Podcast microphone in a warm, wood-paneled studio

Thinking

Beyond The Brief

This is where the thinking happens before it becomes strategy: the patterns I keep seeing, the trends worth watching (and the ones that aren't), and the tools that actually get an idea from strategy to something that holds up in the real world.

Trial by Algorithm

What the Lindsay Clancy case tells us about social media, the court of public opinion and the version of justice Canadians have learned to watch online.

Brands That Fit The Feed: Loop Earplugs

How Loop Turned Earplugs Into the AirPods of Hearing Health

The SPELL Framework

A simple structure for social content that actually sticks.

Stay in the loop

Get the thinking before it goes anywhere else.

A short note whenever there’s something worth sharing — patterns, POVs, and links to the latest on Substack. No spam, unsubscribe anytime.