Ed Will has been building brands and value for clients, creative consultancies and agencies at Board level for over 30 years. He multiplies shareholder value by building competitive cut-through positioning ideas for his brands; turning these into market leadership campaigns; and by stimulating superlative discretionary effort by highly motivated colleagues. He has always sought to bring original market insight, human motivation and psychology to the heart of his businesses. His focus has then been to create market cut-through with campaigns and thought leadership initiatives that have impact and stature.
This might be repositioning and rebranding entire client organisations around emerging consumer needs such as his recent brief at Sciensus. Or building individual brands or brand portfolios through outstanding communication campaigns for his clients such as Diageo e.g Johnnie Walker ‘Keep Walking’, Caffreys ‘Storm Brewing’, Saga Healthcare, Capgemini ‘890’, easyJet ‘Come on let’s fly’, Caffe Nero or Allied Healthcare. Or creating new brands from the ground up such as Borrow A Boat, Torque and Andiamo.
Or formulating entirely new, go-to-market solutions in concert with partners in new ventures.
Whatever the commercial context, he builds competitive commercial propositions and impactful and inventive ‘go to market’ creative strategies. These are supported by clearly articulated and motivating business ideas that drive the whole enterprise from operations to HR. These ideas directly inform and inspire communication and behaviour.