"WHO ARE YOU AGAIN?"
One look at my photo, and you'll see why I spend all my time on the other side of the screen!
And it's on the other side of the screen that I have amassed more than 20 years as a Sydney-based creative director, art director and graphic designer, in both Advertising and Design agencies, big and small, with a swag of industry awards thrown in to boot.
While I'd like to take all the plaudits for those awards, the truth is that there were many other people involved in the winning of them. The good news for you is that I still have the best of those people on tap and can use them as and when they are required.
Following is a bit about what I believe; so while you can look at the pictures on the home page to see some of my work, here you'll discover a bit about what I think (yes, an art director that thinks!).
"A CREATIVE THAT DOESN'T JUST BELIEVE IN ADS?"
Don't get me wrong. I love doing great ads and, with all humility, I'm very good at them. However, I view them more as an important component of the overall marketing strategy rather than the 'be-all' solution.
I believe in developing campaigns that address every aspect of the marketing mix. Fully integrated campaigns that objectively employ advertising, online, direct marketing, point-of-sale, public relations, sales promotion, data-based marketing, sky writing or whatever it takes to cut through to the consumer in the most effective and cost-efficient way.
"MAKING SALES WITHOUT DROPPING YOUR PANTS."
Sales are the bottom line to most campaigns.
Many marketers operate on the belief that when you need to make sales, you have a sale. But while dropping your pants is okay, it can get habit forming. Stop the price-cutting, and you stop the customers.
A brand that has no value must forever be 'on-sale' in an effort to buy customers. But the problem is, once your pants are permanently around your ankles, you've got nowhere to go.
The challenge is to build your sales by building your brand.
I do this by delivering reasons other than sale price to want your brand. By taking a market leader position through innovative thinking. By making it easy for people to buy - not more difficult. And by presenting your product in the best possible light.
I make customers like and want your brand more - by making it represent value, without being cheap.
Then when you have a sale, it means a lot more.
Whether you're having a sale or building your brand, the communication must always stand out from the pack. All of my work - be it tactical or brand - is built on a powerful idea, because it costs no more to produce a good idea than a lousy one.
The result is campaigns that build brands. And build sales.
"YOU DON'T WANT TO GET YOUR FINGERS BURNT"
Neither do I. So, when it comes to money, I have a fairly simple, straightforward philosophy. I like to spend time, before you spend money, discussing the most equitable arrangement for both parties. Retainers, fees, commissions, hourly rate, contra... I can work with them all. But the bottom line is, I'm in business to make money, just as you are.
So I do insist that the deal is cut, clearly understood by both parties and signed off before I put pen to paper. Believe me when I say that the last thing I want are any misapprehensions or misgivings over money.
"SO WHERE DOES THAT LEAVE US?"
