For more than 5 years, I’ve worked on strategically defining and repositioning brands in sectors spanning from telcos to trainers, creating some award-winning campaigns along the way. I'm equally happy working on long-term TTL brand building campaigns as sprinting to develop a start-up's positioning from scratch. Obsessively refreshing the new news in pop culture and psychology, I’m always keen to learn about what really makes people tick, beyond getting them to click ‘like’. As a great believer in the merits of immersing yourself in your audience's lives, I feel that insights and ideas should always be socialised. Silos are the arch enemy of creativity. In our digital-first era of media saturation and evermore distractions - a time defined by the new norm of ad-blocking - ‘getting’ your audience is more important than ever. Brands can no longer lazily rely on buying attention. Shelling out media dollars is futile if what you’re conveying isn’t seen as valuable. Now, it’s more important than ever for planners and creatives alike to understand the underpinnings of why we think, trust, believe, value and do the things we do. Only then can we make brands meaningful, ensuring they earn a place in audience’s minds and lives.
blu / Perrigo / Relish / L'Oreal / Oasis / LateRooms
Research Methods / Cognition / Neuroscience / Social Psychology