LATEST WORK - 2022 - 2024 HOKA X IRONMAN & HOKA X UTMB WORLD SERIES
I learned my tradecraft in London ad agencies. First at Saatchi and Saatchi, where I was laid off one week after being given a raise. Then at a small creative upstart called Leagas Delaney, which won the global adidas account. Against all odds - and against Saatchi. I’ve always been good with timing.
We won the adidas account on the strength of creative strategy and the work. We didn’t have a global network, but adidas understood that unless their customer was actually moved by something, the brand was sunk. That realization was a seminal moment: Impressive corporate machinery and headcount don’t matter unless your customer gives a damn.
Before I start any new project, I ask the simple question: why should the consumer care about this brand?
This forces us all to get to the heart of the brand, and see how that can connect emotionally with the consumer.
It’s not always easy to get to the heart of things, but it’s always worth it.
2015—TO DATE
HOKA: Global Creative Lead, Partnerships.
BRIEF
Develop creative strategy, athlete and creative team relationships and marketing for the pinnacle partners of the fastest growing performance running shoe company since Nike.
OUTCOME
Actively created 100+ brand-reflecting storylines that bring out the ambition, authenticity and humanity of athletes at all levels. Currently managing all aspects of creative strategy and development for key marketing partnerships including IRONMAN and UTMB.
2014—2015
DripDrop Hydration: Creative Director and Brand Strategist
BRIEF
Help company hire a top level ad agency. Lead briefing of agencies and manage review process.
OUTCOME
Rebooted brand strategy, and was hired as Creative Director to create and run internal agency.
2012—2014
Blu Kicks: Creative and Brand Strategy Consultant
BRIEF
Help a new anonymous shoe brand in one of the most crowded, competitive markets, with little budget.
OUTCOME
Developed unique positioning, established creative direction and tone of voice. Helped triple sales year over year.
2011—2012
Duvel: Creative Consultant and Brand Strategist
BRIEF
Help bring esoteric high end beer brand to a wider retail and consumer audience.
OUTCOME
Identified new consumer. Lightened tone. Increased awareness and retail interest.
2004—2014
Jimi Wallet: Inventor and Entrepreneur
BRIEF
Design a sustainable, US made, everyday product, for people who want an alternative to bulky wallets.
OUTCOME
An award-winning, financial projection-busting, Cradle to Cradle approved, and New York Times heralded accessory called Jimi.
NEW YORK TIMES | ALL THE WALLETS | GEAR JUNKIE
2000—2001
Teva: Agency Founder,
Co-Creative Director
BRIEF
Help revitalize the Teva brand to compete with new competitors in rapidly changing marketplace.
OUTCOME
Our small agency became Teva’s de facto marketing department, establishing marketing strategy, developing advertising and targeting new consumers.
2000—2001
Dr. Martens, Agency
Co-Creative Director
BRIEF
Create communication to help Dr. Marten establish the brand in the industrial/work boot category.
OUTCOME
Reevaluated the brand to create a very target-focused (both retailer and consumer), and relatable ad campaign with legs.
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