I have no strong preference in structure when it comes to working with brand or agency teams. I can lead a project, plug in as a strategist or work in a silo and send work in when required - it all depends on how the team prefers to work. All I require is a proper onboarding and briefing process, so everyone is clear on R&Rs from the beginning.

This varies with every brief, but there are some commonalities. For instance, brand immersion, cultural context, competitor analysis and audience deep dive.

Yes! In fact, I love them. The earlier I am brought into the process the better, to be the most useful strategic foundation for the creative team. I often also provide cultural programming recommendations for pitches.

Not at all. I may be more experienced in categories such as music, retail and sport, but that isn’t the end of my knowledge, or my curiousity. I truly believe that any strategist worth their weight can apply their skills to any category, and even be an added benefit to the team by delivering a fresh perspective.