About

Richard is an accomplished Executive Creative Director and Copywriter, with the unique experience of leading both digital and mainstream agencies.

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

In the last 12 months, the work he’s led on Woolworths has been selected as Mumbrella TV ad of the year, won media campaign of the year, WARC’s most effective ad in Australia and 3rd in the world, winner Brand Effectiveness TikTok Awards (for 2024 Olympics & Paralympics campaign), WARC’s third most effective ad in the world (for 2024 Christmas campaign), and also helped to make M&C Saatchi finalist Creative Agency of the Year, TikTok Awards 2024.

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

In his career, he’s worked across Australia and internationally for the likes of AMV•BBDO, BMF, Publicis Mojo, DDB and 303 MullenLowe Australia & AnalogFolk as ECD & partner.

A hallmark of Richard’s career is his ability to consistently create some of Australia’s biggest campaigns and brand platforms that have won the hearts and minds of the audience, including the ‘Captain Risky’ for Budget Direct and the ‘McDonalds to Maccas’ re-brand campaign. as well as consistently winning top prizes virtually all major local and international award shows.

Awards

Richard’s work has consistently won top prizes in major local and international award shows, 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

Richard has judged 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

Richard has worked on leading clients including 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

OK, let’s park the speaking in 3rd person stuff. On a personal level, my aim is to create ‘Ideas that Move the World Forward.’ This could mean applying a new lens to an old problem, making our world a slightly more engaging, sustainable or inclusive place, or simply putting a smile on someone's face. I believe that great ideas can come from anywhere and that the day I stop learning is the day I stop being creative. Thankfully, I have my children to learn from.  ‘Balance The Grind’ Interview