I believe “data-driven” thinking can save creative from being boring. We know when people spend time with our content, and when they don’t. It’s an easy thing to test, and I’ve proven to myself they don’t spend time with boring work. So we have permission to make good work every time—and really, no excuse not to.
I’ve worked in traditional advertising, start-ups and now PR. I try to bring the best of these worlds to projects. Big ideas and craft will always matter. That’s how we get people to pay attention. But real cultural insights are how to get people to care.
I’ve been passionate about the craft of video since I went to film school, and 15 years in digital and social content advertising has shown me that we can bring performance thinking to it. We can use iterative testing and retargeting to change the narrative format of video to make content people want to spend time with.
I have a strong point of view about working with teams. Happy creatives make better work, so I focus on taking care of my team. It’s always lead to better work. I’m there to spot them when they need it and push the work to be the best it can be. More and more, a positive, supportive mentor role is the expectation of creatives today and it makes me sleep better to give it (and live it myself).