I might not be the Don Draper of advertising strategy, but his ideas are outdated anyway. For over 17 years I have made my living through helping people grow into brands and sell more of their stuff by providing value to customers. I have focused on consultancy and activation in Digital Marketing and how digital actions can create real life events. in my opinion, excellence in advertising strategy comes from understanding both the product and the consumer at a deep level because people are defined by the brands they consume. My passion in advertising is fueled by my ongoing research to understand the human condition, I thrive on interaction and collaboration. This has given me a natural insight into the role of digital as part of modern living and enables me to develop strategies and solutions that solve firm business problems for my clients whilst also being valuable and unobtrusive for the end user.