I help turn business challenges into enduring ideas that people embrace and media outlets share.

So far, I’ve used the earth’s rising temperature to discount cold beer. I’ve brought broadcast technology to backyard cricket stumps. I’ve asked Jean-Claude Van Damme to convince people to say ‘no’ to his own terrible movies. And I’ve even used Australia’s Big Pineapple to get international flights back on to earthquake ravaged Christchurch, New Zealand.

During my career, I’ve enjoyed being part of great agency cultures (and projects) and have won multiple international and local awards. I’ve also been a Partner and equity holder in two independent agencies. As a result, I pride myself on my client relationships and obsession for outcome-driven ideas.

Below is a snapshot of my career to date.

Company: BMF Australia
Role/s:
Group Creative Director (Jan 2024 – Present)
Creative Director (Jan 2022 – Dec 2023)
Freelance Creative (Feb 2021 – Dec 2021)

• 2024 - EFFIEs ‘Effectiveness Agency of the Year’
• 2024 - AGDA ‘Motion - Commercial and Advertising’
• 2024 - B&T ‘Branding, Design & CX Agency of the Year’
• 2024 - B&T ‘Award for Culture’
• 2023 - AdNews ‘Creative Agency of the Year’
• 2023 - AdNews ‘Agency of the Year’
• 2023 - AWARD ‘Agency of the Year’ (ranked #3)
• 2023 - B&T ‘Award for Culture and Bravery’
• 2023 - B&T ‘NSW Agency of the Year’ (finalist)
• 2023 - B&T ‘Advertising Agency of the Year’ (finalist)

I guess you could say, I creatively lead the key accounts that help make BMF one of the most successful ‘Behaviour Change’ agencies in Australia. Other things I’m proud of here are ALDI work that asked Aussie families to swap their current grocery shopper for a much more cash-savvy ALDI one. A campaign that encouraged Aussies to secure themselves against cybercrime from their safety of their sofas. There are a few other bits and pieces on links directly below. I’ve also set up the D&AD Shift x BMF Internship (paid) to help drive a new era of creative talent into our industry.

Company: TBWA\ + ElevenPR
Role: Creative Director / Writer / Art Director - Freelance (2020)

I jumped at the chance to work at TBWA\ again. It’s a formidable agency, run by great people. I came in at the start of January, 2020 and worked on a mixture of Brand and PR briefs across multiple categories in a freelance capacity.

Company: Havas Sydney
Role: Executive Creative Director (2017 - 2019)

My role here was to energise and enable creative projects across the ‘Havas Village’. To do this I worked with businesses including Red Havas, Havas Brand Experience, h/commerce, Havas BLVD and Havas Sports & Entertainment. Here I learned that creative leadership isn’t just about pushing creativity, it’s about providing an insightful, pragmatic and reassuring approach to its possibilities. This helped us make work that pushed even the most optimistic return-on-investment targets.

Awards at Havas:
• 2020 CommsCon (finalist) – Launch or Relaunch Campaign of the Year
• 2019 WARC APAC (gold) – Product Media Relations
• 2019 WARC APAC (finalist) – Consumer Media
• 2019 Spikes Asia (finalist) – Integrated Campaign led by Brand Experience
• 2019 PR Asia Awards (finalist) – Brand Development
• 2019 PR Asia Awards (gold) – Media Relations
• 2019 PR Asia Awards (gold) – Integrated Marketing
• 2019 PRIA (NSW winner) – Integrated Campaign
• 2019 PRIA (national winner) – Integrated Campaign
• 2018 Mumbrella Sports Marketing (finalist) – Best Major Sponsorship or Partnership

WORK
Sydney Beer Co. 'Summer Price Index'
Sydney Beer Co. 'Chief Clock-Off Officer'
Gillette 'Close Matters' Campaign & Brand Experience
Gillette 'Close Matters' Social

Company: This is BD (Havas Group, ANZ)
Role: Partner + Executive Creative Director (2015 - 2017)

At BD I was tasked with rebooting the small agency’s creative approach and product. It was a refreshing change after years of working for the WPP behemoth. For the next two years our small team concentrated on building trust and creative relationships. The result was some outstanding work and places on both the Nestlé and Unilever agency rosters. In 2017, our company was sold to the Havas Group. On merging into Havas, I retained an equity stake in the business.

WORK
Castello Burger Blue 'Built with Blue' Campaign
Castello Burger Blue 'Live Feed Burger Tutorial' Social
Afterpay 'Before & Afterpay' Campaign
CUB 'STUMPIRE' Promotional Concept

Company: IdeaWorks (Y&R Group)
Role: Creative Director (2013 - 2015)

IdeaWorks was an agency that lived and breathed the kind of creativity that drives ROI. Here we worked on everything from brand advertising to hard and fast demand generation retail. We developed a new product research and development arm as well as offering a physical environment design. This gave us a bandwidth that covered everything from ‘Blank Page to Open for Business’ (brand strategy & development, brand, digital & retail creative and environment design). In my first year, our team increased agency revenue by over 30%. I also became a member of the Y&R Regional Creative Leadership Group.

Awards at IdeaWorks, Sydney:
• SpikesAsia 2014 – Bronze (outdoor)
• SpikesAsia 2014 – Bronze (outdoor)
• SpikesAsia 2014 – Bronze (outdoor)
• Australian Interior Design Awards 2014 – Finalist (retail concept store)
• World Retail Awards 2014 – Highly Commended (concept store)
• SHOP! ANZ 2016 – Gold (people's choice)
• SHOP! ANZ 2016 – Silver (integrated display)
• SHOP! ANZ 2016 – Bronze (retail store concept)
• SHOP! ANZ 2016 – Bronze (mobile)
• SHOP! ANZ 2016 – Bronze (loyalty)
• Australian Catalogue Association 2014 – Gold (best integrated series)

WORK
Dick Smith Electronics 'Unleash Your Smith'
Staples Highlighters 'Highlight What's Important To You'
MOVE Store 'The Pop-Up That Became a Chain'

Company: iris Worldwide, Sydney
Role: Partner + Creative Director (2010 - 2013)

In 2012/13 iris Sydney was the most creatively recognised office in the iris Worldwide global network (14 offices). A great result for the youngest office in the group at the time. We grew the team form 5 to 45 and opened an office in Melbourne. Highlights include helping Christchurch and Cantebury Tourism get back up and running after being ravaged by an earthquake, convincing Jean-Claude Van Damme to ask people to hand in his own terrible movies, and working with adidas to help secure their place in New Zealand’s national psyche as part of the All Blacks success.

Awards at iris Worldwide, Sydney:
• 2014 EFFIE APAC (bronze) - Travel, Leisure and Media
• 2013 EFFIE (bronze) - Travel, Leisure and Media
• 2013 EFFIE (bronze) - Small Budget $500k - $1million
• 2013 Spikes Asia (bronze) - Branded Content and Entertainment
• 2013 Digital Asia Festival _DMA (gold) - Travel, Entertainment, Leisure and Retail
• 2013 ADMA AWARDS (finalist) - Effectiveness
• 2012 The GLOBES (bronze) - Travel & Tourism, Leisure & Gaming, Recreation, Media
• 2012 APMA (bronze) - Best Integrated Campaign

WORK
Christchurch Reimagined 'Bob Thinks Big' Campaign
Christchurch Reimagined 'Discovery Stream' Social
Sony 'JCVD DVD AMNESTY' Campaign
adidas / NZRU 'All Blacks Commemorative Poster'
adidas / NZRU 'Super Rugby Super Sounds'
adidas '180 PRO - Purpose Built For Australian Conditions'
Please State - My Fit 'Cleavagely Correct'

Company: TBWA\ Sydney
Role: Senior Art Director (2007 - 2009)

While at TBWA\ Sydney, I worked on a variety of brands and projects. I was lucky enough to work with many great people at TEQUILA\, which had been named as B&T Digital Agency of the Year. I’d have to say my highlight though, was becoming one of the lead Australian creatives on the launch of the iPhone 3Gs (2008). This saw me regularly travel to TBWA\ Media Arts Lab (MAL) in Los Angeles, to be part of the creative team as the iPhone campaigns rolled out. The remit eventually expanded to include other apple products, including MacBook.

WORK
apple 'There's an App For That' TVC campaign
apple ‘Our greenest MacBook ever’ TVC campaign

Company: The Marketing Store Worldwide
Role: Art Director (2006 - 2007)

TMS was one of the most respected and successful promo agencies ever in Australia, winners of multiple Cannes Lions and other awards. Here I got to work on some of the worlds biggest brands, from Coca-Cola, McDonald’s, to Diageo and more. One brief in particular that stands out is Bundaberg Rum’s ongoing Wallaby sponsorship. In 2006, the Australian rugby team weren’t looking so hot… So, success being largely a team effort, we decided to focus on their fans, putting a playing number on their back too. The ‘16th PLAYER’ platform was born. Throughout the season, we provided them tools for them to play their part in bringing the team back to the top. This project won me my first EFFIE.

Awards at The Marketing Store, Sydney:
• 2006 EFFIE - Brand Sponsorship

WORK
Bundaberg Rum '16 PLAYER' Promo and Activation