Alice Hooper from Leo Burnett heads out on her TIE placement in March, 2011


Alice is a Board Account Director at Leo Burnett.

Alice studied Social & Political Sciences at Christ’s College Cambridge, and was awarded a first having specialised in psychology in her final year. She decided to pursue a life in advertising rather than clinical psychology, hoping that her understanding of the human mind would be of use in creating campaigns aimed at changing and ultimately improving human behaviour. She is delighted to have the chance to do so through TIE and to help the street children of Recife through her project with CPP. (To learn more about Alice’s TIE project click here)

Born in South Africa, Alice travelled widely whilst growing up, and has lived in Australia, Singapore and Zimbabwe and now spends as much time as possible with her family in Venice.

Alice started her career in advertising at TBWA. There she worked on PlayStation in the lead up to the Cannes Lion winning campaign, ‘Mountain’. In 2004 she moved from gaming to political campaigning, managing The Labour Party account through the 2005 election. This involved conducting innumerable focus groups the length and breadth of the country, ultimately creating a campaign designed to convince the electorate ‘Labour is Working’.

After the election, Alice swapped ballot papers for TWIX wrappers and entered the world of FMCG before joining RKCR/Y&R in 2006 to work on the highly successful Marks & Spencer ‘What’s Your M&S’ campaign. In her time she managed shoots in California, Venice and Paris for womenswear, menswear and lingerie. Alice also worked on the re-launch, after a 10 year advertising absence, of ‘Du Vin, Du Pain, Du Boursin’. She ended her time at RKCR working on Lloyds TSB ‘For the Journey’ and was delighted to join Leo Burnett to work on The Department of Transport Teen and Children’s Road Safety campaigns. 2009 was spent looking into the psychology of the teenage brain, and investigating strategies to persuade teenagers to THINK before crossing the road.

In the summer of 2009, Alice worked on a pitch for Shop Direct which saw Leo Burnett awarded the Littlewoods account, throwing Alice back into the wonderful and weird world of retail, fashion (and as recently announced, celebrity ambassador-ship in the shape of Coleen Rooney).

Alice has worked on a variety of pro bono accounts during her career: she developed a campaign for Transport for London’s ‘Safer Travel At Night’ campaign (dissuading women in London from using illegal mini cabs); a fundraising video for The Healing Foundation; she currently produces campaigns and consults for Pants to Poverty. In addition she helped to launch the first UK Women’s fund (ROSA) and conducted a segmentation into the 50+ market for Age Concern.

In her spare time, Alice loves skiing, running, cooking (especially Italian food), riding, playing polo, scuba diving, drinking wine with good friends and discovering new restaurants.

Somewhat daunted by the challenge of learning Portuguese and matching past Leo Burnetters’ fundraising prowess for TIE, she is nevertheless looking forward to taking on both challenges. Past fundraising activities have included dressing as a Santa and running around Battersea park (for SnowSport disability); jumping out of a perfectly good aeroplane with a large South African strapped to her back (for The Alzheimers Society); and rowing the 2009 ‘Vogalonga’ 32km marathon around the Venice lagoon to raise money for ZANE (Zimbabwe A National Emergency).



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