About

I am a writer-based creative who has spent my career creating ideas and helping to lead top-tier agencies - from networks to Indies. I’ve led major brands, creative teams and departments, and managed senior client relationships both here and in the UK, at agencies including BMF, DDB, AMV•BBDO, Publicis, 303MullenLowe, M&C Saatchi, AnalogFolk and Akcelo.

Along the way, I’ve been fortunate to help create some of Australia’s most iconic and enduring brand platforms. This includes the popular and long-running ‘Sarge’ and ‘Captain Risky’ campaigns for Budget Direct, Woolworth’s 2024 Olympic’s ‘Fresh fuels the best in all of us’, XXXX Island, and the celebrated ‘McDonald's to Maccas’ campaign. All of these campaigns found their place in culture and won numerous creative and effectiveness awards.

Over the last 12 months, I’ve worked across diverse categories including ETF trading, auto, beauty and skincare, FMCG and sports marketing. My concepts also won two major pitches: one for a new electric vehicle brand launching in Australia, and another for a national liquor chain.

In my most recent ECD role at M&C Saatchi, the work I led won TikTok's Brand Effectiveness Campaign of the Year and Mumbrella’s 2024 Media Campaign of the Year. The work was named a finalist for TV Ad of the Year and beat out both Nike and Coca-Cola to become the most liked and recognised ad of the Olympics. Beyond this, the work set a global benchmark for commercial impact, twice ranking as WARC’s #1 Most Effective Ad in Australia - placing #2 and #3 globally - and helped secure M&C Saatchi as a finalist for TikTok’s Creative Agency of the Year.

Right now, I’ve also taken one of my own creative ideas (the kind I've spent years coming up with for clients) and built it as a real-world business, covering everything from the strategy, UX, and commercials to the branding and rollout. It’s an ongoing project, but having my own skin in the game alongside my creative work sharpens the commercial focus I bring to clients.

Creatively, I believe that great work always contains a human truth. I believe in strong opinions, lightly held. I also 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

Juries: Cannes (Outdoor), The One Show, AWARD (Film, Integrated, Press, Poster, Radio, Digital), AdNews, B&T, Young Guns, Adelaide Art Directors Club and others.
Education: Regular lecturer / tutoring at AWARD School and copywriting instructor for the Advertising Council Australia.
Panels: Guest speaker for Mumbrella, AdNews, IPA Planning, and The Work Behind the Work.

Clients worked on

Clients I’ve partnered with include Audi, Afterpay, Australian Federal Government, Woolworths, McDonalds, Budget Direct, Carlton United Breweries, TK Maxx, TikTok USA, TAL Insurance, Hyundai Australia, NSW Government, Proximo Spirits, Pernod Ricard, Liquorland, Harley Davidson, 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 Ambition

On a personal level, my aim is to create ‘Ideas that Move the World Forward.’ For me, that means creating ideas that influence culture, reimagining old problems through new lenses and inspiring people to believe that progress is possible. I also believe the day I stop learning is the day I stop being creative. Luckily, my kids keep me in R&D.

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