PAUL COPELAND REGIONAL CREATIVE DIRECTOR ART DIRECTION / WRITING / CREATIVE STRATEGY

Contact

+65 8666 8710 hello@paulcopeland.co.uk www.small-creative.com #04-01 The Glacier, 260 Joo Chiat Road, Singapore. 427941

Personal profile

Paul is a passionate fully integrated creative, strong on strategy with 20 years experience in: Advertising, digital marketing, content, brand management, PR, social, e-com and activation. He has worked on accounts from airlines to automobiles and from baby products to banking with everything in between. He has experience and proven strengths in the following: - Award winning creative origination and execution - Creative direction over multi-discipline teams: Advertising, digital, PR, shopper, e-com, design. - Creative management of both local and regional offices: Singapore, Hong Kong, Kuala Lumpur Dubai, Cape Town. - In depth regional experience of both Western markets and South East-Asian markets. - Creating and supporting work that drives global brand equity across multiple markets. - Direct client contact and relationship building. Paul has a huge breadth of experience from working in some of the world largest networks and many of London’s top ten agencies as well as the entrepreneurial experience of running his own company as a consultant both to agencies and direct to client. He also spent 2 years writing and performing stand-up comedy in London to hone his writing and presentations skills. If you ask him nicely he may tell you a story. As Regional Creative Director of Pampers in Singapore, Paul has led a team of 18 creatives on both regional and global creative work. He has made a significant impact on both the quality and effectiveness of the work.

Career Highlights

PAMPERS (Saatchi & Saatchi Singapore) – Created the first truly global digital content piece for the brand hitting over 40million views in 2 months, becoming the brand’s most watched and talked about digital coms ever. COUNTRY LIFE BUTTER (Grey London) – Sales increased 87% after a controversial campaign featuring Johnny Rotten as the voice of Britain. COW AND GATE (BETC London) Category changing work briefed as a 30” TV spot that became a 2 minute content piece, “Supergroup” became the most liked and shared film for the brand ever. MAYOR OF LONDON ELECTIONS (BETC London) Redefined the party political broadcast and pushed Ken Livingstone from certain defeat to a very narrow loss. The most talked about party political broadcast in the UK ever. MCDONALDS (Leo Burnett London) Won Creative Circle Gold Award with his first ever poster whilst still on placement. CADBURYS DOUBLE DECKER (Euro London) Sales increased over 600% when a test film shot for £4000 ($6000US) was aired on TV.

March 2013 - Present SAATCHI & SAATCHI SINGAPORE – Regional Creative Director South East Asia, India & Japan / Global CD. Lead client contact to P&G while running the $11Bn Pampers business for Asia-Pacific region and two Global product lines; Point of Market entry (new-born), Global Pants.

Overseeing, directing and presenting the creative and strategic output of teams both across the region and globally in multiple disciplines and agencies; including digital, shopper, e-com, PR and traditional media. Whilst business partner to the Regional Marketing Director of Pampers (Asia-Pac) Paul was a key in the seamless transition of the business hub from Hong Kong to Singapore. Built an entirely new team of dedicated multi-discipline creatives in the Singapore office boosting the agency’s digital capabilities. Created the first truly global Pampers campaign for new-borns hitting 40million views in 2 months –becoming the brand’s most watched and talked about coms ever. Produced tailored digital pieces for the local markets in Philippines and Indonesia. Turned around the trend of 3 years of unqualified commercials in Indonesia with 3 of the highest scoring films in a row. Repeated this in Japan. Created the highest-ever scoring film in copy testing for India.

2009 - 2013 SMALL CREATIVE LTD. Creative Consultant - Senior Art Director / Copywriter Highlights include long term contracts at the following:

BETC LONDON – Lead creative on the Ken Livingstone mayoral election campaign. Helped move Ken from trailing 8 points to a close-run 2-point defeat. Created the most talked about Party Election Broadcast ever and the Huffington Post’s favourite ever election poster “Aliens”. Lead creative on Cow & Gate baby milk. Created a re-launch campaign for Cow & Gate with the multi-award winning and category changing film “Supergroup”. Lead creative on campaigns for Carlsberg and Samsung.

MCCANN LONDON Senior creative - Lead creative on Integrated campaigns for B&Q, Bertolli, HTC, London 2012 Olympics, Mastercard, Nescafe. Digital campaign for American Airlines. Award winning tactical print ad for Mastercard Mother’s Day.

FALLON, London – Award winning work for The Natural Confectionary Company. Including website game and characterization of the sweets themselves. Other Brands: Asda, Velvet, Eurostar, Integrated campaigns for Orange and The Natural Confectionary Company.

Grey London. Brand Guardian Senior Art Director / Copywriter - Running P&G Flash & Dairy Crest (Country Life, Clover & Friij) Accounts through the line. - Responsible for overseeing other teams work and presenting work to senior clients. - Produced the most talked about campaign for Country Life Butter featuring Johnny Rotten. The campaign achieved 87% uplift in sales in a highly competitive market.

Mar 06 – Aug 08

Leagas Delaney London. Senior Art Director (Partner to creative director) - Consulting over creative decisions with CD. Presenting work to clients. - Created online content videos for L’Oreal and Reebok featuring international football stars. - Pivotal in 4m pitch win for The Body Shop relaunch and rebrand after L’Oreal buy out. - Other Clients included Rbk football, Eristoff Vodka, Nationwide, Emirates, Timberland.

Aug 04 – Dec 05

BBH London. Senior Art Director / Copywriter - Clients include Johnnie Walker, Bodyform, Baileys, KFC, Barclays, Electrolux. - Worked on pitch winning work for Unliever BBH New York. Senior Art Director / Copywriter

- Clients include Levis, All, Dove, Axe - Award winning commercials for Levis “leaving gift” and “mimic”

Jul 1993 - 2003

EURO RSCG. Art Director / Copywriter LOWE London. Art Director / Copywriter

DMB&B. Junior Art Director / Copywriter BMP DDB Needham. Junior Art Director

Education

University of Central Lancashire. Preston. - BA (Hons) Graphic Design Ravensbourne College of Design and Technology, Bromley, Kent. - Foundation in Graphic Design Langley Park School for Boys, Beckenham Kent. - 11 O’ levels, 4 A’ levels

Awards

1993 Creative Circle Gold - McDonalds - Pizza 1993 Cannes Silver - Scottish Amicable 1994 Cannes Silver Lion - McDonalds - Pizza 1994 Campaign Poster Silver! - McDonalds - Pizza 1994 Shortlisted D&AD - McDonalds - Pizza 1994 One Show - McDonalds - Pizza 1994 Promax Gold – best film trailer 1996 Campaign Posters - Tesco Express 1996 Eurobest Outdoor - Tesco Express 1996 Creative Circle - Best Poster Campaign - Tesco Express 1996 D&AD - Tesco Express Posters 1998 BTAA Bronze - Twiglets 2000 BTAA - Cadbury’s Double Decker 2006 BTAA Bronze - Levis “Loyal” 2006 Cannes Bronze lion - Levis “Loyal” 2006 D&AD Entry - Levis “Loyal” 2006 One Show - Levis “Loyal” 2008 Creative Circle Bronze - Nationwide 2010 Creative Circle Bronze - Channel 4 music 2012 British Arrows Print BRONZE – Mastercard “Mother’s Day” 2013 EPICA award GOLD – Cow and Gate Supergroup 2013 Eurobest GOLD – Cow & Gate – Supergroup 2015 Cannes Gold – Sunday Times Rich List “Fat Cats - Cowell” 2015 Cannes Gold – Sunday Times Rich List “Fat Cats - Branson” 2015 Cannes Gold – Sunday Times Rich List “Fat Cats - Elton” 2015 Cannes Gold – Sunday Times Rich List “Fat Cats – Poster Campaign”

REFERENCES: Martin Riley: mriley@hugeinc.com MD, HUGE. Ang Siang Hill, Singapore Simon White simon.white@fcbinferno.com CSO, FCB Inferno London. 31 Great Queen Street London, WC2 5AE Clive Pickering & Neil Dawson clive@dawsonpickering.com ECDs Dawson Pickering 10 Orange Street, Haymarket, London, WC2H 7DG Jon Williams Jon.williams@greyeu.com European ECD Grey London Hatton Garden, London. P&G Client references available on request.