I’ve been in advertising for close on 30 years. I love the work. And I love to work.  

I’ve been fortunate enough to have worked on everything from Pharma to Auto, from FMCG to Finance – on some of the biggest local, and even global, brands.  

I’ve also managed to notch up quite a few awards along the way. I’ve even named a University.  

I love the industry not just for the work, but for the kind of people it attracts. There’s nothing more rewarding than being able to work with people who are there for precisely that: the work. Who care about ideas. Who care about craft and attention to detail. Who get excited by, and talk about, ideas.   

It helps if they have a wicked sense of humour and don’t take themselves too seriously!
That’s what advertising is: it’s serious fun. Creativity is “intelligence having fun”.  

I had a great ECD who once told me: “If you want to make clients happy, and make money – just do the work! Everything else will follow”.  

He was so right.

People Watching. 

Why is this in a portie? WTF? 

Because it gives me a keen insight into what motivates people: as human beings, and as shoppers. It hasn’t only helped me in my career – it’s made me a great judge of character too. 

Also, unlike gym, you don’t have to do much. You just sit there and watch.

Copywriting

My true passion. I love craft and like to think my skill set as a CD is pretty well-rounded, but I gravitate towards great copy-driven ads, and brilliantly crafted scripts. 

Conceptualisation

Finding big ideas and idea territories for brands. Ideas that stand out, that have meaning, with compelling narratives that communicate effectively across channels. 

That’s the strat line. My version: find ideas for brands that make consumers smile. 

Make someone smile and you’ve got a friend for life. 

Art Direction

I’m not a designer by trade, but as a CD I obviously have a keen eye for art direction and have written more than my fair share of VI guides. 

Strategic Thinking

I’m pretty good at telling a good strat from a bad one. And spotting one that’s trying to say everything – and ultimately nothing. 

Leadership and People

I have all the time in the world for people who want to talk about work. I have very little time for people who talk about other people, or who whine about their parking spots. People with good values and a great work ethic … door’s always open. 

I’ve had a bizarre career:

Started at Lawrence Flack and Company – Junior Copywriter – around 1995.

Lawrence Flack rebranded to Roots Advertising – Senior Copywriter.

Roots bought out by The Hardy Boys around 2002 – Senior Copywriter, then Creative Group Head, then Creative Director. 

I have been at THB for 22 years, in the role of Group Creative Director for the last 5 or so years.