My objective has always been to create cultural impact for brands through creativity. I believe we should either entertain people, be useful or both; everything else gets in the way of consumer’s lives. Brands that do this well are loved and embraced.

Originally a digital native, then evolving into an integrated Creative Director with 20 years experience, working at some of the leading agencies in London, San Francisco, Singapore and LA. My longest tenure was almost 8 years at BBH London, eventually becoming Managing Partner. During that time BBH London won Agency of the Year twice, was Digital Agency of the Year at the Webbys and was the IPA Agency of the Year for Effectiveness.

I’ve been a judge and winner multiple times at many international award shows, including 41 Cannes Lions. I’ve have also led and won many agency pitches on large global accounts and have managed creative departments.

I also believe in the importance craft. Craft can transform something quite simple into something truly profound - logic into magic. I spent over a year working for the infamous production company Iconoclast to further my craft knowledge amongst some of the best makers in the world.

My passion for Animal charities has led me to Direct and create films, including Social Media documentaries for worthwhile causes - It helps balance selling deodorant to the world.