I’ve been lucky, I’ve worked at some of the best and some of the worst agencies in the business. Ironically, even the bad ones have helped shape the type of creative I am now.
I’ve worked on brands that want to stand out and brands that look to blend in.
I’ve shared briefings with clients who get in the way and clients who lead the way.
I’ve won lots of awards but I’ve also completed work that will never see an awards entry, but the work executed was absolutely the right answer for that client. The ‘Arm against cervical cancer’ work being a perfect example.
What is interesting is, the longer you work in the business, the more it stays the same – the same problems come up year after year.
How do we get this product to those consumers?
And now in an age when consumers are looking to avoid advertising the challenge is even more interesting.
But the only thing that really changes is the platform the message is delivered on – right now it's digital.
There is one thing that has never changed in the communication business and that’s who we talk to… People.
They’ve always been at the centre of any and all comms – be it TikTok, TV, radio, outdoor or print.
If you know how people think, you know how to reach them, no matter what the platform is.
