My career in marketing has spanned many years working for both large multinationals and boutique advertising agencies in London and New York as a creative director and board director.Having sold most things from cars to condoms to chocolate, I think of myself as being commercially creative and believe that the first line on every brief should read ‘Business opportunity or problem.’ And, to answer these criteria,I have never subscribed to the theory that to either shift products or perceptions, creative work has to be dull or predictable.Quite the contrary. I truly believe it is all about the idea. If a good idea reveals itself originally on paper, it will go on to manifest itself online, on the screen, in the press, at the event or within the DNA of a brand.A principle I still adhere to today in my current role as a creative consultant.I have extensive experience in the drinks, FMCG and charity sectors, creating campaigns for such brands as Peroni, Glenmorangie Whisky, Sipsmith Gin, Grolsch, Flora, Birds Eye Walls, Nestlé, Amnesty International, Samuel L Jackson’s One For The Boys, Save Our Seas and Royal British Legion.I am also the illustrator of the best-selling children’s book series Mojo Swoptops and at the moment have a musical in development written with, amongst others, a Grammy Award winner.