Executive Creative Director
I hate ads.
It’s a pretty strange thing to admit, given I’ve been in the advertising game for twenty years, (currently as EVP, Executive Creative Director at MRM, part of McCann Worldgroup). But, truth is, most people hate ads. Half of us actively avoid them, and when it comes to Gen Z, 69% use adblockers. Which means if we want to connect with people in a meaningful way, we need to do it authentically via the things they love – gaming, sport, fashion, D&I, social justice. That’s why the best advertising doesn’t look like advertising. It looks like a computer game or wearable tech or a Netflix series. With Gen Ai,, freaky data and cool tech at our disposal, we are entering a brave new world of experimentation and engagement. That’s where I like to play.
My CV can be found here: LinkedIn
Short fiction and essays here: Words
PhD soundwork: On the Edge
Press
The Stable: What would have made 2019 better?
The Stable: It's our job to shake up the status quo
AdNews: Aussies make noise in Cannes
Campaign Brief: Spotlight on women creatives
Mumbrella: What's more important: the message or the emotion?
AdAge: Top creatives predict what will happen at Cannes
Adnews: Creative focus, creative revolt
Education
PhD, Faculty of Arts + Sciences, University of Technology
Master of Creative Arts (Research), University of Technology
Master of Arts (Writing), University of Technology
Master of Fine Arts, University of New South Wales
Graduate Diploma in Visual Communication (Design), University of Technology
Bachelor of Arts, Sydney College the Arts, Sydney University