STORY SO FAR

I’ve been telling stories for as long as I can remember — something a teacher once diplomatically told my parents was the sign of “a great imagination.” It turned out to be useful.

So that’s what I do, I spark ideas, shape narratives, and start conversations— just with better shoes, longer trousers, and a front-row seat to some of the biggest brands and most important issues of the day.

From Guinness to the NHS, the Olympics to global conflicts. Behaviour change, product launches, platforms, reactive news, and even opening a man-made island — if it lives in earned media, I’ve played with it, pitched it, broken it, put it back together, learned from the best, and still get a kick out of seeing where it goes next.

I’m driven by ideas that don’t just show up in culture, but belong there—work that taps into what people are already thinking, feeling, and debating, and gives them something worth sharing. The kind of work that travels.

Starting my career as a publicist at Freuds before moving into creative, that grounding still defines how I work. I think as much about distribution and placement as I do about the idea—because the best ideas are only as powerful as the way they move.

My role is simple: I can lead teams to find the right idea or work solo to create them. I enjoy establishing the conditions for great thinking, push for better, and build the confidence to go further. High standards, no ego, better work—and hopefully some smiles on faces.

Today, I bring together earned-first thinking, cultural instinct, and creative leadership to make ideas that land—and keep moving.