Lessons from a Decade in Advertising

I’ve worked across every kind of brand - from startups looking for their first audience to global names defending their position. Each one came with its own challenges, but the underlying question was always the same: how do we connect with people in a way that feels real?

The campaigns that worked best weren’t necessarily the flashiest or the most expensive. They were the ones that told a story people actually cared about. Because at the end of the day, marketing is empathy in disguise - it’s seeing the world through your audience’s eyes and creating something that speaks to it.

What doesn’t work anymore is the performance of authenticity. Consumers are too aware, too sharp. They crave honesty, not polish. They want to see the people behind the logo.

If I had to sum up a decade of learning, I’d say this: trends come and go, but storytelling never loses its power. The brands that understand this will always find their way forward.