We built mobile phones so humans could talk to each other anywhere.Connection on the go.Freedom.Reachability. Fast forward to right now… Nobody actually wants to talk to anyone. We’ve turned a device designed for conversation into a slot machine of distractions.We text.We scroll.We shop.We doom-dial ourselves into oblivion…But the one thing we don’t do is pickContinue reading “New Phone. Who Dis?”
Category Archives: MARKETING
Hope and Belief: The Real Currency of Brands
Let’s be brutally real… Nobody wakes up in the morning and thanks a brand for saving their life. Nobody cares that much. But people do wake up with hope. Hope for a better day, a better job, a better body, a better future. And belief is what fuels that hope. The tension between hope andContinue reading “Hope and Belief: The Real Currency of Brands”
HOLY SHIT – I’M A (MARKETING) DAD…
What I’ve Learned (So Far) From Becoming a First-time Parent in a “World of Perfect Instagram Families” and Overpriced Fucking Sleep Sacks… You can read every book. You can scroll every post. You can spend months prepping the nursery, watching endless videos on Tik Tok, YouTube and Boundless Babies Beyond…. — With all the new-foundContinue reading “HOLY SHIT – I’M A (MARKETING) DAD…”
You Can’t Be Everything to Everyone
These words have been ingrained in me as an important lesson – not just in the work that we do, but in the life that we live. Too often, we get briefs with a “target audience” that is, quite literally… everyone with a heartbeat. “All Australians,” “Everyone living in Australia,” “Every parent,” “Every Gen Z….Continue reading “You Can’t Be Everything to Everyone”
Why Frictionless Design at Point of Puchase: Feels Like Death by a Thousand Cuts 💀
Self-service checkouts. Websites. Apps. These systems were designed to make life easier, faster, and smoother, right? Yet here I am, standing at a Woolworths self-service checkout, trying to do the exact thing the system was meant to facilitate: pay for my shit and leave. But no. Life’s never that simple. Welcome to the Self-Checkout GauntletContinue reading “Why Frictionless Design at Point of Puchase: Feels Like Death by a Thousand Cuts 💀”
Framework Fetish: Why Strategists Must Think Beyond the Boxes 💀🖤
xx There’s this industry obsession with oversimplification. We’re all about condensing, condensing, and condensing some more, as though brevity is always the soul of effectiveness… But what if, in our rush to simplify everything, we’re slicing away the very substance that makes strategy work? Look, I get it… our job as strategists is to takeContinue reading “Framework Fetish: Why Strategists Must Think Beyond the Boxes 💀🖤”
Ad Fatigue: When Your Brand Becomes the Digital Nuisance Everyone Hates…
My niece, Maja, who was seven at the time, absolutely loathed ads. Her remark was clear and unmistakable: “Ugh, I hate ads.” The context? She was excited to show me something on her iPad, something she cared about and couldn’t wait to share… and then, right in the middle of it, a dreaded pop-up adContinue reading “Ad Fatigue: When Your Brand Becomes the Digital Nuisance Everyone Hates…”
Clients, Cash, and Clout: The Three C’s of Strategy Leadership 💀🖤
Stepping into a Strategy Director (or even Head of Strategy) role can feel like you’ve been thrown into the deep end of the pool. But here’s the thing: there’s no handbook that can truly prepare you for the reality of leading a strategy team. Sure, you might find a few craft skill sheets and expectations,Continue reading “Clients, Cash, and Clout: The Three C’s of Strategy Leadership 💀🖤”
4C’s – The Content Clutter Crisis Circus
Folks, welcome to the grand circus of the digital age. With the emergence of user-friendly AI tools that could make even Einstein look like a beginner, we marketers have found ourselves in a peculiar predicament. The world of advertising and branding is changing faster than a chameleon on a Skittles factory tour, and it’s timeContinue reading “4C’s – The Content Clutter Crisis Circus”
The Paradox of Intelligence: Common Sense, AI, and People
Artificial Intelligence: A Tool, Not a Replacement for Human Ingenuity Artificial Intelligence (AI) – it’s a term that’s become as ubiquitous as the air we breathe, especially in the realms of marketing, innovation, creativity, and branding. It’s hailed as the harbinger of efficiency, the key to unlocking unprecedented insights, and the saviour of businesses strivingContinue reading “The Paradox of Intelligence: Common Sense, AI, and People”
THE CREATIVE STRATEGIST 