I was born in Ireland, moved to England quite young and grew up in a pub. I studied Philosophy at the University of Warwick, before starting out as an Account Manager. Over the past 15 years I have worked in a variety of agencies and a variety of roles (Account Management, Planning, Strategy, Social Media) and have developed strategies for Unilever, Diageo, Johnson and Johnson, Agent Provocateur, Sainsbury's and Pedigree. My work on Lynx's (Axe) Facebook page led to an IPA effectiveness award and I was a course lecturer at the Chartered Institute of Marketing. I'm primarily interesting in developing integrated strategies that use digital properly and understanding the role of interaction in reinforcing brand preference.