I've been around the block a few times in London's Adland...
When you've worked as an integrated creative for 8 years across different advertising agencies, clients, media and budgets of all shapes and sizes you see how a lot of stuff works. Even sometimes how it doesn't.
Every brand has a story, but the brutal truth is you, I and everyone else are very busy people who, as consumers, just want to know in a nutshell:
What's in it for us and how do we get it?
Effective memorable advertising that simply tells you how what you're buying benefits you, emotionally, physically or financially, how to get it, (then gets out of your way!) is a industry unicorn rarity.
As you'll see below I've worked on everything from ice cream and beer to health insurance, cars, telecoms as well as more behavioural and emotional ends such as encouraging recycling, helping people take the first step towards giving up smoking or in the charity sector giving victims the courage of knowing they're not alone and there's people who can help.