Daniel Schmidt began his career in Project Management but soon after graduating from CPUT with a Bachelor in Technology, he discovered that writing was a passion. This opened doors in Marketing and Search Advertising. During a Public Relations internship in 2011, Social Media exploded worldwide and changed the way people communicate, intensifying his enthusiasm for digital. A preoccupation with branding, writing and consumer psychology have given him an edge in Search Marketing, where he focuses on producing performance driven ad copy.