Brand Strategy & Positioning

Before you create any campaigns, you need to know what you stand for, who you're talking to, and why they should care. I help organizations clarify their positioning and messaging.

What You Get:

• Brand positioning that makes sense for your market

• Clear messaging that works across all channels

• Tone of voice that sounds like you, not generic marketing

• Strategy that guides campaign decisions

BEHAVIOR CHANGE CAMPAIGNS

Behaviour Change Campaigns

Government agencies and purpose-driven organizations need campaigns that actually change behavior—not just raise awareness. I create campaigns that move people from knowing to doing.

What You Get:

• Campaign strategy based on what actually motivates behavior change

• Creative concepts that resonate culturally (not just shock tactics)

• Multi-channel execution (TV, digital, social, outdoor)

• Results tracking that shows what worked

Focus Areas:

• Road safety and injury prevention

• Public health behavior change

• Social issues and justice

• Māori and Pasifika community engagement

• Voter participation and civic engagement

Fundraising Campaigns

NGOs and charities need campaigns that drive donations, not just awareness. I create fundraising strategies and creative that connect emotionally and make giving easy.

What You Get:

• Fundraising strategy (donor journey, messaging, channels)

• Campaign creative (appeals, digital, email, direct mail)

• Execution that makes giving simple

• Results measurement that proves ROI to boards

Experience: Working with UNICEF, Amnesty International, Greenpeace, Victor Chang Foundation, Four Paws, and The Smith Family on campaigns that exceed fundraising targets.

Campaign Creative Direction

You have the strategy. Now you need ideas that work. I develop creative concepts and direct their execution—ensuring campaigns are both strategically sound and culturally relevant.

What You Get:

• Creative concepts that solve the brief (not just look clever)

• Art direction and copy oversight

• Production guidance (working with specialists for video, design, digital)

• Quality control throughout execution

Track Record: 100+ international awards, including Cannes Gold, D&AD Yellow Pencil, and Effies Grand Prix. Work featured in NZ On Screen and Te Ara Encyclopedia of NZ.

Strategic Use of AI

I was AI Quality Lead at Google (2021-2023), helping bring Google Bard to life. This taught me when AI adds value and when human thinking is irreplaceable.

What You Get:

• Understanding of when to use AI for efficiency

• Knowing when human strategic thinking is needed instead

• Quality frameworks to ensure AI doesn't produce generic slop

• Training your team to use AI tools strategically

The Reality: Most AI in creative work produces shallow executions. The value is knowing when to use it (production efficiency, content drafts) and when not to (strategic thinking, cultural insight, original ideas).

How We Work Together

Discovery: We talk about your challenge, your audience, what success looks like. I ask questions, you tell me what you know. We agree on scope and timeline.

Strategy: I develop the strategic foundation—positioning, messaging, campaign architecture. You review, we refine. This guides all creative decisions.

Creative Development: I develop creative concepts. For larger projects, I bring in production specialists (video, design) as needed. You see work in progress, we adjust as we go.

Execution: Campaign goes live. I oversee production and quality. For larger campaigns, I manage the collaborative team. You get direct access throughout.

Results: We measure what matters (lives saved, donations raised, behaviour changed). We document what worked. You have proof of ROI for your board or Minister.

No:

• Account manager layers

• Junior teams executing while I supervise

• Agency approval chains

• Paying for fancy offices and overhead

Yes:

• Direct access to senior strategic thinking

• Lean collaborative team when projects need specialists

• Fast decisions

• Budget going to work, not infrastructure

I've worked across five continents and built relationships with exceptional specialists along the way. When your project needs more than strategic thinking and creative direction, I assemble lean collaborative teams—production specialists, designers, and other experts—to deliver complete campaigns without agency infrastructure or waste.

You work directly with me for strategy and creative leadership, then we bring in the right specialists for execution. It's how I deliver my best work: senior strategic partnership combined with expert execution.