Brands today don't have one home. They live across platforms, formats, and communities, fragmented and constantly reshaped by people who didn't ask for permission.
 

My job is to build one idea strong enough to survive all of it. Rooted in data, product truth, and human insight. Flexible enough to speak different languages. Consistent enough to mean something.

Most brands either scatter into noise or calcify into a consistency that doesn't move. I’ve spent the last 20 years figuring out.

The best ideas don't get consumed. They get shared, remixed, argued about. They make people do something. That's the difference between advertising and culture, and it's the gap I want to close with my work.
 

My career hasn't followed a straight line, and that's intentional. Europe first. Then Asia, where I earned Singapore's first Innovation Lion. Then the U.S. where I became a global leader; Chicago, New York, now LePub. At Energy BBDO Chicago I lead S.C. Johnson global brands, and I created "Prescribed to Death," an opioid campaign that reached the White House. At VML new York, Palmolive "The Naked Remake" and Under Armour "The Metasneaker." At McCann New York, I led Mastercard North America for three years and helped bring "True Name" to life, a Cannes Grand Prix and D&AD Black Pencil that gave transgender individuals the right to their name on their payment card.
 

Mastercard, Unilever, Colgate-Palmolive, Under Armour, L'Oréal, Fujifilm, Nestlé, Coca-Cola, P&G, IKEA, Campari, Ferrero. Cannes Lions and One Show juries. Twenty years. One through line.
 

Italian, in case the domain name didn't give it away. I watch anime. Still working on my cat  claim to fame, that part is taking longer than expected.