Global Executive Creative Lead. Based in London.

I’m a Global Executive Creative Lead operating across the full spectrum from digital experience and data-driven comms to CRM, performance marketing and large-scale brand awareness activations and campaigns. I have a proven track record in inspiring teams worldwide, leading international collabs, elevating and maintaining creative standards and delivering brand-defining work at network scale. My efforts have been recognised at Cannes, One Show, D&AD, NYF, Eurobest, Clio, LIA, Cresta and numerous national festivals.

Nescafé Plantlets For Future.

I’m currently Global Executive Creative Director of Nescafé at Publicis Conseil, Cannes Lions Agency of The Year 2024/25, tasked with relaunching this 14 billion-dollar a year megabrand. The roll out of my Make Your World platform has delivered global creative consistency for the first time in Nescafé history, continues to elevate market outputs worldwide, and has now been awarded at Cannes with this piece. Developed with my London and Paris teams, it empowered real farmers to spread the news of a vital sustainability initiative, and showed coffee lovers everywhere that choosing the right brand really can help you make a difference.  

Mercedes-Benz Global Sustainability.

Prior a stint at Publicis LePub Milan, WARC Most Creative Agency of the Year 2022/3, I was Global Executive Director of Publicis Emil, a bespoke global network created for Mercedes-Benz. Headquartered in Berlin and charged with creatively leading and developing the network, I connected and inspired a creative community across 42 countries, chaired regional creative summits, conducted regular market reviews and personally delivered global and Cannes Lion-winning campaigns like this. The iconic brand activation and €3m campaign celebrated the switch to green power for Mercedes-Benz car production worldwide.

Tissot Global Relaunch.

Working with my LePub strategy and creative teams, I helped Tissot rediscover its true brand ethos and reinvent itself with timely relevance. For over 170 years, the Swiss watchmaker had learned that there is no real progress without staying on course. Hence, the global campaign encourages the world to choose their own path and navigate life’s ever-increasing distractions with unwavering focus.

Mercedes-Maybach S-Class Launch.

Leveraging my Publicis Emil global network, I elevated a Dubai local market brief to the level of global launch campaign. The collaboration I led between my Spain and Dubai teams – not to mention the renowned contemporary Surrealist Ignasi Monreal - resulted in a campaign that was hugely successful on all continents. This awareness work was supported by a successful CRM campaign.

Nescafé Make Your World.

Working with my Leo and Sapient creative teams across various countries from France and Germany to Mexico and Brazil, I delivered a brand positioning, brand platform, design system and signature to deliver global consistency and restore brand appeal and cultural relevance across every touchpoint from awareness to site to commerce. This master launch film and its supporting assets continue to be adapted for local markets use around the world as the platform roll-out concludes. 

Mercedes-Benz Hybrid.

I elevated this Swiss local market brief to global scale. I successfully sought additional budget from MB HQ and helped develop and deliver production values that saw both the awareness and performance assets run across markets as diverse as France, Australia, South Korea and Canada.

 

Harley-Davidson Greatest Rides.

A small social brief transfomed into an award-winning interactive platform that convinced Europe’s skeptical biker community that a Harley-Davidson was actually a great choice for touring their continent’s most incredible twists and turns (neither easy or true…). To achieve this, we couldn’t just say it - we had to prove it. So we created a competition to choose one lucky winner, devised a once-in-a-lifetime pan-European ride, and built an interactive hub to engage and amplify his progress to ever-increasing numbers of once-negative devotees of other brands.