Welcome to my creative world. It’s usually left field, whacky and fun; sometimes serious. But mostly, effective. And having worked in Malaysia for the past 20 years made me realise the importance of localisation. And that we don’t do enough of it. We tried it with international brands like Sony, Nissan, Nando’s, McDonalds, Eveready, Axe and Wall’s…and it worked. As a bonus, they garnered international creative awards too.