ideas matter

I help MARKETERS BUILD VALUABLE brands.

A writer and creative director schooled in three of South Africa’s biggest and best global agencies, I co-founded an independent advertising practice now heading into its 24th successful year.

I’ve worked on the world’s best known brands, on feisty challenger brands and have helped maverick start-up brands get going.

I’ve contributed to work that’s had success on the awards stage and which has shown its worth at the till.

I’ve collaborated with brilliant people, led incredible talent and have partnered with smart, courageous clients, all of whom have made my journey so far insanely exciting.

I believe that hard times call for even harder thinking, and that now more than ever, creativity is a vital business tool.

If you’d like to chat about how I can help your brand find its place in the world, e-mail me right here.

what I can do for you

I’m an explorer.

I hunt for strategic advantage. It’s the only thing that leads to relevant, differentiated and enduring big ideas.

I build powerful creative platforms; the crucial bridge between strategy and execution.

I conceive and write distinctive, integrated advertising campaigns.

I craft brand visions, purpose statements and manifestos.

I draft moving keynote speeches for C-suite executives and evocative documentary and narrative scripts.

I consult to brand teams on communication strategy and evaluating creative work.

let’s get things done

It’s exciting having ideas. Like it’s exciting having soapy water and a little stick with a round thing on the end.

But they’re pretty useless if you don’t know what to do next. You need to know how and where to apply pressure.

Part of my usefulness as a creative director is not just having and recognising good ideas, but also knowing how to get them done.

It’s about discovering the right talent, finding the best resources, solving practical problems, putting great teams together and then simply leading everyone to do their best.

      “Big ideas are usually simple ideas.” (David Ogilvy)

on working with focus

I think of creativity as the sharp end of the arrow. It’s the bit that sticks. But an arrow only gets where it’s going if it’s straight and balanced. That’s strategy. If the strategy’s not distinctive and clear, the work won’t be either. A good creative will make awesome stuff. A good creative director will ensure the awesome stuff works for you.

creativity is your greatest advantage

You can’t inform people into loving you, choosing you or fighting for you. It’s creativity that gives you this power. Creativity helps you stand out. It gives you the advantage. As a creative director with a lot of grey on my head, I’ve learnt how to distil loads of information and quickly discover the fascinating, often-missed, useful bits that make better work.

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