I enjoy creatively guiding and collaborating with teams to create compelling content and comms across many channels, and to define, build, shape, design and redesign brands that are driven by purpose.

As a creative lead, art-director and senior copywriter I am known for bringing simplicity to complex briefs, along with a spirit of calm, creativity, thoroughness and strategic thought, I have an aptitude for distilling audience insights, cultural trends and analytics into meaningful messaging and communication campaigns that align with brand goals and direction. I am an empathic team leader, and ‘a trusted pair of hands’, with a diverse set of skills built across 24 years of working for advertising, design and communications agencies and brands.

Prior to creatively leading multi-channel global campaigns, I worked for years as a senior copywriter, designer, and prior to that as an advertising and design strategist. I made bold career changes, moving from management and strategy into creative roles in design and digital communications with success at every stage. The red thread between each move is bringing brands to life with authenticity and integrity, in words and in visuals.

I am experienced in concept creation and development, production and implementation of large budget campaigns, along with strategic brand direction, visual story-telling and digital copywriting. I lead teams with the understanding that comes from experience in multiple roles, and with pragmatism and kindness.

Over the past 10 years Ive been working for adidas Digital Creative Storytelling (formerly Studio A), always motivated by and supporting the brand’s purpose ‘Through sport, we have the power to change lives’. I worked as creative lead overseeing and guiding design, art direction and copy, and as a senior copywriter, on varied global digital campaigns across commercial, membership and sustainability - collaborating with creative teams, senior management, diverse stakeholders and creative agencies.

Other clients include Parley for the Oceans, Armed Angels, Max Mara, Diesel, Marks & Spencer, Disney, Pernod Ricard, Coutts, Coca Cola, Nestle, Mondelez and Procter & Gamble.

Creating brands and communications that contribute to the well-being and happiness of our earth and oceans, and the folk, flora and fauna that call them home, is my focus.

Outside of work I enjoy spending time in nature, by the sea and visiting cultural spaces filled with craftsmanship and beauty and you’ll also often find me turning clay into something curious, playful and useful in a ceramics studio. See my creations here. 

I’d love to hear from you:
charlottelnewbold@gmail.com
@charlottelnewbold
+31 (0)655836732