Born in Hong Kong, raised in London, I relocated to Sydney, before settling in New York, where I’ve lived for the past decade.My journey has been anything but linear, which reflects my approach to my career. I studied film, drawn to storytelling’s power, and while I didn’t end up in the film industry, I feel I’ve almost come full circle. What I love about the ad world - crafting narratives, evoking emotion, and engaging audiences - has a cinematic quality, even if the stories today are more often created for 9:16 screens than the silver screen.For over 20 years, I’ve led and worked at some of the world’s best creative agencies, collaborating with iconic global brands. What energizes me isn’t just the campaigns but the people and the constant evolution of the industry. Agency life is unpredictable. Every day brings new challenges, and that’s what keeps me excited.I’ve never been a traditional ad man. From the start, I’ve been drawn to innovation - working in SEO before it had a name, embracing digital and social as the platforms were just emerging, and then building AI-driven adtech solutions at a start-up. Currently, I’m leading OK COOL, one of North America’s fastest-growing Creator and Social agencies, partnering with top brands like Nike, Spotify, and TikTok to push the boundaries of digital possibilities.While awards aren’t everything, I’m proud to have contributed to multi-award-winning campaigns during my career, recognized by Cannes Lions, Spikes, and the Shorties. I’ve also had the honor of serving as a judge for the Effies, Webbys, and Digiday awards, helping shape the future of the industry.I have also developed a strong background in mergers and acquisitions, having first become interested during glue London’s acquisition by Isobar, before We Are Social’s sale to BlueFocus and later PlusCompany. Now, I also consult for companies looking to scale or navigate acquisitions in the U.S., guiding them through growth phases, turnarounds, and M&As.Outside of work, sports has always been a passion, and I’ve been fortunate to blend that with my work, partnering with global sports brands like adidas, Nike, and Under Armour, and contributing to events like the Masters at Augusta, CrossFit Games, and New York Giants activations.However, the role I’m most proud of is being a dad to two incredible kids. Balancing my love for family, creativity, and sports is a constant challenge, but it’s a challenge I wouldn’t trade for anything. If there’s a formula for achieving that balance, I haven’t found it yet but I’m always open to suggestions.