From brand idea
to real campaigns.
Fabiana, Nick mentioned you're planning global campaigns for 2027. Rather than send a CV on its own, I've sketched the role I think would help you most, and built three things I'd want on the table in the first week.
The operator between the idea and the markets
The brand is live and rolling out market by market. The next job is different: turning one idea into campaigns that run well in 60 countries, with the numbers to show they worked. This is the role I'd suggest.
Head of Brand level. Reports to you. Owns the 2027 campaign programme end to end, so you can stay on strategy, budget and the leadership table.
- Turn Real Work. Real People. into a campaign platform and 1 to 3 global campaigns
- Build the business case and keep spend tied to results
- Run the agency day to day: briefs, reviews, production, approvals
- Give markets a toolkit so they adopt fast and stay on brand
- Join up paid, owned, social, PR and events behind each campaign
- Report on awareness, consideration, candidate and client response
Fixed globally
- The idea: Real Work. Real People.
- Campaign platform and line
- Red, type, logo, candid photography
- Creative standard and sign-off
- Core KPIs and how they're measured
Flexed locally
- The real people cast in each market
- Local stories, sectors and partners
- Channel mix and media weight
- Language and cultural cues
- Local events and sales follow-up
One brand, adapted well
Most global campaigns don't fail on the idea. They fail in hand-over, when 60 teams each make their own version. I'd agree up front what is fixed and what each market can flex, then give them the toolkit, briefings and sign-off route to do it quickly.
I did this across three brands at Interbrand Group, delivering global and local campaigns for a 1,000+ person business.
The first 90 days
Enough structure to move fast, without a long discovery phase. By day 90 you'd have a funded plan, a signed-off brief and the first markets ready to go.
This could start as an interim or fractional role, three to four days a week, and become permanent once the 2027 budget is set.
1–30
31–60
61–90
Size the 2027 programme
A simple planner to frame the budget conversation. Choose one, two or three campaigns, then edit the assumptions to match your own figures. Every number here is illustrative until it's replaced with Adecco's real benchmarks.
How it works
Media budget per market, times the number of markets, plus a central budget for agency, production and film. Reach comes from cost per thousand and frequency. Registrations and enquiries come from simple response rates you can change.
It won't replace a media plan. It gives you a clear, defendable starting point for finance, and a way to compare one big campaign with two or three smaller ones.
Illustrative defaults only, not Adecco data. Replace them with your own media rates and conversion benchmarks.
The Real Team
Adecco already backs the Tour de France and the Tour de France Femmes, and became an official partner of the DECATHLON CMA CGM team in 2026. Your Tour de Suisse posts on the real work behind the results already point the way. This idea turns that into a global platform.
Cameras follow the rider. Nobody films the mechanic at 5am, the soigneur, the driver or the chef. That's real work, done by real people, and it's exactly what Adecco does every day.
The Real Team uses the Tour as the stage, then turns the camera on the real teams behind every business: warehouse shifts, hospital rotas, the people who keep a city moving.
FilmThe Real Team series. Short documentary films on the jobs behind the race, shot in the UK host cities, then a version in every market with local people.
CandidatesFind your team role. A digital version of the team-role quiz from the Tour stand in Barcelona, linking each result to live Adecco jobs.
ClientsBuild your real team. Content and events for employers on building teams that perform, with Adecco's own data.
Women's teamNew team, real start. The DECATHLON CMA CGM women's team launches in 2027: a natural story about first jobs and new starts.
How it could run in 2027
Plan and cast in the first quarter, film in the spring, launch around the Grand Départ in Edinburgh on 2 July, then hand the format to every market for the second half of the year.
It's measurable at each step: film views and completion, quiz completions, job applications from the quiz, and employer enquiries from the B2B content.
An early concept for discussion. Any involvement from riders, the team or race organisers would need their approval.
Amadeus Redha
I'm a brand and marketing leader with 11+ years of taking brand ideas into campaigns, and making them measurable. I'm Head of Marketing at Brandpie, the agency where Nick led the work on Real Work. Real People. Before that I ran global and local campaigns across Interbrand, C Space and HMKM, and was CMO of the mental health charity HUMEN.
Careers matter a lot to me. I advise the CEO of Fifth Corner, a career transition advisor for retiring athletes, and outside work I'm a writer-director whose films have been recognised by BAFTA, Netflix and the BBC. I'd bring that storytelling to Adecco's real people.
