Hi there.

What I do? Creative Direction & Concept Dev – Moving somewhat into a strategic role given local needs of late. I come from a background in Graphic Design and Advertising through Swinburne in Melbourne, recently passing through 5 years in the UK working at Poke and Agency Republic amongst others and now I’m sitting in at Wunderman in Melbourne as Creative Group Head.

What is it I do now? To be, again exact, I work with amazing people to create very good things – I say good because it’s not everytime you get a superlative out the door, it’s just that if the least of it is very good then it’s far better than average – depending on the whole team.

And when it really works it’s amazing, I love it, get so much from it and feel like I could do it forever.

Specifically? I take a brief and develop it toward an outcome, I pull together the right people, develop a good approach and being solving the problem. Then once it’s developed I work with other good people to make it.

And in a little more detail:

My key roles are concept development, creative direction and art direction for digital advertising, I’ve been an active contributor in the digital space since 1995 (that, my friends, is about 12 years now), with involvement in the concepting, planning, development and production of long list of digital projects from agencies including Sausage, Atomic and BBDO Melbourne (AU) to Poke London and Agency Republic .

The majority of my time has focused on the Internet as a marketing channel, giving me a fairly wide and well informed view of the full-spectrum of online advertising mechanics. Through this I get to apply as omuch as possible and wide range of online advertising solutions – everything you can think of really and more, depending on what the geniuses are developing in the dot/slash ether.
I also contribute actively as an editor to bannerblog.com.au, a site dedicated to discussing and showcasing current and past work (we won a webby this year). Bannerblog also allows for a great network of talented creative people, more and more all the time.

Thanks for reading.

Tobie.