How I think
Every brief below is quoted exactly as it landed on my desk. Move the loupe over one to see the question that decided it, how I rewrote it and what shipped.
01 Where the method travels
Does it work for any buyer?
A shopper decides alone, in seconds, between stores they already know. A plant head decides after a pilot, and only once everyone who can say no has said yes. On every floor, I start with the same question.
Slide right and watch the stakes rise.
What would help them choose?
This question stays put. Only the answer changes.
The answer changes on every floor. The question never has.
The question held on every floor.So how does the work get made?02 The craft
How does the work get made?
At Sainsbury’s, a campaign scaled through people: creators, agencies and a shoot crew, all working to one idea. At Infinite Uptime, the work scales through a content engine, with AI carrying the volume. In both, the idea is settled before anything gets made.
B2CNo AISainsbury’s Tu, “Curves Ahead”, 2023
Show the range on creators they already follow.
For plus-size shoppers who rarely saw clothes shown on bodies like theirs.My role One of two managers running the campaign on the ground.
The campaign
Find the voicesInfluencer agencies
Relatable over reach
Creators were chosen for how much shoppers would see themselves in them, not for follower counts.
ReelsTikToks17 creators
The range was extended.
B2BAI in the loopInfinite Uptime content engine, 2025 to now
Be the answer they get.
For plant heads and reliability leaders who ask AI assistants before they ask a vendor.My role Designed the content engine: the work and the process that generate every piece.
The engine
Find the questionHubSpot
HubSpot’s AI-search tools surface the topics and prompts where Infinite Uptime should be the answer.
BlogsAudio blogsWhitepapersWebinar flowsPodcast scriptsCase studiesLanding pagesLinkedIn series
One engine, every format the buyer’s journey needs.
People or AI, the work still starts with one clear idea.
The same judgment, whoever does the making.So where should the budget go?03 How the work pays back
Where should the effort go?
Brand makes sure the right people lean your way before they need you. Activation makes sure that when they do, you’re easy to find, compare and choose. Closing the deal belongs to sales, and earning the preference belongs to marketing.
Try your own mix: tap Brand or Activation to shift it.
At this mix: 50% brand · 50% activation
The balance I plan from
Every piece of the plan names which of the three it serves.
Let's talk
How do you read a brief?
Every brief is rewritten as a job for a person before anything gets made.
Go thereDoes it work for any buyer?
The question holds on every floor. Only the answer changes.
Go thereHow does the work get made?
People or AI, the work still starts with one clear idea.
Go thereWhere should the effort go?
Brand earns the preference. Activation makes it easy to act on.
Go thereWorth a conversation?
Email, phone, LinkedIn and my CV, in one place.
Go there