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With a love for retail and the fast-paced word of retail consumerism, McFarlane has a passion for consumer behavior, all the while offering constant powerful status quo debate and commitment to resolving challenges with fresh and fast thinking.

Finding new ways to sell product is his forte. He has made a conscious decision to work with brands where ethics and values coincide. Based in these principles, WIMH? is able to deliver campaigns on point and has helped brands to not only meet but exceed sales targets, every time.

McFarlane hails from a twenty-year career in traditional agency life. Having cut his teeth at agencies in South Africa (The Old Shanghai Firecracker Factory) he honed his craft in London where he spent 10 years working across a variety of disciplines: ATL, BTL and branding (JWT, FCB, Interbrand, Fitch and Landor) He returned to South Africa and Ogilvy Cape in 2005. Becoming disillusioned with big agency structure and process, he started WIMH? He was determined to find brands where he could make a real difference to their bottom line, whilst still remaining flexible enough to cope with quick and constant landscape changes.

McFarlane is a AAA School of Advertising graduate and has a Masters Degree from Central St. Martins in London.

McFarlane has played a pivotal role in finding creative solutions for brands such as, MasterCard, Nedbank, Disney, Chrysler Jeep, Total Oil, Liberty London, British American Tobacco and a number of FMCG brands in EAME.

He is currently splitting his time as outsourced Marketing Director for a number of young South African brands, enabling more cost effective solutions by pooling skill resource and supplier relationships whilst not adding to overburdened client staff costs, clients only paying for specific skills when they are needed.