aDS  payne

Hey, welcome!

I’m Adam - or Ads to most people. I’m a creative and brand strategy leader who has spent 17+ years rethinking how brands show up as audiences, technology and culture evolve, from traditional advertising and digital through to social, creators, experiential, AR and AI.

My career began straight out of art school as a L’Oréal grad, before moving into global advertising agencies including BBH, TBWA and AKQA, working with brands such as Apple, British Airways and Nike. Since then, I’ve worked with more than 100 brands across markets worldwide and almost every vertical, helping them adapt to new behaviours, technologies and ways of connecting with people.

For the best part of nine years, I’ve been deep in the world of social from the platform side. At Twitter (1.0), I led Creator Strategy & Business Development across EMEA during the emerging wave of influencers and creators. Today, I lead Creative Strategy across Europe for Snapchat’s mid-market advertisers, turning business goals into ideas that move brands forward while leading the creative direction and multidisciplinary teams that bring them to life.

Areas of expertise:

/ Creative Origination & Direction
/ Brand, Social & Platform Strategy
/ Pitch Leadership & Commercial Storytelling
/ Creator Strategy & Partnerships
/ AR, AI & Emerging Technology
/ Global & Multi-Market Creative Leadership
/ Team Leadership & Capability Building

Based in the UK, often hopping across the pond or around Europe. Dad, husband, keen cook, art enthusiast, music lover, Yorkshire Tea ritualist, cinema-goer, Imagineer wannabe and occasional mountain climber.

[For portfolio access, email me at paynebrandstrategy@gmail.com]