About
Richard is an accomplished Executive Creative Director and Copywriter, who has led and shaped both digital and mainstream agencies. He’s worked across Australia and internationally for the likes of AMV•BBDO, BMF, Publicis Mojo, Holler, DDB and 303 MullenLowe Australia, as ECD & partner.
From 2019 to 2022 he was ECD & partner of digital agency AnalogFolk Sydney; currently contracting at Akcelo Sydney.
In October 2021, Campaign Asia-Pacific named AF Sydney AU/NZ Social Agency of the year, runner-up AU/NZ Content Marketing agency of the year and runner-up Digital agency of the year, with finalists in Independent Agency of the year and Best Culture.
A hallmark of Richard’s career is his ability to consistently create some of Australia’s biggest campaigns and brand platforms that have won the hearts and minds of the audience, as well as garner top international awards. He is also one of the few ECD’s in the region who can genuinely flex between digital, social and brand communications.
Named by AdNews as one of Australia’s Top 20 Creative Leaders in 2019, Richard has created and led many high-profile campaigns that have entered popular culture, including the ‘Captain Risky’ for Budget Direct and the ‘McDonald’s to Maccas’ re-brand campaign.
As ECD of 303 MullenLowe Australia, Richard helped build it to an agency of 130 people nationally – over twice the size than when he joined.
At AnalogFolk Sydney, clients won include Afterpay, Coca-Cola Europacific Partners, Newscorp, NSW Government, TK Maxx, Proximo Spirits and Hyundai Australia.
The agency also undertook a Reconciliation Action Plan (RAP) and enabled staff to take part in diversity training.
Awards
Richard’s work has consistently won top prizes in major local and international award shows, including Gold, Silver & Bronze Cannes Lions, Cannes Effectiveness Gold, D&AD Silver, Caples Golds, Silvers, One Show Gold, Silvers and Bronzes, British Television Awards, London International, ACE / ADMA Golds, Silvers, Clio, Caxtons, UK Campaign Press & Poster, Echo’s Golds, Spikes, Aerial Awards, Eurobest, Webby’s, multiple AWARD pencils, Effie’s Gold and Silvers and many others.
Industry
Richard has judged at Cannes (outdoor), AWARD (film, integrated, press, poster, radio, digital) The One Show, Adelaide Art Directors Club, Young Guns, AdNews, B&T and others. He’s had the privilege of lecturing at AWARD School several times, taught copywriting for the Advertising Council Australia and spoken on panels including Mumbrella, AdNews, IPA Planning and The Work behind the Work.
Clients worked on
Richard has worked on leading clients including Audi, Afterpay, Australian Federal Government, Amazon, Budget Direct, Carlton United Breweries, TK Maxx, TikTok USA, TAL Insurance, Hyundai Australia, NSW Government, Proximo Spirits, Pernod Ricard, Harley Davidson, McDonalds, Netflix, Qantas Loyalty, Unilever, Lion Nathan, Heineken, Guinness, Reckitt Benkiser, Telstra, British Telecom, IKEA, Coca Cola, Pepsi, Mars, Wrigley’s, Toyota, Pfizer, Gillette, The Economist and many more.
Creative Approach
Richard aims to create Ideas that Move the World Forward. This means striving to create ideas that make a positive impact on culture, technology or society in some way.
It could mean making our world a slightly more sustainable, engaging or inclusive place, applying a new lens to an old problem, or simply putting a smile on someone's face.
He believes ideas can come from anywhere or anyone and that the day he stops learning, is the day he stops being creative. Thankfully he has his children to learn from.