Brand Strategy & Positioning

Before you create campaigns, you need to know what you stand for and why anyone should care. I clarify your positioning and messaging so everything that follows actually makes sense.

You get: Clear positioning. Messaging that works across channels. A tone of voice that sounds like you, not generic marketing copy.

Behaviour Change Campaigns

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

Focus areas: Road safety, public health, social justice, Māori and Pasifika engagement, voter participation.

Track record: Campaigns for Te Puni Kōkiri, NZ Human Rights Commission, NZTA. Created NZ's most popular TV ad of all time (Ghost Chips).

Fundraising Campaigns

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

Experience: UNICEF, Amnesty International, Greenpeace, Victor Chang Foundation, Four Paws, The Smith Family—campaigns that exceed targets.

Campaign Creative & Production

You need ideas that work and someone to direct their execution. I develop creative concepts and oversee production—working with specialists for video, design, and digital when needed.

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

Always-On & Paid Campaigns

LinkedIn B2B campaigns, social media testing, content strategies. Lean video production that gets results without bloated budgets.

Strategic Use of AI

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

The reality: Most AI produces generic slop. The value is knowing when to use it (efficiency, drafts) and when not to (strategy, cultural insight, original ideas).

How We Work

Discovery → We talk about your challenge. I ask questions. We agree on scope and timeline.

Strategy → I develop the strategic foundation. You review. We refine. This guides everything.

Creative → I develop concepts. For larger projects, I bring in specialists. You see work in progress.

Execution → Campaign goes live. I oversee quality. You get direct access throughout.

Results → We measure what matters. We document what worked. You have proof of ROI.

What You Don't Get

• Account manager layers

• Junior teams while I supervise

• Agency approval chains

• Paying for fancy offices

What You Do Get

• Direct access to senior strategic thinking

• Lean collaborative teams when needed

• Fast decisions

• Budget going to work, not overhead

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.