Experience

Herd MSL

• Australia
• Public Relations and Communications Services
• 1 - 100 Employee

• Creative Director

  • Jul 2018 - Present

  Working with PRIA Australian PR Agency of the Year 2018, 2019 and 20222 as Creative Director over consumer, corporate and social to develop and shape the creative output. Current clients include: Diageo, Telstra, Campbell-Arnotts, Procter & Gamble, Instagram, Facebook, NBN, Gumtree, CBA, Uber, Spotify, Lenovo, AWS and many more! Working with PRIA Australian PR Agency of the Year 2018, 2019 and 20222 as Creative Director over consumer, corporate and social to develop and shape the creative output. Current clients include: Diageo, Telstra, Campbell-Arnotts, Procter & Gamble, Instagram, Facebook, NBN, Gumtree, CBA, Uber, Spotify, Lenovo, AWS and many more!



PLAY Events

• Australia
• Advertising Services
• 1 - 100 Employee

• Strategy and Creative Director

  • Nov 2015 - Jul 2018

  I oversaw the agency as a whole, whilst also looking after both creative and strategic output of the agency - a unique role blending my twin passions of art and science. It was a unique opportunity to combine my strategic experience with a creative focus, as we continued to create experiences and ideas that directly shape the customer journey. In this role I combined the principles of UX / CX with the classic skills of strategic planning, whilst gaining a fresh perspective by leading the creative direction for our clients. I developed a new strategic positioning for the agency, led the team on multiple successful pitches including Spotify, Snapchat, NSW Department of Health and VW. Show less

• Head of Strategy

  • Mar 2014 - Nov 2015

  As Head of Strategy I was responsible for providing strategic and consumer guidance throughout the organisation to maximise creativity, effectiveness and relevance of all activations and experiences.Notable achievements include securing TABCORP's experiential business without a pitch, winning places on the roster of Mondelez and Woolworth's, and winning the Sony Asia-Pacific experiential business of Sony Mobile.



Host Sydney

• Australia
• Advertising Services
• 1 - 100 Employee

• Planner

  • Jun 2011 - Mar 2014

  Coca-Cola Worked with Coca-Cola and partner agencies Naked and Wunderman to develop Coca-Cola's summer campaign - a massive pack-back promotion centred around the joy of sharing music, sharing moments, and most of all sharing Coke. Each bottle of Coke featured a year from 1938 - 2012 and includes a QR code and URL that lets you stream 50 songs from that year and share them with your friends through an innovative partnership with Spotify. The campaign grew brand volume by 12% - no small feat for such a big brand and won a Silver Cannes Lion: 'Best integrated content campaign' - "Share a COKE and a song" in June 2013. Coke Zero Repositioned Coke Zero as a source of uplifting energy and excitement by unlocking the secret within the name - when you add Zero to anything, it just gets bigger and better! This successfully reframes Zero the product by reframing zero the number. This strategy has proven so successful it has been adopted and adapted around the world, and won a Gold EFFIE from The Communications Council in September 2014. The Australian Indigenous Foundation Developed the strategy for this charitable organisation that raised $100 million in funding in three months through a provocative and challenging campaign called "Indigenous PM' that made the bold claim that "this will never happen." Campari For Campari I've worked on a number of exciting digital campaigns including the launch of American Honey's new RTD, a social outreach campaign through Facebook for Riccadonna, and a bar partnership to raise the profile of classic brands Campari, Cinzano and Aperol by encouraging women to 'Dial Cin Cin' and be ferried to the bar on the back of branded Vespas. PlayStation For PlayStation I helped send their iconic Sackboy into space. And I've just helped relaunch one of the country's most iconic brands Goulburn Valley by helping get them out of the orchard and into the lunch-boxes of Australia. Show less



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Planning Director - Singapore

  • May 2010 - Jun 2011

  Planning Director on Castrol (globally), Motorola and Nestle Milo (Asia region)

• Global Senior Planner - Hong Kong

  • May 2008 - May 2010

  Responsible for strategic development of Pond’s – purveyors of skin-care worldwide, and the only global brand Unilever run out of Asia. It is worth 600m Euro. The brand and ideas are sold on 4 continents. Pond’s has multiple product offerings across different categories and price-points and our biggest markets are developing and emerging, and at the heart of Unilever priority strategyI led the strategic process in a multi-disciplinary team that includes Ogilvy PR, One (digital) and Action (in-store / activation). This involves fully developed 360° support and constant initiatives that amplify our messages and create new opportunities for audience engagement and an operational model that exploits opportunities for idea generation across geographies – a truly global brand for the 21st century Key achievements:• Portfolio management of Pond’s three key ranges to maximize masterbrand equity and individual ranges and ensure buy-in and collaboration of key markets• Helped Pond’s upper-masstige anti-aging line take number one spot from Olay in four very different markets through romance-themed activation• Fantastic launch of new Facial Cleanser in China in March 2009 that has already paid back on itself and is rapidly being rolled out elsewhere• Bronze Asian Marketing Effectiveness Award for Best Insight for the Cannes short-listed ‘Fathers Against Facial Foam’ campaign• Development and selling of 360° brand toolkits for two episodic love stories campaigns for Flawless White – Pond’s masstige skin-lightening range• Building on Pond’s strategy of romance to create both highly emotional and persuasive romance stories, and dramatically simple and strong functional stories to seal the deal• Re-launch of The Pond’s Institute as a source of credibility and conviction, on- and off-line, with the introduction of a top-secret, category-changing new product• Insight, market analysis and positioning of Pond’s expansion into upper-masstige Show less



TBWA\London

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Senior Planner

  • Jul 2006 - May 2008

  Worked across multiple brands including Apple, PlayStation, Müller, Unibet, Criminal and Fayrouz. Day to day activities include everything from running research groups, and brainstorms to pitching and selling creative routes. Key achievements: • As a Media Arts Planner, I worked with the TBWA owned, Los Angeles based Media Arts Lab to develop Apple’s first TV campaign in the UK for nearly a decade ‘Mac vs. PC’, tracked its launch and success via weekly ‘dashboards’, produced ‘Apple Bites’ – regular updates on the music scene in the UK which led to development of new spots for iPod / iTunes, and contributed to the briefing for the launch of the very first iPhone • For Müller I managed their broad portfolio of healthy, dessert and snack yogurts, including developing confrontational campaign ‘Check the Labels’ that named and shamed the market leader, repositioned the brand as a natural UK based dairy, and saw the brand grow to its biggest market share ever • Pitched, won and developed work for Unibet, a Swedish-based online gambling portal, Criminal Clothing, a UK based fashion brand, and Fayrouz, an Egyptian malt-based soft-drink looking to overturn convention and launch in the West Show less



Grey London

• United Kingdom
• Advertising Services
• 100 - 200 Employee

• Planner

  • Oct 2000 - Jul 2006

  Cut my teeth here learning the craft, working on an assortment of FMCG, tech and media brands including: Clairol (P&G) Horlicks and Beechams (GSK) AOL The Business (magazine) Nokia Findus Dairy Crest (Utterly Butterly, Clover, St. Ivel Gold) Key achievements: • Dairy Crest: Portfolio management of a spectrum of yellow-fats; new product launches and revitalising established products • AOL: Implemented brand strategy and communications for this intensive, fast-turnaround direct-response business • Nokia: Worked on the music strategy side of the business to help Nokia become a music player not just a music wannabe via relevant sponsorship and associations • The Business: Developed strategy, positioning and audience understanding to successfully launch new business title in the competitive UK magazine category • Clariol: Developed the 'Be a Shade Braver' campaign that gave the brand a 20% uplift and took it from traditional and familiar to market leader. Show less