With over 20 years experience as a strategist in the world’s best marketing and communications agencies, I’m driven by a desire to drive future growth for brands through strategies that harness the commercial power of creativity, as well as to prove its value for the marketing industry as a whole.

I’ve worked with some of the most famous and successful brands, including McDonald’s, Sainsbury’s, The BBC, Mercedes-Benz, Dulux, Waitrose, Weetabix, Deloitte, Tesco, Barclays, KFC, Lloyds and John Lewis, at some of the best agencies in the world – AMVBBDO, Leo Burnett, BBH, adam&eveDDB and now Jellyfish. I’ve helped create highly effective campaigns, for which I’ve won multiple Gold and Silver IPA Effectiveness Awards, the most rigorous communications effectiveness awards globally. In my role as Head of Effectiveness, I helped BBH win the IPA’s ‘Effectiveness Company of the Year’ title 2018-19, and was lucky to get to work closely with the ‘Godfather of Effectiveness’ Les Binet, as Head of Effectiveness at adam&eveDDB. I’m an evangelist for the commercial value of brands and creativity, am in demand as a speaker at industry events such as Google Firestarters, the IPA’s Effectiveness Week and the APG’s Noisy Thinking, and sit on the IPA’s effectiveness advisory board.

What I do

Marketing, brand and communications strategy

Marketing and communications effectiveness

Strategy and effectiveness training

Speaking and conference engagements