The best creative ideas tend to create some chaos.
These ideas are never easy to present, to buy or to make - but if you are brave enough they will change your brand, your sales curve and possibly your life. A talking baby for E*TRADE, blindfolded dumpster-diving for Febreze, 1000 unique songs for names on Cokes, French's Mustard Ice Cream, Wendy as a mega-influencer and most recently Pete Davidson living smarter for Smartwater.
Not for the faint of heart.
Early in my career I co-founded two successful South African advertising agencies — Joe Public and FoxP2. Joe Public blew up the agency model completely, opening as a take-away corner store where you could order advertising off a menu – Joe is currently the #1 agency in the country based on size and awards. FoxP2 was named after ‘the creativity gene’ in humans, was housed in a lab and has been a creative force for over fifteen years. Fox sold to Dentsu in 2021.
My need to viciously attack business problems with creativity, to be hyper-collaborative and to diversify the ranks of advertising creatives through education and hiring and mentoring are what drive me.