I started at Ogilvy fresh out of college as an art director, moved on to VML before I found my way to FTI Consulting in policy comms.

So what does a Creative Director do in this space?

I help translate complex policy messages into compelling stories that resonate. Working with designers, videographers, and other creative peeps, I make sure our work cuts through the noise while maintaining the precision policy work demands.

I love the challenge of making complex policy messages relatable to wider audiences. At the end of the day, it’s about creating stories that make people understand 🧠 and care ❤️

Sometimes we push and challenge clients to move out of their comfort zone if we feel that’s what’s needed to help them reach their goals. Sometimes it means being challenged by clients. They come to the conversation with years of policy experience and sector knowledge. That’s where the magic happens when we cocreate.

I’m seeing more and more conversations about creativity in Brussels policy communications. The landscape is crowded, and it takes more than position papers and open letters to get heard. More people are championing creative approaches. We’re at the start of an exciting shift and I’m here for that!

Here’s to more creativity in 2025!