20 March 2013

TO WHOM IT MAY CONCERN:

Paul Cleverley has worked for Merlin Marketing and PR, acquired by Freshwater UK plc in 2008, for 14 years. For the past eleven years he has held senior director roles, including board member and company secretary with Merlin, and Creative Director at Freshwater.

Paul joined Merlin as Head of Interactive Media, and, having developed the company’s video production offering, was promoted to Director of New Media, before taking on the role of Creative Director where his responsibilities included leading on all creative projects, overseeing production, planning and quality control together with client handling on all brand, video, and event-fronted communications projects.

Following the acquisition, Paul was instrumental in the integration of the two teams and facilitated the expansion of Freshwater’s offering with brand development, interactive media, video, and events.

His activity has also included overseeing the output of the creative services team, from brand development, brand strategy, design, marketing collateral, website development, advertising, social media, exhibitions, merchandise, e-marketing, through to video production and major event management.

Paul’s extensive integrated communications experience has led to him being deployed on campaigns where either the budget, the creative, logistics, or complexity is very challenging. In delivering, he regularly exceeds client expectations. He also has responsibility for new business and develops marketing, estimates and potential client proposals, pitching for work on a regular basis.

Paul’s expertise has been drawn on by many clients across the Freshwater Group, but, in particular, over the past five years he has had strategic involvement in the following key accounts: The Football Association of Wales, the Welsh Government’s Wales The True Taste Awards, Randox Health, Basque Wine, Contact Centre Forum, South Wales Chamber of Commerce, Red Hot World Buffet, Castleoak Care Homes, UKTI, Confused.com, Welsh Local Government Association, Rougemont School, PHS, Penderyn, Mermaid Quay, Linde, Gwent Police, Carbon Trust, British Gas, SA Brain,

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Beacons Business Interiors, University of Leeds, Thompsons, South Hook LNG, Sport Wales, Tesco and MITIE.

Notable recent achievements include:

Donate Wales – Having been awarded Gold Medal in the 2010 CIPR Cymru PRide Awards, Freshwater went on to win the national 2011 CIPR Excellence Awards for Integrated Communications.

Paul was creative director for this organ donation campaign, responsible for strategy, e-mail campaign, online advertising, Facebook campaign, blue tooth proximity campaign, and the project cornerstone production of the TV advertisement – The Invisible Death Row.

International Maritime Pilots Association Conference – London 2012

Paul headed up this major five day conference that involved a welcome event on board the QMS Wellington, opening ceremony, eight full-day companion excursions, two reception events (one at the Palace of Westminster), a Thames river cruise and lunch for 400, topped off with a Gala dinner at the Royal Courts of Justice for over 500 international guests. Among the challenges presented by the event was a stalker who presented a number of security issues, as well as the unfortunate case of the death of one of the international delegates on the first day.

Paul’s strengths include his high level of creative, production and online knowledge – something that he is constantly updating and sharing with the team. He is a creative, brand-led, strategic thinker, and has the ability to interpret client needs quickly and accurately. Paul has a keen eye for quality and strives to inspire effective client communications solutions, while also having a firm eye on the commercial aspects and opportunities of every project and client encounter.

Paul is highly experienced, committed, patient, and has a significant contribution to make to all discussions and business planning. He is willing to go the extra mile in the pursuit of client satisfaction, company revenue and creative integrity. He is hands-on, extremely versatile and has a “can do” attitude. His client handling is friendly and professional.

Due to the changing nature of our business, with a focus on integrated communications and, consequently, an integrated approach to account direction, we do not feel that we require a standalone creative director. We will be working with Paul on a freelance consultancy basis, but we will miss him as a full-time member of the team.

Haydn EvansFinance Director

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Freshwater UK PLC

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