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, and most recently adam&eveDDB. 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 most recently have been working 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