CREATIVE

DIRECTOR

— BUILDING

BRAND EQUITY

THAT CONVERTS.

After 15 years across agency floors and in-house brand teams — Ogilvy, TBWA, G-Star RAW, Catawiki, Exness — I've learned that the gap between a brand that looks good and one that actually drives business is almost always a leadership problem. My job is to close that gap.

After 15 years across agency floors and in-house brand teams — Ogilvy, TBWA, G-Star RAW, Catawiki, Exness — I’ve learned that the gap between a brand that looks good and one that actually drives business is almost always a leadership problem. My job is to close that gap.

— selected projects — selected projects

After 15+ years across agency floors and in-house brand teams, I know what separates financial services companies that earn genuine trust from those that just spend their way to visibility.

It comes down to brand conviction, the willingness to build a visual identity and communication style that actually stands for something, not just a clean logo and guidelines nobody reads.

I’ve owned brand as a business function from both sides, building creative systems at agency level and running them under commercial accountability in-house. That started at Ogilvy, TBWA, and M&C Saatchi, where I learned how great creative gets made under pressure, at scale, across multiple brands. Then inside G-Star RAW, Catawiki, and Exness, where the stakes shift completely: longer time horizons, commercial accountability, real organisational consequences.

If that’s the kind of thinking your brand needs, let’s talk.

Adidas, American Express, Coca-Cola, S.Pellegrino, Allianz, IBM, Heineken, Durex, Sky, and G-Star RAW. Currently leading creative at Exness, one of the world’s largest retail trading platforms.