Akcelo Sydney, August 2022 – Present (Contract)
Creatively led major TV campaign for TikTok North America, and other projects including pitches, CUB, McDonalds, PepsiCo and the AFL.
AnalogFolk Sydney January 2019 – August 2022
Executive Creative Director / Partner
As ECD and partner of global independent agency AnalogFolk Sydney, I lead the agency’s creative output and shape the business. AF Sydney’s positioning is ‘The creative agency for modern business’ reflecting that modern brands need an integrated agency partner with expertise in advertising, brand strategy, social and digital.
With offices in London, Sydney, New York, Portland, Hong Kong, Singapore, Costa Rica and Amsterdam, AnalogFolk’s purpose is to help brands use digital technology in ways that make the analog world better.
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.
In 2021, Campaign Brief Magazine ranked AF Sydney at the top of its ‘Movers & Shakers’ list annual ‘Hot or Not’ chart, a consistent upward climb every year in the last 3 since I joined.
Further highlights of 2021 include 8 new client wins (66.6% win rate), 26% revenue growth, whilst maintaining a 16% margin, a 24% increase in team size, an APAC Gold Effie alongside multiple metal and finalists
Whilst many of our competitors have played it safe and made cutbacks, AF launched two new new business units - ‘Untold Fable’, a global content production company and ‘With Robots’, a technology and automation partner..
Sydney clients won during my tenure include Afterpay, Coca Cola Europacific Partners, Newscorp, NSW Government, TK Maxx, TAL Insurance, Bayer, Proximo Spirits, Hort Innovation, Unibet, Curtin University, Hyundai Australia, Tonic Health & Black Dog Institute. Global clients include Meta, Netflix, Amazon, Tommy Hilfiger & Diageo.
303 MullenLowe 2013 – 2018
Executive Creative Director / Partner
As ECD and agency partner I led the agency creative department, winning new business and raising the standard of the creative work. Helped build and shape an agency of some 90 people in Sydney and 40 in Perth – over twice the size than when I joined.
Campaign Brief upgraded 303 MullenLowe Sydney to the ‘7th Hottest Agency in Australia’ in 2015, maintaining its top 10 ranking ever since. Helped deliver profitability to company, with agency posting 24%+ annual profit two years running and between 15-18% in other years. My remit extended outside the creative department to co-leading the national agency at large. Worked to advocate change and worked with other agency leaders to re-shape the agency’s internal structure and integrated offering in the marketplace. The agency now combines its creative, digital and media buying offering with additional social, PR, data analytics and technologists in house.
Clients won at 303 MullenLowe Sydney under my tenure include:
Audi (Brand & Digital) Netflix, TK Maxx, Budget Direct, Federal Government projects (Federal Treasury ‘Challenge of Change’, Austrade Free Trade Agreement, National Disability Insurance Scheme, Aged Care Reform), NSW Government (NSW Health ‘Make Healthy Normal’), Breast Screen NSW, E10 Fuel Initiative, NSW Police Anti-Ice, Homelessness NSW), Macquarie University, Lend Lease, State Super, Sherwin Williams Paint, Unilever (Surf), Royal Lifesaving Australia, Australian Museum, Crust Pizza and Magellan Financial Group among others.
Sat on the MullenLowe Worldwide Creative Council.
DDB Sydney 2012 – 2013
Creative Director
Led McDonald’s account. Worked on major brands and pitches including successfully retaining Telstra brand account and helping to win Westpac pitch.
Holler Sydney 2011 – 2012
Creative Director
Lion Nathan (XXXX, Hahn, Tooheys Extra Dry, James Boags, James Squires, Tooheys New) Heineken, Lion Wine Group, Reckitt Benkiser (Vanish, Durex, Dettol, Veet, Airwick, Clearasil, Nurofen, Panadol, Strepsils), Unilever (Dove), ESPN, Disney, Bonds.
I oversaw the agency creatively and help manage the business. Tasked with bringing big brand thinking and ideas into the digital environment, giving the agency a more integrated offering.
BMF Advertising Sydney, 2004 – 2011
Associate Creative Director
Member of BMF Management Team
Culture Team Leader
Lion Nathan (Hahn, Tooheys Extra Dry, West End Draught), P&O Cruises, FUJIFILM, Lasoo, Dairy Farmers, Goodman Fielder, IKEA, MBF, Australian Government, The Newspaper Works, OPSM, Meat & Livestock Association, Blackmores, ING Direct, SBS, Austar.
I worked and liaised with clients and new business prospects at senior level. Led creative pitches and presentations to new and existing clients. My work formed a core part the agency’s huge growth and success, including various B&T and AdNews National/NSW/Direct or Creative Agency of the Year titles (2006, 2008, 2009, 2010) and Campaign Brief NSW Agency of the Year (2008), culminating in B&T’s Agency of the Decade.
As BMF’s most consistently awarded creative, especially in the integrated arena, awards won during this time include Silver at D&AD, Gold, Silver and two Bronze Cannes Lions, six ADMA Silvers, six AWARD Silvers and five Bronze, two Caxton. Gold, Silver and Bronze at Caples, multiple finalists in Cannes, Caxton, Clio, ECHO and AWARD.
Abbott Mead Vickers • BBDO London, 2001 –2004
Copywriter
British Telecom, The Economist, Guinness (Diageo) Gillette, DFT (Department for Transport), Pfizer (Nicorette Gum), Pepsi, Wrigley, BBC, Mars, Halfords, Sainsburys, Royal Mail, RSPCA.
Worked successfully for 3 years on some of the agency’s most high profile clients and pitches.
Gained international (and life!) experience. Worked and trained under many industry legends including Peter Souter, Tony Cox, Walter Campbell, Nick Worthington, Paul Brazier, Richard Foster, John Horton, Tim Riley, Paul Belford & Nigel Roberts. Went on some great shoots.
Publicis Mojo Sydney 1998 – 2001
Copywriter
Telstra, Coca-Cola, Nestle, Toyota, Pfizer, Sydney Morning Herald, Australian Government, Red Cross. Trained under ECD’s Dave Alberts and Gabi Bush.
The Edge Melbourne 1996 – 98
Copywriter
Education
- Advanced Management Assessment & Training 303 MullenLowe.
- Presentation Skills, Negotiation Skills courses via BMF & AMV•BBDO
- Hyper Island Digital Immersion Course 2010.
- Advertising Degree, AFA AdSchool, graduated 2nd overall in Australia 1995.
- AWARD School, Adelaide.
- Flinders University, 2 years- Biology, History and Psychology Major.
- Scotch College Adelaide, Year 12