Words

I specialise in translating complexity, asking the right questions, and demystifying the dark art of digital.

From responsive-reporting to considered opinions and analysis. Tight turnarounds to deadlines that let ideas percolate. From short-form to long-form. For print or digital, spoken word, interviews, video, animation or infographics. I'm versatile with subject matter and skilled at quickly grasping complex or nuanced topics.

My broad subject areas of expertise include digital transformation; strategy and change; shifting business models and innovation; retail and shopper; consumer trends and behaviour change; technology and media – and their intersection with both business and society; and macro issues such as globalisation, sociodemographic shifts, and market disruption. I also love big questions, or looking at things differently.

I help organisations to find their voice and take a point-of-view.

Shaping editorial and content strategy, to enable organisations to have meaningful conversations with an audience they truly understand; that's distinctive from competing voices and the constant proliferation of content; and that's intentional, authentic, consistent in execution, and brand-aligned.

I can do this from 30,000 feet – helping set direction and keeping the resulting work and output honest. Or I can get down in the weeds and deliver the detail, and coach internal teams to build their capability in the process. And make necessary things like governance an asset not a nuisance. I've also done a hybrid of the two.

I'm not just an ideas guy or a planner... I love to write, too.

It's one thing to have a great idea or forge a strategy... another altogether to build the substance behind it. After all, writing (for whatever media, channel or execution) is an art... a skillset that doesn't come naturally to everyone who works in marketing, PR or publishing. And one that needs to be respected and nurtured.

I help organisations to move from ambition to creation, using my experience and proven processes to avoid the common pitfalls, hurdles and political struggles involved in content creation. Sometimes I'm hired for capability ('we haven't got the skills we need in house'). Sometimes for capacity ('even if we did, our team are stretched and we need help at certain pinch points'). Sometimes it's both.