I fully embrace the evolving nature of digital marketing, blending my coming of age in the data analytics revolution with a deep appreciation for classical sales principles. My approach revolves around the conviction that advertising should not just inform and persuade to action, but trigger sincere emotional lift with audiences.

Contrary to the prevailing industry narrative, I don't subscribe to the idea that automated media-buying algorithms marked a "year zero" for advertising. While these tools enhance media buying, they don't address crucial creative design challenges. As a child of the data-analytics era, I advocate for a holistic understanding of the sales process, combining scientific insights with creative intuition. I firmly believe in the symbiotic relationship between creatives, analytics, and marketing teams. My strength lies in deciphering how an advertiser’s creative program contributes to tangible performance improvements, drawing from my firsthand experiences at some of the most inventive advertisers in the industry.

The heart of effective advertising, in my view, lies in the intersection of scientific methodology and artistic intuition. As I collaborate with various advertisers, I observe differing levels of maturity in understanding performance. In an era of heightened transparency, clients and consumers should demand top-tier advertising quality, rigorously tested for incremental scale.

I am genuinely excited about the possibilities in this 21st-century advertising landscape. To navigate successfully, I believe that we need to combine timeless advertising wisdom with modern efficiency, delivering brand stories that resonate with today's consumers and make the brands and consumers alike resonate with the ads they see.