I’m a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. I chair and speak at conferences around the globe, judge industry awards, and advise brands and agencies.
My books include Connected Marketing: the viral, buzz and word of mouth revolution (2005) and The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Challenges and Solutions (2018).
This site outlines the current focus of my consultancy and the related education and training I provide, as well as chronicling highlights from my ongoing thought leadership and research. You can also read a potted history of my career together with an overview of my agency and brand experience below:
In 1994, I helped coordinate a campaign that utilised the early web to raise awareness about a cause and ferment action. It was covered by The Guardian and other news media, which helped kick-start a career in what has become the digital marketing industry.
Since then, I’ve worked with top agencies and direct with some of the biggest brands on the planet in multiple categories and across pretty much the whole gamut of business functions – conceiving and delivering over 2,000 projects from small tactical campaigns to 7 figure digital strategy and transformation programmes:
ACHIEVEMENTS + EXPERIENCE
BEST OF BRANDED CONTENT MARKETING (BOBCM): 2013-2017
Conceived, curated and co-produced the BOBCM series of e-publications and events supported by leading industry bodies and The Drum magazine, reaching 250,000+ readers annually. Facilitated worldwide knowledge exchange and leader engagement between 100s of academic and industry experts from 2013-2017.
TENTHWAVE DIGITAL LCC: 2013-2016
Retained for 2.5 years as capability-building consultant for USA-based full-service digital agency Tenthwave, whose clients included eBay, Facebook and Google. Helped create new content service offering, develop the agency proposition, raised international profile and drove European expansion prior to acquisition in 2016 by Wire Stone (now a division of Accenture Interactive).
Co-founded and managed the Yooster Customer Engagement platform, building an online panel of 50,000 influential consumers. From 2006-2011, conducted campaigns combining product seeding, participative research, co-creation and exclusive content for international and national brands in Australia and UK, achieving double-digit sales growth and important data analytics insights.
VIRAL + BUZZ MARKETING: 1999-2006
Designed and set-up the world’s first online video seeding + tracking platform in 2001, helping to establish model now used by YouTube et al by enabling more precise viewer measurement. Planned, seeded and tracked over 200 online viral campaigns during 5 years for some of world’s biggest brands, as well as providing strategic and creative consultancy.
Planned and managed 3-year digital transformation programme for UK energy provider Powergen, producing 300+ projects including conceiving and developing Switch & Save campaign that resulted in £1 million monthly e-commerce revenues.
AKQA • Banner Corp • Big:Group • BST-BDDP • Cake • CDP Travis Sully • CP+B • JWT • Kassels Krammer • Lowe Howard-Spink • Interfocus • Lateral • Lynne Franks PR • McCann-Erickson • MSL • Pristop • Publicis • Publicis Life Brands • Optimedia • Rainey Kelly Cambell Rolfe: Y&R Network • Rapier • Revolver Communications • Starcom Motive Partnership • Strawberry Frog • Tenthwave • The Viral Factory • Wunderman…