Case Study
MICO-BOSCH
AgencyOgilvy & Mather
DesignationSenior Copywriter
RoleCreative Conceptualiser
Year1991–93
WorkContributed creatively to multiple award-winning 360° campaigns that established the company as the preferred original choice in a market rife with spurious spares.
NoteThis work brought my first official industry awards.
Working on MICO-BOSCH meant fighting a market flooded with counterfeit spares, where ‘original’ had to mean something the customer could feel, not just claim. The campaigns that came out of that brief were the first in my career to be recognised industry-wide, a strong early signal that disciplined creative work could move a genuinely difficult market.