2. Art director at J Walter Thompson. All above the line media and B2B for Guinness, the
RAF, the Guardian, Remy Martin and Kellogg's, (launching Crunchy Nut Cornflakes).
Direct mail for Guinness which won best in show BDMA Gold Award.
BMP Young Clark Craig: BT, Volvo, Friends Provident. DMA Art direction Gold for Volvo.
First creative team hired by Craik Jones. Creative director, worked on Land Rover, BT,
Cable and Wireless, Orange, First Direct, Bells Whisky and Parcelforce.
2003 launched start up agency: won Nectar, Kew Gardens, Alpha Telecom and F&C.
2006 creative director at Kitcatt Nohr, working with Paul Kitcatt on Waitrose, John
Lewis, Lexus, Toyota, Age UK and WWF.
Won over 30 major direct marketing and advertising awards, including DMA, Clio,
John Caples, Echo, Engage Awards, British Television Advertising Awards.
Given talks at or been involved with: D&AD; DMA; IDM; IPA; Bucks Chilterns College.
Ran the charity Call 2 Action for young DM art directors and writers. Judged DMA,
D&AD, Caples, Campaign Big, Campaign Photo and Wildlife Photographer of the Year.

6. Lexus

7. GS450h Direct mail
Hybrid engines are born out of incredible technology. Which tends to be incredibly
complicated.
Lexus puts a lot of effort into making all this kit vanish. Behind the hand-varnished
timber dash. Under the soft leather seats. And the biggest breakthrough is a powerful
electric motor you can’t even hear.
We were tempted to explain this engineering ingenuity. But then we dug deeper into
the brand.
This communication was mailed to director-level business people at their place of
work. In it we compared the power of this engine with the silent partner in business:
you might not hear much about them, but you’d move a lot slower without them.
This analogy let us tell stories that interested our audience: the secret of America’s
first female president to illustrate power, and the financial genius behind Chanel to
highlight style and luxury.
And these stories certainly shifted metal.

14. Results
105cars sold
(Target = 18)
Mean CPS of just £275
(half the targeted CPS)

15. Other work for Lexus

16. Lexus CT200h pre-launch DM

17. Direct mail and press insert

18. Results
3,746 responses
Cost per response £94

19. Direct press insert and email

20. Results
32.4% click through rate
Cost per response £91.61

21. Toyota

22. GT86 prelaunch emails
Toyota’s image had suffered for the last few years by not having a decent sportscar in
their range, since the demise of the MR2.
That would all change with the launch of the eagerly anticipated GT86. The press had
received it enthusiastically, and all the talk was of a real enthusiast’s car with superb
handling, a low centre of gravity, and a very minimum of electronic trickery to get in
the way of the real driving experience.
As details started to emerge, together with carefully leaked official photos online, our
job was to whip this enthusiasm into an unprecedented frenzy.
And generate applications for test drives and orders, trickling information,
specifications and prices an email at a time.
It worked: the entire first batch sold out before they had even hit the showrooms.

30. Toyota IQ
(Speculative proposal)

31. Toyota IQ
Most volume car manufactures have a small car in their range most suitable for urban
driving. To give the IQ extra personality and stand out, we gave it some attitude.
It didn’t just like the city, it hated the suburbs. Too boring.
There was no client brief, but we presented the work to show that the agency was
capable of producing more than just routine emails promoting special offers.

61. Experience on other automotive brands:
Mini, Land Rover, Volvo, Rover, MG, Kawasaki

63. WWF

64. If people don’t believe a donation can make a difference, they’re unlikely to dig deep.
Environmental campaigns often dramatise the end-is-nigh facts. The apocalyptic
statistics. But these can leave people feeling powerless, depressing response rather
than driving it.
Our emotionally engaging campaign put animals like polar bears and tigers at the heart
of the solution. We told beautiful, poignant stories. And made adopting one feel like a
simple way to make a real difference. Important climate change messages, softened by
an endearing plush toy.
We didn’t magnify the problem. We productised it.
It made giving £3 a month feel worthwhile. And it worked.

66. DRTV, Online film, email, direct mail

67. National press, inserts

68. Optimised adoption page

69. Direct mail

70. Results
248
£14.78
DRTV delivered cost per donor of
Online film alone delivered
adoptions
56,000 animals were adopted
within two years of launch, generating
£2.58m first-year income
(beating the target of £80)
DM response rates
of up to 12%
Stephen Fry tweeted
about online film to his
1m+ followers
DM pack featured on social media
celebrity Charlie Skies’
YouTube channel
which hit an audience of 40,000

71. AgeUK

72. Launch communications
When Age Concern and Help the Aged merged, we didn’t just need to launch the new
charity – we needed to relaunch age itself.
These days, it seems as if to be young is everything. Youth is celebrated, desired
and praised. Age, though, is a problem. Something to be feared. Or even treated.
Anti-ageing cream flies off the shelves, as if age were a sickness.
Yet more and more of us are officially old. You can call that a problem – a burden on
society. Or you can call it an opportunity. You can see older people as a cost, or a
resource. You can regard decrepitude as inevitable, or you can do something about it.
When tasked with relaunching a charity for this audience, we relaunched the audience
itself. In fact, we celebrated it.

73. Age UK launch

76. Results
76,000calls to Age UK in the first seven weeks
30% rise
in web traffic
“I have rarely felt such pride and emotion
along with everyone else in the room, when
the enormity of what had been achieved
in such a short space of time became so very
clear. Perhaps even more importantly
everybody realised as one, the vast potential
of the new organisation.”
“There wasn’t a dry eye in the room
following the video and ads and everyone
immediately put on their badges and grabbed
a mug.”
“I never believed we could come so far in
such a short space of time and with ‘the
leaders’ debate’ ending on one of our core
issues it was a perfect couple of days. The
sheer expertise of you and your team just has
to be acknowledged in every respect: policy,
influence, brand partnership and the
astonishing marketing effort whilst at the
same time maintaining financial stability,
a truly awesome performance.”
Age UK Board of Trustees

77. Macmillan cancer
support

78. DRTV
The client had just given the go ahead on a brand film through VCCP, and wanted a
DRTV spot to capitalize on the increased awareness they expected. The brief was put
out to competitive pitch, which included specialist DRTV charity agencies.
We won.
The script relies on emotion to engage people and demonstrates the vital role
Macmillan nurses play.

79. QuickTime™ and a
decompressor
are needed to see this picture.

80. MORE TH>N

81. MORE TH>N. FEEL THE LOVE.
MORE TH>N love their customers. So much so that they are completely changing the
way they do business, putting their customers at the very centre of their thinking.
Soon there will be a wide range of financial rewards and useful services introduced for
their customers’ benefit.
One day they aim to have concerts, firework displays, statues, plaques, medals, fly
pasts and streets named in a customer’s honour – all done for real and all to highlight
the appreciation MORE TH>N feels towards their customers.
But they started by making cups of tea for their customers in St Albans. They held a
street party with a marching band, balloons and tickertape and filmed it for a TV
commercial.
And we continued the celebratory feel through DM and digital, while further rewarding
customers by offering them discounts of up to 20% for taking out additional policies.
This was the first time More Th>n had produced a fully integrated campaign across all
channels.

82. Age UK launch

84. Age UK launch

85. Age UK launch

86. MORE TH>N
(Speculative proposal)

87. Doing what we can to make our customers’ lives easier inevitably leads to
happier people who are more inclined to renew their insurance with MORE
TH>N.
This suite of apps looks at six areas of insurance that MORE TH>N offer and
gets to the heart of their different customers’ needs.
It also offers an opportunity to cross-sell.
Whenever a customer opens the suite of apps on their phone, they’re
immediately presented with MORE TH>N’s range of cover. Yet if, for
example, they have home insurance but not car insurance with MORE TH>N,
they can access the car app, but can’t use it until they switch.

88. When a customer clicks on
‘Home’ and signs in with their
home insurance policy number,
they have access to the
Contents Valuer app. This app
is designed to help customers
make sure they always have
the right amount of cover – and
make claims less stressful and
faster.

89. With Contents Valuer,
customers go through
their home, room by room,
photographing and
uploading the value of their
belongings.
And, as they make new
purchases, they can
photograph them and the
receipts, storing it all with MORE
TH>N.

90. • Car Insurance – step-by-step instructions to help customers
after an accident, for example, prompts to take witnesses’ names and
addresses, statements (on video), add photos, take
a movie of the scene.
• Pet Insurance – upload and store your pet’s details, veterinary
appointments, emergency numbers, dietary requirements and links to
health guides.
• Landlord Insurance – inventories, tenant details, expenses,
income, gas inspection due dates, details of tradesmen and links to help
you find local rated tradesmen.
• Life Insurance – a life insurance calculator to make sure you have the
right amount of cover to protect your family after your death, medical
details, doctors’, dentists, partner’s details and next of kin.
• Travel Insurance – live flight information guide, emergency
contacts from abroad, links to online travel guides, foreign office and visa
details, health advice, currency, details of your inoculations.

91. Southern Railways
(In production)

92. Summer promotion
Southern Railways wanted to promote their new DaySave ticket: travel anywhere on
their network for a flat rate fee of £14, all day long. From Southampton to Streatham
Common, Ashford International to Milton Keynes.
A poster campaign using illustration to evoke the golden age of travel is in production,
but we were really excited when the brief was extended to radio.
When Sir John Betjeman was poet laureate, he was well known for his love of train
travel, and many of his poems reflected this.
Imagine the following read by someone like Michael Gambon...

94. Fight the proposed
English Baccalaureate
(Speculative proposal)

95. Fight the proposed English Baccalaureate
GCSEs in England were to be replaced with the new English Baccalaureate consisting
of a core set of subjects – English, maths, science, languages and humanities. Meaning
that art, design, dance, drama and music will be pushed to the margins of school
timetables.
For many children, school is the only place where they can explore their creativity.
Not only will they miss the opportunity to discover and nurture natural talents, but the
economy will suffer too. The creative industries are one of the fastest-growing sectors
in the UK. The Treasury has predicted that about 50% of new jobs will be coming from
the creative sector by 2017.
There are two strands to the proposed campaign:
• make the general public aware of the future ramifications of the government’s
proposals and act
• get schools and children involved to create a powerful emotional campaign aimed
at No.10.
Happily, the government saw sense and have withdrawn their plans. I’d like to think it
was because they somehow got wind of our campaign...

98. People saying nice things about me

99. "In my career I have been incredibly fortunate to work with many
exceptionally talented people. Steve Harrison, Tim Mellors, Dave Trott,
Mick Devito...The list goes on and I Include Phil Keevill on that list.
Phil Keevill learnt his craft in the days when the Art Director did the work,
not the an apple mac and hours spent watching YouTube. He is a talented
visual thinker, brimming with ideas that can turn an okay product into
a memorable brand.
He is also an inspirational colleague with a wealth of experience that can
teach us all a thing or two. Needless to say, he has been an absolute asset
in my creative department and I hope we will have the opportunity to work
together many more times in the future.”
Jamie Bell, Creative Partner, VCCP me

100. "As many of you already know, the irrepressible Phil Keevill will be leaving
us at the end of the week. During his long stint here at VCCPme he has
produced some great work on More Than, Southern, C4 and Macmillan.
He has shown the whole creative department how it should be done and
I will miss him for both his professionalism and his sense of humour.
So I hope you will all join me in wishing Phil all the best as he moves on to
his next freelance adventure. Please buy him a drink or two to say thank
you for all the hard work. Hopefully, he'll be back before you know it.
All the best Phil. You're a legend.
Jamie”
All staff email from Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me
Jamie Bell, Creative Partner, VCCP me

101. "Phil is an amazing talent to have in the department. He is an amazing
craftsman. He doesn't stop until whatever he does is as good as it can be. He
brings with him experience but also a real sense of excitement on whatever
brief he works on. But it's his conceptual work that makes Phil stand out.
On Morethan, his thinking has been outstanding. His ideas are huge and have
depth and breadth that stretches from TV, to radio, to online to DM. He
thinks big and is able to answer any brief thrown at him.
But what’s more, he's a great guy to have around. Always a gent, always
upbeat, and always has a smile on his face whatever time at night, no matter
how many briefs he juggles.”
Mark Orbine, Group creative director VCCP

102. "We've been very lucky to have Phil in the agency since last summer as
maternity cover. His experience and expertise are legendary but add to that
the fact that his real passion for great work and helping produce it is
undiminished and you have a very powerful combination. We have all
benefitted greatly from having him around and I can think of no agency in
London that wouldn't be made better by a ‘bit of Phil’.”
Chris Whitson, Planning Partner VCCP me

103. "Phil is a class act. We all know that. The industry knows that.
But what's more important is that he is a joy to work with. Nuff said.”
Ben Stephens, Managing Partner VCCP me

104. “Thank you.”
Phil Keevill