For years that meant leading creative for brands like Samsung, IKEA, Aperol, Uber, Dove, Glenfiddich, Nescafe and Telstra. Experiential, brand experience, integrated. Different briefs, same job: turn an objective into something people actually feel, and act on, in the real world.
Then I changed how it gets made. The idea is still the human part. Everything around it, the research, the briefing, the production, the iteration, I rebuilt as proprietary AI systems. Not a side project. The work itself. Agency-calibre creative, without the agency floor behind it.
That is what I do now. Senior creative direction and proprietary AI systems. It starts with a brand scan, free, and a conversation. I find the real problem, and from there we turn it into a build, the creative, or both. The systems are hosted and kept sharp by MARD/O, so what you buy keeps working.
Every system is documented and handed over clean. If MARD/O is ever hit by a bus, the tool keeps running and your team knows how it works.
Recognised at Cannes Lions, Spikes Asia, New York Festivals and the Effies. Australian Effies judge. Multiple Experiential Agency of the Year titles with the teams I helped lead.
If any of this resonates, let's talk.
I had the pleasure of partnering with Mardo on a number of award-winning projects, and I can't speak highly enough of him. His dedication and deep understanding makes him invaluable. He brings positive energy to meetings, even under pressure, and goes above and beyond to support his team. In short, he is an outstanding leader and a pleasure to work with. Any team would be lucky to have him.
Yak has always been an agency that looks forward, so when the AI shift arrived, we leaned into it. Mardo was central to that and is genuinely passionate, curious and literate in AI at both a creative and also at a functional level. He proactively built a suite of AI tools that gave the agency real time intelligence, turning brand research into sharper strategy, brand and sales thinking and client solutions. Mardo is a highly experienced Creative, idea generator and storyteller who is strong in both Creative and also AI design and implementation which is a very rare and valuable skillset.
