Articles3 articles

The articles.

Notes on digital marketing, brand strategy, photography, career and the technology reshaping how brands communicate.

Blogs18 Sept 20262 min read

ATL, BTL and digital: making every touchpoint say the same thing

Integrated campaigns are less about the channel mix and more about one idea travelling intact — from a billboard to a shop counter to a phone screen.

Blogs27 Aug 20262 min read

A practical checklist for Google Ads and Meta Ads budgeting

Before the money goes live: the questions worth answering so paid media budgets are planned, measurable and easy to optimise.

Blogs30 Jul 20261 min read

Using AI assistants in a marketing workflow — without losing the brand voice

Claude, ChatGPT and Gemini can speed up research, drafting and analysis. The craft is in deciding where they help and where a human must stay in charge.