Strategy is clarity. It turns noise into direction.
For over 15 years, I’ve bridged creativity and strategy. My work isn’t theory. It’s applied, live, and tested across global brands. Here’s proof.
IQOS 3
Reframing a controversial category into a lifestyle choice.
IQOS 3 (Launch)
Challenge: Reframe a divisive category (heat-not-burn tobacco) into a lifestyle upgrade that could cut through scepticism.
Insight: Smokers weren’t buying into “tech benefits”; they wanted authenticity: real tobacco with fewer drawbacks.
Solution: Positioned IQOS 3 as “the brilliant choice”, using lifestyle-led messaging that linked product innovation directly to unmet emotional and social needs.
Glow
Defining a new category: energy as currency.
Glow (Blockchain Energy Brand)
Challenge: Define an entirely new market category: energy as currency.
Insight: People distrust blockchain until it has a tangible human benefit. The opportunity was to connect “power” with progress.
Solution: Built a brand strategy around the line “Energy Changes Everything”, framing Glow as the first energy utility that generates value people can literally spend.
Casumo
Transforming an online casino into a challenger entertainment brand.
Casumo
Challenge: Differentiate a small online casino in a crowded, commoditised market.
Insight: Gamblers weren’t drawn to more odds or offers, they craved entertainment and personality.
Solution: Reframed Casumo as a challenger entertainment brand, with content-led strategy and playful positioning that drove measurable new signups and revenue.