As a creative lead working with the agency The Selected, I've helped to shape major brand turnarounds and evolutions within the Diageo portfolio, including Buchanan's and Smirnoff. The projects range from global ATL, to seasonal drink strategy, to market specific needs.

The process starts with a deep dive into the cultural context of the brand, the category, and the market(s) before carving out a specific and ownable identity the brand has the authority to claim--and use that authority to act in a way that creates authenticity and relevance.