I'm is a creative at heart with a knack for words. I've been fortunate to work at some great creative shops across the spectrum in London, Amsterdam, Gothenburg, Delhi, and most recently New York. From specialists in one thing whether ATL, integrated, digital, social, experiential, and PR, to others that break the mould. Every cultural experience has added a different arrow to my creativity bow as a hybrid creative, that have helped me hit the target for award-winning campaigns and multiple pitch wins.
Having started out in above the line agencies and schooled in insight, I diversified beyond the media dictated on the brief, as that’s where I felt the cut-through and fame lay. As the only Asian creative team in London back then, maybe still now, I honed his craft at agencies like BBH and DDB, developed 360 integrated thinking at iris and Elvis, and was hands on in everything at W+K India. Back in London at Edelman Deportivo it was all about culture first and earned creative, and that's where I created the award-winning ASICS Blackout Track, with my work wife art director Denesh. I recently finished 2 years at McCann MRM New York, working on national and international clients from his mobile satellite office in London. And is now back on the global freelance scene.
I've always believed in the circular economy of creativity, to give time to young talent, giving back just as many seniors did when I was starting out.
Work history
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Creative DirectorMcCann/MRM NYC
- London, United KingdomFull Time
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Creative DirectorMcCann/MRM NYC
- London, United KingdomFull Time
We led the creative work on Reckitt brands including Durex/KY, Sanofi brands including ICYHOT and developing the new tone for Dulcolax, Mastercard's future facing digital hub, launching Four Season Yachts, taking over Hollywood with NYX cosmetics, and won a global L'Oreal pitch. Alongside pitching a raft of proactive ideas, and nurturing junior teams.
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Skills
- Concept
- Copywriting
- Creative Stragegy
- Storytelling
- Social Activation
- Digital Advertising
- Experiental
- Script Development
- Campaign Concept
- Creative Direction
Education
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BA (hon) Graphic Design & AdvertisingBuckinghamshire New Univesity
- High Wycombe, United Kingdom