Advertising Columnist, Creative Review

2017- Present

Co-Founder/Creative Director, Invincible Unicorn - an ethical advertising agency

We exist to make sure that the companies doing good in the world communicate to their customers as effectively as possible.


Freelance Copywriter/Creative Director

Clients include: Apple, Facebook, Google, Emerson Collective, North Face, Jaguar/Land Rover, Eight O’Clock Coffee, Plenty Vertical Farms, Hippo Insurance, McDonald’s, Intuit.

Agencies include: TBWA/Chiat Day, Sid Lee, Mullen, Spark 44, Nomad, Huge, Nexus.

2014-2017:  Group Creative Director, TBWA/Media Arts Lab, Los Angeles

Group Creative Director with overall responsibility for Apple’s international advertising (outside the United States). Overseeing the creative output in 26 markets around the world, including Brazil, France, Germany, Malaysia, Chile, Colombia, Mexico, Russia, UAE, Indonesia, Korea, Japan, China, Spain, Italy, Switzerland, Turkey, Singapore, India, Australia and the UK. Interviewing, hiring, managing, and developing creative staff from junior to ECD level. Working with managing directors of international offices to design and implement advertising strategy in their markets. Collaborating with the Los Angeles creative department to make sure original work was effective overseas. Hiring and overseeing a department of six creatives in the Los Angeles office (plus regular freelancers) to work on day-to-day adaptation of global creative work (all elements of pre-production, production and post production). Taking part in the creative leadership of the Los Angeles creative department (discussing overall strategy, hires, office design, personal management etc.). Taking part in the management of the Los Angeles office to design and implement future strategies regarding client relationships, international advertising and agency culture. Designing and leading the International Creative Conference, a three day event to bring together 25 creative directors from around the world and inspire them with speakers and exercises from various disciplines. Leader of Management Lab development course for management-level employees from all departments. Giving talks to the entire agency regarding International creative work. Giving talks in international offices (Singapore, Korea, China, Japan, India, London) to explain overall global creative strategy. Collaborating with the LA Executive Team to design a two-day course for the LA creative department. Creative direction of new campaigns for overseas offices (developing them from the very beginning to completion). Regular staff evaluations.

For my first six months in this role (August 2014 to Feb 2015) I was the Group Creative Director on iPad. This involved developing a strategy for the iPad Air 2, as well as developing creative work from beginning to completion. I managed teams, presented work to Apple client Phil Schiller, took further client direction and managed the production process.

2011-2014:  Creative Director, TBWA/Media Arts Lab, London

Overall responsibility for the creative quality of all of Apple’s advertising across Europe (UK, France, Germany, Spain, Italy, Switzerland). This involved overseeing the adaptation of work from the United States, as well as the creation and production of original advertising that ran globally. Hiring, developing, overseeing and firing of all creative staff from our European markets, a department of 30+ people, including regular freelancers. Liaising with Los Angeles Executive Team to ensure overall quality. Pitching meetings with iTunes clients in Los Angeles and the management of the iTunes account globally. As part of the London Management Team, organising and leading regular agency meetings. Giving regular talks to the entire agency on creativity and the history of advertising. Making regular management visits to Los Angeles to develop ongoing strategy for the agency and creative department. Leading and developing training in coaching and communication. Regular staff evaluations, deciding on department raises and promotions.

2009-2011:  Freelance Copywriter

Wieden and Kennedy London: developed an overall campaign for Nokia Telecommunications to rebrand and relaunch in Europe.

Saatchi and Saatchi London: worked on pitches for Burger King, Haagen Dazs and Diesel. developed work for the election campaign of the Labour Party. Created a campaign for Guinness in Africa (spent a week in Lagos with the client). Developed work for Toyota and Visa.

Anomaly London: worked on and won the pitch for Sony.

RGA London: Worked on the launch for Love Never Dies, Andrew Lloyd Webber’s sequel to The Phantom of the Opera.   

180 Amsterdam: created Adidas’s World Cup 2010 campaign. Created a European campaign for DHL.

RKCR/Y&R: worked on a relaunch of Virgin Atlantic

JWT London: created campaigns for Rimmel London, HSBC, Shell and Nestle.

Dye Holloway Murray: created and maintained a Twitter contest for Blackthorn Cider.

M&C Saatchi: developed work for British Midland Airline.

Lowe London: Created a launch for a new car for Vauxhall. Went to Vienna to work on a repitch for Knorr, which we won. Worked on a relaunch for Genfiddich Whiskey.

This Is Real Art: created work for Reprieve and anti-piracy organisation, Music Supported Here.

Apple UK: wrote copy for the UK website app launches and Christmas promotions.

In 2011 I created the Water Water Everywhere app, an initiative to encourage people to drink tap water instead of bottled water. Users could upload locations where free tap was available, creating an interactive global map of places where you could choose the ecologically sound alternative to bottled water. It was named Consumer App of the Week by the Guardian national newspaper in the UK.

In 2010 my novel Instinct was published by Penguin in the UK and around the world, and translated into Russian, German and Mandarin. It sold around 25000 copies and was selected as Book of the Week by UK retailer WH Smith.

2005-2009:  Founder/Executive Creative Director, Lunar BBDO, London.  Responsibility for global award-winning creative output. Recruitment of staff in all departments. Development and training of creative dept. Creating work and managing presentations for all pitches. Client contact at all levels and process stages, including selling work. Managing external PR. Leading the overall management of the company (budget considerations, developing relationships with vendors, working with with media agencies, financial reporting to parent company AMV BBDO and BBDO worldwide board).

I also created and wrote the agency blog: If This Is A Blog Then What’s Christmas. I continue to write this blog as a personal project.  It featured many times in advertising industry press and became a significant asset for our agency to gain publicity in its early days. At its peak it attracted 2500 readers a day (at the time the UK advertising industry comprised fewer than 10,000 people). I have since developed the blog into a podcast where have interviewed many great people from the world of advertising, including Kate Stanners (Global CCO of Saatchi and Saatchi), Vicki Maguire (ECD of Grey London) and Neil Dawson (Global CD, Nissan).

Clients: RSPCA, Innocent, BT, Gallo Wines, A&K Travel, Samaritans, Southwark Council, EMAP, Trees for Cities, Marmalade Magazine, Full Tilt Poker.com, RoyalBank of Canada, Famous Grouse, AIG Insurance/Manchester United.

1998-2005:  Copywriter/Board Director, AMV BBDO, London.

Wrote and created campaigns for various clients over eight years.

Most were domestic, but my work for Pfizer on a nicotine patch called Nicorette ran worldwide.

I also created a commercial for Pepsi that ran globally.

I won recognition in all major industry award schemes and was promoted to the board just before leaving to set up Lunar BBDO.

Clients: The Economist, Pepsico, Walkers/Frito Lay, British Telecom, BBC, Guinness, Masterfoods, Volvo, Sainsburys, Bulmers, WH Smith, Pfizer.

1996-1998:  Copywriter, Y&R, London.

Clients: Colgate, Pirelli, Ericsson, Royal Navy, Wrigleys, Dr Pepper, Le Crunch, Ford, Eurostar.



Press Juror D&AD

Campaign Face To Watch

Creative Circle Juror

Midsummer Awards Juror


2002   Illustration Campaign (BT)

2003   Radio Advertising 40” (BT)

            Radio Advertising 40” (BT)

            Press Advertising (The Economist)

2004   Copy (The Economist)

            Illustration Campaign (Snickers)

2005   Copy (The Economist)

2006   Graphic Design (Guinness)

            Integrated Communication (Make Poverty History)

2007   Illustration Campaign (Samaritans)

            TV and Cinema Crafts Direction (Southwark Council)

            Viral Crafts Animation (Samaritans)

            TV and Cinema Crafts: Animation (Samaritans)

2008   Art Direction (Samaritans)

2009   Nomination Integrated Design (Creative Circle)

One Show:  

2002   Outdoor

2003   Press Campaigns

2004   Press

2005   Press

            Press Campaigns

2006   Design

2007   Design


Campaign Big Awards

1998   Gold

2002   Silver


            Finalist x2

2003   Finalist x5

2005   Commendation, Finalist x3

2006   Silver and Finalist x4

2009   Shortlist/Finalist



2004   Bronze

2000-2008   Finalists x 15

2013   Grand Prix, Apple iPad Mini

2015   Grand Prix, Apple Shot on iPhone.

Creative Circle:   

2004   Silver

2005   Silver x2

2006   Bronze x3

2007   Bronze x2,  

            In Book x4

2008   Silver x 4 

            Bronze x 3  

            In Book. x2

2010   Silver


Irish International, Eurobest, Young Guns, Epica, London International.