AD HISTORY

2003
AWARD SCHOOL, MELBOURNE

2001–2004
CHENU ADVERTISING, MELBOURNE | ART DIRECTOR
A boutique agency. Here I designed / art directed TVCs for IGA Supermarkets, & print ads and collateral for everything from Amcal Pharmacies to Kia Motors to property developers.

2004–2005
CLEMENGER BBDO, MELBOURNE | ART DIRECTOR
They had me working on campaigns for the Transport Accident Commission, Just Jeans, Leggo’s and Yoplait. I also had to once write some radio ads while my writer was away. Sweaty-palmed crayon scrawling ensued.

2005–2006
GPY&R, BRISBANE | COPYWRITER
I interviewed for a job as an art director. The ECD needed a copywriter. I whipped out my radio ads. He nodded, and I started writing. For Conraad Treasury, Suncorp Insurance, Energex, Telstra and the Skin Cancer Foundation. The ads were better-written than my previous campaigns were art directed. And I enjoyed the writing more. I stuck with it.

2006–2007
M&C SAATCHI, SINGAPORE | COPYWRITER
I came to Singapore, knocked on a few doors, found a job, got married and stayed 15 years. At M&C I worked on Volkswagen, O2, Motorola, Continental Hotels and National University of Singapore.

2008–2012
OGILVY, SINGAPORE | SENIOR COPYWRITER
At Ogilvy I created campaigns for Singapore govt, The Economist, Miele, Castrol and The BBC.

2013–2014
BBH / BATES / MCCANN SINGAPORE | CREATIVE DIRECTOR
A couple of years of mostly freelancing. This involved plenty of pitching for (and thankfully, winning) business accounts for the Singapore and APAC markets.

2014–2015
HOST (HAVAS) SINGAPORE | CREATIVE DIRECTOR
Led the Coca Cola account, producing ads and campaigns for the Southeast Asia market.

2014–2015
ARCADE, SINGAPORE | CREATIVE DIRECTOR
An agency with an emphasis on digital, particularly mobile, experiences. At Arcade it was a wild and eclectic mix of working on campaigns for cross-Asia, anything-goes, sensory-overload events that demanded the creative be pushing limits as much as the events themselves. It included creating art out of advertising for Coke & McDonald’s, transforming music into cutting-edge social experiences for Heineken and overseeing several Unilever FMCG campaigns.

2016–2020
YARD, TOKYO | CREATIVE PARTNER & CREATIVE DIRECTOR
An independent creative agency in Japan. Here I worked closely with Tokyo Metropolitan Government on a range of communications and channels, to help make Tokyo more appealing to foreign business travellers. I also co-created and produced campaigns for Coca Cola Japan, and Groove-X (maker of the world’s most advanced domestic robot), and co-ran a presentation course for Japanese SMEs wishing to connect with western audiences and investors.

2016–CURRENT
WANDERLUST BRAND COMMUNICATIONS, SINGAPORE | CO-FOUNDER & ECD
Wanderlust is a boutique Singapore branding, PR and ad agency, with a skew toward ESG and working with SMEs who are trying to make the world a better place. Clients include Greenpeace, Singapore National Stroke Association, Singapore Fintech Festival and Singapore Tourism Board.

2020–CURRENT
MASH TOKYO | CO-FOUNDER & CREATIVE PARTNER
Mash is all about connecting foreign businesses to Japan, as well as creating campaigns for Japanese businesses that want to connect with both a domestic and international audience. Clients include DAZN and Coca Cola Japan.