Twenty yearsmaking brandsbehave.

I've spent two decades inside the rooms where brands get built - DDB, M&C Saatchi, Starboard, and a long stretch in product teams at the front edge of climate, AI and behaviour-change work.

These days I run brand to vibe - a small practice for founders who want senior strategy without an agency-sized contract. I write, I keynote, I coach. And I build: Againery is my own vibe-coded product, a behaviour-change app turning mending into a movement.

The work is rigorous. The framework is repeatable - seven letters, spelling favours - and the vibe is unmistakeably mine. If the brief makes the world a bit better, I'll probably say yes.