I think AI’s ability to magnify huge datasets and draw insights in ways we have never been able to before will allow us to get properly under the skin of our audiences. The depth of understanding available to us is changing quickly. As data platforms and ad tech evolve, we are building stronger feedback loops between insight, creative and performance – and the possibilities are insane. But the advantage will not come from the data alone, it will come from how we apply it. It can help us see patterns and sharpen our thinking, but human judgment, creativity and editorial instinct are still what make content resonate.The future of effective branded content will be defined by those who close that feedback loop and combine technological fluency with restraint and respect for the audience.
Key Insights
The branded content industry moves fast and it is important to stay close to emerging trends, however staying informed is not the same as chasing hype. The real skill is understanding how to apply new tools, formats or platforms in a way that makes sense for your own environment and product set.
For premium publishers anchored in trusted journalism, credibility is everything. We can't afford to undermine that by jumping on every trend simply because it feels like we should – and there is a lot of noise out there. Audiences are intelligent and instinctively know when something feels forced.
AI is powerful and the possibilities are mind blowing, but it should be used for what humans cannot do. It can improve efficiency and insight, but it cannot replace judgment, creativity or editorial instinct. AI should be embraced as a copilot, not a replacement. It can sharpen insight and improve efficiency, but creativity and editorial instinct are still human advantages.
Signature Work Achievements
I have worked in branded content for over a decade, with fifteen years of publisher experience grounded in journalism. Currently I am Global Head of Creative Strategy at the Financial Times. I oversee international branded content strategy, ensuring commercial storytelling upholds the FT’s editorial authority and premium standards.Working across sectors, my team and I partner with global brands to create award-winning multi-platform storytelling that balances data, design and journalism-led insight. As a unit we elevate the quality, ambition and international consistency of our commercial output – strengthening the bridge between editorial excellence and revenue growth.Prior to this, I held senior leadership roles across The Wall Street Journal, News UK, Future Plc and The Huffington Post. At News UK, I launched a content commerce department and created The Social Studio, a commercial product that generated seven-figure revenues in its first year. At Future Plc, I held P&L responsibility for major lifestyle brands across the UK and US, driving sustained audience and revenue growth across branded content, affiliates and subscription models. Across my career, I have consistently operated at the intersection of commerciality and creativity.
Career Lessons
In the world of branded content, stay curious and push hard for the things you want to do. If you come up against a closed door, ask why. The barrier is often not as fixed as it first appears and the answer can be simpler than you think.
When it comes to leadership, lead by example, always. It is about consistency, integrity and how you make people feel in the process. The industry is smaller than it seems and your reputation precedes you. Building and nurturing your network is crucial in that vein. The smallest connection can resurface years later and people will always remember how you made them feel.
Finally, understand that careers rarely move in straight lines. Not everything will go to plan and setbacks are part of the journey. In my experience, if you stay resilient and focused on doing good work, things will generally work out.
