Anything for the Brand

“I don’t become emotionally invested in brands, it doesn’t work for me; people, brands, relationships are all objectives to be achieved and then you move on. The minute you get attached, you start losing objectivity, and that is very important to me. I will get passionately involved, messy, down and dirty with a particular project or KPI and then I will move on. I guess I am like that… cold.”

“I am not a big fan of stealing or adapting and if a client asked me to do it I would try and give at least one option of my own but if they don’t like it then they win. At the end of the day, if it works, it works… whatever we do, has to deliver numbers.”