More than 12 years ago, I was involved in a horrible, life-altering accident.

I got a job at a digital agency.

I started as a Copywriter, which became Social Media Manager, which then became Head of Social.

I got the job because the agency owners liked the Facebook posts I wrote for myself.

But after a few years, I realised I wasn’t going to get the creative opportunities I wanted. So, I left to gain
big-agency experience as a creative.

My trail of destruction has been felt at Present Company, Ogilvy, DDB, Clemenger BBDO, and now Akcelo.

I’ve worked on way too many brands to list, but here’s what I’ve learned:

  • Brands need to care about, and actually understand strategy a whole lot more.

  • There are many ways for a marketing manager to hit their KPIs, and making good advertising is the most annoying yet beneficial route for them to take. 

  • To grow your brand, you need to do things that make people like your brand. 

  • But what makes a consumer like your brand is wildly misunderstood. 

  • There’s a lot of noise and misdirection in the industry that gets in the way of all of the above.


I currenly work at Akcelo where I’m the creative lead on Red Bull - an account I helped win via pitch. I’ve also crashed a semi-trailer for the Clio-winning PlayStation campaign to launch Spider-Man 2 and brought the Unslept to life for Forty Winks in my first year at the agency.







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