You probably clicked here for one of two reasons.

Either you’re questioning what qualifies someone to be a business strategist – let alone a creative one.

Or you want to know more about the personality behind the title.

Let me reflect on both.

I started as a copywriter.

But that’s just one part of the story.

Before I put pen to paper, I was on track for a second degree in Cognitive Neuroscience, sparked by my first in Design and Art Theory.

I wanted to research the psychology of creativity.

But instead, I accepted an offer to co-own and manage a high-end cocktail venture – an opportunity that came from creating a buzz around a Maltese specialty beverage for which I held exclusive distribution rights in the country.

After all, academia could wait, while nightlife is best served under 30.

But when national TV invited me to talk about turning ideas into liquid products, I realized I’d been in the selling game since my first print ad got published at the age of 10.

Over time, I worked less and less in the night-to-night grind of hospitality, but more and more in shaping the identity, image, events, and offerings for a network of bars, bistros, and cafés.

Then I joined a monstrous WPP company to even out the pleasure of small business directness, immediacy, and boldness with the pain of large corporate bureaucracy, rigor, and constraint.

Many years, roles, and employer firms went by.

But as digital platforms began to overshadow traditional channels, it was time for me to move on and finally start my own business.

And that's exactly where you are right now.

Let's get to work.