Strategy Director at Mindshare. I currently head up the strategy for Nike and Red Bull. My passion is working on iconic, category defining brands that are known for inventing the future of advertising. As the strategist my ambition is to deliver the deepest understanding of the audience and uncover the correct business approach for the brand, revealing new insight that can define the entire proposition and communications architecture. I thrive from doing category defining and award winning work. I believe the best ideas come when strategic insight unlocks new ground for storytelling.
Projects credited in
- NIKE - NOTHING BEATS A LONDONERNike felt they were losing touch with youth across London, giving up key market and cultural equity in a crucial European city. Partnering with advertising agency W+K, ON ROAD were tasked with finding out what makes Londoners aged 15 to 19 really tick in an effort to bring to life the voice of the city's youth in an exciting, irreverent way for the Nike brand. Key within this study was to challenge Nike's preconceived ideas of London youth, to find an opportunity to connect and, crucially, to f
- Communications Planning
- Account Planning