About

I am an accomplished Creative Leader and Copywriter with the unique experience of leading both digital and mainstream agencies.

Most recently, I was ECD at M&C Saatchi Sydney, where I led the Woolworths account with a dedicated team of 95 people. Woolworths is the largest and arguably fastest-paced account in Australia and NZ, encompassing Supermarkets, EveryDay Rewards & Mobile, and Group.

My track record shows that I have consistently created some of Australia’s most iconic brand platforms. This includes Woolworths’ 2024 Olympics ‘Fresh Fuels the best in all of us,’ the popular and long-running ‘Captain Risky’ and ‘Sarge’ campaigns for Budget Direct, and the legendary ‘McDonalds to Maccas’ re-brand campaign. All of these campaigns found their place in culture and won numerous top creative and effectiveness awards.

In the last 12 months, the work I’ve led on Woolworths has won Media Campaign of the Year, was a finalist for Mumbrella TV Ad of the Year, was named WARC’s Most Effective Ad in Australia (and 3rd in the world), won Brand Effectiveness at the TikTok Awards (for the 2024 Olympics & Paralympics campaign), and was named WARC’s third most effective ad in the world (for the 2024 Christmas campaign). This work also helped M&C Saatchi become a finalist for Creative Agency of the Year at the 2024 TikTok Awards.

I was responsible for all creative work, senior client relationships, and the overall strategic and creative direction of the group’s brands across every business pillar and touchpoint.

In my career, I’ve also worked across Australia and the UK for agencies including AMV•BBDO, BMF, Publicis Mojo, and DDB, 303MullenLowe Australia and AnalogFolk.

Creatively, I believe that great work always contains a human truth. I believe in strong opinions, lightly held. I believe that when you have fun creating the work, you can always see it in the work.

Awards

My work has won accolades at almost every local and international award show, including Gold, Silver & Bronze Cannes Lions, Cannes Effectiveness Gold, D&AD Silver, Caples Golds, Silvers, One Show Gold, Silvers and Bronzes, British Television Awards, London International, ACE / ADMA Golds, Silvers, Clio, Caxtons, UK Campaign Press & Poster, Echo’s Golds, Spikes, Aerial Awards, Eurobest, Webby’s, multiple AWARD pencils, Effie’s Gold and Silvers and many others.

Industry

I’ve been honoured to judge at Cannes (outdoor), AWARD (film, integrated, press, poster, radio, digital) The One Show, Adelaide Art Directors Club, Young Guns, AdNews, B&T and others. He’s had the privilege of lecturing at AWARD School several times, taught copywriting for the Advertising Council Australia and spoken on panels including Mumbrella, AdNews, IPA Planning and The Work behind the Work.

Clients worked on

Clients I’ve partnered with include Woolworths, Audi, Afterpay, Australian Federal Government, Amazon, Budget Direct, Carlton United Breweries, TK Maxx, TikTok USA, TAL Insurance, Hyundai Australia, NSW Government, Proximo Spirits, Pernod Ricard, Harley Davidson, McDonalds, Netflix, Qantas Loyalty, Unilever, Lion Nathan, Heineken, Guinness, Reckitt Benkiser, Telstra, British Telecom, IKEA, Coca Cola, Pepsi, Mars, Wrigley’s, Toyota, Pfizer, Gillette, The Economist and many more.

Creative Approach

On a personal level, my aim is to create ‘Ideas that Move the World Forward.’ This could mean helping people to see an old problem through a new lens, making our world a more engaging, sustainable, or inclusive place, or simply putting a smile on someone's face. I I also believe that the day I stop learning is the day I stop being creative. Thankfully, I have my children to teach me.

Learn more about me here: ‘Balance The Grind’ Interview