About me
I tell stories, find patterns and do my best to look after the people around me.
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I started Creative Covenant, the brand storytelling agency for start-ups, to solve a problem that I kept coming across again and again.
People see brand-building and demand generation as separate efforts. They see brand-building and creating a culture as separate efforts. They see brand-building and product innovation as separate efforts. They see customer experience as a separate effort. They see recruitment, governance, facilities management and corporate communications all as individual, separate functions.
Yet, nailing all of these elements starts with a clearly articulated, focused brand.
Especially in a start-up.
By translating the mechanics of business processes into simple, relatable stories, we help to make unexpected connections and build salient, meaningful and different brands for businesses who are ready to become iconic.
Want to know how? Book yourself in for a quick chat here: https://calendly.com/lucinda-dobinson/15min
World Independent Advertising Awards Judge 2021
TechNation Marketing Mentor
DMA Judge 2020 (B2B category)
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BIOGRAPHY
I started my career as a copywriter at a boutique advertising agency, where I was named Head of Copy within two years. During this time I worked on TTL copy and creative strategy for many household names including Unilever, Godiva, Octopus Energy, JLL, RBS, Turner Broadcasting and Action for Children.
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After five years, I was restless for a new challenge and joined Countercept, an up-and-coming security start-up, where I ran a hugely successful rebrand and began building out the in-house Creative team.
When Countercept’s parent company was acquired in 2018, I oversaw all the global communications and was quickly named Global Head of Creative Strategy for both businesses. During this time, I became increasingly aware of many emerging challenges, specific to SaaS start-ups, that the existing agency model simply doesn’t answer, inspiring me to break away and found my own agency, Creative Covenant, in October 2019.
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My list of awards includes:
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Property Marketing Awards
Best Corporate Marketing Campaign 2015
Telly Awards
Online Video, Online Commercial Campaign B2B 2015
CIM Marketing Excellence Awards
Digital- Social Media- Large 2016
Stevies International Business Awards
Marketing Campaign of the Year 2015 and 2016
People’s Choice Award 2016
Best TV Commercial – Utilities 2017
Marketing Campaign of the Year – Corporate Reputation 2018
Communications Campaign of the Year – Corporate Communications 2018