The most expensive word
in marketing is 'Yes’
Most agencies say yes to inflate the brief. I've spent 20 years learning when to say no — so we can find the one simple idea that actually works.
Whether it's a behaviour change campaign that saves lives, a fundraising push that exceeds targets, or a digital build that cuts through — I work through the complexity until only the essential remains.
With over 100 international awards including Gold at Cannes, a D&AD Yellow Pencil, and work featured in NZ On Screen and Te Ara Encyclopedia of NZ. I bring 20+ years of senior strategic and creative expertise directly to your problem.
CAMPAIGNS THAT SAVE LIVES AND BECOME CULTURAL CURRENCY
The brief was a 50 page government strategy. The answer was a bunch of mates at a party. Simple idea. 90% prompted awareness. 50% drop in teen drink-driving. You can still buy the merch a decade later.
LATEST RESULTS SPOTLIGHT:
“You did it! Thanks to you and the rest of our amazing community who came together this tax time, we have well exceeded our goal to raise $479,000 for critical heart research, raising an outstanding $542,090! We cannot thank you enough for your generosity."
VICTOR CHANG FOUNDATION (with Change & Co & Tone)
Target: $479,000 | Actual: $542,090 | Result: 113% of goal achieved
Proud to be working alongside leading Australian fundraising agencies Change & Co and Tone, who know that purpose-driven work demands results-driven creative. I worked on the digital component of this campaign, a growing area in Fundraising
Featured Work
#FFS CHOOSE: Democracy for the Digital Generation
A government ministry needed young Māori to vote. The temptation is always to go educational. Serious. Worthy. We said no to all of that and built a campaign around what actually motivates young people — cultural pride, humour, and Stan Walker.
AND IT’S NOT ALL SERIOUS:
Winning the internet for THE day
WITH 2 MILLION UNIQUE
VIEWS ON AN ORGANIC POST
“I worked with Mitch when he was the Creative Director at Red Engine. Mitch had a straight up approach I really appreciated. His work was always strategically sound and his creative direction ensured some of our work literally ‘broke the internet’. For example, his work on a simple April Fools post got over 2 million unique reach.”
— Renaud Frise
I don't just use AI. I was on the GOOGLE team that built it.
I was QA Lead on Bard at Google — the precursor to Gemini. My job was binary: yes or no. Is this response good enough? Does it meet the standard? That same rigour applies to everything I do. If a platform, a feature, or an idea doesn't earn its place, it gets cut. I use AI to work faster and sharper — but the thinking is human, senior, and mine.
