In the pursuit of building better mousetraps, Simon has played semiotic mind games on Venice beach, helped brand the Icelandic banking community (perhaps too well), and played his part in "premium-izing" the global nappy category and the experience of travelling by Middle Eastern airline.
He has first-hand knowledge in the retro renaissance of chocolate bars, and what it takes to ensure the best lager in the world stays the best (probably).
An Effie jury member and industry commentator, Simon has worked in advertising for the last 15 yrs, and still doesn't know what he wants to be when he grows up.