Award winning creative strategist steering Brands, Government and the Creatives that serve them towards Purpose, Profit and Growth. Named multiple Unilever products still on supermarket shelves today (JWT Milan). Helped launch the world's first MP3 player: it wasn’t the iPod (for Compaq at FCB). Convinced millions in Emerging Markets to part with half a year's salary and buy a computer by linking it to the future success of their children (for Intel at Havas).Hired as the sr. strategist to the team that made Jameson the fastest growing spirit in the US market (TBWA)Identified the creative strategy that gave Puma more visibility in the FIFA World Cup than the official sponsor, leading to Cannes gold for Droga 5 the following year. Devised a 3-year plan to nudge 25 million people towards energy conservation without advertising, price changes nor reform. (Chaco for a Middle Eastern Kingdom).Steered startup S’well Bottle away from commoditisation and towards sustained growth by positioning it as an Object of Desire, instead of a reusable water bottle (Chaco for S'well).