Advertising was next. According to my mother, I'd pay more attention to Ad breaks than anything else on TV. My début campaign was a 'penny-recycling piggy bank' headlining "Dispose of your coins here. They will ruin your wallet".  (That paid me gummy bears for a week!)
 
My early signs of disruption showed right in my first Agency role, where I displayed a hybrid capacity straight away. First, as a designer who could write; then as a copywriter who could strategise. From one project to the next, I launched investment products as if they were anti-age cream, promoted bleach as perfume, shaped campaigns, promotions, service offerings and even new products. My concepts have led and inspired teams through the creative maze, from insight development and new brands to the delivery of TTL campaigns. 

 

Creative Strategy was the next logical step at a time where no such thing existed. And I still have the same pleasure working with small businesses, as I have with global brands such as AXA, Bayer, Danone, Deloitte, Martini and Unilever to name a just a few.

 

One day, I decided to expand my creative source by having the broadest range of experiences as I possibly could. I’ve done cinema, journalism, and super-sports. I went from networking on my old Mac to hosting people from 41 countries in a World Surf Reserve. And yes, I packed my bags, jumped out of aeroplanes, walked on fire and swam naked on small Aegean islands under Super Moon skies.

 

Today – after agency, entrepreneurship and client side – I help organisations shape their thinking, know the humans behind the numbers, and tell their stories in inspiring ways. Whatever side I’m on, nothing inspires me as much as the energy flow of new ideas.

 

I've been outside my comfort zone many times – in 5 different countries, to be precise – only to find out that there is one thing, and one thing only, that holds it all together. Purpose.

 

Mine is to imprint Human soul into branding. And pursue the quest I’ve started on my white ‘Chicco TAC’ machine: taming the power of ideas to leave a positive legacy to the world.