EY Global Creative Ideas Planner in London, United Kingdom

Global Creative Ideas Planner

Core Business Services

Requisition # LON00E4U

Post Date Jun 06, 2018

The BMC function has an important role to play in helping to achieve EY’s Vision 2020 ambition to become the leading global professional services organization. We work hand in hand with the business to take services and solutions to market; bring our purpose, building a better working world, to life for our people, clients and communities; engage our people and build a high performing culture; and to build the commercial value and emotional resonance of the EY brand.

BMC is led globally by Karen Hopkins. The function is made up of around 2,000 professionals, working across the Executive and Regions in the following areas of specialism: Brand; Marketing; PR/Media Relations & External Communications; Internal Communications &Employee Engagement; Corporate communications.

BMC also includes a number of teams who are responsible for content development, editorial, webcasts, events-staging, strategy, planning and operations. Through the collective power of BMC, and the other teams and specialists we work with, we aim to build a better working world by driving commercial value through distinctive marketing and communications that deliver measurable market impact.

Position Summary:

EY’s global Brand, Marketing and Communications (BMC) function supports EY’s purpose of Building a Better Working World by driving commercial value through distinctive marketing and communications that deliver measurable market impact. EY’s Vision 2020 sets an ambitious target to become the most distinctive professional services firm and includes having the ‘best’ brand, being the most favored employer in the market, being the #1 or #2 in market share in our chosen services by 2020.

The Global Brand & Marketing team is pivotal in the transformation of EY’s brand and commitment to creative content and ideas. EY is investing resource in brand and marketing and established a new role for a Global Creative Ideas Planner to play a central global role in (1) leading the creative planning; (2) driving consistent, distinctive omni-channel creative output; and (3) proactively helping drive EY’s ambition to become ‘best’ brand through contributing to the core brand stewardship

The Global Creative Ideas Planner primary responsibility will be to:

  • Ensure BMC have the tools and support to create first class creative briefs: including development and implementation of the creative brief templates, coaching, mentoring and optimization of creative brief development across the BMC;

  • Help develop, and implement EY’s Brand strategy, including positioning architecture, TOV, personality, and help the support other functions within BMC with developing messaging hierarchies and ensuring connections

  • Support the development of strategic projects through optimised creative development to ensure best in class / on brief deliverables.

  • Work with the team to ensure the agency ecosystem including our own GDS develops planning skills over time

  • Drive insight-led creative planning

  • Help reporting and evaluating campaigns for increased learning, internal and benchmark against external world class creative marketing ambition (e,g. Develop award submissions)

Additionally, the Global Creative Ideas Planner will closely collaborate with all members of the core Brand and Marketing team, also ensuring a strong connection with the Insights and Knowledge teams to maximize aligned use of relevant data points and insights.

Essential Functions of the Job:

  • Creative briefs

  • Can simplify and develop first class creative and media briefs

  • Can mentor and coach people to get to create briefs as part of cascading a greater Centre of Excellence capability


  • Has a clear understanding and can support and develop metrics and measurable results for creative work

Collaborate & Inspire

  • Can effectively collaborate, advise and influence key stakeholders across BMC through adding value to their thinking for optimized ideas


  • Can develop and deliver training programs around specific skills gaps within the BMC, allowing people to upskill and become best-in class

  • Knowledge, Competency and Skill Requirements:

  • A “simplifier” creative thinker capable of creating simple, springboard for breakthrough ideas fusing complex inputs and insights

  • Diverse range of ideas and content – our ideas are across multiple touchpoints, content and experiences

  • Strong technical skills in all core areas of planning including: research and insights, business strategy, media and connections, analytics, cultural trends, digital and social strategies, etc.

  • Ability to bring industry leading thinking and practice for the professional services sphere

  • Demonstrate business, competitive, and audience analysis that leads to growth-oriented solutions

  • Fuse analytics, applied logic and creative leaps to deliver world class solutions

  • Excellent written skills – presentational and briefing

  • Develop others proactively; see learning and development as a critical input to delivering exceptional client service to BMC clients

  • Assert own ideas and persuade others; gain support and commitment from others; mobilize people to take action; use creative approaches to motivate others to meet practice and BMC strategic goals; engage with leaders effectively to gain sponsorship for activities

  • Able to confidently present and effectively engage with senior leaders

  • Demonstrated knowledge, skills and abilities concerning global business fundamentals, business models, ethics, competitive analysis and cross-cultural/geographical sensitivities

Other Requirements:

  • This role will be based in London

  • Global travel will be required pending business needs.

Job Requirements


  • Bachelor’s degree (or equivalent area of study or experience


  • Experience in creative / strategic planning on world class / award winning creative ideas

  • Proven experience in creative strategic planning on world-class/award-winning creative ideas

  • 12+ years experience in advertising, full service or digital creative agency or leading content house,within a multinational and/or agency environment with proven and demonstrable results – the majority of which must be in creative / strategic planning roles

  • Omni-channel experience, including relevant digital experience an essential

  • Able to leverage a range of category experience applied to our B2B business

  • Proven ability to influence and build collaborative relationships with senior-level stakeholders

  • Smart creative planning experience and delivery of world class ideas