What is Artisan? What is Craft? Here's what Bottega Veneta think. Artisan Reimagined open.substack.com/pub/awfos/p/bo…

Understanding it's not you that your customers care the most about. IKEA: Proudly Second Best open.substack.com/pub/awfos/p/ik…

The A.W.F.O.S Newsletter: #15 open.substack.com/pub/awfos/p/th…

What’s one micro-story from your brand you could tell that would hint at bigger values without a product plug? Range Rover x Wimbledon: Codes of Conduct open.substack.com/pub/awfos/p/ra…

Reels-First Lives, Influencer Taxes and Pinterest’s Shopping Surge. The latest A.W.F.O.S newsletter is here! open.substack.com/pub/awfos/p/th…

When relatability met redundancy. Here’s my take on how I would have tackled the 2022 Tesco Christmas campaign brief. open.substack.com/pub/awfos/p/te…

Platforms Are Policing Childhoods. What Does It Mean for Content Culture? open.substack.com/pub/awfos/p/th…

Would you ever risk alienating half your audience to win the other half? What type of campaign is worth that gamble, if any? open.substack.com/pub/awfos/p/br…

The first A.W.F.O.S Social Media newsletter of 2026 is here. It is not a report for this year's "trends to watch out for". I repeat, not a trends report. Anyway, check out my newsletter, and whilst you're there, please subscribe. open.substack.com/pub/awfos/p/th…

Somehow, this week's newsletter is all about shopping. I'm as confused as you are, but I promise, it's all still relevant. The A.W.F.O.S Newsletter: #22 open.substack.com/pub/awfos/p/th…

Greggs x Nigella Lawson – “Greggella” open.substack.com/pub/awfos/p/gr…

Get the contract out, put it on the table, let him sign it and let him put whatever numbers he wants to put on there…

I want Scotty doing all future Stretford Paddock watchalongs, or at least the intros to the match reviews. This was 60-seconds of pure magical wordsmithing Sublime work, good man, sublime work. youtube.com/live/-VRgZNsip…

Don’t ever wanna hear that these sorts of people are real fans, especially those from United Stand. Who is giving up their ticket watching the derby to do this? People more addicted to attention and clicks. Don’t even think they get paid by that Fanalysis either 😭

'Saves' over 'Likes', the BBC to be more active on YouTube and TikTok has released its 2026 Trends Forecast. Here's the latest A.W.F.O.S Social Media Newsletter. open.substack.com/pub/awfos/p/th…

When Channel 4 rebranded and replaced its iconic logo with something a little more abstract, viewers knew there had obviously been a change with the broadcaster, but didn't know why. open.substack.com/pub/awfos/p/ch…

Time for a Sunday Social post. Buckle up, it's my first thought piece of the year. For a long time, social media rewarded volume. Post more. Shout louder. Chase reach. Worship the algorithm. That era is ending. open.substack.com/pub/awfos/p/th…

When Lidl hijacked British pop culture with the BritPop Parka that no one knew they needed, but everyone wanted. It sold out in 2 minutes, overwhelmed their site with demand, and dominated UK press and social conversations ahead of the festival season. open.substack.com/pub/awfos/p/li…

It's that time again. For me to impose my Substack on you with the latest edition of my newsletter. LinkedIn's algorithm is people over posts. Carousels could be in for a change, for everyone, and YouTube is beating TV for viewers, but not for budgets. open.substack.com/pub/awfos/p/th…

After a brief hiatus, the A.W.F.O.S Newsletter is back! You're brief snapshot into what's happening in the world of social media. Read and subscribe open.substack.com/pub/awfos/p/th…