Eurovision 2025: From DNA to Do-Re-Mi
How a simple musical conversation led me to writing the defining tagline for Novartis' Eurovision sponsorship in Basel.
The best creative work you'll never see
I had coffee with a university student who wanted to break into marketing and creative communications work.
Inside the GenAI-Augmented comms team
From AI-assisted workflows to new roles and operating models, this is a playbook for the studio of the future.
How luxury brands build desire over time
Why the strongest luxury brands don’t push for conversion, but allow desire, trust and inevitability to build quietly over time.
When the Women’s EUROs came to Basel
From the opening match to England’s win, a fans experience of the 2025 Women's EUROs in Basel.
A year leading marketing at a health startup
A year in a six-person team shaping voice, credibility, privacy and digital experience.
Building the digital experience of a premium brand
Turning a global legacy careers site into a modern digital brand experience, embedded into the core platform.
Ten things I learned about global sponsorships
Executing a sponsorship campaign is complex. This outlines ten practical lessons for doing it right.
Simplifying complex ideas without dumbing them down
Great communication isn’t about adding more. It’s about clarity, focus and distilling ideas to what truly matters.
On running ten marathons
An essay on running through ten marathons, from my first in New York to an accidental Boston qualification.
Visualising ideas with Dall-E
An exploration of how GenAI can be used to visualise ideas and stories early, helping shape creative thinking before design begins.
Agency or client side?
What agency and client-side roles each get right, get wrong, and rarely admit.
Inside a boutique brand experience agency
A look at how I stumbled into the experiential marketing world and fell in love with exhibition halls.
Relocating to Switzerland
Moving to Basel with a young family in 2019 and finding belonging, balance and community in Switzerland.
Human instinct in the era of GenAI
GenAI is reshaping creative work, but true creativity still relies on human taste, judgement and instinct.
The most trusted message Is the Experience
In a world of AI saturation and synthetic content, brand experience is emerging as the most credible and human way to earn belief.
Using GenAI without losing your voice
How GenAI can shape and speed up creative work without losing your voice.
Leaving the UK for a job in the US
What happens when the dream of the US meets reality and why no one there ever calls you an expat.
Responsible GenAI as a core skill
GenAI brings immense creative power but also carries significant risks from copyright issues to data exposure.
The booth that burned on the road to Madrid
When a fire threatened to derail a major pharma launch, we rebuilt the entire booth in 48 hours.
Too many pictures, not enough memories
From 35 mm film to infinite iCloud storage, photography has never been easier or more forgettable.
The email that won BlackBerry
In 2007, BlackBerry was flying high. One email, written with timing and audacity, turned into a flagship account.
Where creativity survives in big organisations
What allows creativity to survive inside large organisations, from authority and trust to internal studios and decision-making.
Brand meaning in the age of AI agents
As AI begins to make purchasing decisions for us, the meaning of brand, trust and choice may be quietly dissolving.
The year I first worked abroad
A story of a Gap Year that stretched from Cheltenham to Finland, Germany and across Europe by rail.
Lessons from boarding school
A look back at my Wellington School years and the lessons that shaped me long before I understood them.
The cost of inauthentic podcast sponsorship
Podcast sponsorship is less about reach and more about trust, intimacy and belonging.
The poem that changed how I see language
How Wilfred Owen’s Dulce et Decorum Est transformed my sense of the English language.
Consistency in brand leadership
How brands like Audi, Apple and Breitling use restraint, aspiration and legacy to endure beyond cycles of reinvention.
A creative career without art school
How a creative career can grow without formal art school training.
Selected stories
How a simple musical conversation led me to writing the defining tagline for Novartis' Eurovision sponsorship in Basel.
I had coffee with a university student who wanted to break into marketing and creative communications work.
From AI-assisted workflows to new roles and operating models, this is a playbook for the studio of the future.
Why the strongest luxury brands don’t push for conversion, but allow desire, trust and inevitability to build quietly over time.
A year in a six-person team shaping voice, credibility, privacy and digital experience.
Turning a global legacy careers site into a modern digital brand experience, embedded into the core platform.
An essay on running through ten marathons, from my first in New York to an accidental Boston qualification.
An exploration of how GenAI can be used to visualise ideas and stories early, helping shape creative thinking before design begins.
What agency and client-side roles each get right, get wrong, and rarely admit.
A look at how I stumbled into the experiential marketing world and fell in love with exhibition halls.
Moving to Basel with a young family in 2019 and finding belonging, balance and community in Switzerland.
In a world of AI saturation and synthetic content, brand experience is emerging as the most credible and human way to earn belief.
How GenAI can shape and speed up creative work without losing your voice.
A look back at my Wellington School years and the lessons that shaped me long before I understood them.
How Wilfred Owen’s Dulce et Decorum Est transformed my sense of the English language.