Hi, my name is

Jacob Loftus

I’m a Senior Creative Strategist with 8 years experience combining creative and social brand strategy for some of the world’s biggest brands

My strategic process is simple:

I bring together cultural signals I’ve spotted through my obsessive collection of newsletters, sites and a shocking amount of time on social media; I then build in human, psychological codes, ensuring everything we create will influence the right actions; Finally I combine these insights with brand behaviours, meaning the work will always feel genuinely authentic to the existing brand world.

This is where I’ve been:

Grey London (2024-Present)

Senior Creative Strategist

MullenLowe UK (2022-2024)

Senior Social Strategist

Not Actual Size (2019-2022)

Content Strategist

Global Cycling Network (2017-2019)

Content Manager

And these are some of the brands I’ve worked with:

Here are some projects I’ve

enjoyed...

Vodafone Ireland

SEANCHAÍ SOCIAL VIDEO SERIES

Signal: Folk storytelling and oral traditions were re-emerging through creators and podcasts

Code: People craved belonging and human connection in a fragmented, hyper-digital world

Behaviour: Became a cultural host for connection, reviving Irish storytelling for the social age

Idea: Vodafone Ireland revives the Seanchaí - the traditional Irish storyteller, through a creator-led series sharing real stories of connection

VIEWS

4.6m

CLICKS TO SITE

65,133

Sensodyne

SENSITIVITY STORIES WITH JAMIE OLIVER

Signal: In an era of AI fakery and inflluencer fatigure, trust is in brands is collapsing

Code: Audiences seek authentic proof - expertise valudated by real humans, not marketing claims

Behaviour: Reframed “expertise” as human proof, not brand authority

Idea: Sensodyne partners with Jamie Oliver, an undisputed expert in his field, to bring authority and warmth back to everyday oral careodyn

AD RECALL

+10.15%

BRAND AWARENESS

Best In Class

IMPRESSIONS

94.5m

Nestlé

GOLD MOUSSE GERMANY SOCIAL AD CAMPAIGN

Signal: People were rejecting performative luxury and seeking micro-moments of calm

Code: Indulgence became an act of self-respect, and a vital act

Behaviour: Shifted luxury from status to stillness – the brand sold the luxury of time

Idea: A paid + creator campaign inviting people to “Gift Yourself a Moment”, reframing indulgence from excess to time, creating a new cultural consumption moment

CREATIVE TESTING

89%

This campaign is still live, so more results to come

Co-op Funeralcare

LAUNCHING THE FIRST FUNERALCARE BRAND ON TIKTOK

Signal: TikTok users were beginning to use new spaces to build communities around traditionally taboo topics

Code: Gen Z are open to talking about death and funerals more than their parents & grandparents

Behaviour: Helped consumers have the most difficult conversations, no matter how

Idea: Co-op Funeralcare became the first brand of its kind on TikTok, creating a space for honest and open conversations around death, dying and funerals

VIEWS IN 1ST 6 MONTHS

15m

FOLLOWERS

15.9k

Something a bit different:

I wrote, produced and directed a documentary on the Bikestormz subculture. Incredibly we created this just before the boys went on stage with Stormzy for his era-defining Glastonbury set.