His experience spans tri-media, activation, packaging, shopper marketing, direct mail, ethical communications, and most especially digital. He has also done events, stage and fashion show direction and magazine creative direction early in his career. His exposure and interest in different forms of media enable him to effectively consolidate different platforms into one cohesive integrated experience.
Expertise in Fashion, Beauty & Luxury
Advertising didn’t stop him from taking on projects as Creative Director for fashion shows and a lifestyle magazine early in his career. This background and network in fashion and beauty had earned him a reputation for effective lifestyle- and luxury-oriented communications and design. Because of this, he was once tasked to lead McCann’s Beauty Group where he created the following remarkable campaigns: the launch of L’Oreal Paris TR5 which made waves in the local beauty advertising scene; and the non-traditional, fashion-oriented integrated campaign for Nestle Non-Fat Milk.
Background in Psychology
A cum laude degree holder in Psychology, he takes market insights very seriously and is known to put his hands on strategic directions. In his business units in McCann, he institutionalized an Alignment Meeting where strategies are presented and discussed for his input, fine-tuning and sign off. Also involved in FGDs and link tests as well as analyzing test results and translating them into an agency brief. He puts value in sound strategic direction setting, knowing that it is the springboard for unleashing creativity.