Three decades of creative leadership

I’ve spent over 30 years shaping brands at some of the world’s leading agencies, including JWT, BBDO, Publicis and McCann, working with global names such as Coca-Cola, Heineken, Nestlé, Mars, GM and L’Oréal.

My work has always centred on bringing clarity to brands, defining how they look, sound and behave across every touchpoint, from campaigns and communications to product and experience.

More recently, I led brand and creative direction for a UK digital bank, building it from concept through to national launch and helping scale the business from two people to over 280. The role spanned everything from brand and marketing to product design, UX and customer experience.

Today, I work with leadership teams to bridge the gap between vision and execution, offering hands-on creative direction, strategic guidance, and a clear focus on what it takes to build brands that last.