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A proper next step
Starting a new role always comes with the usual first-week admin. New names, new systems, and a few moments of pretending you know exactly where everything lives.
But underneath all of that, I'm delighted to be starting a new chapter at Bray St. From the very first conversation, it was clear this is a team that's motivated and genuinely purpose-driven. The work here sits in the space I naturally find most interesting: where brand, culture and communications meet real people.
That is where the good stuff happens. It is in what people believe, what they notice, what they trust and what makes them pay attention in the first place.
Joining the dots
Before joining Bray St, I worked across campaign planning, creative management, brand, culture and communications. I have been lucky to support a wide mix of clients and briefs, which has taught me that good work rarely comes from looking at one part of the picture.
A strong idea needs clear thinking (and a strategy) behind it. A campaign needs to understand the audience it is speaking to. A brand needs to show up consistently, not just look good in a deck. The best work happens when those parts actually speak to each other.
AI and the trust question
Trust has become harder to earn and easier to lose. Audiences are more sceptical, teams are busier, and content is faster, louder and often harder to read at face value. Add AI into the mix and the question becomes: how do brands stay clear, useful and genuinely human?
My academic work also shaped how I think about communication. I focused on media bias and the spread of fake news, on how both have grown less overt in recent years, becoming harder to recognise and therefore challenge. The problem is not always loud, obvious misinformation. Sometimes it is polished, persuasive and difficult to spot.
The rise of AI raises the same issues. We're open to using it as a tool to help us and our clients work faster and smarter, but we're equally clear it should support the work, not become its foundation.
The thinking, the judgement and people stay firmly at the centre of everything we do.
How I like to work
That is the mindset I want to bring into the role: people at the core. Ask the useful questions early, understand what people actually need, get clear on the problem before running towards the answer, and work closely with the team to challenge, sharpen and sometimes rethink ideas completely.
I have always believed the best work comes from proper collaboration. Not the version where everyone nods politely on a call, but the version where people bring different perspectives, ask better questions and push the work further than one person could on their own.
What comes next
Looking ahead, I am excited to help clients build brands that feel true to who they are, and to strengthen the link between strategy and creative — making sure the thinking behind a campaign is as strong as the work it produces.
I am already surrounded by a brilliant team and a wider group of associates who bring real depth to what Bray St does. I am looking forward to learning from them, working alongside them, and helping create work that feels human and earns attention for the right reasons.
Not a bad place to start, especially in a team built to work well together from wherever we are.