About

As a copywriter, every word I write is there to elicit a reaction. To enlighten, to persuade, to challenge, to charm, to surprise, and yes, to sell. I believe each and every word, even when converting, can build a brand. So you get more bang for your buck: short-term sales and the undying and everlasting love (and likes) of your customers. Win-win.

I’ve made a difference to many companies including Pepsi, General Motors Holden, Virgin Airlines, Wolverine Worldwide, Emirates, Nestle and more, winning awards for creativity and effectiveness along the way.

Building on 20 years of advertising agency experience, I now have a deeper understanding of how brand impacts business (and vice versa), having co-led the global Brand Creative Department at lululemon. I also bring a wealth of experience from Australia and the UK, two very different markets, to complement my North American experience.

I currently work with agencies, and directly with clients across North America and have close partnerships with exceptional senior designers for full creative services.

Career Highlights

Received first-hand product knowledge of Holden’s V8s by being sped around a track by world champion racing driver Peter Brock.

Shot a commercial with a live bull, a matador, and a Holden Barina that handled it all beautifully.

Celebrated our successful launch of Virgin Blue airlines with Sir Richard Branson. (So successful QANTAS launched its own low-budget airline to compete.)

Took 7-UP from delisted to delicious by targeting a new younger audience.

Detached a finger to sell hamburgers to gamers.

Published a book.

Ate haggis.

Awards

One Show

Kinsale Shark

Epica

Mobius

Goldies

Communication Arts

Applied Arts

Folio

Roses

Cream

Scottish Advertising Awards

Direct Marketing Awards

IPA Effectiveness Awards

Drum Marketing Awards

ISP Awards

Australian Graphic Design Awards

Australian Direct Marketing Awards

and 17 Brisbane Art Directors Awards