CREATIVE STRATEGY, WRITING & DIRECTION

INKLING CREATIVE

I’m Mike Hewlett: an independent creative writer, strategist and director. I specialise in strategic thinking, creative problem solving and brand storytelling to deliver inventive, inspiring ideas... and successful, definitive results.

Having started out as a journalist in the mid-late 1990s, I’ve built my career in the world of design and marketing communications, and have held senior roles at leading creative agencies /

brands including Imagination and Ted Baker.

In short, I’m a social media and technology junkie, pop-culture fiend, solo artist and team player whose in-house insights, agency know-how and genuinely hybrid skill set skillset combine to turn complex briefs into moments to remember, experiences to share and stories to tell.

LET ME TELL YOU A STORY...

HELLO

As Inkling Creative, I work as an independent consultant with ambitious agencies and forward- thinking brands who are looking for additional creative support.

For some, I work as a strategic thinker and creative copywriter, bringing objectivity and clarity of thought to a brief or business challenge.

For others, I integrate with (or direct) existing creative teams to articulate and deliver compelling, attention-grabbing ideas, stories and insights.

Whether working on internal, business to business or consumer facing brand communications, I apply my strong pedigree in brand communications (retail and experiential, physical and digital, strategic and creative) to deliver clear, organised and consistent creative writing, strategy and direction across a wide range of scales and budgets.

WHAT I CAN DO FOR YOU

INKLING CREATIVE

Whilst I bring a tailored approach to every challenge (my skillset enables me to get involved in different ways), I’ve found that it’s useful to know how to get me involved most effectively:

STEP ONE Take a brief (or sometimes help write them). [1-2 days] Clarify audience, key objectives, etc. + timings / deadlines, of course. Research and develop outline thoughts, ideas and approaches.

STEP TWO Present back / share ideas with the team. [1 day] Discuss thinking + listen to feedback before focusing on an agreed approach.

STEP THREE Work with team to develop selected routes into clear concepts and strategies.[1-2 days] Refine the concepts & copy to deliver a polished, compelling response.

HOW TO PLUG ME IN

THREE STEP PROCESS

As a creative wordsmith, I deliver clarity of thought and originality to generate sharp, attention-grabbing ideas, and shape relevant and meaningful stories that resonate with audiences.

But writing is not just about words, of course.

It’s about understanding a brand inside and out, in order to articulate a powerful, engaging message and memorable personality.

And it’s about being opinionated (the one thing that makes a brand and its tone more interesting), so I work with brands to develop a memorable voice and decisive point of view.

KEY SKILLS

CREATIVE WRITING

Lyle & Scott Defining the Brand Essence

From ideas generation and product interrogation to strategic copy and customer insights, I develop compelling brand frameworks, clear positionings and smart propositions that make the creative process more logical, more effective and board-level approval more likely.

With one eye for detail and one for the bigger picture, I understand how and what brands need to communicate so that they can deliver successful retail campaigns and digital activations, and unforgettable events, exhibitions and brand experiences.

KEY SKILLS

CREATIVE STRATEGY

I love to organise and lead like-minded tribes of smart, ambitious, collaborative and talented creative teams, with emotional intelligence – motivating them to grow and develop.

Having worked with some incredibly talented people in my time, I have learnt how to successfully direct, manage and motivate talented, interdisciplinary creative teams to deliver the best solutions.

In short, I set the bar high through constant mentoring and ensure smarter, faster work through clear communication and fostering an open, trustworthy culture.

KEY SKILLS

CREATIVE DIRECTION

Invited by Ted to become their Head of Creative in 2010, I was tasked with taking guardianship of the brand’s handwriting and responsible for all creative projects, globally.

I built the team, managed their workload and directed their ideas to ensure Ted Baker’s attention to detail and unconventional brand personality was communicated across all channels – retail, wholesale, online and licensing.

By combining my creative copywriting, strategic expertise and effective leadership skills, I contributed towards Ted Baker’s exponential growth and more premium brand positioning.

Click here for more information, links and images

* During my tenure, the creative team more than doubled in size (from 8 to 20), the business’s share price almost quadrupled, global brand retail sales tipped the $1bn mark in 2014, and turnover increased from £52m in 2010 to £321.9m in 2014 and profit more than doubled in the same period (£19.5m to £41m)

EXPERIENCE: 2010-2014

TED BAKER

At Imagination, I developed a broad range of experience working across a variety of sectors including automotive, construction, education, retail, government and sport.

I worked on content/brand strategy, experiences and branded entertainment projects for brands including Aston Martin, Diageo, Lyle & Scott, Carl Hansen & Son, Ford, London Underground, Superleague Formula, Thailand Creative & Design Center, Unilever and UEFA.

During my time here, I crafted both my copywriting and project / team management skills, and generated ideas and concepts, copy and stories through live-action, 2D, 3D architecture, set design, media and film.

Click here for more information, links and images

EXPERIENCE: 1999-2010

IMAGINATION

Always follow my curiosity, choose my own path and find new things to be grateful for.

Always seize opportunities to work on interesting projects with interesting people.

Always take delight in those who have stories to tell.

Always value positive human interactions and keep energising people close.

Always keep your word: the one thing you should never give away lightly.

Always try to appreciate the moment (the now is always sweeter than the next).

Always be kind, always be generous and always ask stupid questions.

Always take pride in creating new and breathtaking ideas.

But realise that they belong to the client and customer... always.

I DON’T ALWAYS FOLLOW THIS, BUT I ALWAYS TRY

INKLING: MANIFESTO

+44 (0) 7841 695 769

mike@inklingcreative.co.uk

Mike Hewlett

INKLINGCREATIVE.CO.UK MIKEHEWLETT.CO.UK

CONTACT