Track record

Selected work from current and past clients, kept anonymous: what was built, selected, negotiated and launched over twenty years at WPP and Omnicom, and in recent client work. Each kind of work has its own color. Switch the view to see it by kind of work, by year or by sector.

51 items Built from scratch AI Partnerships Global leadership Measurement & insights Activations Technology
Built from scratch 4 items
Istanbul MediaCom's first digital departmentBuilt from scratch Consumer goods · Auto · Telecom · Energy
New York MediaCom's US officeEstablished Travel · Technology
New York Global performance marketing and measurement hubFirst global centralized planning and buying hub Travel · Technology
Built from scratch Global experimentation program built across North America, LATAM and EMEA Technology
AI 7 items
AI Four AI prototypes built, from strategy to business case: an investment optimizer, reporting automation and two insight assistants Technology
AI AI creative scoring tools tested Technology
AI Custom bid optimizer tested Technology
AIRecent Three executive AI trainings delivered for marketing leaders Across sectors
AIRecent Agency workflow designed to increase efficiency in an independent agency Media agencies
AIRecent Content strategy and answer engine optimization advised for a retail brand Retail
AIRecent Competitive data advice given to a pet food brand Consumer goods
Partnerships 6 items
Partnerships Joint business partnerships negotiated with Google, Meta, The Trade Desk, Spotify, Reddit, X, Pinterest, Amazon, TikTok and Snap Technology
Partnerships Google Flights partnership set up to capture limited travel demand during COVID Travel
Partnerships Arrivalist partnership built to create attribution for destination marketing organizations Travel
Partnerships Content partnership with Vice Magazine to promote a destination's food scene Travel
Partnerships Commercial terms and performance accountability set with major platforms, with partnerships growing year on year Technology
Partnerships New global media services designed and offered, growing an airline's annual relationship with the agency Travel
Global leadership 13 items
Global leadershipRecent Operating model designed for global media with local nuance from one central team Travel
Global leadership Cross functional team led across strategy, planning, investment and analytics, spanning four regions Technology
Global leadership Statements of work and agency governance managed for global clients Across sectors
Global leadership Global roadmaps created for transformation and annual planning Travel
Global leadership Single global launch run in 10 countries at once, coordinating the creative agency and local and international client teams Travel
Global leadership Workflows redesigned and global media operations run across North America, EMEA, APAC and LATAM Technology
Global leadership Client and partner summits organized in Japan, Singapore, Dallas, Miami, New York and London Travel
Global leadership Foreign partner negotiations with global platforms supported from Istanbul Consumer goods · Auto · Telecom · Energy
Global leadership Executive trust rebuilt during a critical agency retention period by owning global media operations Technology
Global leadership Trusted partner to CMOs and global marketing leaders Travel · Technology
Global leadership The agency was never put up for review or pitch during the full time on the account Travel
Global leadershipRecent Contribution made to a destination marketing organization pitch Travel
Global leadershipRecent Market entry proposal developed for a premium brand: target segments, positioning and local partner strategy Premium brands
Measurement and insights 9 items
Measurement and insights Performance marketing dashboard created to track 20 markets and their activities Technology
Measurement and insights Global ROI dashboards co-built to guide channel allocation Technology
Measurement and insights Google Flights demand signals used to reallocate investment toward travel demand during COVID Travel
Measurement and insights Marketing mix modeling brought into annual planning for budget mix and channel mix, and adopted globally Travel
Measurement and insights KPI frameworks set for a global technology client Technology
Measurement and insights Proxy KPIs created to connect marketing activity to real business results Across sectors
Measurement and insights Demand correlation models built for a job marketplace and a destination marketing client Technology · Travel
Measurement and insights Competitive market intelligence run on competitor marketing programs, investor calls and M&A moves Technology
Measurement and insights Experimentation and test and learn plans designed Technology
Activations 7 items
Activations Single launch run in 10 countries at once for a travel client Travel
Activations First influencer marketing programs, dynamic creative optimization and SEO launched for global travel clients Travel
Activations Three travel search awards and one out of home award won for a global airline Travel
Activations Campaign Media Awards 2025: won Data & Creativity, Highly Commended in Automotive Technology
Activations Performance marketing led across the ten largest markets for a global hardware brand Technology
Activations Programmatic and dynamic creative optimization adopted early Technology
Activations New ad formats tested in one market, then scaled across others Technology
Technology 5 items
DSP Global DSPScorecard and selection completed Across sectors
Campaign management Global campaign management platformSelected Across sectors
Dynamic creative Dynamic creative optimization toolsTaken through RFI, RFP and scorecard Across sectors
Technology Ad-tech selection and roll out led across multiple countries and regions Across sectors
Technology AI and ad-tech tools evaluated through structured scorecards and RFIs Across sectors
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