INDEPENDENT CREATIVE STRATEGIST
Ian Thomas
Edwards.
Creative Strategist
Founder of EvilGenius
I turn audience insights into
ideas worth paying attention to.
Good creative starts
with understanding people.
Ian Thomas Edwards is a creative strategist and founder of EvilGenius. He helps businesses and agencies turn audience research into advertising ideas, creative briefs, and copy.
My work starts with the customer: what they want, what holds them back, and what makes them pay attention. From there, I develop the angles, messages, and creative direction that give a campaign something meaningful to say.
I bring research, strategy, and writing together so the thinking carries through from the first insight to the finished ad.
From insight to execution.
Audience & angle research
Customer motivations, objections, and language. The raw material for a relevant message.
Creative strategy
Advertising angles, concepts, and briefs that give designers and editors a clear direction.
Copywriting
Hooks, headlines, and ad copy built around a clear idea and a reason to care.