The light side of the dark side

What if the dark side had a light side? That's what Iona argues. You just need to think a little deeper. Could negativity have all the answers? Half Scottish, Half French, Iona found her way into advertising after studying Philosophy at Oxford University and Political Sciences in Paris.  After 14 years at creative agencies overseas, she finally made it to her dream destination, Australia, and is currently Chief Strategy Officer of Marcel Sydney, a Publicis communications agency.

Her work involves steering brand strategy (aka. fighting indifference and apathy) for the agency’s local and global clients who range from beer to banking via luxury goods and coffee.  The rest of her life includes learning a great deal about bugs, patience and the universe with her four-year-old son.