Your later-life creative looks fine. That’s the problem.
It’s on brand. It’s been signed off. But it’s not converting. The issue isn’t your media spend or your targeting — it’s the gap between what you’re saying and what your customers need to hear. I fix that gap using behavioural-led, value-first principles and structured A/B testing that prove the difference.
THE PEOPLE I HELP MOST LOOK LIKE THIS
You’re a senior marketer in a later-life brand — insurance, equity release, retirement living, health, mobility, or care. You use direct mail, inserts, press ads, or printed collateral. And you know your creative isn’t pulling like it should.
You see work being signed off that won’t convert. You know it. But it still goes out because you’re too busy or the politics make it hard to push back.
You don’t need another opinion. You need creative that performs. Getting this right could change everything.
Hi, I’m Alec. I fix underperforming ads.
I’m a direct response creative consultant with over 20 years of experience running A/B tests for later-life brands where sales and response were the only metrics that mattered.
Same media. Same targeting. Same product. One version flops. The other flies.
The difference is always the creative.
What I bring is a mindset most teams forget. One that changes how you write, structure and design for performance.
It’s called the No One Cares Mindset, and I run a FREE workshop to help internal teams shift theirs to one that delivers results.
Because there’s a huge hidden cost to creative that’s just OK.
The hidden cost of OK creative
Most big brands don’t realise how much money they’re leaving on the table with creative that’s just OK.
By OK, I mean creative that ticks all the boxes. It looks good. It’s on brief. It keeps everyone internally happy. But it forgets one thing: No one cares.
Not about your brand. Not about your product. Not about your ad. So it underperforms. And then the questions start. Was it the media? The targeting? The format?
Most of the time, it’s the creative.
It’s fallen into the value trap. The trap of communicating what the brand thinks is valuable, instead of what the audience actually does.
So how do you stop that from happening? The No One Cares Framework.
What is the No One Cares Framework?
The No One Cares Framework is a reminder. A guide to building direct response creative that actually works.
Most underperforming ads fail because they don’t answer four simple questions.
Every ad must be:
Clear – Can someone understand it instantly?
Organised – Does the message flow logically?
Persuasive – Does it nudge action?
Valuable – Does it solve a problem your audience cares about?
Miss one and you're leaking performance. Miss them all and the ad never stood a chance.
This is the lens I use to show teams why their creative didn’t work and how to fix it.
Want to see the difference between OK creative and optimised creative?
Gladly. Book a No One Cares Workshop. It’s free, and best for teams of 2–20.
We’ll start with the mindset holding your creative back—and what to do about it.
Then I’ll walk you through a real example. What OK looks like. Why OK underperforms. And how to fix it using the No One Cares Framework.
Your team will walk away with clear, practical insight on how small creative shifts can lead to big gains.
The brands I’ve helped.
Ready to test it on your creative?
The first step is a structured A/B test. Same audience, same offer, same media. The only variable is the creative. I use the No One Cares Framework to build an optimised version, and we test it head-to-head against your control. You keep the results and the learning.
Three ways in: a performance brief from £3k, a consultation from £5k, or full creative execution from £6k. Every option gives you a tested, evidence-based improvement you can measure.
Agencies and Partners I support
Want me more involved?
Sometimes you don’t need another test. You need sharper creative, better briefs, or someone to pressure test what’s already in motion.
I can help with:
Direct response creative reviews
Strategic performance briefs
Creative direction and copy support
The deal is you stay in control. I will make your creative work harder.
Proof it works
Here’s one example from Tapi Carpets & Floors.
Test creative resulted in 7:01 ROI versus the Control.
The result was an added £1.4m in revenue from applying the No One Care Framework.
What others have said about working with me:
“Always has a smile, even when he’s working to tough deadlines. But his main attribute is not being too precious over his ideas. He’s able to understand a brief from the client’s perspective. Which means he’s great at taking feedback and always delivers to brief!”
“His depth of experience and knowledge of how to get to the nub of problems and truly engage prospective customers was evident and the ultimate output helped us quickly establish some key performance benchmarks”
“Alec is by far one of the most talented creative directors I have ever worked with. He really gets down to the bone of every brief. He is an incredible problem solver and is fluent in the art pitching to a client, it’s amazing to be in the room with him when this happens!”
“Even more impressive is his ability to unite teams around his ideas. In B2B marketing, where we frequently see ideas diluted into something entirely forgettable, Alec’s conviction and passion for creative work make choosing the ‘safe’ option feel like the real risk”
What I’m Not Here To Do
❌ I’m not here to rebrand you
❌ I’m not here to replace your internal team
❌ I’m not here to win awards
What I AM Here To Do
✔️ Help your team make creative that converts
✔️ Show you how to brief for performance
✔️ Use DR principles to make your existing work work harder
How do you want to get started?
Some teams need to build confidence in the approach and get internal buy-in.If that’s you, the No One Cares Workshop is the best place to start.
Some want to move fast. They’re curious about the mindset, want to see it applied to their brand, and get their creative working harder.
Others are under pressure to deliver now. They know performance is the problem and they want to test the No One Cares Framework against live creative, today.
Wherever you're at, there’s a way to begin.