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My board role as the company’s creative lead challenges me to develop the agency’s vision, cultural values and organisation structure to deliver the best advertising work in the network. I’m responsible for leading UM's Ideation team, and for the content strategy & production division, UM Studios. I also share best practice and development opportunities with my colleagues around the world. Working closely with my colleagues and external partners, I'm also involved in creating and developing creative concepts for EMEA and global pitches.