Clarity. Direction. Momentum.
Good strategy makes things make sense.
It takes noise and turns it into signal. It defines what matters, and what doesn’t, so creativity can work harder.
For over 15 years, I’ve bridged the space between thinking and doing.
Not in theory, in practice. Across brands, launches, and markets where clarity meant growth, and growth meant survival.
My process is simple:
Identify → Analyse → Unlock → Innovate → Craft → Simplify.
Each step ensures that ideas aren’t just original, but also right. Aligned with human truth, commercial need, and cultural timing.
Below are examples of how that process translates into outcomes.
Not decks. Decisions.
IQOS 3 - Reframing a Divisive Category
From scepticism to lifestyle choice.
IQOS 3 (Launch)
Challenge: Launch a new heat-not-burn device in a category loaded with controversy.
Insight: Smokers don’t buy technology; they buy identity.
Solution: Positioned IQOS 3 as “the brilliant choice” - an aspirational lifestyle upgrade built on authenticity, not science.
Glow - Defining Energy as Currency
Creating a new category for the blockchain era.
Glow (Blockchain Energy Brand)
Challenge: Build meaning and trust around an invisible, abstract product - tokenised energy.
Insight: Power is personal. When you connect energy to human progress, you give blockchain a purpose.
Solution: Defined the brand around the line “Energy Changes Everything.” A narrative where power literally fuels possibility.
Casumo - Turning Gambling into Entertainment
Transforming an online casino into a challenger entertainment brand.
Casumo
Challenge: Compete in a saturated, promo-driven market.
Insight: Players didn’t want more bonuses; they wanted more fun.
Solution: Built a challenger positioning around playfulness and curiosity - transforming Casumo from betting utility to beloved entertainment brand.
(Result: +17 k transactions, €757 k new business.)
Vuse Outcreate Playbook - Systemising Creativity
Writing the social-first rulebook for a global brand.
Vuse Outcreate Playbook
Challenge: Align 20+ markets and agencies under one coherent global vision.
Insight: Consistency doesn’t come from rules; it comes from shared inspiration.
Solution: Authored the Outcreate Playbook, a modular strategy-meets-creativity framework that redefined how BAT markets create social content.
Tattooed Baby - Provoking Culture to Think Differently
A strategic philosophy disguised as a book.
Tattooed Baby
Challenge:
Raise the standard of digital creativity by reframing onscreen display advertising as a legitimate craft, not disposable noise.
Insight:
The smallest spaces reveal the biggest truths. If you can tell a story in a banner, you can tell it anywhere.
Solution:
Wrote and designed Tattooed Baby, a handbook of 160 strategic insights on how to create meaningful, respectful, and effective online communication. It redefined the creative value of small formats and positioned ODA as a test of true storytelling skill.
Market View (ZAK) - Turning Traders into Critics
Making the creative industry listen to real people again.
Market View (ZAK)
Challenge: Help an independent agency stand out in a crowded field.
Insight: Authentic opinion carries more power than polished jargon.
Solution: Created Market View, a YouTube series that put London market traders in charge of reviewing ads.
A challenger voice that said more about culture than any brand film could.
Great strategy isn’t a discipline.
It’s a decision-making skill - a way of seeing what’s really there and shaping what happens next.
Whether I’m defining a brand, reframing a problem, or simplifying a system, my work begins and ends with clarity.
Because clarity doesn’t just sell ideas.
It moves people.