VODAFONE — CREATIVE & DCO
CREATIVE · DCO · DIGITAL · SOCIAL · PERSONALISATION
Led the creative development and execution of large-scale Dynamic Creative Optimisation (DCO) and personalised campaign systems for Vodafone, working with Grey and Ogilvy to translate campaign ideas into scalable creative across mobile, broadband and SME.
The role connected creative, data, media and production, developing flexible creative frameworks that could adapt campaign messaging to different audiences, customer journeys and channels.
CREATIVE DIRECTION
Developed creative concepts and visual approaches for Vodafone's personalised digital campaigns, translating broader campaign ideas into modular layouts, messaging and motion assets that could be adapted across different customer needs.
Creative covered acquisition, conversion, retention and churn prevention, with executions developed for social, digital, CRM and programmatic environments.
PERSONALISATION AT SCALE
Created scalable creative frameworks capable of generating large volumes of audience-specific content and dynamic variations.
Campaigns adapted creative according to factors including customer behaviour, contract status, data usage, location and device, allowing the same creative platform to respond to different audiences and moments.
The approach moved beyond fixed campaign assets towards flexible creative systems that could support always-on communications across Vodafone's customer lifecycle.
DATA · CREATIVE · MEDIA
Worked across creative, media and data teams to connect audience segmentation, decision trees and creative production.
Customer and media signals informed the creative logic behind individual executions, linking the right audience with relevant messaging and visual content across channels including Meta, YouTube, DV360 and LinkedIn, alongside CRM and direct communications.
![6007113_Q4_Data_Print-Masters_Half-Page_V2[2].jpg](https://static.wixstatic.com/media/98ef09_aa41449072204873a5d3573069de8c99~mv2.jpg/v1/fill/w_980,h_299,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/6007113_Q4_Data_Print-Masters_Half-Page_V2%5B2%5D.jpg)
CREATIVE SYSTEMS & WORKFLOW
Developed modular production frameworks using the GMT System, Vodafone's scalable creative production environment, supporting automated versioning and high-volume asset creation.
The workflow connected campaign creative with programmatic media delivery, allowing creative to be adapted and delivered more efficiently while maintaining brand consistency, creative quality and production control.
