Andy began his career as a macroeconomist, but quickly saw the error of his ways and entered the world of marketing, trading one set of unreliable numbers for another. As a consultant in the early days of social media, he helped companies like P&G, Vodafone, 20th Century Fox and Samsung explore and leverage this emerging area. Andy subsequently moved to Carat to lead global media strategy for adidas and later moved client-side with the brand, with the ambition of turning adidas into a world class advertiser. Now based in Amsterdam as European Media Director, he leads adidas’ media agency relationship, campaign planning process and overall investment strategy for the region.