Clemmie
Telford
Hello! Nice to meet you.
I’m Clemmie, I’m a creative director, strategist, and content creator with 20 years of experience in the creative industries. I’ve worked across ad agencies, tech, and broadcast sectors, partnering with iconic brands such as Nike, Barbie, The Sunday Times, eBay, Vodafone, Tesco, M&S, Yorkshire Tea, and Airbnb.
I LOVE honest conversations about difficult topics, so much so that it inspired me to build a series of social platforms centered around this mission.
I’m also a fan of a list - my blog Mother of All Lists is full of them.
You’ll find them cropping-up often, including here, my career highlights:
Leadership: Built and led teams to deliver innovative solutions.
Podcasting Excellence: Started an Apple #1 podcast.
Pioneering Social Media: Launched Instagram Stories at Meta.
Broadcast Innovation: Driven record streaming hours on ITVX.
Content Creation: Created "The Mother of All Lists," with 1 million annual reads.
Early Adopter: Earned a blue tick on Instagram before it was purchasable.
Media Recognition: Featured on Woman's Hour and at the Hay Festival; listed as one of The Drum's 50 Best Female Speakers and Campaign's 30 Female Trailblazers.
Brand Innovation: Created a new category for Tommee Tippee.
Publicity: Shamed in the Daily Mail (and proud of it!).
Trending Now
Creative at the speed of culture for ITV.
Designed to spark FOMO.
My team developed a ‘trending now’ work stream which turned around creative in 48 hours to respond to social listening cues.
Reactive carousel for Meta and Instagram Stories for TOWIE
Tommee Tippee Global Rebrand
Words from Steve Parkin CEO of Tommee Tippee:
‘If you aren’t presenting work that scares us then you aren’t doing your job.’
Rebrand, reposition, logo, tone of voice, new visual language, new packaging and end line. You name it they did - a revolution not an evolution!
The launch of the rebrand resulted in an 18% increase in engagement overnight.
Content Creation.
Like many others, having kids turned my life upside down. To make sense of it, I began posting about my experience online. In doing so, I found myself:
- Became an early adopter in the world of ‘Mum-blogging’, growing a community of 120k people on Instagram.
- Later this expanded to include website, a podcast, a series of events and a book, all stemming from my journey as a parent.
- The journey provided invaluable experience into organic social media and content creator marketing strategies.
Barbie Campaign
360 campaign* & audience research piece on the impact playing with dolls has on teaching empathy.
Nike Consultation
Consulted on and promoted the launch of Nike Maternity with Wieden & Kennedy.
Natwest Partnership
Co-created Content to raise awareness of Financial Abuse
The campaign resulted in an invitation to the Houses Parliament to help inform changes to Domestic Abuse bill
.
What began as Me writing to make sense of early motherhood, turned into a curation of 300 first-person stories about all sorts of significant life-altering experiences. 1million annual read. Featured in Sunday Times Style Magazine
I’m a published author!
Writing 100k words with 3 kids under 5 during lockdown 2020 = very challenging.
BUT writing a book = life goal achieved.
It’s 2017. We are seeing the rise of the early 'Influencer culture' and Instagram has just hit 500 million monthly users.
I join Facebook’s Creative Shop to:
- Help launch Instagram Stories.
- Explore building relationships between brands and content creators.
- Lead the retail vertical
Grew the Sainsbury Instagram spend by 200%
Developed a ‘Stories School’ roadshow to educate clients. brands and agencies to a new way of working.
From creating 60-second 16:9 ads with big budgets
to vertical spaces and agile production methods.
Worked with Tesco to make their first ever Instgram Story .
A Very Early Content Creator Trial
How do you do a ‘content creator campaign’ to drive awareness of Vodafone’s bigger and better network, long before anyone knows what that means? We had a go....
The work was rolled out on weekly for 5 weeks. Every week we refined the brief and process and pushed.
Biggest learning: live shouldn’t mean finished.
Week 1
Average work
High cringe factor
Lack of process
Happy client
.
Add a Call-to-Action
Week 5
Better process
Better work
Happier client
No cringe factor
.
Add a Call-to-Action
British Heart Foundation 'Baby'. We a mini-documentary too.
Yorkshire Tea.
One of My favourite ever pieces of work.
Yorkshire Tea embarked on a mission to claim the second spot in the tea market. Our creative solution was to take 'Little Urn', a van adorned with their iconic packaging, on a road trip. Guided by Facebook fans, the van, driven by Yorkshire Tea staff, journeyed from Britain to America, delivering a 'proper brew' to those in need. It was a social-led campaign, later showcased in television ads.
- Sales surged by 11.6%.
- Market share soared from 12.06% to 13.79%.
- IPF Silver Effectiveness Award.
A dyslexic copywriter? Sounds back-to-front, but it works. Most of the time.
Other Achievements
Speaker - Hay Festival
Panel discussion on birth-rights
Speaker- House of Commons
Contributing to a debate around domestic violence laws, informed by a campaign
Award - Campaign
Listed as on of 30 Trailblazing women
Contributing Writer - Grazia
On the power of ‘not knowing’
Speaker - Eurobest
Keynote on creating content for Instagram
Speaker - Instagram HQ
Parenting in a Digital Agen
Speaker - Creative Festival
Panel discussion on ‘Femvertising’
Speaker - Stylist Live
Solidarity in parenting
Speaker- Women’s Hour
The Do’s/Don’t visiting new parents.
Award - The Drum
Listed as one of 50 Best Female Speakers
Contributing Writer - Stylist Magazine
A candid conversation about Body Image
Feature - Sunday Times Style
Mother of All Lists featured as a
‘Must Visit Blog.’
I also have three kids and while they don’t have a page on here, they are, without doubt, my best and most challenging project.
If you would like to chat further, I’d love to hear from you at: clemmie@clemmietelford.com