With over 17 years of advertising experience in both the UK and Australia, Helen has worked across a multitude of accounts including Disney, Virgin, Hyundai, Optus and Ikea. Having developed a passion for retail (not just Jimmy Choos) Helen chose to specialise in this field and in 2002 joined BMF advertising. She subsequently built up a retail department strengthening the offer of brands such as ALDI, P&O, Ella Baché, Budget Eyewear, MLA and OPSM. Her work has been recognised through a number of Australian Awards including ADMA and the Australian Catalogue Awards. In early 2011, Helen became a founder of Rhubarb&Custard, a specialist retail and digital advertising agency focused on future-proofing retail brands. Their clients include Big W, Rebel, Amart Sports, Tourism NSW, Inland Tourism, The Cheesecake Shop, Spartan, Barefoot Inc. and Laubman & Pank optometrists. In 2012 she was voted one of Australia's most notable industry talents in Adnews's '40 under 40'. Her passion is inspiring retail ideas using emerging technologies, creating retail environments and in-store brand experiences, but most of all she just loves to start a conversation.