Dylan Alling has been the Go-To Guy since 1996
Name: Dylan Alling
Telephone: +31624644498
E-mail: dylan@creativestrategist.com
LinkedIn: Dylan Alling’s profile
Creative strategist and certified Scrum enthusiast with 15+ years of experience in digital and traditional media. Helps companies develop, launch and optimise brands by bridging strategic plans and creative output. Proponent of transmedia campaigns that deliver concrete results. Proven B2B and B2C track record — as a campaign strategist, concept developer and copywriter.
Alling | Creative Strategist (freelance projects since 1996)

Client roster: Citroën Automotive, Coca-Cola, Fanta, Heart Foundation, l’Oreal Vichy, MasterCard, Robeco, Stichting Vluchteling, Vodafone Netherlands, War Child and Wolters Kluwer Corporate Communications.

Roles and responsibilities:

  • Development of strategy and positioning
  • Assembling and managing teams
  • Concept & copy for crossmedia campagnes (DM-print-RTV-social)
  • Content strategy training and optimisation
  • Scrum knowledge sessions

 Creative Strategist @ WeLikeMilk (freelance, since 2012)

WeLikeMilk is a digital advertising agency. WeLikeMilk helps brands maintain relevance. Effectivity of online advertising is increased by addressing the complete customer lifecycle and combining performance with branding.

Increased market share of a.o. Agis, Centraal Beheer, Simyo, XS4ALL and Zilveren Kruis Achmea by contributing to:

  • Campaign strategy, concept and execution
  • Optimisation of online advertising (banners, landing pages & funnels)
  • Creative Direction and copy execution

Creative Strategist @ Digital Natives (freelance, since 2011)

Digital Natives creates digital platforms for unique brands, companies and startups. The agency combines the ad world’s strategic brand thinking with the startup world’s agile and result-driven product development.

Contributed to the success of a.o. RegioBank, Proteq Animal Healthcare, HUMAN broadcasting company, Music All In, Dutch Veteran’s Day (MoD) and Rituals Cosmetics in the following roles:

  • Brand strategy and crossmedia application
  • Campaign strategy, concept and execution
  • Creative Direction and copy
2008-2010 Associate Creative Director, TBWA\ agency.com

Online advertising agency. Client roster included ABN Amro Bank, McDonald’s, Procter & Gamble Fragrances, T-Mobile Netherlands and WE Fashion.

Responsibilities:

  • End responsible for all creative input and output of TBWA\ agency.com Amsterdam
  • Management of creative department (10 fte)
  • Acquisition campaigns within client portfolio

2006-2008 Concept Developer & Copywriter, Clockwork

Digital engagement agency. Client roster included KPN, Infonet, Kluwer, FBTO, ABN Amro Markets, Ordina.

Responsibilities:

  • Challenge client briefing with Communication Strategy Teams
  • Initiating and overseeing concept/communication flow
  • Managing content management and creation, ranging from copy platforms to long/short copy for crossmedia campaigns

2000-2006 Head of Copy & Sr. Project Manager, Foster’s Group Europe

Creative studio at European HQ. Creation of concept & copy combined with studio management.

2014 Certified Scrum Master, Zilverline
2013 Certified Scrum Product Owner, Zilverline
2004 Communication for Excellence, Humanication Group
1996 – 1997 University College London, Literary Translation (MA, interrupted)
1993 – 1996 University of Wolverhampton, English & Education, Joint major (BA Hons)
1992 – 1996 Hogeschool Holland, English (teaching qualification)
1991 – 1992 Hogeschool Holland, Copywriting (foundation year)

This is my 5-step approach:

1. Define the challenge

  • topic 

    Let’s get the board together and ask them what challenges they currently face. What do they expect to arise in the future?

  • Deliverables 

    Business Model Canvas, SWOT Analysis

2. Brand: What does it stand for?

  • Topic

    We’ll continue our dialogue with relevant stakeholders within the organisation. What is the brand essence? Can we define its current and desired behaviour?

  • Deliverables

    Brand Key, Brand Behaviour

3. Customers: What do we really now about them?

  • Topic

    It’s all about the customer, eventually. When will we be seen? How do we currently interact? What about tomorrow? What platforms should we use?

  • Deliverables

    Customer Journey, Touchpoints

4. Roadmap: Where are we going?

  • Topic

    Involving as many stakeholders as possible, we will work towards an overview of everything that needs to be done, sorted and prioritized.

  • Deliverables

    User Stories, Product Backlog, Roadmap w/ Timeline

5. Battleplan: How do we get there?

  • Topic

    Together we’ll determine our next steps. Choose people and partners to work with. Work out a budget, play calendar-tetris and finalise this phase with the start of the next one: a kick-off.

  • Deliverables

    Team, Budget, Planning, Kick-off

Want to know more?

Sure, the above seems a one-size-fits-all deal. Fortunately, every challenge is unique (yes, really) and most of my projects become bespoke endeavours. So let's grab a coffee sometime. I know just the place.

Get in Touch