My first decade was spent training in large network agencies, including BBDO and Grey, where traditional brand building and a high bar for craft for clients like Applebee’s, Best Buy, Canon, Folgers Haagen-Dazs and others was the standard.

Halfway into my career I took a bet and shifted my focus to social before most of the industry, even my own agency, took it seriously, and built Grey's first social practice.

I moved onto VaynerMedia, where that standard met a genuinely different way of working: learning to win attention in an environment built to fragment it: testing ideas live before committing to them, and scaling only what earns a real response.

Most creatives have one of these two trainings. I have both. My work for AT&T, Casper, Cîroc, Duracell, Planters, Wingstop and others is proof that when you bridge brand-building discipline and attention-economy execution, it works. Not just once, but repeatedly.