Eh, in a 30 minute win I did about 220k total damage with him. He's really strong in team fights with good AOE presence and the ability to completely single somebody out while dishing out said aoe damage. Pick someone, use your ult, clone, W, Q, Ignite, spam E and Q. If needed to juke/get focus taken off of you, pop back to your clone and then your ult's clone... or whichever works best.
I ended up going 13/2/5. I rushed boots of mobility and brutalizer for laning, with wards for both sides of the bush and the enemies wraith's. Then I built a BT, hexdrinker, LW, finished hexdrinking into MoM and then another BT because I felt like having biggest dommage #1 na.
I tried a pure bruiser build and it just did NOTHING with him. While on paper wits end, sunfire cape, triforce, aegis build seems nice on him... your scaling with abilities is pisspoor with the lack of needed AD. SO half way through the game I sold everything and bought BT, LW and MoM and preceded to melt carries.