Creative strategy: briefs that spark great work.

I turn brand and business problems into creative briefs that spark great work, and into campaigns that earn attention. I have built creative strategy for global brands across technology, FMCG, charity and entertainment, from the insight through to the brief, the platform idea and the assets.

Start a brief All services

scope/

What this involves.

Creative and campaign strategy
Insight and creative territories
Creative briefs that inspire teams
Campaign platforms and big ideas
Content and social-first concepts

how I approach it

The best briefs are tight, provocative and true. I find the human truth behind the business problem and frame it so creative teams can do their best work.

work/

Strategy in practice.

work/ · creative strategy · 4 casessorted by: relevance

06Heinz · Always-on social that learns what fans respond to.Communications planning 05UPS · Small business stories, told by the drivers who know them.Communications planning 16Lebara · Turning a label into a shared aspiration.Creative strategy 15Listerine · A daily routine sold on a positive, not on fear.Creative strategy

every case is written up in fullFull portfolio

questions/

Common questions.

Can you write the brief and stay involved through production?

Yes – I can hand over a brief, or stay on to pressure-test ideas and keep the work true to the strategy.

What kinds of campaigns have you worked on?

Brand films, social-first content, partnerships and integrated campaigns – for brands including TikTok, Heinz, UNICEF and UPS.

other disciplinesBrand strategy Communications planning Research & insight

Start a conversation

Let’s talk about your brief.

Tell me the problem, your timing and the team involved.