Snaffle (Ecommerce)

The Pond: Launching a new ecommerce brand with just eight weeks’ runway after an acquisition.

The Direction: Developed positioning anchored on customer control of cashflow, introduced distinctive brand codes, and built a two-slide strategy that kept internal teams, agencies and media owners aligned.

The Ripples: AUD 54m valuation · 16.1% prompted recognition.

Duck Tracks:Watch Katy Perry activation › · Nine Network MAFS Snaffle Case Study

Tappit (Fintech)

The Pond: Breaking into a crowded events market with a cashless payments platform.

The Direction: Worked with the CEO and sales team to define positioning, influenced the product roadmap, and built the go-to-market strategy to prove commercial value through fan experience and revenue.

The Ripples: Scaled from one-off events to partnerships with global sports rights holders.

Duck Tracks: Visit Tappit website ›

Intrapay (Fintech)

The Pond: Launching a new payments brand into a crowded fintech space.

The Direction: Created brand identity and go-to-market strategy, adding a quirky twist with Happy Socks as part of the brand activation.

The Ripples: Cut through in a saturated market, including a launch event co-hosted with Google.

Duck Tracks: Watch Intrapay launch video ›

Snaffle (Ecommerce)

The Pond: A consumer leasing model that required a new credit application for every product, limiting retention and upsell.

The Direction: Flipped the model to a single credit application, giving customers a weekly credit value to shop against.

The Ripples: 50% uplift in contract value · higher return purchasers · 9.1/10 customer satisfaction.

Duck Tracks: Watch Snaffle on Today ›

Tappit (Fintech)

The Pond: Early focus on music festivals meant high set-up costs, low margins and limited lifetime value.

The Direction: Pivoted focus to sports clubs, where one install supported a season’s worth of events, lowering costs while boosting revenues.

The Ripples: Growth from League One’s Bury FC → Birmingham City → Kansas City Chiefs.

Duck Tracks: Watch Birmingham City activation › · Read Kansas City Chiefs case study ›

Snaffle (Ecommerce)

The Pond: An ecommerce brand needing fast cultural relevance and resonance with its positioning.

The Direction: Secured high-profile partnerships — from the Melbourne Mavericks to bold integrations with MAFS (including a TVC shot in the MAFS hotel) — capped with becoming presenting partner of Katy Perry’s Lifetime Tour.

The Ripples: National cut-through, brand fame, and an accelerated recognition curve.

Duck Tracks: Watch MAFS TVC › · Watch FBoy Island activation ›

Tappit (Fintech)

The Pond: Needed credibility in a crowded payments market.

The Direction: Negotiated partnerships with Bury FC, Birmingham City and Manchester City, expanding globally with the F1 Australian Grand Prix and Lawrence Dallaglio’s Cycle Slam.

The Ripples: Every partnership embedded Tappit’s technology, turning deals into both clients and showcases.

Duck Tracks:Read Australian Grand Prix Case Study › · Read Manchester City Tappit announcement ›

Sappaya (Fintech)

The Pond: Faced with anonymous stands at crowded industry exhibitions.

The Direction: Designed Asia-themed booths with lanterns, backdrops and branded fortune cookies, co-hosted parties with Google and added some casino magic.

The Ripples: Stands that stood out, drew repeat visitors, and left lasting recall.

Duck Tracks: Exhibition gallery›

The Pond: Branded content is often wallpaper — safe and instantly forgettable.

The Direction: For Kia, Lexus, Ford and Toyota, created engaging features that spoke to each car’s positioning. For Steinway & Sons, delivered luxury lifestyle content. For Goldfish Credit Cards and Lloyds TSB, simplified complex products. For Virgin magazine, made travel writing less brochure, more “wish you were here.”

The Ripples: Content that entertained and engaged while reinforcing brand values... and in one unusual case, sold racehorses.

Duck Tracks: View Kia feature › · Read Steinway feature ›

The Pond: From newsstand to customer publishing to digital, the challenge was always to stand out.

The Direction: Won the pitch to relaunch Tottenham Hotspur’s magazine, reframed perceptions for Motability, created a cheeky Barmy Army magazine, launched Essential Bali solo in print then online, and built web projects since my first site in 2000.

The Ripples: Clients who kept coming back — and recommending me — because they got content that hit the brief, not bland filler.

Duck Tracks: View Essential Bali magazine › · See Barmy Army magazine