Whether it's an AI solution, a digital banner, or a catchy tagline, everything begins with a consumer-centric strategy. When you place the consumer at the forefront, it's essential to recognize that not every channel is created equal. The focus should be on identifying the appropriate channels to engage in a deep and meaningful way.
I am genuinely passionate about solving problems - particularly by breaking preconceived rules to find better solutions.
The digital realm serves as a playground for us to expand, redefine, and transform how consumers interact with brands. I have always taken pride in not accepting the status quo; instead, I ask, "Why not?" I enjoy rolling up my sleeves and engaging in the hard work of ethnography to truly understand human behavior. These key attributes provide a clear view of the customer, guiding how creativity can meet their needs.
My goal is always to uncover the human truth and identify key insights—not just observations, but real insights that shift customer perspectives and give creativity more meaning, allowing it to resonate more deeply with audiences.
A mentor of mine taught me early on to recognize the difference between observations and insights, and his subtle explanation has stayed with me for many years: “Observations are like telling the weather; insights make it rain.”
We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.