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.
Building the digital experience of a premium brand
Turning Bain & Company's legacy careers site into a modern digital brand experience, embedded into the core platform.
The allure of experiential marketing
A look inside experiential marketing at scale, delivering programmes for clients including ESPN, Texas Instruments and Siemens.
Ten things I learned about global sponsorships
Executing a sponsorship campaign is complex. This outlines ten practical lessons for doing it right.
On running ten marathons
An essay on running through ten marathons, from my first in New York to an accidental Boston qualification.
Designing the moments where a premium brand becomes real
How Bain’s recruiting events and video storytelling were redesigned.
Communicating ethics and risk in the age of GenAI
How ethics, risk and compliance communications translate principles into behaviour at scale, from Code of Ethics to responsible GenAI use.
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.
Inside a boutique brand experience agency
A look at how I stumbled into the experiential marketing world and fell in love with exhibition halls.
A year leading marketing and communications at a health startup
A year in a six-person team shaping voice, credibility, privacy and digital experience.
Using GenAI without losing your voice
How GenAI can shape and speed up creative work without losing your voice.
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.
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.
Relocating to Switzerland
Moving to Basel with a young family in 2019 and finding belonging, balance and community in Switzerland.
No brief. No RFP. Just an email.
In 2007, BlackBerry was flying high. One email, written with timing and audacity, turned into a flagship account.
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.
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.
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.
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.
Lessons from boarding school
A look back at my Wellington School years and the lessons that shaped me long before I understood them.
Why creative teams often fail in large organisations
What allows creativity to survive inside large organisations, from authority and trust to internal studios and decision-making.
Agency or client side?
What agency and client-side roles each get right, get wrong, and rarely admit.
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 creative career without art school
How a creative career can grow without formal art school training.
Running, community and building a brand from the inside
From runner to part-time Marketing Director and growing a race series through early influencer-style marketing.
The best career advice I didn’t expect to give
I had coffee with a university student who wanted to break into marketing and creative communications work.
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.
Communications isn’t just words
Communications isn’t just writing. It’s about whether a message lands, and how.
The year I first worked abroad
A story of a Gap Year that stretched from Cheltenham to Finland, Germany and across Europe by rail.
Stories
Executing a sponsorship campaign is complex. This outlines ten practical lessons for doing it right.
An essay on running through ten marathons, from my first in New York to an accidental Boston qualification.
How Wilfred Owen’s Dulce et Decorum Est transformed my sense of the English language.
Moving to Basel with a young family in 2019 and finding belonging, balance and community in Switzerland.
What happens when the dream of the US meets reality and why no one there ever calls you an expat.
An exploration of how GenAI can be used to visualise ideas and stories early, helping shape creative thinking before design begins.
A look back at my Wellington School years and the lessons that shaped me long before I understood them.
What allows creativity to survive inside large organisations, from authority and trust to internal studios and decision-making.
What agency and client-side roles each get right, get wrong, and rarely admit.
From the opening match to England’s win, a fans experience of the 2025 Women's EUROs in Basel.
How a creative career can grow without formal art school training.
I had coffee with a university student who wanted to break into marketing and creative communications work.
A story of a Gap Year that stretched from Cheltenham to Finland, Germany and across Europe by rail.