Brand · Creative · Insights · Marketing
Strategy Director
We live in an age of answers.
High on our own supply of data, the urgency to produce more facts, more proof, more certainty of our next action is irresistible.
But good answers have only ever come from good questions. When the barrier to analysis is non-existent, questions become the most valuable currency.
This has always been the backbone of my strategy discipline. What problem are we really trying to solve? Who are we really trying to influence? What really makes them tick? Why should they care?
"Strategy" is a strange role, and a frequently misunderstood one. It's not surprising, given it isn't the end product. At least, it shouldn't be. What's the point of a report that suggests a line of action that doesn't lead to any action?
At its simplest, strategy defines how we get from point A to B. Obviously then, we must define points A and B (not as common as you may think). But when strategy is at its best, the path between A and B is a galvanizing marriage of both analysis and creativity.
Sadly, this marriage is too often collapsing under the pressure of proof and predictability.
It's my belief that strategic clarity doesn't lie in the cold hard proof of analysis alone, but in the less concrete, far more interesting, messy truth of how people, culture and consumer behavior actually work.
Well this is all nice sentiment, I hear you say, but what are you going to do about it?
Read on.
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