Who are you?
I’m a dad, husband, frustrated creative, outdoorsy overeater.

What’s your role?
I founded Don’t Cry Wolf and have an inflated title of CEO.

So what do you actually spend your day doing?
Obsessing about our brand and helping the team find an absolute gem of a creative strategy to get tongues wagging. And then looking at profit and loss accounts. And then finding ways to make us better.

Greatest strength?
Ridiculous amounts of hand waving energy when I talk about things that excite me.

Biggest weakness?
A well structured restaurant menu. Getting distracted by things that don’t matter. Subscribing to every magazine on the planet.

What’s your favourite example of brand activism?
I still love the Heineken Worlds Apart campaign. Such a simple yet powerful concept to bring two people, with completely opposing views, together over a beer and film the interaction. Smart, effective and moving.