“I know exactly what it takes to create a brand, within the contexts of time, money, and ever-changing customer loyalty”
Founder/CEO | You Are What You Sleep
I have been a creative lead in agencies for nearly 26 years. From Australia: Y&R, Chiat Day/Mojo, Foster Nunn Loveder, Ogilvy …to New York: Grey, Bozell, Deutsch, M&C Saatchi, Havas. I’ve worked across most product categories on offer, specializing in the banking/financial, travel, telco and auto industries. Above and below. And awarded.
Then I got out.
I believed that ad agencies we no longer relevant enough. Responsive enough. Flexible enough. And I believed most creative talents were grossly under-leveraged. I decided it was time I ‘walked the walk’ and created a brand, for myself, from scratch, using everything I knew. From strategic creative, to innovation and development, to stuff more foreign – sampling, manufacturing, packaging and distribution.
I started a company that deals with issues very close to every ad creative’s heart: poor quality sleep. The company is called You Are What You Sleep. Its goal is ‘sustainable sleep health’; and offer sproducts and knowledge that help people sleep better, naturally.
So why do I want to help clients work more effectively with their agency? Because I am in the rather unique position of knowing the issues and advantages from both sides, in the real world. I know exactly what it takes to create a brand, within the contexts of time, money, and ever-changing customer loyalty.