TOM SPICER – yeah, that guy…
My career spans 20+ years and two continents, where I’ve held leadership roles at some of the best companies in the world - both advertising and brand. My advertising work has been recognised by every major industry award show including Cannes, D&AD, The One Show, The Webbys and many others. My 'Moonwalking Bear' ad for cycling safety was directly credited with helping reduce cycling fatalities in London by a third. It also helped win Transport for London the 'Advertiser of the Year' award the year it launched and picked up a Gold Effectiveness Award from both the Marketing Society and the Institute Of Practitioners in Advertising. My 'Don't die before you've lived' campaign for teenage road safety was also both highly effective and awarded, running for a total of 8 years. In early 2024 I left advertising to become Creative Lead at Flite, the world’s foremost electric hyrodfoil company on a mission to transform the world’s waterways into clean, quiet playgrounds for the benefit of people and planet.
Creative Lead, Flite March 2024 - Present
Flite is an Australian success story, growing rapidly from a 2017 startup to become the world’s biggest electric hydrofoil brand, found on 75% of the world’s superyachts. I had done some freelance writing and conceptualising for Flite over the previous 3 years, before agreeing to join them permanently as a senior copywriter. But after only 9 months I was promoted to my current role of Creative Lead, where my remit is to oversee Flite’s entire creative output across two distinct brands - Fliteboard and FLITELab*. This includes being responsible for all branding and marketing content across multiple platforms (Instagram, Facebook, Youtube, Website, LinkedIn, digital & print media, print collateral, plus retail & trade show activations) as well as the creative presentation of each new product line (including colourways and naming convention). It’s a wonderfully varied role which my advertising background gives me a unique perspective on.
Freelance Global Creative & Creative Director August 2020 - March 2024
Remember 2020? In the eye of the Covid storm? That was about the same time I swapped the UK for Australia, for the second time, only this time came with an eye-wateringly expensive flight and a 2 week stay in quarantine. Luckily they let me out to freelance for clients in Sydney, Melbourne, Brisbane and London, sometimes on site, sometimes WFH. I worked across multiple brands & agencies and highlights have included hero-ing the Aussie Ashes Cricket team (challenging for a Brit) launching the Audi Q5 and offering help to Carers who’d never ask for it via the goverment’s Carer Gateway initiative.
Permanent Creative Director McCann London March 2020 - August 2020
After permalancing at McCann for a year and a half, they finally persuaded me to officially join the team. And what a team, probably my favourite place to work so far. Great people, great culture, great ads. I had a roving agency role, where I worked on pretty much everything as well as client facing roles CD’ing Mastercard, Dettol, Nurofen, Birds Eye and Shreddies. I was part of many winning pitch teams and also discovered my love of mentoring younger teams. Good times. So why leave so quickly? In the midst of lockdown we moved back to Australia to be closer to my wife’s family.
Freelance Creative Director McCann London November 2018 - March 2020
I had largely the same role as a freelancer as when I became permanent. Only without the sick pay, holiday pay and pension, obviously.
Freelance Creative Director AMVBBDO October 2018 - April 2017
It was always a dream of mine to work at Abbott Mead, so I was stoked when they entrusted me to head up the £2M Bacardi portfolio. Working across Dewar’s Whisky, Bombay Sapphire and Bacardi Rum, I developed strong client relationships that culminated in launching the first brand work to come out of the account in 4 years!!! (good things come to those who wait).
Freelance Creative Director Anomaly London January 2017 - September 2016
Anomaly got me for a couple of weeks to help with a few projects. We won some pitches together so I stayed for 5 months. Great company, great people.
Backpacking through South East Asia with my family July 2016 - September 2015
After 5 years in Sydney, London was calling, via the Asian subcontinent. What a life affirming adventure. And amazingly it didn’t put my kids off travelling for good!
Executive Creative Director Arnold Furnace Sydney May 2015 - October 2010
In my time at Arnold Furnace I helped the agency win a host of awards for the first time in its history, including at the Webbys, New York Festivals, Award Awards and Spikes Asia. After 18 months cutting my teeth as a Joint Creative Director for the first time, I was promoted to Executive Creative Director where I enjoyed successfully pitching for clients as diverse as Volvo, Sanofi and Jack Daniel's - the last campaign for which was judged the best piece of work in the entire Havas network that year. Not bad from an agency of just 25 people. I also saw the agency's creative ranking rise from among Australia's top 50 to inside the top ten - their highest ever position. After leaving the agency I was ranked as the top freelance Creative Director in Australia.
Senior Creative WCRS London August 2010 - May 2005
Did some mega work here, won some mega awards and saw my career really take off. Me and my partner also came up with Sky’s endline - Believe in Better - which they still use today on all their ads, vans and brochures. It’s keeper for sure and still gives me a buzz whenever i see it.
Creative - Senior Creative M&C Saatchi London June 1997 - April 2005
Where it all started. We blew the bloody doors off, winning our first awards across multiple accounts and multiple awards shows. Starting on placement, leaving as one of the best creative teams in London.