My next company will not hire a brand, marketing or comms guy. They will get a fully in-house integrated comms agency. I mean, how many people can say that their work helped build visibility, credibility, and, more importanly, sold forex cards, railway tickets, hearing aids, CNG, PNG, and cooking oil, or launched ESG initiatives, EV charging networks, and renewable energy platforms? It has basically been a career ride that mirrors a middle-class man’s grocery list.

From One Nation, Billion Celebrations . to behaviour-change work for Police Scotland , I’ve built campaigns that actually made people stop scrolling.

I don’t need to know the product;I know the human.;

Each stop has taught me that products are complex, but when you shift the focus from the tech to the experience—to the real-life impact on people and communities—everything becomes intelligible. And more than anything it’s been a reminder that the basics travel well - whether it is a ready made meal, a co-living space or an airport lounge

I don’t come from "campaign thinking." I come from a newsroom syle of communications. That means I’ve worked in the trenches with founders and CEOs when things were calm… and when they were collapsing. I’ve managed everything from on-site safety crises to navigating farmer protests, to sitting inside a $100B reputational crisis with the global media watching every move. Small budgets. Large budgets. No budgets. The expectation is always the same: Get it right when it counts. That is what they will get Or You can. So, you can go flashy and go home. Or you can go with the battle-hardened, white-beard-black-hair experience that knows exactly what to say when things go sideways. And go big. Let’s talk.