Who me?
and become more.
No, us. Award-winning teamwork.
Trust but verify.
and become more.
Let's tear down this wall between us.
"Brilliant and emotionally powerful campaigns that took our business to a more aspirational level "
Jeff cavins
Ceo, Chairman & founder
Outdoorsy
"Christian is a strong leader who unlocks curiosity and huge potential for creative teams"
Tony Högqvist
Executive creative director
airbnb
"Christian is a senior strategic, operational and highly creative leader who delivers brilliant work"
Jenny gadd
Global Head of Production
airbnb
"Christian is a brand leader who will inspire your creative teams and transform your business"
Jen Young
CMO & Co-Founder
Outdoorsy
"Leads by example and builds trust across an organization on personal and professional levels"
"Christian leads by example and builds trust across an organization on personal and professional levels"
Neil Robinson
VP Brand Marketing
Outdoorsy
"Christian has the remarkable ability to connect with others and foster open collaboration"
Khoi Phan
Executive Creative Director
strava
"I heartily recommend him to anyone looking for that key person to bring honor to their company"
TONY LOVER
President & Academy Award Nominee
Liberty studios
"His output as a creative leader is world-class, but his business acumen is equally impressive"
Jean-Michel Boujon
SVP Marketing
Outdoorsy
Brain Candy
Read at your own risk.
Don't be a stranger
In today's saturated media environments, allocating budget to build a memorable brand may seem wasteful, hopeless or both.
High-priced music, celebrities and fancy copy fight for your customer's frayed attention. And that's before Rihanna slays it at the Super Bowl.
For startups and growth stage companies, being remembered or even noticed in this context may seem unlikely–like that time you wore "fun socks" to the Met Gala.
Better to scrap brand investment, and just buy non-branded, low funnel leads, no?
No, not better.
Your enemy is your friend
When building a creative campaign strategy, teams have to figure out how they're going to frame value props?
More often than not, the answer is to affirm and celebrate them. Using humor, endorsements or testimonials to highlight product benefits just feels inherently correct to most of us. And in many cases, it's the best call.
However, there is a different, grittier approach. One that goes against the grain. Using an enemy to contrast and elevate your positioning can be a smart move in certain situations.
I know this may raise some pulses, but before dismissing it, remember that enemies come in many forms.
And they have a hidden superpower.
Your ad campaign is not your brand platform
No one likes a word salad. They're packed with pretense and everyone ends up with lettuce on their teeth.
What am I talking about? Brand Platforms. Still not clear? Hang in there.
A Brand Platform is a powerful tool for businesses of any size. It contains everything from customer segmentation, brand positioning and strategy to value props, design language and messaging frameworks.
When done well, a brand platform can drive marketing expenses down and support business activity for many years.
For it to work, you have to be clear about why you're doing it.
Why your strategy needs a creative strategist
Traditional strategy is primarily about analysis—about breaking down a goal into steps, sequences, and budgets.
Contribution margin, EBITDA, consumer sentiment, market sizing, supply-chain mapping, customer segmentation, risk analysis and financial modeling are all key inputs to this process, but what about creativity?
Creativity applies a different lens–one that arranges all the analysis into something tangible and irresistible.
Its contribution isn’t just making something new; it’s about making something new that actually works–often in surprising ways.
You belong outdoors
We're told that startups must move fast or die. Everyone seems to know that or at least have a friend who says that. But until you've lived that, it might all seem a bit dramatic.
I worked in senior creative brand leadership roles at Airbnb and Outdoorsy through periods of hyper-growth and change, so I can confidently say that founders and early employees have plenty of valid reasons to outrun death.
Success will often come down to their ability to adapt and change to shifting landscapes.
However, there is an external factor that plays a role here. Think of it as a 'reason to wake up.'
IPO in the Time of COVID: Part 1
When COVID struck in 2019, Airbnb's business was decimated. Global travel essentially stopped, and, in eight weeks, Airbnb lost 80% of its revenue.
By May of 2020, earnings were forecast to be half of what they were a year prior. This was considered to be a business-ending event for Airbnb, so it laid off 25% of its workforce in a gut-wrenching effort to right the ship.
This is probably not the prelude you were expecting for the biggest IPO in history.
But Airbnb has always defied expectations.