'If you know' campaign
challenge.
GfK needed a campaign that could scale globally while staying consistent and usable across different markets.
The work had to balance storytelling with data-led insight, positioning GfK as an expert without becoming overly technical or difficult to engage with.
At the same time, regional teams had varying levels of support. Some markets could execute independently, while others, such as Singapore, needed more hands-on assets and templates to ensure consistency.
The challenge was to create a system that worked across regions, channels and levels of capability, without losing clarity or control.
solution.
I worked on developing a campaign system that could scale globally while remaining simple to use and consistent across all markets.
We built the campaign around real business stories, positioning GfK as a trusted partner that helps brands make better decisions through data.
The 'If you know' platform anchored the messaging, reinforcing the value of insight in a clear and confident way.
Visually, we introduced a flexible grid system supported by cinematic imagery, with a consistent use of orange crosses to highlight key insights. This created a recognisable structure that could be adapted across formats and regions.
We delivered a full set of guidelines and assets, including digital, social, micro-video and print. For markets with less support, we created additional templates, including PowerPoint decks, to make rollout easier and more consistent.
The campaign was well received and later extended into GfK’s event programme.
We applied the same system to the Germany Insight Summit and developed a global event toolkit covering digital assets, presentation templates, merchandise and on-site branding.
This ensured a consistent brand presence across events while giving regional teams the tools to execute independently, without compromising quality.
challenge.
The campaign set out to drive awareness and digital subscriptions among professional readers aged 30–50, running across the US and Hong Kong. A limited-time global offer was in place, so the creative needed to work hard to convert.
Summer is typically a slower period for regional acquisitions, which made it even more important to create something that would cut through and resonate.
The challenge was to:
— Position FT Weekend as an aspirational summer read while maintaining its premium feel
— Identify high-impact environments where affluent, time-poor professionals engage with media
— Build a phased approach that allowed us to test, learn and optimise as we scaled
solution.
I led the creative for the campaign end-to-end, with the team supporting rollout across channels.
We structured the campaign in two phases:
Phase 1: Testing and digital launch
— A/B tested multiple headlines across display to understand what resonated most
— Identified “Enjoy an inspiring weekend read” as the strongest performer
— Developed animated digital assets to build presence and drive engagement
Phase 2: OOH and brand activation
— Rolled out OOH across key locations in the US and Hong Kong, targeting affluent audiences
— Created a tailored landing page to support conversion with a clear offer
— Designed supporting brand activation assets to extend reach and reinforce the message
Throughout, I worked closely with stakeholders to ensure the creative stayed aligned with the objectives, as well as overseeing delivery to maintain consistency across all touchpoints.
social media assets.
