Notes on marketing, attention, and how to reach your people

The right time to launch an FMCG campaign is when the moment, the audience, and the budget line up — not simply when the calendar says it's your turn. And "integrated" doesn't mean spreading spend across every channel to reach everyone; it means picking the channels most likely to convert and making them work together. Here's how to get both right.

Retail media platforms hold your first-party sales data, sit right next to the buy button, and know it. That's exactly why they need managing like any other agency — not treated as an automatic priority just because they happen to sell your product. Here's how to split spend properly and keep retail partners accountable to your goals, not just theirs.

Customers no longer live on one device — they're bouncing between phone, laptop, and TV within the same hour, which makes attribution harder than ever. A 360 campaign meets them consistently across all of those moments rather than betting everything on one channel — because frequency is still what lands the message and drives conversion.

A 1-hour marketing strategy call gives you an experienced outside read on what’s working in your marketing, what isn’t, and where to focus next. It won’t reinvent your strategy or build a full-year roadmap in that hour — it’s a focused, honest conversation that leaves you with clarity and direction, not a finished plan.

Using AI in my day-to-day doesn't replace my skill — it clears the small, repetitive tasks so I can focus on the strategy that actually moves marketing forward. Here's exactly where AI fits into my workflow, and where I'd point you and your team to start using it too.

Marketing metrics only matter if they translate into what your board actually cares about — revenue, retention, or cost saved. I turn the numbers into plain commercial language tied to your company's goals, plus a clear plan for what to change next.

Why FMCG brands are ditching one-off macro influencer posts for ongoing micro-creator relationships — and how to bring creators in early, spread content across channels, and use it to sharpen paid social.

Boots' eight-week "Give it Some Boots" campaign shows how to sequence a TTL rollout around one insight — here's how to apply the same logic on a smaller budget.

Creators are overtaking influencers on trust — and serious money (Cherub, Bartlett's $400m OBSN) proves it's not a fad. What it means for FMCG brands.