Leading strategic planning across a wide variety of clients from healthcare to financials, from telecommunications to meat. While learning new things from the very best in the business.Amongst others been privileged to work on the iconic MLA Lamb campaigns, launch a new brand platform for Blackmores and establish the on-going ReMade in Australia platform for the Australian Federal Government. And being an integral part of the Australian Effies Effective Agency of the Year for an unprecedented three years running.Spikes APAC Strategy and Effectiveness Agency 2024, 2023,2022Spikes Creative Strategy Grand Prix 2024Spikes Creative Effectiveness Grand Prix 2023Spikes Strategy and Effectiveness Grand Prix 2022WARC Effectiveness Grand Prix Strategic Thinking 2024WARC Effectiveness Bronze Instant Impact 2021Australian Effectiveness Agency of the Year, 2022, 2021, 2020Australian Effies x 2 2023 (Silver, Bronze)Australian Effies x 4 2021 (Gold, 2 x Silver, Bronze)IPA Effectiveness 2022 (Bronze)APAC Effie x 3 2024 (Silver, Bronze x 2)APAC Effies 2022 (Silver)Mumbrella Campaign of the Year 2021Mumbrella Ad of the Year 2021Australian Effie 2018 (Silver)

Leading a department of 8 planners and heading up Strategic Planning across Mars Food, Mars Petcare, Wrigley Pacific and Smith's Snackfoods.Helped Mars Food reposition the biggest ambient food brand MasterFoods resulting in growth 3 times faster than ambient food category, Mars Petcare cat brand Whiskas retain market leadership in face of new entrants and Wrigley's gum brands to double digit growth. Helped Australia's biggest snack brand Smith's return to growth, while Red Rock Deli become Australia's fastest growing snack brand.Silver Effie 2017 (Wrigley Extra)Cannes Lions shortlists x 9 (MasterFoods, Whiskas, Dolmio)B&T Campaign of the Year (Dolmio)AC&E Mobile Campaign of the Year (Whiskas)

Projects have included being the project leader and strategist for Events NSW largest multi-channel marketing campaign, brand repositioning for a leading tertiary education provider, advertising campaign strategic planning for a new product launch in the automotive category.

Brand development, strategy, communications planning, advertising

Co-Founder of The Pollination Project, a specialist communications consultancy focused on higher-education. Brand strategy, advertising, brand & consumer research, audio-visual content, collateral and digital communication.

Led the teams working with many of the agency's leading clients including HSBC, Coca-Cola, Electrolux, Football Federation AustraliaWith a focus on creative work that delivered outstanding results for client's business, the campaigns resulted in 2 AFA Effectiveness Award winners (Gold & Bronze), 1 AFA Effectiveness Shortlist, 2 Global Client 'Best Campaign' Awards (Coca-Cola and Electrolux) and B&T Campaign of the Year and helped the agency become Creative Agency of the Year

Worked with most of the agency's major clients including adidas, BBC, United Nations and SAS Software

Strategic retailing trends report, change management and profitability analysis