Turning complex tech into clear, compelling stories for global brands

A high-profile global programme exploring surveillance, privacy and online freedom. The work centred on the release of a newly reimagined edition of George Orwell’s 1984, with all references updated from 1948 to 2021 to demonstrate how many of Orwell’s predictions had become reality.

The programme included the publication of the book alongside audio editions distributed via Spotify, Apple and Audible, and featured major acting talent, including Matt Smith, to extend its cultural reach and relevance.

The campaign combined cultural storytelling, senior leadership alignment and complex legal oversight to generate worldwide media coverage and sustained debate. It received significant industry recognition, including two SABRE Awards, Best Technology Software and Services and Best Storytelling Campaign, 2021 to 2022, and played a key role in repositioning Avast as a champion of online privacy and digital rights.

During the pandemic, as cases of technology-enabled domestic abuse rose sharply, I established a two-year partnership between Avast and the domestic abuse charity Refuge to address the growing risks posed by connected devices in the home.

The partnership delivered a programme of campaigns, announcements and executive thought leadership focused on awareness, prevention and practical support for victims. This included the creation and launch of the IoT Tech Safety Tool, an interactive digital home based on Refuge data highlighting the most commonly reported smart devices used in abuse and providing clear, practical guidance on reducing risk.

The wider programme also included original research and the powerful testimony of a Refuge survivor. Together, the work generated significant national and international media coverage, meaningful engagement with policymakers and record levels of internal engagement.

A sustained communications programme designed to position eBay as a champion of small and medium-sized businesses and to demonstrate the platform’s economic impact across Europe.

The work formed a central pillar of eBay’s corporate affairs strategy and was explicitly designed to support and influence debates around the European Commission’s Digital Single Market legislation.

The programme targeted European and Brussels-based media alongside policymakers at the European Commission, combining evidence of eBay’s technology, scale and economic contribution with powerful human stories from sellers across the region. The flagship campaign generated significant coverage in Brussels and European tier one media, reinforcing eBay’s credibility as a leading voice in discussions around digital marketplaces and regulation.

A global, research-led communications programme exploring the cloud skills gap and its impact on business transformation. This formed the second phase of a wider thought leadership platform that I designed and led, following an initial programme focused on the business outcomes of emerging cloud and AI technologies.

The second campaign deliberately adopted a more human-centred approach, combining data and insight with the real experiences of people within organisations navigating cloud and AI skills shortages and change.

The work supported SoftwareOne’s enterprise positioning and, as a single campaign, delivered a 120 percent increase in global media coverage, demonstrating how B2B storytelling that connects technology leadership, business outcomes and human impact resonates with audiences and decision-makers.

I have led high-profile crisis responses at several of the brands I have worked for, but the most significant was my management of communications during one of the most controversial and widely reported crises in UK television history, Carphone Warehouse’s sponsorship of Celebrity Big Brother.

Allegations of racism and bullying during the programme created an immediate and material threat to brand trust. The crisis attracted intense global media attention and became one of the first major brand crises to be amplified in real time by online forums and social media, placing the company under sustained public, political and regulatory scrutiny.

The response required rapid decision-making, close coordination with senior executives, continuous engagement with national and international media, and careful management of stakeholder, political and regulatory pressures. The handling of the crisis is widely regarded as a landmark moment in modern crisis communications.

I have led executive and CEO profiling for many of the organisations I have worked with, spanning media engagement, thought leadership, speechwriting and high-profile event communications.

This has included positioning senior leaders at major international forums such as World Economic Forum, World Trade Organization events and VivaTech, as well as supporting keynote speeches, panels and policy-facing appearances.

I have also secured executive coverage across broadcast and print media including BBC, Sky, CNBC, The Times, The Sunday Times, Financial Times and The Daily Telegraph, helping leaders explain strategy and decisions clearly in high-pressure, high-profile situations.