A clear position.
A campaign people care about.

Give people a reason
to pay attention.

Audiences face a flood of AI-generated advertising. Attention is limited, and competition for it is fierce. A campaign needs a memorable concept that stands out and gives people a reason to act.

You’re launching a product, entering a market or repositioning a brand. The work starts with what will move your audience, where to meet them and how to make the idea stay with them.

Find what will move people.
Make it memorable.

1. 01

   What will move the audience?

   Understand what people care about, what holds them back and what would make them act. Find where you can reach them and define the response the campaign needs to create.

2. 02

   Make the idea memorable.

   Develop a distinctive central concept that people can recognise and remember. Turn it into stories, scripts and executions that fit the places where you will meet the audience.

3. 03

   Carry it through.

   Lead creative development with your team, agency and production partners, keeping the concept coherent across the chosen channels and the intended action clear.

The scope can start with positioning and a creative brief, or continue through campaign development and production.

A senior creative partner
for the brief in front of you.

I connect strategy and creative direction, working directly with the people making the decisions. I can join an existing marketing or agency team, or help shape the brief before the wider team comes together.

My experience spans in-house marketing leadership and agency creative leadership, with work for both businesses and consumer brands.