FOR GAIN. FOR FAME. FOR CHANGE.WE CREATE EDGE.Hyphen is a strategic-creative consultancy; we deliver competitive Edge to brands in the B2B, non-consumer space across brand strategy, culture, innovation, citizen issues and creative campaigning. We do this from Dublin and Brussels.

Led strategic and creative campaigning and consultancy across local and international mandates in categories as diverse as nation branding and e-sports.

I guest lecture on the MSc. in Advertising - Ireland's incubator for agency talent at my own Alma Mater, the Dublin Institute of Technology. I specifically teach insight and strategy development, helping young strategists develop the skills and approaches to drive "creativity behind the creative".

Led EMEA strategic and creative planning (agency services) working on big tech, little tech and no tech.

After 6 months consulting with Huskies, I joined the pack in a wave with some incredible multi-discipline creatives, data-heads, techno-gurus and business brain-boxes. I sat on the agencies leadership team and engaged with a roster of enviable brands day in, day out.I worked with and helped build a team of outstanding strategic thinkers and doers, dedicated to making this nebulous, pompous thing from the 1960's called 'Planning' do more and mean more for our clients brands at this… Show more After 6 months consulting with Huskies, I joined the pack in a wave with some incredible multi-discipline creatives, data-heads, techno-gurus and business brain-boxes. I sat on the agencies leadership team and engaged with a roster of enviable brands day in, day out.I worked with and helped build a team of outstanding strategic thinkers and doers, dedicated to making this nebulous, pompous thing from the 1960's called 'Planning' do more and mean more for our clients brands at this juncture in history where the future is in flux.My philosophy was and is to actively reject 'planner-think' consensus, subvert the rigid conventions of the strategic straight jacket and tap into the catalytic potential of convergence and culture to unearth the kind of insights and ideas that provoke and evoke, connect and convert. We did some great work together. Great people. Show less

As well as hogging the Nespresso machine every morning, I led the agency's Strategic Planning function through the inception and crafting of the agency's proposition ('Infectious Influence') through to the launch of Target McConnell's through to the agency's most recent explosive growth. I was lucky enough to collaborate and break new thinking and strategic ideas on multiple Vodafone consumer and enterprise projects that included the notable Dublin GAA, Christmas 2012 and Centre Stage… Show more As well as hogging the Nespresso machine every morning, I led the agency's Strategic Planning function through the inception and crafting of the agency's proposition ('Infectious Influence') through to the launch of Target McConnell's through to the agency's most recent explosive growth. I was lucky enough to collaborate and break new thinking and strategic ideas on multiple Vodafone consumer and enterprise projects that included the notable Dublin GAA, Christmas 2012 and Centre Stage campaigns. Another highlight of my time with Target McConnell's was my work on Guinness RM/mobile strategy (that fed into the award winning Guinness+) as well as steering insight and shaping strategy on GAA, Topaz Energy (resulting in the globally acclaimed 'Play-or-Park' platform) and An Post new business wins.I also sat on the agency's management team and contributed to the wider 'business-of-the-business' strategy. Our work picked up a few gongs along the way (ADFX, Smart Marketing Awards, DMA). My devotion to the Caesar Salad in the School House Hotel on Northumberland became a borderline obsession. Show less

Founding Partner and head of strategy at TANK - a 'digitally defined' brand communications shop. A learning experience.

Ideas. Insights. Plans. Train Travel.

Head of digital strategy with McCann Erickson Dublin.

Lead strategist and evangelist with Boondoggle Dublin