What’s your current position? How long have you been in this position?
As the Strategy Director I’m responsible for developing the guiding principles for all BMW, MINI, Sodastream and Tourism Tasmania campaigns. It’s about doing smart and innovative things with these brands.
Tell me about someone who has influenced your career?
In my previous role as brand strategist, the MD of our firm mentored and inspired me to see the world differently, to be both incredibly curious and sceptical at the same time. If you can bring the two together, you get magic.
What do you find most challenging about your role?
We talk about TARPS, eyeballs and the channel plan, and what’s worse, we’ve trained our clients to expect it. Instead, we should be reframing our conversations around brand thinking, innovation and changing behaviours. Anyone who’s come back from a stint in a leading UK agency knows we’re lagging behind.
If you could do any job what would it be?
A racing car driver.
What is your favourite Magazine?
Monocle – it just feels more connected to the zeitgeist and provides insight into bigger, cultural conversations.
What was the last campaign you did with magazines?
The new BMW 4 Series Convertible – the guys at Bauer Media just got the strategy straight away and knew exactly how to bring it to life with passion, authenticity and commercial sensibility. I loved it!
Best compliment you've ever received?
“You’re not bald, you’re just follicularly challenged.”
Who would you most like to interview for a magazine?
James Franco – there’s a dark side to him that is alluring. And a genuinely nice guy.
If you could meet any one person (from history or currently alive), who would it be?
Abraham Lincoln, and ask him “Is Daniel Day-Lewis deserve the Academy Award for Best Performance playing you?”