Floyd Hayes

Creative Director

A pioneering creative thinker, collaborator and leader who combines experiential, guerrilla and digital marketing disciplines to provide industry-leading communication solutions for Fortune 500 clients.

Relevant Experience

2012-Present: Floyd Hayes Consulting LLC (FHC), Founder and Creative Director.

Experiential, guerrilla and social media consulting and activation for clients including: Ben and Jerry's (Europe), General Mills (US), Scion Auto (US), KIA (US), Foster's Beer (MENA), Heineken (global), Smirnoff (global), eBay (LATAM), Grey NY (Canon, Audi, Bosch) , Ogilvy & Mather (IBM global, ETrade), Edelman (eBay, Smirnoff)

World's Fastest Agency, Founder and Creative Director.

A subsidiary of FHC, a trailblazing experiment in real-time marketing and social media powered advertising. It gained world-wide media coverage (PSFK, AdAge, Adweek), generated 30,000 website visits in 24 hours and attracted clients such as P&G and Retailmenot.com.

Nominated as one of Entrepreneur Magazine's Top 100 Brilliant Business 2013 and Top 5 Emerging Entrepreneur 2014.

Guerrilla Marketing School, Founder and Teacher.

An online and offline creative development workshop with clients including New York University, St. Martin London, LaSalle College Canada, Virgin America and students from around the world.

2009-2013: Founder @twipple.

Devised and implemented twitter's first random acts of kindness feed called @twipple. The Huffington Post deemed it, "The most thoughtful use of twitter we've seen."

2009-2012: The Fearless Group. Chairman of the Board / Creative Advisor.

Fearless is a full-service advertising agency founded by BBH originator Jerry Judge and former Universal McCann CEO and Chairman Robin Kent. In addition to traditional CoB duties, I led the non-traditional communication strategy, notably for the multi-million dollar launch of the Top Level Domain company, ".Co."

t. +1 917 684 1870 e. Ideas@FloydHayes.com Portfolio: www.FloydHayes.com

2004-2012:  Founding Member and Creative Director, Cunning NYC.

Moved to New York under a "Unique Abilities" visa to establish the agency in the world's most competitive advertising market. Duties included: Creative Director, team building, co- New Business Development and C-level client liaison. Client work included:

Syfy: Developed award-winning strategy, media planning, brand consulting and creative. The Wall Street Journal called our experiential work for The Triangle mini-series, "The Center Piece of their $10 million campaign."

Dove: Invented The PitiCure, a new beauty regime for Dove Deodorant. I led my team
to create a multi-channel campaign blending experiential and digital marketing to help the brand exceed its sales, sampling and media goals. Unilever trademarked PitiCure globally.

Yotel: Conceived and directed the opening event for Yotel, a new $300 million hotel. The "100 Under 2 Festival" featured one hundred NYC acts performing two-minute shows, live in one hundred rooms as part of a spectacular launch night.

The event combined experiential and social media to deliver a capacity audience of eight hundred VIP guests and media. The accompanying blog attracted twice as much traffic as the Ace and Standard hotels combined.

1998-2004:  Founding Member and Creative Director of Cunning London, Europe's first media agnostic guerrilla marketing agency.

Cunning kickstarted a new marketing revolution with its ground-breaking "ideas everything, media anything" approach. I built the creative team from a start-up staff of two into a hot shop of twenty seven employees. As Creative Director, I was instrumental in developing concepts and leading teams to produce some of the most famous and effective brand experiences and tactics in the UK:

FHM: Produced the first commercial laser projection, an eighty foot woman beamed onto Big Ben. It redefined UK marketing, prompting the BBC to call it, "The stunt of the century." FHM sold more magazine's than at any other time in the company's history.

MINI Cooper: Developed experiential strategy and cross-media campaigns. I launched and worked with the brand as agent of record for four years, producing the most successful small car launch in global auto history, selling sixty thousand cars in year one. The work changed car marketing forever.

British Airways: Conceived and developed London's first real sand beach experience resulting in $2.5 million in earned media coverage, six thousand guests and full-booking for the Caribbean Vacation promotion.

Vodafone: Devised Australia's first floating Rugby field. It sailed down Sydney Harbor to herald the arrival of The Rugby World Cup and Vodafone's sponsorship resulting in national, prime-time news coverage and a genuine "water cooler" moment.

20th Century Fox: Sparked a national media debate about technology with the launch of the world's first VoiceMail audio ad staring Tom Cruise. It delivered tens of millions of dollars In earned media impressions for the release of Minority Report on DVD.

Case Studies and Projects:  www.FloydHayes.com

Media and Quotes

"Pregnant with Marketing Genius" - ADWEEK.

“All round box-free thinker.” - CNET.

"Can always rely on him for fresh thinking." - Jon Wilkins, Founder, Chairman, Naked.

“One of the most notable, accomplished thought-leaders in his sector.” - Richard Powell, Vice-Consul Creative & Digital Media UK Trade and Investment.

"Highly informative, inspirational and entertaining." - LaSalle Int. College of Fashion, Art and Design.

"The bastard step child of JWT" - Sir Martin Sorrell.

Awards

Please note: Cunning London had a "no awards" company policy. The following awards are for Cunning New York's campaigns from 2007-2012:

MarCom:

Gold Special Event - Yotel 100 Under 2 Festival
Gold Marketing Campaign - Yotel Under 2 Festival
Gold Outdoor Poster - SyFy / The Lost Room
Gold Digital Promotion- Havaianas World Cup
Gold Promotional Campaign - HBO John from Cincinnati Gold Trade Show Exhibit - Target
Platinum Marketing/Promotions - HSBC Live Theater Platinum Experiential Sampling - Dove PitiCure
Platinum Web Video Full Episode Player - Dove PitiCure Platinum Promotional Event - Havaianas World Cup Platinum Comms/PR - Toyota SCION Bounty Hunters

One Show Award: NYC & Co Ultimate Local Interactive Campaign
Creativity Annual Awards: Gold - HSBC Live Theater
Creativity Annual Awards: Gold - SyFy Lost Rooms
Event Marker Experiential Awards: Best Single Consumer Event Silver - Toyota SCION Bounty Hunters Future Marketing Awards: Winner - HSBC Live Theater

Events Awards 2007: Most Effective Live Event - Capital One AgencySpy: Hot Ad Man of the Day
Entrepreneur Magazine's Top 100 Brilliant Business 2013 (WFA) Mirren Business Conference: Pitch Battle Winner 2008

Mirren Business Conference: Pitch Battle Winner 2013

Devised seven Guinness World Records

References

Mark Voysey, Founder / CEO Cunning New York: t. 212 219 1050 e. Mark@cunningnyc.com
Robin Kent, Former Chairman and CEO Universal McCann, Founder Fearless and DiSoMo: t. 646 251 4526 e. robinkentsf@aol.com