THE WORK BEHIND THE WORK

I start with the problem, not the brief.

Most briefs tell you what the client wants. But working out what the audience actually needs — and finding the idea that bridges both — that's way more interesting, no?

Finance, telco, tech, retail. Regional clients with twelve approval layers, half the budget, and high expectations — regardless, the discipline stays the same: get the thinking right, and the outcome takes care of itself.