The Olivier Awards

As the agency lead for Mastercard's Olivier Awards sponsorship, I devised the strategy for their integrated campaigns for six years, collaborating with teams and analysing research with the ultimate goal of driving brand awareness. This work was recognised in 2014 with an IPM Award for my campaign that produced emotionally-charged, branded content with Les Miserables, Wicked and We Will Rock You. Centred on the simple truth that since it’s inception, theatre has always been a reflection of life and society, we encouraged customers to tell the supporting cast in their lives how important they were, directly through social media. Working with influencers including Michael Ball and setting up an experiential activation in London’s theatre hot spots (Covent Garden and Leicester Square), we created a huge buzz in the week leading up to the awards.

My negotiation of Mastercard’s sponsorship with rights holder Society of London Theatre allowed for the creation of Priceless Experiences such as sitting right next to the nominees on the night and meeting winners backstage. These experiences were brought to life in television idents increasing Mastercard’s brand awareness and satisfaction amongst theatre fans.