What I do
Find the cultural gap.
Find what’s happening beneath the obvious category story.
Find the strategic opportunity.
Turn that observation into a creative direction.
Invent the idea.
Move from an observation into a brand concept.
Translate it.
Take the language encountered in the exploration and condense into something simple and inevitable.
Bring me in
Also, if you can’t find your keys, your car has broken down.
Not financial advice - I’d be terrible at that