Wilf joined The Sweet Shop in 2011, bringing over nine years experience producing commercials in Australia to the role and was recently made Managing Partner.
Under Wilf’s leadership, The Sweet Shop Australia has won at every major awards show including 2 wood pencils at D&AD for the work 'Beer Chase' in 2013.
Wilf is currently serving as the Chairman of AWARD, Australia’s peak industry representative body for Commercial Creativity, and since 2011, has sat on the Board of Directors for The Communications Council (Australia’s peak body representing Agencies in the marketing communications industry).
In 2015, Wilf founded The Fireflies Antipodes, extending the advertising industry-driven charity cycling campaign into Australia and New Zealand for the first time. The inaugural ride, raising money for blood cancer charity The Snowdome Foundation, saw 11 riders from seven different countries traverse the grueling 800km New Zealand South Island course.