Sam Petyan, Senior Director, Creative Marketing
ROLE:
Sam leads the Creative Marketing practice at AXON, which offers creative consultancy. Creativity is one of the first consultative lenses we apply in the planning of our clients' business; since it’s the key ingredient in bringing innovation to businesses and brands. Consultation → Consideration → Creativity That’s Doing the Right Thing
EXPERIENCE: Sam has led agencies, brands and businesses. He’s a firm believer in the importance of provocation and will often ask questions to stimulate a discussion, and hopefully a revelation. A radial-thinker, he likes to perceive a problem from multiple angles - because “Time spent in sharpening the axe may well be spared from swinging it”.