Martin Potter
Creative Director, Strategic Communications & Brand Experience
Shaping how global organisations communicate, engage and show up in the world through creative direction, strategic communications, brand experience and digital transformation. International in-house and agency experience including Novartis, Bain & Company and Jack Morton Worldwide.
đź“Ť Basel, Switzerland
My Career
Selected case studies are available on request.
Novartis · Basel, Switzerland
Corporate Affairs Director
Built and led Novartis’ in-house creative function before moving into strategic communications and brand experience leadership including Eurovision 2025 in Basel.
Bain & Company · Boston, USA
Creative Director, Employer Brand
Led global employer brand marketing across digital, content and live experience; transformed Bain’s careers ecosystem and increased audience engagement by 700%.
Jack Morton Worldwide · Boston, USA
VP, Client Partnerships
Led integrated brand experience, sponsorship and experiential programmes for BlackBerry, Siemens, Pfizer, ESPN, Mobil 1 and Nickelodeon; secured more than $10m in new business.
T1D Exchange / myGlu · Boston, USA
VP, Marketing & Communications
Architected the digital platform, brand narrative and launch strategy for a patient community, translating clinical and privacy requirements into a human-centred digital experience.
Photosound · London, UK
Senior Account Director
Led international medical congress programmes, exhibition design and multimedia production before directing GSK’s NASCAR sponsorship and nationwide mobile brand experience tour.
New Balance RTB Relay · Boston, USA
Marketing & Communications Director
Led brand, integrated marketing and creative direction for Reach the Beach, combining sponsorship activation, content, community engagement and event marketing.
Areas of Practice
01.
Brand Experience
Where strategy becomes experience. From Eurovision 2025 to global congresses, corporate events and sponsorship programmes, I create connected brand experiences that align narrative, design and audience needs.
02.
Creative & GenAI
An agency mindset focused on delivery. From integrated campaigns and brand systems to GenAI-enabled workflows, I help ensure the final experience lives up to the original idea.
03.
Communications
Helping organisations turn complex ideas into communication that is clear, credible and engaging. My work spans executive communications, transformation programmes and corporate storytelling.
04.
Digital & UX
Designing digital experiences that balance structure, usability and storytelling. My focus is creating journeys that feel connected rather than fragmented.
Selected Stories
Building a GenAI+ comms team
As output explodes, judgement becomes the scarce resource.
What is Integrated Creative?
What “integrated creative” really means through a fictional fashion brand.
Agency or client side?
What agency and client-side roles each get right, get wrong, and rarely admit.
From DNA to Do-Re-Mi
How a musical conversation led to writing a Eurovision sponsorship tagline.
Why big companies struggle to be creative
An exploration of how corporate systems often reward predictability over originality.
Becoming a Creative Director
Not all creative directors come from design school.
On running ten marathons
From my first for charity in NYC to an accidental Boston qualifier.
Why sponsor the World Cup?
Why do brands like Visa and Coca-Cola spend millions sponsoring the World Cup?
How luxury brands build desire
At Women’s EUROs in Basel
No brief. No RFP. Just an email.
In 2007, BlackBerry was flying high. How one email turned into a flagship account.
The booth that caught fire
A fire threatened to derail a major launch, the entire booth was rebuilt in 48 hours.
My Approach
When people ask what I do, I ask them to imagine a brand they admire; seeing a campaign, visiting a website, attending an event or simply using the product itself. The strongest brands feel coherent across those moments, even when the audience barely notices why. That is what I love creating.
