Digital Strategy

At United Media Solution I worked across the ANZ group on both domestic and international brands, which meant the same strategic question kept showing up in different accents: what does this business need people to believe before they'll choose it? Years earlier, at ChristchurchNZ, I was answering that same question for an entire city trying to convince the world it was worth visiting and investing in again.

That's still how I think about strategy. Not a deck you present once and file away, but the answer to one real question, built backwards into every channel, campaign, and piece of content that follows.

Good strategy says no more than it says yes. If a plan tries to please everyone, it usually ends up moving nobody.