— Journal · Notes from the practice

Writing on strategy, ethics, and image.

Essays and field notes on ethical marketing, AI in media, healthcare communications, publishing culture, and the working principles of a freelance multidisciplinary practice.

Brand · Ethics

Why LUSH still works: modern marketing as connection, not conversion

Behavioural science, brand equity and an anti-social-media stance — what LUSH proves about purpose-driven marketing in a fragmented, data-saturated era.

March 2026 · 11 min

Brand · Effectiveness

A Soldier is a Soldier: the British Army case study

How the Army recalibrated the myth of soldiering as male — and where 'equality as sameness' stops short of structural inclusion.

February 2026 · 12 min

Ethics · Health

Yazen Health, Gemma Collins and the ASA: when health marketing crosses the line

A 2025 influencer campaign for a prescription-only weight-loss service, banned by the ASA — and what it reveals about ethics, regulation and public health.

November 2025 · 10 min

Ethics · Cultural

Microsoft: ADLaM — an alphabet to preserve a culture

A long-term Microsoft partnership digitised a script created by two teenage brothers — a blueprint for ethical, infrastructural marketing, and a cautionary tale about platform dependency.

November 2025 · 11 min

Ethics · Public sector

Mayor of London: Maaate — ethics, future-proofing and a one-word intervention

How a single conversational prompt was engineered as a long-term social tool — and what it shows about ethical public-sector communication.

November 2025 · 10 min

Media · Strategy

What are the biggest barriers to successful media planning?

Fragmented platforms, overwhelming data and an AI skills gap — and what advertisers must do to navigate them.

July 2025 · 8 min

Ethics · Privacy

The paradox of privacy: if no one is watching, do ethics matter to global media planning?

Trust, privacy and ethics are the foundation of effective marketing — and the cost of getting them wrong is brand equity.

July 2025 · 9 min

AI · Media

In an AI-driven world, what are the challenges for media planners?

Creativity loss, AI campaign language, consumer distrust and algorithmic bias — and how planners can keep human judgement at the centre.

July 2025 · 9 min