Who needs planners, anyway?

Hi. I'm Varia. I'm a planner (or the more vague but cooler-sounding 'strategist').

I believe, like Jon Steel, that good strategy can be, if not invaluable, then at least highly useful to an ad campaign. And that bad strategy can do a lot of damage.

To be honest, though, I don't do strategy because I like to be useful to an ad campaign. I do it because I love to solve problems - and people are the ultimate, intricate, ever shifting puzzle that I'm working to solve on every project.

What you will find here:

Planners, naturally, work behind the scenes, and I haven't been in the game that long, so for the moment, I'm not going to present you with a range of eye-popping, catchy ads. But you can read about my background (personal, academic and professional), find out what inspires me and see a few things I've done in advertising.