I started my advertising career as an art director at the globally recognised O&M RSTM in Cape Town, South Africa. Here I got to know the value of a well written strategy. I learnt the discipline that no matter how good the work is, it must answer the strategy. After a stint at JWT I moved to the highly ranked, award-winning Hunt Lascaris TBWA in Johannesburg. Here I learnt that strategy can be post rationalised. That you can have an amazing idea and then write the strategy. Being exposed to these two conflicting approaches has helped me form my own approach to strategy.

A move to Meridian Advertising under CD Ricardo de Carvalho proved a very influential time for me. Ricardo’s mantra ‘Be Uncategorylike’ has stayed with me my whole career. His sense of style, impeccable typography and his passion for film inspired me no end.

When the historic first democratic election in South Africa was announced I jumped at the opportunity to work on it at Hunt Lascris TBWA affiliate AMC Advertising. As Deputy CD to Louis Gavin, I worked for 18 months on the election campaign. I was 10m from Mandela when it was announced that he was President. A historic moment. And a moment I will never forget

The campaign was a wake-up call for me. Working with people who’d literally been locked up for 27 years for their cause made me see beyond the sometimes trivial world of advertising. I saw the value of authenticity, something I still believe in strongly today.

One of my personal highlights was the brief I took to design Nelson Mandela’s personal letterhead. I was lucky enough to spend an hour alone with Mr Mandela at his dining room table presenting ideas. One of my most cherished possessions is a thank you letter from Mr Mandela on the letterhead I designed.

That agency became DDB in South Africa post the election and because of the ANC connection I not only worked on the International alignment clients but a lot of the transformation campaigns for the new Mandela government.

Independent Cape Town based agency Bester Burke had just landed the D’Arcy affiliation and asked me and an MD to set up an office in Johannesburg to handle the international business.

During this time I directed a Berocca commercial as the client didn’t have budget to execute the idea with a production company. I loved the experience so much I set up my own production company with a producer. A month in we approached newish insurance company, Outsurance and because of my advertising experience we were asked to strategise, do the creative and direct all their campaigns.

It was here that I realised that this was the perfect role for me. I’ve always loved strategy, I’ve always loved the creative process and directing had always been a dream for me. Getting to do all three on a big account was a dream come true.

The brand grew phenomenally. When they decided to set up an insurance company in Australia, they asked me to join them to create the new brand. I leapt at the opportunity and moved to Australia in 2007.

I wrote the brand strategy, named the company, together with a designer designed the corporate identity, did all the creative and directed the campaign that launched youi insurance into Australia. Under my strategic advertising guidance, youi far exceeded business projections in its first decade, earning the title of the fastest-growing general insurer for four consecutive years from 2013 to 2016. The tagline ‘you.insured’ emerged as the second most valuable Distinctive Brand Asset in research in the general insurance category in 2023. This success translated into tangible business outcomes in 2023, with youi boasting over a million clients and bringing in over $1 billion in premiums.

It was an incredible 15 years that allowed me to put everything I’d learnt and experienced into practice. The youi brand was seen as different to the other insurers from the get go and carved out a unique space in the insurance industry in Australia. It had it’s own attitude and its own look. Something I’m very proud of.

Having departed youi in March 2023, I am poised to take on new challenges with a rich tapestry of skills and experiences. My diverse expertise positions me as an asset capable of solving problems, building and enhancing brands, creating and executing ideas in alignment with strategic goals, all whilst saving money and creating value.