A radio campaign that increased Jack Links Beef Jerky year on year sales by over 40%. A launch of a telco that saw it grow from zero to 13 million subscribers. A TVC commercial for Molenberg that ran for 12 years and got the whole of New Zealand singing. If it doesn't work, it's not good.
I love ads but I like great results even more. As a writer and a strategist the last thing I do is ads. The first thing I do, is get the thinking right. The creative magic that follows is the cherry on top.
I've worked as a Creative Director at Saatchi & Saatchi, TBWA, Ogilvy & Mather, BBDO, Havas RiverOrchid and my career has taken me to Europe, New Zealand, Australia, Asia - Malaysia, Thailand, Vietnam, Cambodia, and the Middle East.
I can do big, small, day to day and the challenging. And always with a wink and smile.
I'm best known for...
I want my Molenberg
Malaysia Truly Asia
Jack Links Man needs Meat
Copywriter, Strategist, Creative Director / Aug 2012 - Present / Freelance
In today's rush for everything digital, it's easy to forget the power of words. Storytelling and engagement are one thing, but persuasion is the key. My job is to sell. Period. Be it a new product, a service or a behaviour to adopt - it's all about persuasion. Only really strong words can do that job.
Creative Director / Nov 2012 - Sep 2015 / NZME
Creative Director at NZME helping to drive new commercial creativity on the following stations: NewstalkZB, Radio Sport, Classic Hits, ZM, Hauraki, Coast and Flava.
Creative Director / Jun 2010 - Feb 2012 / Tracta
Learned and helped relaunch this agency as Tracta - The Heartland Agency. Won NZCU, Won Massey, Won De Laval, featured on Admedia front cover had have raised the agency's bar creatively and profile wise.
Industries I know well
Mediums I know well
Honours & awards
2017 Conroys. Finalist Best Effective Commercial. NZ Radio Awards.
2016 Kiwi Rail. Finalist Best Creative Commercial. NZ Radio Awards.
2015 Winner Most Effective Campaign. NZ Radio Awards.
2015 Winner Best Radio Campaign. New Zealand Radio Awards.
2014 Winner Best Radio Commercial. New Zealand Radio Awards.
2010 2 Gold awards 16th annual Communicator awards.
2009 3 Golds 2 Silver Davey Awards for Ethiopian Airlines and Vietnamobile
2007 PATA Gold Awards Malaysia Truly Asia broadcast, print and website
2007 Worlds leading travel television commercial – Etihad 14th annual World Travel Awards
2005 Cannes Finalist Bendon
2004 Gold Mobius, Ikea
2004 4 Golds at Adrian Awards for Tourism Malaysia Campaign
2003 Media Awards, Hong Kong – Olympus
2002 Bronze Malaysia Kancil Award Olympus
1999 Australian Television Awards – Shell
1998 Bronze Clio outdoor – Meccano
1997 Bronze Clio print – Chivas Regal
1994 Gold Mobius print – Tabasco
1994 Bronze New York Festival print – Tabasco
1993 Best in Category Australia Fact Award – Woman's Refuge
1991 Gold Clio print – GCS computers
1991 Bronze New York Festival – Postbank Radio
1990 Bronze Award Australia – Readers Digest
1989 Bronze Pegasus – Reader's Digest
5 Silver Axis. 14 Bronze. Tom Kinkaid Award for Copywriting. New Zealand
Dip. Ad, Diploma in Advertising
French and terrible German