Actual People is primarily an actual person,
writer and creative director, Gerard Butera.
I work with people doing meaningful things to help them communicate in meaningful ways.
For me, that involves creating genuine value for audiences at every stage of a project – from strategy to production.
By putting audiences first, we give our messages the best chance of being relevant, embraced and acted on. It’s an ‘everyone wins’ approach.
Services
If you or your clients are building a brand, advertising, developing content, advocating for change or creating social impact, I can help you tell your story.
Services include strategic and conceptual thinking, writing and creative direction. I can help uncover insights in research, frame narratives and develop messaging, create internal comms, craft presentations and engage stakeholders.
I can work alongside your team or assemble one to collaborate on your project from the research and strategy phases right through to production.
Experience
I have over two decades of experience. The first decade or so was spent as a writer/associate creative director at multinational advertising agencies (M&C Saatchi/Leo Burnett/McCann). Since 2007, I’ve been consulting to a range of organisations as a writer and creative director, while also freelancing with ad and branding agencies.
I’ve made communications for most industry sectors, most product/service categories and across most channels. Still, I’m always looking to broaden my experience. I keep an eye out for new ways to authentically connect with audiences, for interesting research and insights, and for inspiring people and projects to keep me creatively energised.
Supporting not-for-profits & purpose-led projects
I have particular interests in advocacy, activism and the arts. To support individuals and organisations working in those spaces, I reduce my fees or in some cases work pro bono for a number of projects every year.
If you think my combination of big-brand experience, audience-first principles and passion for social justice can help your project, please reach out.
Values? Yes!
The work we do can play a role in shaping the culture and society – in positive and negative ways. It can also have profound impacts on individuals.
That’s why I’m committed to only making work that represents my clients authentically and that’s open and honest with their audiences.
It’s also important to me to make work that:
uses language that’s inclusive
empowers minorities and the marginalised to tell their own stories
celebrates individuals rather than stereotypes
empathises with audiences and shows humility
rallies people around shared goals rather than negativity.
The more our ideal world can be seen in our work, the closer we get to it becoming reality.