Brand · Creative · Insights · Marketing
Strategy Director
We're living through an age of answers.
No doubt, it feels powerful. There is possibility to do everything, do it faster, do more of it, do it with less. There is always temptation to prove beyond doubt that our next action is the correct one.
But good answers have only ever come from good questions. When the barrier to analysis is non-existent, questions become the most valuable currency.
We throw away uncertain hypotheses for hard facts at our own peril. Risks are scary, but certainties are expected. Expected is bland. Bland is invisible.
Increasingly, our job requires us to avoid the temptation to prove our path of action before we've adequately defined our problems. Strategy, at its best, has always been sacrificial.
So how does a strategist set you apart, when everyone is working with the same tools?
It is a conviction about how you win.
It is something to work from, not to.
It is a creative act, informed (but not entirely solved) by analysis.
It is art and science.
It is informed by humans and culture.
It is a new way of thinking about something familiar.
It is a tension that begs to be solved repeatedly.
It is a craft.
It is discipline to stay the course.
Then there are diagnostics, and datasets, and frameworks, and briefs, and reports, and plans and all the artifacts that are absolutely the backbone of our profession.
But that messy, human, creative, confusing and painful part at the beginning? I don't think it's going anywhere.
See selected work →01 — How I work
The best strategies utilize the uncomfortable truths of the brand, audience or culture rather than avoid them for conventional wisdom.
Sounds obvious, but honing the problem with laser focus and vulnerability saves resources and improves outcomes. Every time.
Having worked with global brands both in agency and in-house, I know all too well that great external-facing work begins with understanding and partnering with your internal stakeholders.
Creating room for the creative process that leads to great work, while informing and backing it with the investigation required to build rigor and process.
02 — Selected work
03 — Services available
With deep experience on both the agency and in-house sides across a wide range of categories, I'm open to projects of different shapes and sizes. This might mean partnering with your internal teams to build your brand foundations, repeatable processes or internal skills, or bringing me in for a one-off campaign to develop and partner with your creative teams on the best creative strategy.
04 — Experience
05 — Get in touch