My work spans a range of industries and formats and brands.
With over a decade as an accomplished Creative Director, Maurice drives team leadership, marketing innovation, and consumer engagement. Proficient in creative direction, creative strategy, brand Identity management, integrated marketing communications, digital marketing, music and film production, experiential marketing, PR and more. Maurice is adept at mentoring high-performing teams and aligning strategies with business goals for award-winning results in dynamic environments.
Skills & Expertise
Hard Skills
- Creative Direction
- Crisis Management
- Budget & Resource Allocation
- Adobe Photoshop
- Copywriting & Content Writing
- SEO Copywriting & UX Copywriting
- Illustration & Storytelling
- Brand Performance Analysis
- Video Production
- Music Production
- Screenwriting
Soft Skills
- Empathy & Confidence
- Verbal Communication
- Leadership & Mentoring
- Analytical & Driven
- Innovation & Adaptability
- Stakeholder Management
- Cross Functional Teamwork
Industry Knowledge
- Digital & Social Media Marketing
- Experiential Marketing
- PR Management
Work Experience
Noah's Ark
DDB Lagos
JWT
Noah's Ark
Creative Director
Transformative Creative Director with strong demonstrable experience directing creative workflow, directing over 50 colleagues across 5 teams to manage 20+ accounts, and consistently delivering innovative services.
- Directed Airtel’s “Data Is Life” campaign to viral success, securing 31 million social media views and acquiring 2 million new data subscribers within two months, demonstrating exceptional leadership in campaign strategy and execution.
- Oversaw Maltina’s market position by repositioning the brand with the “Own Your Flavor” campaign, exceeding acquisition targets by 36% and boosting brand score by 2.8% under 4 months
- Spearheaded the “Stop Cut” Female Genital Mutilation campaign for Hacey Foundation amassing 2,410,062 impressions across digital platforms, growing average monthly Helpline Calls from 3 to 270 and generating awareness critical to the enactment of the 2020 STOP FGM Act which enhanced FGM-related policies.
- Accomplished digital adoption for Airtel TV’s Streaming Video on Demand service via content strategy, increasing downloads from 60K to 1M within two months and achieving top rankings on Apple and Google Play Store charts within 48 hours, amassing over 10 million social media views.
- Supervised cross-functional team cohesion through agile initiatives and training programs that improved team proficiency evident in over 20% increase in turnaround time and approvals.
- Facilitated Noah’s Ark Communications as a top global name, instrumental in achieving the #1 agency rank in Nigeria and #27 worldwide, according to Lurzer’s Archive global creative agency ranking in 2023.
DDB Lagos
Associate Creative Director
Elevated brand presence significantly by leading two teams in crafting compelling stories across traditional and digital platforms, enhancing audience engagement and brand visibility.
- Surpassed performance targets with the MTN Pulse relaunch campaign, increasing subscriber numbers from 47.441M to 56.766M within five weeks, reflecting a 4% exceedance of goals through targeted marketing strategies.
- Collaborated on Nigeria’s first international accolades, including an Epica Emerald and a Silver at the Loeries, with the Nike Foundation’s Girl-Hub campaign, catalysing a 10% increase in donor contributions in Kano through strategic storytelling and impactful content.
- Created and spearheaded a team, comprising top-tier photographers, writers, and designers to produce “A Hand & A Smile,” a nationwide campaign for MTN Foundation that spotlighted CSR achievements across 36 States, strengthening community relations and enhancing corporate reputation.
JWT
Group Head Copy and Strategy
Recalled as Group Head Copy & Strategy at Glo, guiding a team in crafting telecom marketing campaigns.
- RevitalizedGlo G-Bam youth proposition, leading to a 15% increase in consumer engagement and a 25% rise in subscription, leading to a comprehensive campaign that endeared Glo to younger demographics.
Academica & Professional Qualifications
- Elvtr Professional Training Institute Generative AI in Sales & Marketing - 07/2024
- Artificial Intelligence in Marketing. Darden School of Business, University of Virginia - 09/2023
- Artificial Creativity. Parsons - 09/2023
- Artificial Intelligence and Machine Learning in Business - Alison 08/2023
- Postgraduate Diploma in Professional Marketing, CIM Level 7- Chartered Institute of Marketing - 01/2023
- Corporate Digital Communications, CIM Level 7- Chartered Institute of Marketing - 12/2023
- Creating Entrepreneurial Change, CIM Level 7- Chartered Institute of Marketing - 12/2021
- Mastering Metrics (HL), CIM Level 6 –Chartered Institute of Marketing - 07/2015
- Strategic Marketing Diploma in Professional Marketing– Chartered Institute of Marketing - 06/2016
- Diploma in Digital Marketing – Chartered Institute of Marketing - 02/2014
- Certificate in Consumer Behavior -EBS, Heriot Watt University, UK - 01/2013
- Certificate in Marketing Communications –EBS, Heriot Watt University, UK - 01/2014
- Bachelor of Science Sociology – University of Ibadan, Oyo, Nigeria. - 09/2002
I turn ideas into reality
Pure Love - Hypo
Stop Cut - Hacey Foundation FGM
Amaka Must Go - Airtel TV
Lost - Airtel Data is Life
Break/Crack/Frozen
Contact
- Cottingham, HU16 5LX, UK
- +447895633393
- maurscodex@gmail.com