A creative strategist, a trendspotter, and a student of culture and brands. A storyteller who "understands that advertising-as-interruption is over."

Passionate about understanding the emotional aspects of consumer behaviour and enabling brands express their personality; exploring trends and translating them for brands, companies and people, and connecting the digital world with real life, and vice-versa. Combines day-to-day trendspotting and consumer behaviour analytics with business director role at Insight Communications/Grey Nigeria.

Founder and Chief StoryTelling Officer of Identiture, a New York-based sensory branding + strategic planning consultancy. Nominated "Business Professional of the Year" in 2010 by The Future Awards. Appointed CoolBrands Ambassador to Africa in 2011.

Written scores of articles and white papers on Youth Marketing, Business Model Innovation, Brand Strategy; and published trend reports including the Evolution of Marketing Communications [aka Evolve; Agency 5.0], Nigeria Marketnomics, What Digital Planning Is Not, Decoding Nigerian Millennials, Future of Agency, and Naija and the new Pop Music.