We still talk about “left-brain” and “right-brain” people as if we’re meant to pick a side.
Head or heart.
Systems or stories.
Strategy or creativity.
But that idea has been debunked. Creativity and logic don’t live in separate corners of the brain, fighting for control. The best thinking happens when both sides are working together. The same is true in marketing. The work gets stronger when you stop treating strategy and creativity as separate things.
I started out in theatre, acting, writing and directing. It was a good education in people. You learn how to hold a room, when to pause, when something feels true, and when an audience has stopped believing you.
That interest in the audiences led me into PR at a time when the internet was changing the way people spoke to brands, and about them.
Back then, digital was still a side quest in a lot of agencies, but I was already spending my spare time in forums, blogs, podcasts and early social platforms, trying to understand what people actually did there. Why they joined in. Why they shared things. Why they ignored anything that felt too forced.
PR became social. Social became content, live experiences and connected platforms and I moved into the advertising side.
Since then, I’ve worked across strategy, creative, social, digital and operations for brands including Mastercard, American Express, British Airways, Land Rover, Coca-Cola and Unilever.
Much of my work has lived at the intersection of technology, culture and creativity. It has been about understanding what people care about, what earns attention and how ideas spread through culture. And those ideas don't come from strategy or creativity in isolation. They come from knowing how both work together.
It all comes back to the same basic lesson I learned in the theatre. Know who you're talking to, then give them a reason to care.
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