A little bit about me

 

I've been working for nearly 30 years. I've been a copywriter, an art director, a creative director looking after UK accounts, a global creative director over-seeing international brands and a chief creative officer running a diverse creative department. I also create and sell photographic collages and I've written and illustrated a children's book.

This site features some of the work I've been involved in and explains the thinking behind it.

But first, here's a little about what motivates me, the type of ideas I like and what it's like to work with me.

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Why I get up each morning

 

I love my job and what I do. Creative industries are not only fun to work in and populated by very talented people, they also play an important role in our society. Advertising can transform the fortunes of brands, be a force for social good, even change governments. Not many other industries can claim to do that and I find it incredibly exciting.

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The type of ideas I like

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I like ideas that make you feel something. I believe when you see a piece of work it should make you feel the same way as when you use the product. (It's why most beer ads make you laugh so you associate having a beer with having a good time. Or why car ads tend to be exhilarating.) I believe this because although you can argue a case for a product or service I think deep down we let our emotions drive our decisions and then look for logical reasons to justify them.

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How I like to manage

 

There are two kinds of leaders: those who use the carrot and those who use the stick. I've worked for both and firmly believe a carrot is more effective. So I like to create a positive, collaborative and fear-free environment where everyone feels valued and inspired to do what they believe in. And let's be honest, we all work harder than ever these days so the very least a leader can do is make sure it's enjoyable.