After more than a decade in creative leadership earning many local and international awards, he transitioned into strategy to better align with the evolving needs of clients and brands. He made this shift during a period of transformation in the industry, as Y&R, Wunderman Thompson, and local agency C-Section (which was acquired by WPP in 2013) came together under VML. Today, he focuses on helping teams find clarity, insight, and meaning in the face of complexity. He has helped shape versatile, insight-driven, all-around communication campaigns across social, digital, and conventional media for brands like Coca-Cola, Vodafone, Unilever, Ford, PlayStation, Karaca, Efes Pilsen and more. His team ranked up in top 10 in Effie Index Europe.