Meet the Father of four.

Marketing is an industry that can suck. Owners get ripped off. They don’t own their assets. They don’t see how marketing links to sales.

Twenty years running marketing inside AME's & PLCs taught me what good and bad looked like at scale. CDA. Nylacast. Appliance City. Budgets up to £20 million. I’ve sat at the boardroom table, written the brief that became a £4M making campaign, and watched campaigns not land (don't talk to me about Twinnings). The trick was always the same: honesty about the numbers, before the cleverness about the creative.

When I left in 2019 I didn’t want to build “another agency”. I wanted to build the thing I’d wished existed when I was on the inside: a small senior team that turns up, tells the truth, and leaves you with the work in your name. Hence the Playbook. Hence the calculators. Hence why our retainer rooster is small on purpose.

Outside of FO4: I coach youth football until June this year, then I'll be working on player pathways. I’m a governor at Charnwood College. I play guitar in a band called Halcyon when the diary lets me. I have four children who are the only audience I’ve never managed to brief properly. Father of 4 is named after them, and only partly as a joke.