I learned my tradecraft in London ad agencies. First at Saatchi and Saatchi, where I was laid off one week after being given a raise. Then at a small creative upstart called Leagas Delaney, which won the global adidas account. Against all odds - and against Saatchi. I’ve always been lucky with timing.
We won the adidas account on the strength of creative work. We didn’t have a global network, yet adidas understood that unless their customer was actually moved by something, the brand was sunk. That realization was a seminal moment: Impressive corporate machinery and headcount don’t matter unless your customer gives a damn.
For a while I believed advertising was the only way to accomplish that. Then a different path opened up.
LATEST WORK - 2018 & 2019 Humans of HOKA collaborative campaign with IRONMAN
HOKA, Creative and Brand Strategy Consultant
Develop a creative and brand strategy for the fastest growing running shoe company since Nike.
Established origin story and entrepreneurial spirit as central to all communication. Currently spearheading and managing all aspects of creative development for key marketing partnerships including IRONMAN.
DripDrop Hydration, Creative Director and Brand Strategist
Help company hire a top level ad agency. Lead briefing of agencies and manage review process.
Rebooted brand strategy, and was hired as Creative Director to create and run internal agency.
Blu Kicks, Creative and Brand Strategy Consultant
Help a new anonymous shoe brand in one of the most crowded, competitive markets, with little budget.
Developed unique positioning, established creative direction and tone of voice. Helped triple sales year over year. Currently working on their next brand launch with Blu Kicks founders.
Duvel, Creative Consultant and Brand Strategist
Help bring esoteric high end beer brand to a wider retail and consumer audience.
Identified new consumer. Lightened tone. Increased awareness and retail interest.
Jimi Wallet, Inventor and Entrepreneur
Design a sustainable, US made, everyday product, for people who want an alternative to bulky wallets.
An award-winning, financial projection-busting, Cradle to Cradle approved, and New York Times heralded accessory called Jimi.
Help revitalize the Teva brand to compete with new competitors in rapidly changing marketplace.
Our small agency became Teva’s de facto marketing department, establishing marketing strategy, developing advertising and targeting new consumers.
Dr. Martens, Agency
Create communication to help Dr. Marten establish the brand in the industrial/work boot category.
Reevaluated the brand to create a very target-focused (both retailer and consumer), and relatable ad campaign with legs.