Independent consultant based in Paris, with over 17 years of experience across international creative agencies (including Ogilvy, M&C Saatchi, JWT) and foundations (NIKE / Girl Effect), working at the intersection of brand strategy, communications and behaviour change.
Having lived and worked in Paris, London, Singapore, and Vietnam, I bring a systemic, cross-cultural perspective that helps organisations understand what truly motivates people — across psychological, cultural, social and behavioural dimensions — and translate these insights into brand platforms, engagement narratives and multimedia campaigns that shift attitudes and behaviours.
I work in two worlds. For agencies in FMCG and food, I build brand and communications strategy. For foundations, I design behaviour change programmes on disinformation, nutrition, gender equality and climate change.
My practice sits at the crossroads of brands and behaviour change, bringing together behavioural science rigour and creative brand thinking to design ideas and systems that change what people actually do.
Find out more here.
Born and raised in Paris in a dual French–Cambodian culture, I developed early on a curiosity for what guides people’s behaviours and choices. This interest led me to explore and work across diverse cultural contexts in Europe, the UK, Asia and Africa.
I’m a strong believer in the power of brands to permeate culture and transform how we think, feel and behave.
© photo by Rod Long