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I started my career in advertising as an Art Director then moved on to Copywriting collecting a number of local and international awards for Lowe Bull and FCB in South Africa. I then moved to Dubai in 2003.

All I heard when I left South Africa to come to Dubai was that I was committing creative suicide. This real… Read More
I started my career in advertising as an Art Director then moved on to Copywriting collecting a number of local and international awards for Lowe Bull and FCB in South Africa. I then moved to Dubai in 2003.

All I heard when I left South Africa to come to Dubai was that I was committing creative suicide. This really pissed me off and I have spent the last eight years of my life trying to raise the level of creativity in the Middle East region. My quest to do so was pretty difficult while working for other agencies, so when the opportunity arose to start a creative agency that would rival all others, I jumped at the opportunity.

I co-founded Tonic Communications in August 2004 and in our first year of doing business, we won the region's first One Show Gold and the region's first Gold Lion at Cannes. These achievements placed Tonic 28th in the World according to the Gunn Report. We also walked off with a Gold and a Grand Prix and just fell short of winning Agency Of The Year at the Campaign Middle East Awards.

In 2005 together with Mark Lineveldt, we initiated the development of the Creative Directors Club. This Forum got creative Directors from the UAE, talking to each other and sharing ideas on how to improve creativity in the region.

In 2006 I featured again at the One Show in New York and became the first creative in the Middle East to feature in the prestigious D&AD annual in London. I also received two Gold’s and one Bronze at the Epica Awards in Europe making Tonic the only agency in the world to get a Gold in both the Press and TV categories. This again was a first for the Middle East. In 2009 we opened Tonic Branding and today we have Agencies in Dubai, Singapore, Cairo and South Africa.

My work has been showcased in Shoot Magazine (New York), Boards Magazine (New York), One Magazine (New York), Shots Magazine (London), Campaign Magazine (London), CB News (Paris), Cultura Creativa 1492 (Argentina), Luerzer’s Archive Magazine (International), Arab Ad Magazine (Middle East), Communicate (Middle East), Adforum.com, Adcritic.com, Strategy.com and of course, Campaign Middle East. Along with work, I have also written various articles on creativity to many of these publications and websites.

Creative Director and Entrepreneur experienced in building and sustaining communications agencies in the Middle East, Asia and Africa. Interested in new endeavors that build on creativity, communication and business Innovation.

Specialties: Business Invention, Creative Direction, Copywriting, Photography, Social Monitoring, Film Direction, Content Creation, Mentoring, Trend Research, Business Consultant Read Less
Member Since: Mar 20, 2011