Currently I am engaged in better understanding the evolving principles of the new social age, breaking down the attention economy and strategies for a hypersocialized world. After working for the success of global Marketing Communication agencies across the likes of the WPP and HAVAS networks in the past 18 years, I am currently at the crossroads of Creative Effectiveness and Content Relevancy. As a Creative/Communication leader, understanding the business and content needs at the granular level and then applying creative merit to deliver innovative solutions continues to be a pursuit. Winning at awards like New York Festivals, Dubai Lynx & MENA Effies amongst others is a testament to the effectiveness of the ideas I have been fortunate enough to craft.