Brand strategy · Business transformation · AI product development
I’ve led creative businesses in London, Sydney and Tokyo. I co-founded Earth Hour. At Telstra I helped redefine the brand around It’s How We Connect. These days I also build applied AI products and decision systems.
I still do the strategy. I just don’t stop at the PowerPoint anymore.
A few things that shaped the work
01 / Earth Hour
I co-founded Earth Hour in Sydney in 2007. It began as a simple proposition and became a global climate movement. The lesson stayed with me: if people can’t feel an idea quickly, all the strategy in the world won’t save it.
02 / Telstra
As Director of Brand & Innovation, I helped reshape Telstra around It’s How We Connect. The work went beyond communications — it gave the organisation a clearer idea of what it was there to do.
03 / Ogilvy Japan
I was Executive Group Creative Director across Ogilvy’s portfolio in Japan. Tokyo taught me a lot about what survives translation: clarity, craft and respect for the audience.
What I’m doing now
I now build applied AI products and decision systems — taking a real business problem from proposition and product design into working software.
The interesting bit is the handover that usually kills a good idea. I like staying with the problem long enough to make the thing work.
Venue-based spatial engagement for stadiums and live events, giving operators and sponsors a way to create measurable experiences that only exist inside the place itself.
AI-assisted property intelligence and compliance tools designed to make complex listing and disclosure requirements clearer, faster and more useful.
Workflow and customer communication software for independent automotive businesses — built around how small operators actually work, not how software companies think they should.
Where I tend to be useful
01A business has lost clarity about what it stands for.
02A founder has built something good but can’t explain why anybody should care.
03A leadership team knows it needs to change, but the change is still fuzzy.
04A company wants to use AI meaningfully rather than bolt it onto the side.
05An idea needs to move from a deck into something people can actually use.
Elsewhere
Previously
Ogilvy Japan · Telstra · Leo Burnett · George Patterson · D’Arcy · Grey London · Y&R · Ogilvy
Selected recognition
Cannes Lions Titanium & Gold · One Show Gold · Effie Grand Prix · New York Festivals Gold · Spikes Grand Prix · Gunn Report Campaign of the Year
Contact
Tell me what it is. If I think I can help, I’ll say so. If I don’t, I’ll say that too.