Why are you one of the industry’s hottest young talents?
My approach to media strategy combines timeless, old-school thinking with tomorrow’s must-have innovation. Think Byron Sharp meets IoT. I like to understand the rationale behind purchase behaviour and link this to unique opportunities which connect our brands with the target audience.
What key trends and insights do you think are driving global media?
The majority of issues we’re facing stem from the increasing fragmentation of the human attention span (now less than a goldfish). This is really forcing us to reappraise how brands can continue reaching audiences in an authentic and relevant way while meeting business objectives.
Leading the development of a comms strategy for Unilever’s biggest brand – Dove. Based on the insight that women’s relationship with their face differs around the world, my work reflected the nature of this challenge and created a flexible model that helped build associations for the brand outside of its core territory.