Embedded Files
After years working with major brands and agencies, I noticed something odd. Strategy and effectiveness had become two different languages in two different rooms. Strategy teams talked ideas and emotion. Effectiveness teams measured everything but rarely shaped the thinking. And brands sat in the middle, drowning in dashboards and opinions.
I’ve never believed creativity and commercial rigour should be separate. The most effective work is emotional, memorable and proven to drive profit.
So I started Unfair Edge to connect these worlds and turn modern marketing evidence into practical, usable strategy.
Before this, I was Head of Effectiveness at Publicis London, helping the agency earn recognition from the IPA, Effie, the Marketing Society and Marketing Week.
Now I help organisations get clarity, make smarter decisions and build brands that actually grow. Not through shortcuts, but by doing what really works (and what’s more fun to make).
Brands I've helped before
P&O Ferries
Repositioned the brand and value proposition, driving a complete turnaround in both perception & sales:
from leaders in a declining category to challenger in a growing travel market.
Morrisons
Designed a new brand strategy to capture the biggest volume opportunity and gain penetration
in the most difficult market the brand had ever seen.
Buxton Water
Found a new source of profitable growth by positioning Buxton as Britain’s champion
of mental & physical health, achieving category leadership.
Heineken
Helped the brand become more relevant in the UK by unlocking growth during Dry January
and by turning the lack of Euros sponsorship into an opportunity to drive trial with "HeineCare"
Publicis London
Built the agency effectiveness process & tools, helping increase client satisfaction
scores and supporting new & expanding business.
Industry experience
FMCG: P&G, Essity, Haribo, Yakult, Heineken, Buxton Water, Diablo (wine), Young's, Johnson's baby
Travel: Cathay Pacific, Virgin Atlantic, P&O Ferries.
Automotive: Toyota, Audi.
Retail: Morrisons, Hammerson (shopping centres).
Finance & Betting: First Direct, Paddy Power
Technology & Media: YouTube, DocuSign, DAZN.
Luxury & fashion: MCM.
Page updated
Google Sites
Report abuse