Ere the ninth hour, I drunk him to his bed. I wore his sword Philippan. Freelance creative strategist. Ex-Head of Strategy TikTok Creative Lab.
London, England
Joined October 2010
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i spoke to the wimbledon social team about sharing 6,000 posts in six weeks, how they film their overheard videos, and the unique content framework they use. here’s what i learned:
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#Gaza:
People are being starved, while a few kilometers away supermarkets are loaded with food.
UNRWA has thousands of trucks in neighbouring countries, loaded with food and medicines.
We are just waiting for the green light.
Lift the siege and let aid in at scale.
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This is fascinating:
Barnes & Noble is adding 60 new stores in 2025 and one major factor in the bookstore revival is people reading more because of TikTok.
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ChatGPT refuses to say the name “David Mayer,” and no one knows why.
If you try to get it to write the name, the chat immediately ends.
People have attempted all sorts of things - ciphers, riddles, tricks - and nothing works.
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“Google’s latest algorithm update in the first half of 2024 gave Reddit a big boost in organic search traffic”
theguardian.com/technology/2…
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After 11 incredible years at the Almeida, Artistic Director Rupert Goold and Executive Director Denise Wood are standing down.
Full story >> bit.ly/3CNaajJ
ALT Almeida Theatre auditorium seen from the stage
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It’s increasingly clear that Ellen DeGeneres was an environmentally significant apex predator in the media ecosystem; she’d have extracted all entertainment value from the Hawk Tuah girl in a 3-minute segment and banished her back to anonymity, maintaining ecological balance – at Providence, RI
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The thing about "the UK’s tax burden is now at a record high", is that this is also true for almost all countries 📈
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It’s only our pick of the ten best new theatre shows opening in London in November – read on for some aggressively eclectic thrills timeout.com/london/news/the-…
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And I pulled the exact quote from this like partially related WSJ article here: wsj.com/lifestyle/relationsh…
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You aren’t iterating enough. You may think you are - but 99% of brands just aren’t going far enough.
We scaled our client Spacegoods by doing just that.
📈NCPA down 50%
📈 192% YoY growth
📈 136% ad spend increase
It's cheap, it's quick, and it's easy - so what's stopping you?
We’re auditing 25+ 7 and 8-figure ad accounts across Meta and TikTok and the story is often the same.
A brand is spending 70% of its budget through 2-3 core ad concepts and often has been doing so for a long long time.
Despite these ads being clear winners, taking a large amount of spend and acquiring customers profitably - they aren’t trying to squeeze more out of the concepts.
When you find a winner - it’s crucial you iterate to extend the lifetime of the initial asset, and unlock further incremental reach.
✅Change the headline
✅Change the hook
✅Change the first frame
✅Change the creator
✅Change the setting
There are countless ways to iterate on a winning asset, some easier than others, but all highly impactful when trying to extend the lifetime of a winning asset.
It keeps your ad account stable, creative costs down and performance consistently growing.
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Today in her comments to court Gisèle Pelicot asks an important question: WHY was she not informed of her husband's first arrest for upskirting? Shouldn't it be universal practise to inform partners of perpetrators of sexual and violent crimes?
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It’s World Octopus Day. There were 4,200 Lego octopuses inside the shipping container that fell off the Tokio Express in 1997. We found our first Lego octopus soon afterwards but didn’t discover another for 18 years. They do still turn up though. Two were found in Cornwall this year. #WorldOctopusDay
