Brands people remember
Good marketing starts with what's actually true about a place and who it's for. I've spent 30 years turning that into brands and campaigns people remember.
Recouver in Vancouver
People often leave Vancouver feeling more rested and more connected. We gave that feeling a name, Recouver, and built Destination Vancouver's creative platform around it.
It came out of a full rethink of the Vancouver brand and an audience segmentation I drove with Destination Vancouver's business intelligence team. ReThink, the Canadian creative agency, brought it to life in a series of films on wellness, food and drink, neighbourhoods and the city in nature.
"What makes Vancouver special is that the city naturally helps people do that."Stefan Hawes, at the campaign launch
From strategy to the work itself
Brand strategy
Finding what's true and different about your place, and saying it in a way people care about.
Audiences
Working out who you're for, using your own data, so every dollar goes after the right people.
Creative platforms
Briefing and leading agencies to an idea that lasts for years, then keeping the work on track.
30 years of brands
I ran creative and digital agencies in Vancouver, Amsterdam, San Francisco and Shanghai, for brands from Nike to Michelin.
Agencies and teams I've led include TBWA, Wasserman, Blast Radius and AKQA.