I’m Sam

I began in digital strategy before becoming an Innovation Director and later Head of Technology & Innovation within agencies. Starting my career at the birth of smartphones and social media fuelled my instinct for exploring what’s possible.

My innovation mindset matured beyond technology and media into all aspects of using creativity to power solutions that are better for businesses and their customers. I am always thinking: is there a better way of doing this?

I have worked in digital and advertising agencies, tech start-ups, specialist consultancies, design studios and marketing teams. I enjoy working with thinkers and designers from all disciplines, and see my ability to pull upon different knowledge, approaches, and tools as a major strength.

I also think it’s important to see things from a customer’s perspective. When they use a product or service or interact with a company, they see it as one entity — the brand — they are not concerned with which department is responsible for what. I think it’s therefore critical to hold an interest in all things that go into putting something out into the world for people to experience, rather than sticking to one domain.

I have always been interested in people as individuals and in groups: couples, communities, societies, and cultures. What motivates, influences, and emotes them, and how they make decisions in response to that. The quirks, contradictions, and combination of rational and irrational that it is to be human.

This is the part of my work I find most interesting. How do brands respond to people? I am a strategist that loves speaking to the people that a product, service, or experience is intended for. One that enjoys getting out of slides, aims to avoid cliches, and brings lived experience to the work.