Culture Creator

Building a creative culture requires more than just leadership or tools. It's about striking the right balance between ambition and support, individuality and collaboration, structure and spontaneity.

I believe in creating an environment that challenges people while offering support. A place that celebrates individuality but thrives on teamwork. Where healthy egos drive performance but never hinder collaboration. It should demand excellence but remain forgiving, allowing people to push beyond their comfort zones, challenge norms, and provoke fresh thinking. A thriving culture nurtures people, helping them become the best version of themselves while constantly fostering creativity—on both the agency and client side.

Here, I share my thoughts and experiences on developing work environments that inspire and empower creativity.

My talk to inspire clients to buy the most creative work from their agencies.

The creative ideas we bring to life in this industry are only as great as the clients who champion them. If a client doesn’t recognize...

How often do you get to shape a company's culture from the ground up?

People often ask me what the best part was about moving from a network agency to a start-up like Nomads. For me, it wasn’t just the...

What 20 years of pitching taught me: 20 key takeaways.

Just after I entered the creative industry, I was briefed on my very first pitch. I remember asking, “Wait a minute—so we develop entire...

What it feels like to grow an agency from 4 to 40 people.

When I joined Nomads in Dubai in September 2015, I walked into an office of four people. It became the start of an entrepreneurial...

Winning a pitch was never so much fun. #RedBull

"You've got 72 hours." That’s what Red Bull said when they called, asking for a credentials presentation. They were renewing their agency...

If a brand can have a manifesto, then why not an agency?

A brand manifesto is more than just a statement—it defines and guides the identity of a brand. Acting like a moral compass, it outlines a...

Championing the gospel of creativity with our clients.

Creative thinking is at the heart of everything I do. So, when an organization asks me to inspire their team with new ideas, I’m always...

Take a peek inside Nomads office culture.

Creating a truly creative culture takes more than just talent. It’s about fostering an environment where collaboration thrives, barriers...

What’s better than attending a 3 day festival with speakers from NASA, Google and Pixar? Hosting it.

The -ING Creatives Festival in Dubai is the Middle East’s most eclectic yearly creative event. The 2017 edition saw people like Ingrid...

Don't just think - provoke thinking.

Here’s a refined version of your text that maintains your original ideas while enhancing clarity and flow: Every time we create...

Our new office mural is a reminder to unite - not divide.

These days, watching the news can make it seem like people have never been more divided. Everywhere, individuals appear to be pitted...

On stage: inspiring thousands of Majid Al Futtaim employees with creative vision.

That tiny figure on stage? That’s me. How I ended up there started about six months earlier. That’s when Majid Al Futtaim approached...

"A lifelong learner is a lifelong winner."

A wise man once said that learning never stops. At Nomads, we believe that fostering a culture of learning is key to creative growth. We...

Creativity has the power to elevate brands - and the people behind them.

When Jotun, the Norwegian paint brand, approached Nomads to introduce their new range of wood-look powder coatings, they initially...

Getting those butts out of the office - making stuff at the maker space.

Creativity often thrives in a fresh environment. So, we took the entire Nomads team—creatives, account managers, and strategists—out for...