I’m an award-winning Strategic Creative, Brand Consultant and Advisor working at the intersection of business strategy, brand, marketing, AI and creative thinking. I help organisations define what they stand for, sharpen their differentiation and reputation, and focus their resources where they will create the greatest impact.
Recognised as a global leader in creativity and brand building, I served as a Board Director of The One Club for Creativity in New York, one of the world’s foremost organisations championing creative excellence, diversity and education. Over a career spanning more than 30 years, I’ve held senior strategic and creative leadership roles across Australia, Asia, Europe and the United States, including Chief Creative Officer of McCann Australia and Chairman of McCann’s Asia-Pacific Creative Council.
I’ve created brand platforms, campaigns and interactive experiences for organisations including Google, Mastercard, Cathay Pacific, the Australian Federal Government, the University of Melbourne and the Melbourne International Film Festival. I was instrumental in launching Dumb Ways to Die, the globally successful gamified public-safety campaign that changed behaviour, became a cultural phenomenon and established a new benchmark for digital audience engagement. It went on to become the most awarded campaign in the history of the Cannes Lions International Festival of Creativity.
Most recently, as Head of Creative and Brand at Australian Red Cross, I led the organisation’s shift towards more ethical storytelling across digital and social platforms, helping redefine how a humanitarian organisation builds relevance, trust and engagement in a digital-first, AI-driven world.
My AI expertise helps organisations understand where emerging technologies can create genuine strategic and creative value. I advise leaders on integrating AI into brand operations, marketing, communications and content systems while protecting distinctiveness, reputation, creative quality and human judgement.
My work has been recognised internationally for its innovation, effectiveness and creativity, including six Cannes Lions Grands Prix across my career. I was the inaugural recipient of “Creative of the Year” at the Australian Creative & Effectiveness Awards and was also named Australian “Creative of the Year” by Campaign magazine. Advertising Age in the United States ranked me the world’s number-one Creative Director.
My work has been exhibited in the London Design Museum, recognised by TED and awarded at D&AD, The Webby Awards, The One Show and the EFFIE Awards.
Today, I bring this depth of international leadership and hands-on experience to consulting and advisory engagements. I combine commercial and organisational thinking with creative intelligence and practical AI expertise to help leaders make better decisions that enhance their brand, marketing and reputation, creating greater differentiation, relevance and sustainable growth without unnecessary cost, confusion or complexity.
