Sam would have become an infantry officer (with the Gurkhas in the Indian army) if life had played out the way he’d hoped. However, a failed medical test made that career impossible.  So, he joined advertising - to plan campaigns, strategies, tactics, and marshal resources in a completely different environment. One that is equally challenging, where success is just as hard fought, but the consequences of failure are somewhat less lethal.

His 21 years of advertising experience cover a spectrum of brands, across a variety of clients in several industries, with varying management and decision-making styles, all in emerging markets. He’s spent 11 years in Central Europe, working with Hungarian clients and multi-national clients across CEE.  He then followed a long-cherished dream and set up an independent consultancy earlier this year : Icons & Images.

Campaigns that Sam has worked on over the years have won Effies in several countries, and been finalists at the Euro Effies. He’s a self-confessed believer in the old-school of advertising and communications – that its first and most important task is to build the client’s brands. Creative accolades come second.

Apart from a passion for the military and war history, his interests and hobbies include automobiles, aviation, boy scouts, cooking, cricket, humour, music, and photography.