WHAT I DO AND WHY. 

For the majority of my professional life, I've been helping companies in selling, growing, and strengthening their brands through advertising and communication. I've put in the hours, covered much ground, and witnessed a ton of advertising, giving me a knack for how it all meshes. What still blows my mind is the explosive impact that an idea, told with clever, carefully selected images and words, can have.​​

 

ABOUT ME? 

I often describe myself as a copywriter, etcetera. As a copywriter and creative, I naturally work with all forms of text and idea development (Art Directors I’ve worked with over the years often chuckle and say I should have become an AD instead, as I think and sketch as much visually as I do textually).
 

The "etcetera" covers a few other things I bring to the table, such as:

• Helping companies find strong, clear communication concepts for their brand

• Crafting an engaging and meaningful vision

• Formulating manifestos and mantras for organizations that want to show what they stand for, believe in, or fight against

• Helping startups find their voice and solid brand foundation to build from

• Demonstrating how to outmaneuver competitors with communication that people love

• Finding common communicative ground in sprawling, disorganized organizations

• Naming processes—for brands, products, services, organizations, globally, you name it
   

PROJECTS I LIKE TO DO.

Any that aim to create change and aren’t afraid to use humor to be likeable and memorable. Any client  that want to behave like a good dinner companion (who listens and makes me laugh, rather than boasting about their own greatness).
 

PARTICULARLY PASSIONED ABOUT...

Over the years, I’ve worked extensively with retail and brands in the food and sports/outdoor sectors. As a skier, I naturally enjoyed working with Rossignol, which is also reflected in a rather impressive collection of awards for that particular client.

 

Food is also fun, not least because so few talk about anything other than low prices. There are many fantastic stories here that haven’t been told yet. Then, I have a soft spot for technology and industry. They almost always think from the inside out and are thrilled when I show how to flip the script and start from a customer problem perspective instead. Always a pleasure.

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I’ve also become reasonably seasoned at turning technical jargon into emotional communication. I’m good at sustainability communication. Construction and property. Industries that haven’t grasped that good communication can drive business and change perceptions about everything. Something like that.

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GREAT CREATIVE COMMUNICATION HAS ENORMOUS POWER. 
It is a game-changer, making people see and think in new ways. Great advertising breathes life into faceless companies and inanimate objects, connecting them with deep emotions and good vibes, to such an extent that people choose to store them in their memories. Why? Because it conveys thoughts that catch you off guard. Thoughts that stick with you. Ideas that people want to embrace. Ideas that people just plain like.​ We've got more platforms to express ourselves today, all thanks to technology. But technology is worth nothing without a great idea and something interesting to say. If you don't have that, nobody cares. Amid the constant media buzz, what you need are ideas. And an advertiser who shows they understand people and enjoy talking to them. 

 

WHY HIGH-PERFORMING BRANDS ARE HIGH-PERFORMING. 

They are truly interested in people. They talk about the customer's needs, and problems and connect with their feelings, instead of nagging about how great their products are. Great brands make the recipient nod and think, "They talk to me, they know how I feel, they are on my side." That's when things start happening. And the best thing? Everybody can do that. Your company too...