I believe the internet can save creative from being boring. Data-driven creative means measurement. It means we know when people spend time with our content and when they don’t. I’ve seen evidence they don’t spend time with boring work time and time again. That means we have permission to make work that’s good every time. And the responsibility to do it.
I’ve worked in traditional advertising culture and cutting edge start-up culture. I try to bring the best of both worlds to projects. Big ideas and craft will always matter. That’s how we get people to care. But social media platforms and internet culture aren’t going away. We need to get those big ideas in front of people today. Emerging tech and platforms will always be an important way to reach a new audience.
I’ve been passionate about the craft of video since I went to film school, and 15 years in digital advertising has shown me that we can bring UX and performance marketing 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 on smartphones.
I have a really strong point of view about working with teams. I want to push every creative so they are challenged but successful on every brief. I would rather help them find their voice than impose my own. I’m here to keep things on track and push the work to be the best it can be. I want creatives building relationships directly with clients and selling in their own work, no matter their level.
I spend my weekends in an empty corner of Pennsylvania where I'm very slowly restoring the 1800's farmhouse my 3x great-grandpa Murphy built when he came over from Ireland.