My approach has always been driven by a few, core values:
But first … integration
The fragmentation of the advertising landscape over recent times has been challenging to navigate but I believe Clients achieve the best results through holistic, integrated, solutions that consider the entire customer journey.
I have always aimed to be an end-to-end partner to Clients, from integrating teams within IPG for McCann Worldgroup or building new bespoke Agency models at T&Pm. Fostering collaboration and building custom agency models to drive tangible success for clients has always been a key driver for me. This last year fully integrating our Agency around WPP’s AI OS Open has led to a new standard in innovation for the network.
Growth Obsessed
Driving growth is my passion. I lead the fastest growing office of the fastest growing Agency in the WPP network.
I’m closing in on nearly $1B of net new revenue, 3 pitch wins even made front page news laying claim to the ‘biggest pitch ever’ (Toyota, London 2012 and TCCC). I'm proud to have set-up from scratch and grown over 30 offices globally, all of which remain successful today.
Embrace Innovation
I proactively seek out innovation. Early in my career, I transitioned from corporate comms to brand strategy at McCann Erickson to gain creative freedom. I then joined CHI&Partners, an independent creative hot-shop to drive digital transformation. Ever since I have been energized by navigating the rapid changes in our industry, from addressable media to moving at the speed of news, cookie depreciation to generative AI, constantly seeking ways to stay ahead of the curve. Even if I accept that some of the prompt engineering of these site images could do with some fine-tuning! It feels like the last decade has been non-stop change — and I love the steepness of the learning curve that our industry offers.
Talent & Technology
It’s always both, never either/or. Building, training and future proofing team’s skillsets is an ongoing passion of mine. One of my proudest achievements has been to build the right leadership team dynamics in each of the 30+ offices I’ve set up and see them flourish. If the advent of the printing press gave us the King James Bible, the radio generation came up with the TV, then just imagine what the AI generation is going to come up with.
Variety is the Spice of Life
As the son of an entrepreneur, I inherited his restless curiosity for business. It’s one of the reasons I chose advertising, to see first-hand how a variety of sectors operate. I feel it’s a real privilege to have worked across most sectors imaginable: CPG, DTC, luxury and healthcare, automotive and Executive.
Newsroom Mentality
I started my career in corporate comms advising lobbying brands and government ministers on comms strategies under Charles Lewington (former Press Secretary for UK Prime Minister John Major). Although I ultimately craved the greater creativity of the advertising sector, I have always championed a newsroom mentality. Moving from campaigns to always-on platforms, from broadcast-first to social-first thinking, and adding to culture, not just mirroring it. I've successfully guided even the most traditional brands on this transformative journey. These last couple of years since we’ve made Brooklyn our new home, I’ve helped the Washington Post navigate the most tumultuous election campaign ever, built 70 person studios for both Mazda and SiriusXm, helped ME+EM sell-out of stock for their US launch, launched Astro and grew Audible’s listener community threefold for Amazon.
Navigating Complexity
Client service Level 11 as I call it—having navigated labyrinthine organizations like the International Olympic Committee, UEFA, 40+ markets of a major automotive manufacturer, and one of the US’ biggest entertainment brands — I'm confident in my ability to navigate any challenge.