
• Present brand, comms, and social strategy, influencing and achieving buy-in from senior clients.
• Be a key point of contact with senior clients, identifying opportunities and challenging assumptions to maximize effectiveness of marketing activity.
• Manage relationships with agency partners and external stakeholders, including media, research and activation agencies, in order to ensure the integrated and seamless execution of marketing campaigns.
• Continually monitor, evaluate and optimize brand planning and communications activity based on research results, such as Brand Health Tracking, Nielsen Repots, Link Testing and post-campaign evaluations.
• Regularly evaluate competitor activities in order to identify opportunities and recommendations for brand growth.
• Leading the development of Brand Guidelines in collaboration with Creative Teams, used to ensure the consistent expression and execution of the brand across platforms.
• Review the on/off-trade environment to provide strategic recommendations on optimizing the retail environment and improving the relationship with retailers and distributors.

University of Sheffield - B.A Psychology