I’ve spent more than two decades inside the industry that is commercial marketing: media, retail, sport, events, and now running my own agency. I’ve seen what works, what fails quietly and sometimes with a bang, and what gets celebrated for all the wrong reasons. FOU Musings is where I make sense of it all, the logic, emotion, and occasional chaos that sit behind real-world marketing.

You won’t find trend lists or “10 ways to boost engagement” here. This is a space for story, strategy, and a whole lot of creative disorder, because that’s where the interesting (read fun) work happens, and I reckon it’s also where the learnings lie.

Expect reflections on how culture shapes brands, why trust is harder to earn than ever, what happens when data drowns instinct, and how great storytelling still cuts through in a world obsessed with optimisation.

It’s written from the same place I work: boots on the ground and slap bang in the middle of it all. I promise to make you think, and I can assure you we’ll have fun x