I have developed digital strategies, including commercial, marketing and content strategies for numerous clients. My focus is cross-media, which involves integrated storytelling across multiple media channels and platforms, with a degree of consumer participation. I have been CEO of several television channels and published books, magazines, DVDs, websites and mobile apps. I tend to produce large volumes of short-form video for web and social media. My ideal is to integrate video with other manifestations of the story, such as CSR, events and merchandise. My approach is that of an editorial storyteller, not that of an advertiser. This means I put the audience’s interests at the centre of my creativity and leverage brand stories into suitable forms of infotainment.