richardbenjaminince@gmail.com
No third-person nonsense here—just me.
I’ve spent years in advertising, tech, and entertainment.
I've worked agency-side and brand-side across creative, strategy, and marketing departments.
I'm currently at Prime Video directing creative output for Europe (UK/FR/DE/IT/ES/NL/SE/DK/NO/AT/PL/TR).
I’ve had to wear many hats, notably producer, manager, mentor, and leader.
But at heart, I’m a copywriter, who is fluent in art and design—I think words first, pictures follow, and invariably concept is king.
I'm best known for writing 'Like Getting Your Money's Worth' for McDonald's Saver Menu campaign, though my better work remains unseen.
Some of it is stored on a hard drive of near-misses... the rest is yet to be imagined.
I've come to realise it's attitude and people that matter most, whether in-house, at a network, social specialist, or startup.
I’ve teamed up with folks 10 years younger and older, led teams 20 years my junior and senior, and learned from creatives 30 years above and below me.
Ideas don’t care about age.
Below is a slice of what I've made: all of it real, all of it approved, nearly all of it awarded.
Last One Laughing
Prime Video
Amazon
Became national conversation.
Season 2 greenlit.
Citadel: Diana
Prime Video
Amazon
Undercover grannies in Lucca, with Ogilvy Italy.
UEFA Champions League
Prime Video
Amazon
Best. Day. Ever.
Ingredients: kids, boxes, footballers without pedestals.
Multi-title
Prime Video
Amazon
Everything everywhere all at once.
Not quite.
LearnSmart
EE
Boomerang
Learning can be as fun as scrolling.
STEM subjects taught by TikTok.
Community Calling
O2
VCCP
Post-pandemic rally to tackle digital poverty.
European Football
BWIN
Bartle Bogle Hegarty
Bigger = better = bettors
End Youth Homelessness
Centrepoint
Leo Burnett
Campaign that first launched EYH.
Dairy Milk
Cadbury
VCCP
Knick-knacks for chocolate.
Bargain!
Saver Menu
McDonald's
Leo Burnett
Write what you know.
Semibiographical commercials.