verity johnston

marketing and ideas jedi master

Based in
Battersea, London, United Kingdom
Also teaches in London
verity johnston | marketing and ideas jedi master

Rates: £75 per hour but will negotoate bulk discounts

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With an innate ability to build depth of understanding and relationships at a senior level with clients I can quickly deliver real expertise in a number of areas.

The skills I have developed over the last 14 years as a marketing strategy planning director are particularly relevant in these challenging times including:-

Integrated Retail strategy, proving the business case for integrated campaigns, development of global campaigns whilst insuring local relevance, fast turnaround of thought leadership think pieces on key issues impacting the clients brand and business in key territories, running workshops to unlock breakthrough strategies

Specialist subjects

Actionable insight - Bringing real revelations that businesses can act on
Integrated planning - What to say, how to say it, when the audience are most receptive
Behavioural change - Activation of ideas for clients, brands & people creating more profitable relationships
Retail strategy - From sofa to sale to advocacy


Planning Director - iris

Built from scratch a Behaviour Planning team of ten. Developed several key accounts through driving creative development and strategic thought leadership including:- Trade Advocacy strategy & implementation roadmap for Sony Ericsson Global Retail. Future of Retail think piece used as a new business tool. Developed a new methodology to create relevant and effective communications with the customer at the heart called Helping People Buy. I was also a speaker at various conferences in 2008 talking about multimedia measurement (ESOMAR 3M), What consumers want from sales promotions (Marketing Week Sales Promotion) & How a networked research approach can pinpoint point of purchase and stronger category leadership tactics (MRS Online Conference)

Biggest Achievement - Sony Ericsson

- Helped shift client’s perception of iris from the “doing agency” to the global strategic lead agency resulting in significant income growth for iris
- Implemented numerous test marketing plans throughout CEEMEA all resulting in over 50% sales uplift
- Developed a framework to improve the quality of retailer training resulting in customer satisfaction scores exceeding targets
- Worked closely with the global sales teams to ensure improved ranging negotiations with customers such as Vodafone & T-Mobile

Jan 2007 - Jan 2009

Planning Director - Arc Worldwide

Created a Behaviour Planning team of five based around the agencies six marketing services disciplines. Developed several key accounts through driving strategic and thought leadership including the integrated pan EMEA account Intercontinental Hotel Group. Also made an active contribution to developing Arc’s Direct Marketing vision, approach and insight tools.

Biggest Achievement - New Business

Responsible for being the strategic lead on the following pitches:- Fiat UK Vans, The Post Office, Halifax, Alzheimer’s Society

Jun 2005 - Dec 2006

Snr Strategy Planner - claydon heeley

Led the development of the agency’s vision & implemented internal team building activities to bring the vision to life. Resulting in increased staff morale and decreased staff turnover. Client wise developed the global proposition, branding, internal communications and through the line marketing plan for Callaway Golf’s most important new product launch in recent times. The ERC Fusion driver achieved double the expected sales for 2004 in just the first 6 months.

Biggest Achievement – Award winning effective Micro Marketing

Guardian Newspaper
Developed a highly targeted campaign promoting a free CD
Campaign not only resulted in sales being the 4th biggest in the history of the paper but also won a D&AD

New store launch for the architectural delight in Birmingham.
Another highly targeted strategy based around turning tourists into shoppers
Campaign exceeded targets set and went on to win a Globe award

Strategic lead for the global launch of various new products aimed at a very discrete audience

Jun 2000 - Jun 2005

Head of Planning - AIS

Biggest Achievement – First profitable brand campaign for an online brand

Devised the first ever UK integrated Online brand campaign. After the first year of activity Virgin.Net’s unique users increased by 30% and Virgin.Net became one of a few profit making online organisations.

Mar 1999 - Jun 2000

Freelance Account Planner & Researcher in San Francisco & UK

Biggest Achievement – Understanding markets outside of the UK

Threw myself in at the deep end and learned many markets, sectors, models and techniques in various agencies including Chiat Day, St Luke’s, Hicklin Slade & BMP.

Nov 1997 - Mar 1999

Strategy Planner - St Luke's

Biggest Achievement – IKEA

Became responsible for IKEA’s ATL advertising after the first “Chuck out your Chintz” campaign at St. Luke’s. Devised the strategy to explain to people why they should ‘de-chintz’ their rooms. The “Furniture Findings” campaign was developed and sales increased by 100% that year.

May 1996 - Nov 1997


Aimed at: Beginner, Intermediate and Advanced.

Last login: 8 years 12 weeks ago

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