I start with what customers need and what holds them back. That guides the message, the evidence and where to invest.

People should understand the value quickly. I lead with the benefit, back it with evidence and make important details easy to find.

I plan for discovery, comparison, enquiry and the relationship that follows. The message and next step should fit each stage.

I agree on the goal, audience, responsibilities and approvals before production. Clear feedback reduces rework and keeps the team focused.

I judge campaigns by lead quality, cost and business results. Those findings determine what to scale, change or stop.

I use specific people, experiences and evidence to show what a brand delivers. The story should give people a credible reason to care.

Every video needs a job: attract attention, explain an offer or support a decision. I plan the opening, format and distribution around that job.

I adapt language, creative and channels to each market. Vancouver’s diverse audiences make local relevance as important as international reach.

A good campaign can lose people on a confusing page. I simplify navigation, answer key questions and make the next step easy on mobile.

I assess ideas against the goal, audience and budget. Testing and feedback help me improve the work while keeping the message clear.