+44 (0)7307 781449 jason_Cleghorn@outlook.com

metaphor creative


Metaphor Creative was my own venture, initially working with financial and professional services companies in the writing and creation of bespoke advertising and marketing tools from brochureware, through corporate identity, from events through digital platforms.

It was a small agile business that taught me the hub and spoke system of working with expert suppliers in the common goal of fulfilling a brief with a world class response.

We grew to a GBP 1,000,000 turnover within the first two years working with many of the South African major Financial Services institutions mostly on the investment and insurance side.

A core focus was the creation of a simplified approach to understanding fund management, specifically for a new emerging demographic. 

 Lastly we worked with Ferrari on their regional Sub-Saharan new product launches as well as competitor analysis, customer segmentation and persona development.


Board Level position integrating Marketing to Sales and Network Development – a first time for FCA South Africa.

Reduced aged stock by 1,800 units utilising a mix of channel activities with trade dealers. Moved from classical marketing mix to omni-channel digital focused approach, reporting positive SEO/PPX/CPA and Affiliate marketing on all campaigns.

Boosted product market share by 300% in a converging market space through use of Performance Digital. Developed new Digital approach utilising global agency agreements/assets to deliver strong localised campaigns for demographic strong market. 

Created bespoke advertising using core digital tools at pixel level, competitor analysis and programmatic buying – ensuring best ROI on all marketing spend.

Delivered 100% success rate across all KPI’s during 2018 to 2020 with highest SOV and AVE for PR, most social media gains, optimal linked CRM campaigns, and maximum customer events.  Secured value of more than GBP 3,000,000 from GBP 150,000 spend on TTL Activities. 

Created consistent articulated stories and delivered content strategy around 38 products across 5 brands, involving over 30 journalists and 60 publications.

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If you have a need for any of my services or just fancy a chat, then please give me a shout and let’s start a conversation. I look forward to hearing from you.