Integrated Creative
I turn complex ideas into integrated audience experiences spanning communications, digital, physical and narrative touchpoints. Over 20 years, I’ve worked on the agency and client side at Bain & Company, Novartis, and with many global clients at Jack Morton Worldwide.
Case Studies
Eurovision 2025
Novartis. Directing the sponsorship strategy and brand experience for Eurovision Song Contest 2025 in Basel.
Strategic Communications
Novartis. Bringing ethics, culture and leadership conversations to more than 100,000 employees worldwide.
Creative Transformation
Novartis. Building a modern in-house creative function spanning design, motion and storytelling.
Global Employer Brand
Bain & Company. Combining web design, digital strategy and experiential marketing to strengthen talent attraction.
Global Brand Experience
Jack Morton Worldwide. Creating memorable brand experiences for some of the world’s biggest organisations.
Integrated Marketing
New Balance. Bringing one of America’s most iconic endurance events to life through content and community.
Digital Health Platform
myGlu. Launching a patient-focused digital platform designed to connect, inform and empower.
Tradeshows & Events
Photosound. Integrated brand experiences at global pharma congresses and NASCAR for GSK, MSD and BMS.
My Approach
When people ask what I do, I ask them to imagine a brand they admire; seeing a campaign, visiting a website, attending an event or simply using the product itself. The strongest brands feel coherent across those moments, even when the audience barely notices why.
Areas of Practice
01.
Brand Experience
Where strategy becomes experience. From Eurovision 2025 to global congresses and sponsorship programmes, I create connected brand experiences that align narrative, design and audience needs.
02.
Communications
Helping organisations turn complex ideas into communication that is clear, credible and engaging. My work spans executive communications, transformation programmes and corporate storytelling.
03.
Creative & GenAI
An agency mindset focused on delivery. From integrated campaigns and brand systems to GenAI-enabled workflows, I help ensure the final experience lives up to the original idea.
04.
Digital & UX
Designing digital experiences that balance structure, usability and storytelling. My focus is creating journeys that feel connected rather than fragmented.
Building a GenAI+ comms team
As output explodes, judgement becomes the scarce resource.
From DNA to Do-Re-Mi
How a musical conversation led to writing the Novartis' Eurovision tagline.
Becoming a Creative Director
Not all creative directors come from design school.
The story behind alotté
How curiosity, side projects and a love of building things shaped my career.
The collapse of the creative gap
GenAI is collapsing the creative process from strategy to visualisation.
AI exposes bad communicators
On running ten marathons
From my first for charity in NYC to an accidental Boston qualifier.
Creativity by committee
Why companies struggle with creativity and reward predictability over originality.
What is Integrated Creative?
What “integrated creative” really means through a fictional fashion brand.
How luxury brands build desire
Agency or client side?
At Women’s EUROs in Basel
The return of listening
An exploration of integrated creative thinking through a fictional audio brand.
Relocating to Switzerland
Moving to Basel in 2019 and finding belonging and community in Switzerland.
No brief. No RFP. Just an email.
In 2007, BlackBerry was flying high. How one email turned into a flagship account.
The exhibit that burned
A fire threatened to derail a major launch, the entire booth was rebuilt in 48 hours.
Relocating to the USA
The year I first worked abroad
Lessons from boarding school
A look back at my Wellington School years and the lessons that shaped me.