People 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 mostly been debunked. Creativity and logic don’t live in separate corners of the brain, fighting for control. The best thinking usually happens when both are working together.
I see brand building in a similar way. The work gets better 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 audiences led me into PR, at a point when the internet was beginning to change the way people spoke to brands, and about them.
Back then, digital was still a side thing in a lot of agencies. I was already spending 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.
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 that work has lived between technology, culture and creativity. It has been about understanding what people care about, what earns attention naturally, and how ideas move through culture without feeling pushed.
The best work doesn’t come from strategy on its own, or creativity on its own. It comes from knowing how both work together.
I still come back to the same basic lesson I learnt in theatre. Know who’s in the room, then give them a reason to care.
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