I didn’t set out to work in advertising. In fact, it wasn’t even a blip on my radar as I pursued theatre, languages, maths & sciences, and eventually a business degree at University. But somehow I found my way to University College Falmouth in 2005, and my path into Adland began.
That winding journey contributed to the way I see the world, and to the vast experience I bring to the job. It ensures I look at every brief as a wonderful opportunity to make effective, truthful, well-crafted and thought-provoking work. And it allows me to put myself in the shoes of countless consumers, to pull on my experience of living in several different countries, and to attack every brief from a fresh perspective.
While I’m seasoned at concepting, selling and making truly integrated campaigns, what I love most is working as a cross-disciplinary team to come up with ideas that go beyond traditional media and affect change. As a director, I know that social should never be an afterthought, but a core consideration for how we shoot and how fast we're able to react to the world.
As a CD it is my responsibility to inspire, champion and support the younger generations of creative thinkers, nurturing their talent and helping them shape their ideas into powerful campaigns. And of course, I want to set a positive example of a strong, passionate and kind female leader.
Throughout my career I have worked on a variety of brands, from FMCG to luxury, including Mr. Kipling, Harrods, and Kew. I have been a Creative Director across global and local clients, including Pandora, eBay, Instax and Subway.
Agency experience includes McCann London (12+ years), Wieden+Kennedy, VCCP and RKCRY&R.
In 2018 I was honoured to be included in the list of Future Female Leaders by Campaign and Creative Equals.