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Head of Digital Strategy, MorphCast / A-dapt (February 2018 – Current)

  • Leading product and proposition development for an innovative Italian based start-up

  • Creation, trademark and commercialization of an AI-based digital communication format

  • Selling in Adaptive-Media® to brands, agencies and across verticals such as health and learning

  • Presenting at key industry events, including Web Summit, Unbound & Cannes Lions Innovation

Head of Digital, Momentum UK (June 2017 - February 2018)

  • Establishing a digital innovation capability within McCann’s global experiential agency

  • Leading client teams through the creative, strategy and AGILE delivery process

  • Developing a product solution for real world experiential campaign measurement

  • Supporting new business and inspiring clients with digital focused innovation

Key clients: SAP, American Express, Microsoft, Premier League

Head of Digital, GMR Marketing / Omnicom (Feb 2013 - Oct 2016)

  • Establishing a digital offering to support GMR’s sponsorship and experiential business

  • Part of GMR’s Senior Management team delivering margin growth, year on year

  • Directing all GMR digital accounts, including full oversight and team management

  • Leading the development of a bespoke SAP sponsorships rights management platform

  • Marketing GMR’s digital offer and generating new digitally focused business


Key clients: SAP, FIFA, Formula-E, Infosys, HP, BlackBerry, Danone, Sunglass Hut, Adidas, Visa, Youth Sport Trust

Head of Digital, Born Group (March 2012 - Jan 2013)

  • Responsible for running digital P&L and turning around performance of the digital team

  • Overseeing an offshore technology development team in Chennai, India

  • Developing an innovative e-commerce enabled tablet app platform

  • Building a print to digital capability to support existing key publishing clients

Key clients: Canon, M&S, ASDA, Haymarket; Disney Parks and Resorts, Random House

Creative and Strategy Director, Redbox Digital Ltd (April 2010 - March 2012)

  • Establishing a digital strategic and creative consulting capability

  • Developing e-commerce sites for leading retail and luxury brands

  • Designing innovative web and social platforms for J&J healthcare brands

Key clients: Betty’s, Fortnum & Mason, J&J, Hays, Hédiard, Quintessentially and Sky Sports

Executive Digital Creative Director, MRM McCann (Jan 2005 - Jan 2010)

  • Part of the leadership team that built a top 5 UK integrated digital, data and direct agency

  • Managing a multi-disciplinary digital tea of over 30 interactive designers, UX and creatives

  • Responsible for MRM digital creative leadership and innovation across UK and EMEA

  • Leading the Intel business for over 5 years and rebuilt out of the UK in 2006


Key clients: COI, HP, Intel, Vauxhall, Mastercard, Emaar, Microsoft, Unilever, Nestlé, Coca-Cola, Tourism Ireland

Group Creative Director, Zentropy Partners / McCann (Dec 1999 - Jan 2005)

  • Founding partner for an Interpublic backed, 80+ person, start-up digital technology agency

  • Success in winning major new clients such as Unilever, GM, Microsoft and Nestlé

  • Grew the business to £6.5 million turnover PA with 20%+ margins

  • Digital Agency of the Year 2001 & 2003 with numerous creative awards


Key clients: Compaq, Fidelity, GM, L'Oréal, Magnum, Birds Eye, MSN, PWC, Nestlé, RBS, Zain

Head of Interactive Design, APL Digital / Interpublic (July 1997 - Dec 1999)

  • Head of Interactive Design for a 20 person strong digital boutique

  • Part of an international integrated advertising agency network

Key clients: Birds Eye, Compaq, Mini, NatWest, Peperami and Quality Street

Digital Designer, CTV Facilities (January 1996 - July 1997)





Middlesex University, Centre for Electronic Arts, MA Design for Interactive Media, 1994 -1995.

University of Hull, BA Special Hons American Studies, 1985 – 1989 / University of California, 1988.

The Skinners' School, Tunbridge Wells; 1978 –1985, 3 ‘A’ Levels, 10 ‘O’ Levels.





BIMA, Cannes, Campaign Direct, D&AD, Design Week, Echo, Euro Effie, ESA, International Food & Beverage, Institute of Financial Services, Webby, LIAA, M&M, NMA, One Show, OTC, Retail Finance, Revolution, UK Sponsorship.



Fellow of the Royal Society of Arts


British Interactive Media Association


Designers and Art Directors Association



Founding Partner with my wife's furniture business Jackie Choi ( and a Korean Arts, Crafts and Design Business ( . My twin daughters Maxine and Maia. Sports. Digital Arts. Running and Fitness.

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