Where are social, creators and culture actually heading?

A weekly newsletter breaking down what’s changing across platforms, influence and technology and what leaders need to build now to avoid being late later.

By subscribing, you’ll get:

  • Clear frameworks you can share with your team.

  • Practical insight grounded in real-world experience.

Who am I?

I started in social in the mid-2000s, long before it was an industry, teaching myself design on YouTube and selling channel artwork to the biggest creators in the world while I was still a teenager. By university, I’d grown millions of followers across Twitter accounts and was monetising attention by selling reach to startups.

In 2015, I joined Steven Bartlett at the earliest stage of his agency, Social Chain. Over four and a half years, I helped build and lead a network of owned social brands to over 400 million followers, working with global clients and learning, firsthand, how platforms actually scale influence.

In 2019, I co-founded Campfire, pioneering creator marketing on TikTok. Today, I’m CEO of a PE-backed, global, social-first agency working with brands like L’Oréal Group, Unilever, COTY, PZ Cussons, Quorn and Domino’s. I now spend my time advising CMOs and leadership teams on how creators, platforms, culture and technology really move people - not in theory, but in practice.

Why Subscribe?

This newsletter is written for CEOs, CMOs, marketeers, leaders and founders navigating growth, relevance and long-term decision-making in fast-changing systems. It’s Brand leaders trying to make sense of creators, platforms and culture without relying on shallow trends or recycled playbooks. And it’s for strategic operators who want depth, clarity and thinking they can actually trust.

By subscribing, you’ll receive one considered email each week. Each edition focuses on clear frameworks you can share with your team, practical insight grounded in real-world experience, and ideas designed to help you think more clearly about the work in front of you.