How Waitrose Nailed 'I Love You' At Christmas
An opinion piece about Waitrose's cinematic masterpiece of an ad featuring Kiera Knightley and Joe Wilkinson. TLDR: Buy me a limoncello mince pie.
My Recent Work
An Ode To Meaning
Behind John Lewis's Christmas campaign with brand manager Amy Tippen-Smith and Saatchi & Saatchi CCO Franki Goodwin TLDR: Masculinity, music, nostalgia.
Choosing The Challenge: Meet The CMO Who Brought Monkey Back
An interview with Lipton marketer Elle Barker about bringing Monkey back, working with NCA, and why being bold is the best gameplay.
Long-form culture features
Explore my long-form pieces below.
The New Punk: Why Antiaesthetic Branding Is On The Rise
Exploring the rise of anti-aesthetic visuals in advertising. TLDR: "When everyone's super, no one will be". - Syndrome, The Incredibles
What's the matter, Hun?
A deep dive into the pink world of "hun culture" in advertising. TLDR: Gemma Collins meets Susan Sontag.
Strange Fascination: A Century Of Surreal Ads
I pitched a piece celebrating 100 years of surrealism in advertising. Think Dalí, dada, Cadbury's gorilla and KFC's cultish "Believe In Chicken" work. TLDR: Weird sells.
Business Features
CMO-focused interviews and write-ups, and agency leadership pieces.
Choosing The Challenge: Meet The CMO Who Brought Monkey Back
An interview with Lipton marketer Elle Barker about bringing Monkey back, working with NCA, and why being bold is the best gameplay.
How Iris Became The Agency Of The Brave
An interview with Iris's new leadership team about the agency's bold rebrand - CEO Zoe Eagle, CCO Menno Kluin and CSO Ben Essen.
The Squad That We Are
An interview with VML's leadership team - discussing developing a collective ethos post VMLY&R and Wunderman Thompson merger.
Checkmate! Why VCCPs Creative Leaders Love A Memorable Gameplan
An interview with VCCP's CCOs Chris and Johnny Parker about their best work and creative strategy.
Marketing Beat
A few bits from my previous job.
When #ad isn't enough: What Steven Bartlett's banned ads say about power
An analysis piece about the implications of Steven Bartlett's run-in with the ASA over "misleading" Huel and Zoe claims TLDR: BE HONEST
Ballot boom: how can politicians use sound to win?
Exploring the use of music in political advertising, hooked on the snap election announcement of 2024. TLDR: Rain and D-REAM.
Why Amnesty's gritty Olivia Colman trailer makes a mark
A chat with purpose-focused agency Shape History about when Clearcast banned an ad for Amnesty International. TLDR: Everything's political.
Adland pay: Why Pablo and St Luke's are making a statement
An interview with agency leaders at Pablo and St Luke's about why they made the decision to up starting salaries to £30,000 a year. TLDR: Pay up!