Adam is the Content Lead for Coca-Cola South Pacific, leading strategy, ideas and concepts across all brands in the region. Prior to this, he spent 15 years agency-side in the media and advertising industry, bringing award-winning strategic and creative thinking to a wide range of the most recognized brands in the world. He started his career tackling knife and gun crime for the Met Police, where he learned the power of creativity in capturing attention from people hell bent on ignoring you. Honing his craft in strategic and creative thinking, he went on to lead strategy across brands including Nike, Unilever, Kellogg, Diageo, Land Rover, Jaguar, American Express and Foxtel. He then set up and led “Co-Creation”; a specialist team within a media agency dedicated to unlocking new ways for brands to earn people’s attention. As part of Mindshare Australia’s national leadership team, he was responsible for driving creative thinking and developed and trained an “Applied Creativity” program in across APAC. Immediately prior to joining Coca-Cola, he was leading the Strategy, Design, Content and Merchandise teams as Executive Creative Director at the projects*. He now leads the delivery of world-class campaigns for Coca-Cola South Pacific.