About

I’m one of those copywriting hybrid creative types who loves coming up with big ideas. To me, the discipline doesn’t matter as I’m just as happy writing, art directing, designing, scamping, coming up with experiential concepts and even writing client presentations that nail the brand story and bring its tone of voice to life. But what I really love is balancing creativity with commerciality because, let’s face it, if it doesn’t get people to buy or act, then it hasn’t worked. 

I’ve been a CD for over eight years but started out as a 2D/3D Packaging Designer (which means I’m still rather handy with a Sharpie), then I became a Copywriter (which means I can write anything from back of pack copy to ads and brand books) and now I’m a hands-on CD (which means I balance coming up with ideas alongside looking after the team, the work, the clients and the bottom line). My experience covers everything from integrated, shopper, branding, packaging, digital, social, SP, POS, ATL, BTL and a whole heap of other acronyms too long-winded to write down here.

I’ve been lucky enough to work with fantastic people on lots of juicy integrated campaigns for the likes of Skittles, Courvoisier, Wall’s, Snickers, Sony, Budweiser, Halifax, Lego and Coca-Cola. Career highlights include leading Skittles’ award-winning digital experiential campaign, designing the shape of a brand new Viennetta, inventing Budweiser’s first store-within-a-store, writing and art directing Lanson largest UK advertising campaign, solving the problem with Wall’s Ice Cream’s global pop-up store, and more than tripling the size of my last agency’s creative department whilst achieving a true 50/50 gender balance on my team.

As a Creative Director, there's nothing I love more than bouncing ideas around with the team and seeing their ideas (and them too) come on leaps and bounds. While some CDs may wax lyrical on their own portfolios and achievements, I see it very much as a team effort. Which is probably why filling in awards forms are so darn difficult. I love spotting talent, helping it flourish and seeing amazing work wow clients and customers - wherever it comes from.

I’m a true believer in nurturing, encouraging and supporting creative thinking. For example, as well as creating the Skittles Book of Awesome project and using it as an agency-wide initiative to help junior creatives hone their skills, I also set up drop-in brainstorming sessions which helped come up with Skittles’ most liked ‘Like’ button’ (one of The Huffington Post’s Top Ten Facebook posts of the year). I also regularly mentor creatives of all levels for the SheSays programme, have co-built and launched new agency Ways of Working plans, and write and present client training sessions on creativity and getting the most out of an agency.