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With over 9 years advertising and sports marketing experience - working as a Copywriter and Art Director.  Specialising in rugby advertising, communications and promotions, have a proven track record in creating, developing and implementing effective marketing & advertising campaigns for Auckland Rugby, the Blues Super Rugby Franchise, and the All Blacks. Also developed successful advertising campaigns over 9 years to generate ticket sales for All Black tests played at Eden Park which also included creating advertising communications for the 2005 British Lions Tour to New Zealand. 

Innovative brand creator. Dynamic team player.

 A genuine passion for the sport of Rugby and Sports Marketing.

Work experience

Aug 2013Present

Senior Advertising Art Director / Copywriter 

The Pond 

Currently freelancing for a number of Advertising Agencies in Wellington. Most notable work I've been involved with is working alongside GSL Promotus and their advertising and communications work for Suzuki, The Ministry Of Health,  SeniorNet, The Health Promotion Agency and Smokefree New Zealand.  


  • Successfully helped in the marketing and advertising communications plan for the Ministry Of Healths' national 'Rheumatic Fever' social awareness campaign.
  • Led the art-direction and design of other advertising communications of the 'Rheumatic Fever' campaign - involved creating online banners, digital, and outdoor media.
  • Created and designed the end graphic elements for the Rheumatic Fever TV Commercials.
  • Created the end graphic elements for Suzuki TV Commercial - which was also used for digital and its fleet of cars.
  • Successfully helped in the art-direction and advertising communications of Smokefree New Zealands' 'No Smoking in Cars' TVC and print campaign.     

Marketing / Advertising Awards  & recognition:

2015 Marketing Awards: Winner of the Social Change Award: 'Rheumatic Fever' advertising awareness campaign.

Jun 2004Jun 2013

Senior Advertising  Copywriter / Art Director

BIG Communications 

Although called BIG, we were a small team of ten creative, advertising and marketing professionals.  With one of the main clients being Auckland Rugby and the Blues Super Rugby Franchise.  In the nine years worked there, I excelled in working alongside this high-profile sports organisation - being responsible for the conceptual development and execution of advertising campaigns, marketing, team posters, match-day promotions and membership programmes. Also included helping with communication plans, commercial strategy and sponsorship acquisition.

Rugby Achievements:

  • Helped in the implementation of marketing and communication plans for Auckland Rugby, Blues Super Rugby Franchise, Auckland Club Rugby and Junior Rugby. 
  • Initiated, created and help launch the successful Facebook App 'Bring On The  Banter' to generate more interaction from the Blues fanbase as well as engagement of fans of opposing teams.  Fans' comments generated from the app provided the advertising communications for the 2011 Blues Super Rugby campaign.
  • Result of the app was an increase in fan interaction and marked increase in fan attendance of Blues home games.
  • Art-directed and designed the overall look and feel of the 'Bring On The Banter' application. 
  • Successfully increased the Blues fan database within the digital and social channels - with increased traffic on the Blues website and on the Blues Twitter & Facebook page.
  • Responsible for managing the 'Bring On The Banter' app (CMS) - this involved choosing the fans' comments and creating them into match day advertisements and promotions. 
  • Responsible for creating, writing and art directing advertising campaigns for the All Blacks tests at Eden Park over nine years. 
  • Successfully increased awareness of the All Black tests at Eden Park - sole purpose of the communications was to drive ticket sales. Responsible for art directing and writing persuasive copy and advertising communications in various mediums (newspaper, social media and digital). This resulted in test matches being sold out - usually within the first week of the promotion.
  • Designed digital advertising and promotional items for the Blues Rugby Website and Facebook page. 
  • Designed the 'True Blues' logo (Blues fan club) and created advertising & promotional advertisements for Blues fans to join.  
  • In 2005, led the conceptual development, art-direction and design of Skycity Auckland's sponsorship Ad  of the Auckland v British Lions match at Eden Park.
  • Also wrote, art-directed and helped in executing the British Lions advertising & sponsorship campaign for Skycity Auckland.
  • Led the art-direction and design of the Auckland Rugby and Eden Park membership programmes  for 9 years - this involved designing the membership brochures as well as creating newspaper and digital advertisements.
  • Led the conceptual development, design and art direction of the 'Rugby First' membership programme - this included designing the RugbyFirst logo, membership cards and creating the overall communications and advertising material for the product. 
  • Led the conceptual development, art direction, layout and final design of the Auckland Rugby and Blues Super Rugby team posters for 9 consecutive years.
  • Responsible for organising photographers and scheduling Auckland/ Blues players for various team poster shoots as well as organising individual photo-shoots for different advertising campaigns and promotions.
  • Led and supervised team of retouchers and graphic designers in developing the Auckland Rugby, Blues Rugby team posters as well as the Skycity Cheerteam team posters.
  • Successfully revamped the look and design of the Blues Match Day programmes.
  • Scripted and edited promotional videos and TVCs for the Blues Rugby team & the 2011 Rugby World Cup Travel & Hospitality Group. 
  • Developed a solid working relationship with Photosport for use of their library of rugby photographs for promotional purposes.
  • Developed and established good working relationships with Auckland Rugby as well as with players & management.

As well as Auckland Rugby, was also responsible for creating, art-directing, designing and writing advertising communications in a range of media channels (digital, print, web, television) for other high profile clients: Land Rover, Jaguar, SKODA, Vero Insurance, Bank Direct, Vodafone, AMP Finance, Skycity Auckland, Barfoot & Thompson, 2011 Rugby World Cup Travel & Hospitality, Auckland City Council, Auckland Travel, Tourism & Economic Development, The Langham Hotel Auckland, Maori Television, TVNZ, and

Marketing / Advertising Awards  & recognition:

New Zealand Marketing  Awards, Advertising Effectiveness (EFFIE), CAANZ Media Awards, Caples DM Awards (New York),  Best Worldwide Ads Of The Month, Marketing Association RSVP Awards, AdMedias' Ad Of The Month, Orca Radio Ad Of the Month.

Jul 2002May 2004

Advertising Copywriter / Art Director

Lavender NZ

Responsible for creating and writing advertising communications for high profile clients such as Westpac, The World Wildlife Fund, UV Vodka and Les Mills World Of Fitness. This included concept development as well as preparing and writing persuasive sales copy in a wide range of mediums (Print, Direct Mail, TV, Radio, Web and Digital) for consumers. This dynamic position involved working solely, as well as within the creative, design and print production teams and alongside the client & account services management team.


  • Helped in executing the marketing, communications and advertising plans of Westpac as well as other high-profile clients.
  • Responsible for writing sales-orientated and persuasive copy for Westpac customers and prospective customers. This involved writing in different mediums - from print advertisements , sales promotions, radio scripts, TV Commercials  to writing brochures, letters to bank customers and banking collateral.  
  • Maintained solid business working relationships with clients and stakeholders - this involved regular meetings and creative presentations to clients.
  • Helped raise the profile of Westpac Banking with new creative direction in their marketing and advertising communications.
  • Art Directed - which involved layout and design, of Westpacs' above and below-the-line advertising campaigns. 
  • Art directed, Illustrated, designed and storyboarded visuals in line with the new marketing and advertising direction taken by Westpac.
  • Helped launch successful incentivised programmes for Westpac staff - creating different themed communication campaigns for staff to increase more sales and revenue. This was done through intranet, and direct mail - included writing copy, as well as art direction, design, illustration and layout.
  • Supervised in the writing, art direction, layout and design of the Westpac brand in adherence with brand guidelines.    
  • Supervised with the printing and offset printing management process  - delivering final communication pieces (direct mail, brochures, point- of- sale) on-time and within budget requirements. 
  • Successfully increased sales of a number of Westpac banking products as well as increased overall awareness of the Westpac brand amongst consumers.   

Oct 2001Jul 2002

Advertising Copywriter / Co- Business Partner

Blue Tapa Communications

Created a small Advertising business with two others - working as a team developing marketing strategies, ideas and concepts - and then producing Marketing and Advertising campaigns in a range of media (Direct Mail, Radio, Print, Magazine) for Government Departments and Organisations - with a specific emphasis on reaching a Pacific Island audience.  Clients: Ministry of Pacific Island Affairs,  ACC,  Lambton Square Shopping Centre.


  • Formed one of the first Advertising companies in Wellington that created advertising communications solely for a Pacific Island audience.
  • Built solid working relationships with a small list of clients.
  • Helped create marketing strategy and successful social awareness direct marketing campaign for ACC and the Ministry Of Pacific Island Affairs -  targeting Pacific Island parents to use a child booster seat when driving their young children.
  • Wrote direct mail copy and helped in the art direction, layout and design of the advertising collateral that existed for the above campaign. This included direct mail, print and magazine.
  • Also created, wrote and recorded radio advertisements for the Lambton Square Retail Complex.


Jun 2001Nov 2001

Advertising Lecturer / Tutor

Massey University School Of Design

Teaching first year and final year design students - performed on a part time basis in the second semester of the School Of Design programme.

  • Preparing lecture material for design classes.
  • Presenting course material and lecturing students on Advertising and Marketing.
  • Supervised students on their workload and checking progress of their assignments & critique. 
  • Grading, marking assignments of design projects by first year and final year students. 

May 2000Aug 2001

Advertising Copywriter

The Bridge Ltd

Working as part of the creative team, developing ideas & concepts - then implementing them into successful Marketing and Advertising campaigns in a range of media platforms (TV, Print, Magazine, Web and Radio) for a number of high profile clients: TelstraClear NZ, The NZ Stock Exchange, Saturn Television & Communications, Schering Plough, Wrightsons, (Fairfax Media)


  • Winning  Creative Advertising Award (National Newspaper Bureau Of NZ) for best Newspaper Ad of the month. Client: Saturn Television  - 'Gladiator'
  • Created the design, layout, site structure and wrote web copy for the Film Wellington Website.
  • Responsible for writing engaging copy to promote Saturn Televisions' premiere TV programmes, documentaries and movies through print advertising. 
  • Also responsible for developing and presenting concepts to the client - and then implementing them into magazine and newspaper ads and promotions for Saturns' TV, Phone and Internet packages.
  • Helped launch the news website - creating impactful advertisements and billboards using ambient media to announce the launch of the website. This included writing headlines and copy for' online banners and landing pages.
  • Developed good working relationships with Account Managers, Graphic Designers, Photographers, Retouchers - as well as with maintaining business relationships with The Bridge Ltds' list of clients. 


Feb 1997Oct 1999

Advanced Diploma in Design

Massey University School of Architecture & Design

Major in Advertising / Visual Communications Design 

Passed papers in Marketing Management, Buyer Behaviour

Feb 1990Oct 1992

Bachelor Of Arts Degree

Victoria University Of Wellington

Double Major in English Literature & Sociology


Available upon request.