About
For twenty years across Paris, New York and London, I worked as a Creative Director and ECD. Building campaigns, shaping brands, leading teams. I was good at it. And I felt, increasingly, that something wasn't right. Not in my work. In the model.
The creative industry didn't lose creativity. It industrialised it. The system most organisations still run on was built for a world that no longer exists. A mainstream. A shared centre. One message for most people. That world is gone. Today every person is unique. A brand built on a closed point of view will only connect with a fraction of the people it could reach. This isn't a marketing problem. It is a structural problem. And it starts at the top.
Twenty years brought me to one conviction: when Creativity operates upstream, it doesn't decorate Strategy. It predicts it.
I work with founders and leaders who feel the gap between what their organisation truly is and what it projects.
Not to fix their communication. To rebuild the sequence. Creativity before the brief. Before the strategy. As cultural intelligence that reveals meaning before anyone decides what to say.