Wilf joined Sweetshop as Executive Producer and Managing Director of Sweetshop Australia in 2011, going on to become Managing Partner. Having spent time working in Australia, New Zealand, the US and European markets, he has a global perspective of advertising craft and production, embodying Sweetshop's commitment to be local globally. Under his leadership, Sweetshop Australia won at D&AD, Spikes Asia, One Show, Cannes Lions, AWARD, CAANZ Axis, AdFest and Clio International.
Early in 2018, Wilf was promoted to Global CEO, overseeing the network’s core operations in Los Angeles, New York, London, Shanghai, Bangkok, Auckland, Sydney and Melbourne. Wilf served as Chairman of AWARD, Australia’s peak industry representative body for Commercial Creativity, and between 2013 - 2017 sat on the Board of Directors for The Communications Council (Australia’s peak body representing agencies in the marketing communications industry). Wilf has previously judged at LIA, D&AD, Spikes Asia, New York Festivals, AICP and AWARD Awards, among other shows.
In 2015, Wilf’s gigantic heart saw him launch The FireFlies Antipodes, extending the advertising industry-driven charity campaign into Australia and New Zealand for the first time. The grueling six day / 1000km ride raises money for blood cancer charity, The Snowdome Foundation. Wilf and his team of riders completed their third tour earlier this year, riding across New Zealand’s South Island and to date have raised more than AUD100,000.