There’s a new kind of honesty in how people communicate now. Maybe it’s all those years of oversharing, maybe it’s just evolution. But suddenly the tone is simpler, cleaner, braver: “Hi. This is who I am.”
For most of my career I have focussed on writing and crafting the most creative and compelling brand stories I could tell. I’ve had the unbelievable good fortune of telling stories for music legends like Bob Dylan, David Bowie, Beyoncè, James Taylor, Cyndi Lauper and many many more, during my time as the creative director at Sony Music Entertainment. (That’s a whole other story, I may get to in a tell-all book one day.)
Most recently I wrote a few stories of my own. Never Take A Hypochondriac To A Pandemic is perhaps my most personal. An open diary I kept during the first 100 days of lockdown and read by a community of over 1500+ people a day. (Available on Substack @nervouslaughter).
I also wrote a children’s bedtime story about mindfulness, gratitude and family, called ‘The Kingdom Of Nothing’, published in English, French, Korean, Spanish and Simplified Chinese. (Available on Amazon.)
I’m driven by storytelling. I feel my purpose is to put mindful, thoughtful, and very human messages out in the world. I’m also inspired by creativity in all its forms. Art, cinema, theatre, literature, drama, humor, fashion, music.
Most recently I co-founded a company called LBRBCOLLECTIVE. Please check out our website - www.lrbrcollective.com
We’ve been working with every kind of agency, from hold cos to indies and everything in-between, helping them rewrite their brand stories in relevant, modern and more impactful ways. We get them pitch ready to win and grow their businesses. I’ve also been called in to help start-ups and multi-nationals like L’Oreal, Unilever and others, refresh their brand strategies and tell more relevant stories.
Going back a few years, I was the Chief Creative Officer of MullenLowe, where I spent 10 years flying around the world, primarily creating and executing Global Unilever campaigns across all of their categories. I launched brands in China, India, South America, North America and Asia. Integral to growing a number of their “billion dollar brands” including Magnum, Domestos, Rexona and Tresemme. I helped Unilever double the size of the company within five years. And I have the “you have flown 3 million airline miles” badge to prove it. (Totally mental.)
Looking further back I’ve created content on almost every continent. Worked with a list of celebrities too long to name drop. Won shiny awards including Lions at Cannes. Given presentations on stages from Cannes to Dubai. And led and won significant new business pitches for every agency I’ve been with.
I’ve managed to do what I love across so many categories – from entertainment - MTV, VH1, ESPN, DISNEY, ABC - to Sony Music Entertainment, creating their first full service, in-house ad-agency, and contributing to sales of over 200 million albums during my tenure.
I’ve always been motivated by new experiences, new challenges and new opportunities. I’ve lived and worked in Johannesburg, Toronto, New York, London and Paris.
I’m a hardworking, hands-on creative thinker/doer/problem-solver, who respects, motivates and inspires people to do their very best work.
Thank you for reading all the way down to this line.