Andy always wanted to be a copywriter. From the time he first joined an advertising agency – Ogilvy Johannesburg in 1980 – he had this instinctive feeling that he was cut out for a more creative role than as an account executive. It was in search of this new role that he discovered strategic planning, which offered a beguiling synthesis of the creativity of copywriting and the business common sense of client service. He flourished in this new environment, soon to become planning director at Ogilvy at a time when the agency was positioning itself globally around the importance of strategic planning, under the concept of "brand stewardship".

From there, it was a relatively small step to take the plunge into self-employment by setting up a specialist brand strategy consultancy, Yellowwood, in partnership with erstwhile client and generally clever person, Anne Stephens. Over the past fifteen years, Yellowwood has grown to be the leading marketing and branding consultancy in South Africa (latterly under the leadership of David Blyth), and is now a member of the TBWA Worldwide Group. For more information on Yellowwood and its services, go to www.ywood.co.za. For more information on TBWA go to www.tbwa.co.za.

Andy continues to consult to selected clients, including market leaders such as SABMiller, Nando's and ABSA.

Andy has for many years been Chairman of the Judging Panel for the APEX Awards, which acknowledge brand communications effectiveness (the South African equivalent of the Effies). His role within the APEX Awards is part of a greater endeavour to ensure that marketing is accorded its rightful status as an effective and respected mainstream commercial discipline. He has been a judge on many other awards programmes, including Loeries, AdReview, AdFocus and PRISM.