Everybody talks about 'content'.
As I see it, content is different from advertising because people need to CHOOSE to consume or interact with it.
Along with my advertising and client work, I've spent my whole career creating content that people choose to interact with.
10 years as an ad copywriter means I can generate ideas quickly and with precision, five years as a broadcaster (including three as a Breakfaster on 3RRR) means I get content creation and thinking on my feet. Stints as a freelance writer and as Contributing Editor at Smith Journal sharpened my writing chops. Creating and embodying the role of Social Creative Director at Clemenger BBDO put me in the room for some of the most awarded projects in the world. My role as Creative Director at Right Angle Studio has given me a more holistic view of client needs, business objectives, and making your ideas return on your client's investment.
Most recently, my roles as Editorial Creative Director and head of the Newsroom at CHE Proximity has sharpened my content marketing focus, making me think far more about the distribution and commercial imperatives of the content I create. After all, there's a whole 'marketing' bit that makes content marketing work.
Some cool things I've been involved in - The Thousands city guides, full platform builds for clients like AIA insurance, The Wheeler Centre's #discuss project, Tourism Victoria's Remote Control Tourist, Monash Uni's 'Future Burger' activation, Swedish retailer COS's Melbourne publication and Ingredipedia, a factual food fight podcast.
I'm currently consulting in the media, advertising and branding space.
Contact me at firstname.lastname@example.org if you want to find out more.