Hollie Fraser
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Picture

Hello, I'm Hollie


​I’m an award-winning, multidisciplinary Creative Director with 15+ years experience creating concepts, repositioning brands and garnering media attention for brands big and small.

I started out in London, before heading to New York in 2015.


​So far in my career I’ve worked at ad agencies, PR agencies, production companies, as well as with start-ups, and direct to client. My work covers art direction, creative concepts, campaign development, brand voice, and copy. While I specialise in brand and creative concepts, I am experienced in both art direction and copy, managing teams across categories including beauty, haircare, tech, healthcare and consumer packaged goods and much more.

I believe in today's media landscape, great ideas have to earn attention, not expect it. Which is why I specialize in creating modern talkable ideas, and not just advertising.

My work has been recognized by Cannes Lions, Clio Image Awards, The Webbys and BIMAs.
​

Lastly and most proudly, I’m the founder of Books on the Subway and Books on the Underground, now a global book sharing initiative. Speaker at Simon & Schuster Digital Innovation Festival, Penguin Random House Influencer event and panelist at Chicago Ideas.
​

And in case you are wondering, I'm the younger looking one in the picture.


EXPERIENCE

AWARDS

AND ALSO

​CREATIVE DIRECTOR @ FREELANCE  |  Present
Strawberry Frog / 160over90 / High Tide / ​Convicts / DeVries Global / Golin / FCB / Praytell
Porter Novelli / ​3 Mad Fish / Fancy / The Brooklyn Brothers / Merkley & Partners

​CREATIVE DIRECTOR @  BEAUTIFUL DESTINATIONS, NYC  |  Jan 2021 - July 2022
Clients: Jumeirah Hotels & Resorts / Abu Dhabi Tourism / Visit Panama / Ras Al Khaimah

​CREATIVE DIRECTOR @ MMC, NYC  |  Jan 2017 - Jan 2021
Creative Lead: Gillette Venus / Pantene / Head & Shoulders / Herbal Essences 
Clients: Acuvue / Claritin / Coppertone / Dr. Scholls / CoverGirl / Gain / Tide / Merck / Natural Cycles
​Pitch wins: Aflac / Nature's Path / Akili Interactive / Venus Content Studio

​CREATIVE @ GREY, NYC | Dec 2015 - Dec 2016
Clients: Pillsbury / National Parks / Jif peanut butter / The Whitney / Bumble Bee / Robitussin


​CREATIVE @ LEO BURNETT, LDN  |  Nov 2011 - Nov 2015
Clients: Max Factor / Aussie / ghd / Daz / theoutnet.com / Glacéau vitaminwater
Pitch wins: ghd / theoutnet.com / Glacéau vitaminwater

​CREATIVE @ RAZORFISH, LDN  |  July 2011 - October 2011
Freelance

​CREATIVE @ ​20:20, LDN  |  Dec 2009 - July 2011
Pitch wins: sky / klm / insignia / nationwide


VARIOUS AGENCIES, LDN  |  June 2008 - Dec 2009

Including:  VCCP / Inferno / Brothers & Sisters 
Beacon Awards 2022
pHD -  Smarty Pants  |  Nominee Best Campaign

Cannes Lions 2018
Merck "Can't Wait For" Video - Branded content & entertainment (shortlisted)

Clio Image Award 2015
The Outnet - Sergio The Shoe Hunter (Prestige Social Media Campaign)

BIMAs 2015

WINNER - Consumer Retailer  |  The Outnet - Sergio The Shoe Hunter
WINNER - Content  |  The Outnet - Sergio The Shoe Hunter
WINNER - Social  |  The Outnet - Sergio The Shoe Hunter
Shortlisted - Video  |  The Outnet - Sergio The Shoe Hunter
Shortlisted - Well-being & Health  |  ghd - Christmas campaign 2014

DMAs 2015
GOLD - FMCG  |  ghd - Christmas campaign 2014
GOLD - Retail  |  The Outnet - Sergio The Shoe Hunter
SILVER - Integrated  |  ghd - Christmas campaign 2014
Shortlisted - Experiential  |  The Outnet - Sergio The Shoe Hunter

Drum Marketing Awards 2015

Shortlisted - Integrated Strategy of the Year  |  ghd - Christmas campaign 2014
Shortlisted - Customer Insight Strategy  |  ghd - Christmas campaign 2014

The Webby Awards 2015
Honoree - Social, Animal  |  The Outnet - Sergio The Shoe Hunter


Marketing Society Excellence Awards 2015
High Commendation -
Marketing on a shoestring  |  The Outnet - Sergio The Shoe Hunter

D&AD Student Awards 2007

Commendation 'In Book' - Photography  |  Grazia Weekly
2019  |  Podcaster
I am the co-host of Books on the Subway The Podcast. An interview series with authors and humans who have impacted the city of NYC.

2018
  |  Founder - We Are Shelance
I am the Founder of We Are Shelance, a collective of kick-ass female creatives. Helping to support and promote women in the PR & advertising world.

2012  |  Founder - Books on the Move 
I am the Founder of the worldwide book sharing initiative, Books on the Move. Originally launched in London in 2012 I now have branches across the world. From 2015 I created and managed the NYC branch: Books on the Subway.. Since moving back to the UK in 2023, I currently run and manage the London Branch - Books on the Underground,

2018  |  Panelist at PAMA and Simon & Schuster
Sat on the panel at PAMA's event for Penguin Randomhouse, educating marketers on #bookstagram. Speaker at SImon & Schuster's Digital Innovation Festival.

2014  |  Speaker at Chicago Ideas Week
'The Sharing Economy - What's mine is yours'


2015
  |  Volunteer at New York Cares 
Working on the educational arts and mentoring program. Enabling underprivileged children, partially-sighted and disabled adults the opportunity to explore art, creativity and literature.

2014
  |  ​Speaker at FutureRising
'21 things about Advertising I wish I could've told my 21 year old self'

2014  |  Mentor
School of Communication Arts 2.0

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