Chief Challenger Officer

I see myself as a challenger brand. Coming from an emerging market I knew I had to do things differently: championing subversive ideas and embracing bravery was the modus operandi. Later on, as I gained international experience I stubbornly held onto the developing world attitude.

This conviction guided every chapter of my career, whether driving Mastercard’s creative transformation, shaping a vibrant creative community across McCann in Europe, or building an agency from scratch into one of the region’s most respected.