We make a strange mistake when we talk about creativity. We assign it to job titles, hobbies and departments, when in reality it's something far more universal.

This article explores the “explore vs exploit” dilemma through the lens of behavioural science, machine learning, and Rory Sutherland’s bee analogy, arguing that over-reliance on data and performance metrics is creating stagnation. It makes the case for rebalancing experimentation and efficiency, and shows why exploration is essential for long-term success.

Creative definitely is now more important than ever for delivering that scroll-stopping campaign, but "creative is the new targeting"... I don't think there's anything new about it.

It's 2025. I'm 3 months into this blog, I’ve celebrated my birthday & I’ve been getting S.M.A.R.T about what’s in store for the year ahead.

A marketing masterclass in how to deliver a great return on your investment, let me tell you about my Sunday session of pumpkin picking.