Bio

Hi. Here's a little background. After graduating university with degrees in commerce and clinical psychology, I began my career working in maximum security prisons, before making the natural move to advertising when I joined Saatchi & Saatchi as a Strategic Planner. During this time I invented a psychological board game 'The Analyst'​, translated into three languages (still selling well in Benelux countries). I co-founded Naked Communications, APAC in 2004. Naked embraced a behavioural change model whilst building brands and was one of Australia’s most awarded and successful agencies (winning AdNews Agency of the Year Grand Prix in 2007). After selling Naked we created THINKERBELL - where we practice 'measured magic' - bringing together marketing science and hard core creativity. After just 2 years it’s 2019 Adnew's Creative Agency of the year. In 2021 Thinkerbell was crowned Mumbrella's Creative and PR and Full Service Agency of The Year. In 2023 we were award Canpain Brief Agency of the year. I’ve also co-founded two conferences s p a c e (a confestival) and MSIX (marketing sciences ideas change). I also sat on the boards of TRIBE (social influence), the Public Interest Journalism Initiative (PIJI), and Good Thnx. I co- host a podcast called Black T-Shirts: XXL Creativity for Marketrs. I'm a regular panelist on TV shows Gruen, The Project, and Sunrise #mastersofspin (as well as Celebrity Apprentice and Australia's Next Top Model (don't ask!), and Man Up. I had a weekly segment on national radio station MMM, and ABC. I've commentated and/or write for TIME, The Australian, Mumbrella, B&T, Fast Company, The Guardian and the Wall Street Journal. Some recognition 2010 Adnews’ 40 under 40 2011 Mumbrella's 7 Top Strategists 2012 Australian Creative's Power 20 2012 Encore Magazine's Power 100 2013 Australian Creative's Power 20 2013 The WARC Global Prize for Innovation 2014 The Cannes Chimera 2014 Worlds Top 50 Planners 2019 Distinguished Alumni from Murdoch University I've written two books 'The Advertising Effect: How to change behaviour'​ (Oxford, 2015), and 'Stop Listening to The Customer (Wiley, 2020). Very finally I do keynote speaking globally with ODE Management. ....I have an amazing wife (Anna) and two very cool boys (Asterix and Arturo), a dog (Finick), and a revolving cast of tropical fish.