Testimonials
I’ve had the pleasure of working with Luke across three different businesses over the course of nearly 20 years, and during that time he has consistently demonstrated not only creative flair and strategic vision, but also a deep understanding of commercial imperatives, something I consider to be a rare and powerful combination in his field.
When I left SFG to become Managing Director of the Sports Division at Super Retail Group, I brought Luke in as Brand and Creative Director. At the time, the business turned over just over $600 million across Rebel Sport and Amart Sports. Over six years, we grew the revenue to over $1 billion, and Luke played a critical role in getting us there.
He led the complete rebrand of both Rebel and Amart, two major national chains, which involved balancing heritage, mass-market appeal, elite athlete endorsement and retail clarity. Luke achieved what we internally referred to as ‘the impossible’: he secured participation from Nike, adidas, Puma and Asics in a single brand campaign, complete with their highest-profile athlete ambassadors.
His “two-speed” approach, growing long-term brand equity while delivering short-term conversion, was invaluable for us. He also saved the business significant external costs by internalising a great deal of agency-standard work, without compromising on quality.
Later, I brought Luke into THE ICONIC to consult on a major marketing reset. He restructured the department, re-engaged a disconnected supplier base, and brought clarity back to our brand and customer strategy. In short, Luke is a joy to work with. He’s driven, strategic, commercially astute, and a natural leader.
Erica Berchtold, Managing Director, THE ICONIC | Super Retail Group | Specialty Fashion Group
Luke proved to be an exceptionally dependable creative director. He proactively sought to comprehend different cultures, which led to a plethora of creative proposals that considered both the client’s perspective and the target audience’s interests, effectively showcasing the allure of this resort. Even when faced with challenging feedback, Luke remained adaptable and open-minded. His enthusiastic contributions played a crucial role in the success of our campaign.
Miwa Sasaki, Chief Creative Strategist, Dentsu Tokyo
What struck me about Luke was his impressive ability to immediately grasp the business problem we were trying to solve, restate it more clearly and more succinctly and then excite everyone with creative solutions. Luke’s ability to embody and communicate the tone and style of the PUMA brand (and so many other brands) showed an in-depth understanding of the importance of brand positioning and customer-centric marketing. Should you wish to employ Luke and make him part of your team, you would not look back and consider yourself lucky; he’s a real gun!
Lizanne Van Zyl, Director of Commercial Marketing, Puma ANZ
Luke and I have creatively collaborated on hundreds of campaigns for multiple brands over many years. Luke is one of the smartest strategic and creative thinkers I know. His deep understanding of brand and customer informs all of his creative output. He empowers those around him to do their best work, bringing energy and sharp wit wherever he goes.
Myles Conti, Director, Conti Bros. Films
From my team
With an inquisitive mind, and a knack for whipping out light-bulb moments and phrases, Luke was a fruitful creative director to our team. He provided us with room to express our creative flair, and his innovative approach to his craft was top tier.
Jeanine Maisog, Graphic Designer and direct report
Luke is a passionate, creative, charismatic, witty and positive leader who was always supportive to his team. Luke’s creative writing skills are exceptional.
Kristin Sequeira, Graphic Designer and direct report
He is an outstanding mentor and a highly versatile creative director. Luke is always open to ideas and suggestions and it was a pleasure to work with him.
Kelly Tran, Graphic Designer and direct report
