Devising and implementing integrated pan-European media relations, marketing, advertising and brand development campaigns for financial services firms.If there is one thing I stand for, it is this: ‘do it well or not at all’. I am a big believer in an integrated approach to communications, both external and internal. Communications through media relations or marketing activities works best only when carried out as an integral part of the business development of a company. Whether engaging with media or carrying out marketing and advertising campaigns it is crucial to focus on why we’re doing this, how it fits in, what we are hoping to achieve and make sure that the quality of our output is consistent throughout. A stickler for detail in execution, people say I am somewhat German in that respect. Well, I can’t deny that.