I Still Pinch Myself Every Day
Shortly after my parents cut me off at the age of 22, I felt like I’d won the career lottery. That’s when I started getting paid to add meaning, relevance and entertainment value to people’s lives through brands. First at Cossette, then Ogilvy, and now at Bleublancrouge.
My favourite kind of ideas are the ones that keep on giving. They have the bigness and richness to keep spawning new creative playgrounds. They are the ones nobody wants to walk away from. The ones that sometimes go global, often stand the test of time and always produce results. Not to mention, a steady stream of awards.
Throughout my career, my work and the work I’ve led has been consistently recognized by Cannes, D&AD, Clios, Communication Arts, One Show, the Effies, and more. I’ve also had the pleasure of serving on many juries, including Cannes.
For Dove, I not only helped shape Campaign for Real Beauty and the Dove Self-Esteem Project in their infancy, I created a Titanium-nominated, sold-out play for women of a certain age and launched a baby care brand that makes moms feel beautiful, instead of inadequate. For Hellmann’s “REAL” Mayonnaise, I invented and nurtured their Real Food Movement for almost a decade. My No Baby Unhugged campaign for Huggies educated moms on the power of skin-to-skin hugs, while generating unprecedented sales at home and abroad. And my campaign for Nike shattered stereotypes for women in sport, reigniting brand love among female consumers.
Way back in my Nike days, I first discovered the power of purpose for brands. I’ve since tried to make it a part of every brand I meet that wants to be bigger. And better.
Today, I try to teach younger creatives that they don’t need to be political activists to make the world a little bit better. They just need ambitious brands.
I try to teach the same thing to my tweenage twins. But they just look at me blankly and go right back to their favourite brand: Nintendo.
My favourite kind of ideas are the ones that keep on giving. They have the bigness and the richness to keep spawning new creative playgrounds. They are the ones nobody wants to walk away from. The ones that sometimes go global, often stand the test of time and always produce results. Not to mention, a steady stream of awards.
Throughout my career, my work and the work I’ve led has been consistently recognized by Cannes, D&AD, Clios, Communication Arts, One Show, the Effies, and more. I’ve also had the pleasure of serving on many juries, including Cannes.
For Dove, I not only helped shape Campaign for Real Beauty and the Dove Self-Esteem Project in their infancy, I created a Titanium-nominated, sold-out play for women of a certain age and launched a baby care brand that makes moms feel beautiful, instead of inadequate. For Hellmann’s “REAL” Mayonnaise, I invented and nurtured their Real Food Movement for almost a decade. My No Baby Unhugged campaign for Huggies educated moms on the power of skin-to-skin hugs, while generating unprecedented sales at home and abroad. And my campaign for Nike shattered stereotypes for women in sport, reigniting brand love among female consumers.
Way back in my Nike days, I first discovered the power of purpose for brands. I’ve since tried to make it a part of every brand I meet that wants to be bigger. And better.
Today, I try to teach younger creatives that they don’t need to be political activists to make the world a little bit better. They just need ambitious brands.
I try to teach the same thing to my tweenage twins. But they just look at me blankly and go right back to their favourite brand: Nintendo.
