ABOUT
I'm Ed Morris, an Executive Creative Director with 25 years’ experience across broadcast, social, digital, experiential. I’ve worked at independent agencies, network agencies, run McDonald’s in Canada and built an in-house agency from scratch. I’m freelancing but ultimately looking for my new perm home.
Curiosity is vital for creatives, this trait carries into everything I do from how I get people to engage with brands to experiencing different opportunities with every career move I make.
St Luke’s were pioneers in working collaboratively with clients. I apply this way of working throughout my career. Collaboration builds trust and contributes to bolder creativity. Collaboration + no creative ego were necessary in-house where I further developed my understanding of the wide spectrum of challenges a marketing client deals with. It has opened my eyes to even more creative opportunities.
I look at any channel or creative form to solve a brief. I strongly believe brand leaders need to operate in an integrated way. What's the influencer strategy? Does it match the TV brief? What trend is our audience jumping on today? Different creative partners need to know what each other are doing.
I have not seen enough diversity in my career. The team I built at draftLine was, I am proud to say, the most diverse creative department I have ever worked in. I apply the NFL Rooney rule in my own hiring strategy: I only review a pool of candidates when diversity is present. Professional diversity is a crucial too. I look at social channels, design agencies and beyond to collate the diverse skillsets relevant to today.
Curiosity is vital for creatives, this trait carries into everything I do from how I get people to engage with brands to experiencing different opportunities with every career move I make.
St Luke’s were pioneers in working collaboratively with clients. I apply this way of working throughout my career. Collaboration builds trust and contributes to bolder creativity. Collaboration + no creative ego were necessary in-house where I further developed my understanding of the wide spectrum of challenges a marketing client deals with. It has opened my eyes to even more creative opportunities.
I look at any channel or creative form to solve a brief. I strongly believe brand leaders need to operate in an integrated way. What's the influencer strategy? Does it match the TV brief? What trend is our audience jumping on today? Different creative partners need to know what each other are doing.
I have not seen enough diversity in my career. The team I built at draftLine was, I am proud to say, the most diverse creative department I have ever worked in. I apply the NFL Rooney rule in my own hiring strategy: I only review a pool of candidates when diversity is present. Professional diversity is a crucial too. I look at social channels, design agencies and beyond to collate the diverse skillsets relevant to today.
EXPERIENCE
draftLine, London
Executive Creative Director, UK & Europe, September 2019 - Present
draftLine is the agency set up by AB InBev (the🍺 people: Corona, Budweiser, Bud Light, Leffe, Stella Artois) to service Europe.
We produced responsive, innovative campaigns for social, digital, e-commerce, experiential.
I built the agency from a retail production factory to a full-service innovative agency.
I collated the most diverse creative dept I’ve ever worked in and set up our responsive social channel offering.
In-house gave me first-hand insight and a deeper understanding of a brand’s full spectrum of marketing opportunities.
Freelance, London
Integrated CD, January - August 2019
After a couple of great years in Canada my family and I returned home.
I freelanced at Comic Relief, Big Al's Creative Emporium, Karmarama / Accenture, The & Partnership.
Cossette, Toronto
Group Creative Director, June 2016 - July 2018
Creative head of McDonald’s Canada. Account grew by 50% to £30m as we acquired the digital and social business. I lead the client relationship, staffed up and ran my creative department.
CD of a truly integrated business as campaigns ran across broadcast and social channels. Evergreen & acquisition campaigns for Instagram & Snapchat, YouTube content, influencer marketing, Vogon, ambient & more.
Awards: Cannes Grand Prix, One Show Gold x2, D&AD Wood, FAB 2018 Grand Prix, FAB 2018 Gold, FAB 2017 Gold, EPICA Silver, CMA (Canadian Effectiveness): 1 Bronze, 1 Silver, 1 Gold.
Leo Burnett, London
Senior Copywriter / Creative Director, 2004 - 2016
Worked across all accounts: McDonald's, Kellogg's, P&G, Bacardi, Co-Operative grocery stores, Freeview TV broadcasting, Government COI Drug Driving. CD on Nintendo including European Wii launch. CD on Pfizer: European Nexium launch.
Awards: Cannes shortlist x 2, Creative Circle Silver, Epica Silver x 2, FAB, British Advertising Arrows 2 silver, 1 Bronze, CLIO Bronze.
Phantom Framer
Social Media Strategist / Accidental Street Artist, 2015
Wanting to enjoy a foray into social I ran a campaign for a local picture framing shop called 'But Is It Art?' in Teddington, London. My accomplice & I constructed gilt picture frames around street signs. The stunt kicked off with the Great British public as well as news channels. An ambient campaign I single handedly ran on Instagram, Twitter, Snapchat, Periscope. It featured in ITV TV headlines, BBC, Huffington and more. The framing shop got very busy, increased prices and is still famed for its notoriety.
Discovery Networks, London
Senior Copywriter / Creative Director, 2003 - 2004
Working in-house and dealing directly with client I produced numerous campaigns for their many varied TV shows.
St. Luke’s
Copywriter, 1996 - 2003
Agency was renowned in it’s day. The place everyone wanted to work at. I worked across all accounts: Clarks shoes, IKEA, HSBC, British Telecom, Sky TV, Government COI, National Drugs Helpline, Eurostar, United Distillers. St Luke’s did not enter awards. Policies like that made it famous: St Luke's
HHCL
Student Copywriter, 1995 - 1996
Accounts: Mercury Communications (now EE), HomePride, Red Mountain Coffee, Tango.
Executive Creative Director, UK & Europe, September 2019 - Present
draftLine is the agency set up by AB InBev (the🍺 people: Corona, Budweiser, Bud Light, Leffe, Stella Artois) to service Europe.
We produced responsive, innovative campaigns for social, digital, e-commerce, experiential.
I built the agency from a retail production factory to a full-service innovative agency.
I collated the most diverse creative dept I’ve ever worked in and set up our responsive social channel offering.
In-house gave me first-hand insight and a deeper understanding of a brand’s full spectrum of marketing opportunities.
Freelance, London
Integrated CD, January - August 2019
After a couple of great years in Canada my family and I returned home.
I freelanced at Comic Relief, Big Al's Creative Emporium, Karmarama / Accenture, The & Partnership.
Cossette, Toronto
Group Creative Director, June 2016 - July 2018
Creative head of McDonald’s Canada. Account grew by 50% to £30m as we acquired the digital and social business. I lead the client relationship, staffed up and ran my creative department.
CD of a truly integrated business as campaigns ran across broadcast and social channels. Evergreen & acquisition campaigns for Instagram & Snapchat, YouTube content, influencer marketing, Vogon, ambient & more.
Awards: Cannes Grand Prix, One Show Gold x2, D&AD Wood, FAB 2018 Grand Prix, FAB 2018 Gold, FAB 2017 Gold, EPICA Silver, CMA (Canadian Effectiveness): 1 Bronze, 1 Silver, 1 Gold.
Leo Burnett, London
Senior Copywriter / Creative Director, 2004 - 2016
Worked across all accounts: McDonald's, Kellogg's, P&G, Bacardi, Co-Operative grocery stores, Freeview TV broadcasting, Government COI Drug Driving. CD on Nintendo including European Wii launch. CD on Pfizer: European Nexium launch.
Awards: Cannes shortlist x 2, Creative Circle Silver, Epica Silver x 2, FAB, British Advertising Arrows 2 silver, 1 Bronze, CLIO Bronze.
Phantom Framer
Social Media Strategist / Accidental Street Artist, 2015
Wanting to enjoy a foray into social I ran a campaign for a local picture framing shop called 'But Is It Art?' in Teddington, London. My accomplice & I constructed gilt picture frames around street signs. The stunt kicked off with the Great British public as well as news channels. An ambient campaign I single handedly ran on Instagram, Twitter, Snapchat, Periscope. It featured in ITV TV headlines, BBC, Huffington and more. The framing shop got very busy, increased prices and is still famed for its notoriety.
Discovery Networks, London
Senior Copywriter / Creative Director, 2003 - 2004
Working in-house and dealing directly with client I produced numerous campaigns for their many varied TV shows.
St. Luke’s
Copywriter, 1996 - 2003
Agency was renowned in it’s day. The place everyone wanted to work at. I worked across all accounts: Clarks shoes, IKEA, HSBC, British Telecom, Sky TV, Government COI, National Drugs Helpline, Eurostar, United Distillers. St Luke’s did not enter awards. Policies like that made it famous: St Luke's
HHCL
Student Copywriter, 1995 - 1996
Accounts: Mercury Communications (now EE), HomePride, Red Mountain Coffee, Tango.
References
"I hired Ed at Leo Burnett. Ed's work was either smart, funny, thought provoking or emotional. As CD on Nintendo he brought ingenious creativity and charming quirkiness to small projects whilst delivering the European launch of Wii with professional aplomb. Ed would be a valuable addition to any department."
Jim Thornton, Creative Director, VCCP.
Jim Thornton, Creative Director, VCCP.
"I joined draftLine because of Ed. I loved his vision for the agency and I was impressed by the vibrant, safe, collaborative atmosphere he had created. As a result of his creative vision and drive, we became ABI's agency of the year and achieved many standout successes on the biggest beer brands in Europe. Do not let the calm exterior fool you; this is fiercely strong partner you want on your team."
Owen Dowling, Head of Strategy, draftLine EU.
Owen Dowling, Head of Strategy, draftLine EU.
"I’ve known Ed for years and have worked with him personally at HHCL and Leo Burnett. Ed has the enviable combination of three strengths: He’s a ‘creative creative’ (i.e. he’s actually creative). He knows how to make that creativity work in the commercial world. He is a true professional and, as such, he's top notch with clients. As a Creative Director, Creative or friend you’re lucky if you get him."
Jim Bolton, Deputy ECD / Partner, CHI & Partners.
Jim Bolton, Deputy ECD / Partner, CHI & Partners.
"Ed is not just creative by name but creative by nature. A true left-field thinker who will surprise you with unexpected yet relevant thinking and amuse you with his irreverent ideas that entertain and stay true to the personality of the brand. A passionate and committed individual who would bring energy and electricity to any department."
Seyoan Vela, ECD JWT Dubai (previously CD at Grey London & StLuke's).
Seyoan Vela, ECD JWT Dubai (previously CD at Grey London & StLuke's).
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Whilst a student an ad I wrote for the iconic The Economist campaign at AMV BBDO won an award for 'Best Ad Never Ran'. Lamont was the Chancellor of the Exchequer and he'd just screwed up.
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Why 'fluntum'?
When I registered my first email account last century there were 3,482 Ed Morrises. Rather than be ed.m0rris3483@netscape.com I created a word just for me. I enjoy creating things.