On a practical level, effectiveness will mean shortening the distance between awareness and conversion. AI, targeting, adaptive creative and on-platform commerce are already compressing the traditional funnel.But the deeper answer is about meaning.In a world where anyone can create anything, the brands that truly stand out will be the ones that consistently stand for something real. The most powerful brands don’t just sell products. They inspire behaviour, identity and change. If you can do that and still drive commercial success, that’s truly effective branded content.
Key Insights
There are two things shaping branded content right now: AI and creators.AI is moving quickly up the production process. We’re getting closer to real-time creativity, where teams build and launch ideas together in the moment instead of moving through long production cycles. That’s going to unlock huge speed and scale for brands whilst keeping curation and taste at the forefront.
At the same time, trust has become the ultimate currency. Audiences are more sceptical, more selective and more aware of marketing than ever. Rather than weakening the creator economy, I think that actually elevates it.The most effective creators now aren’t just talent, they’re full creative companies with their own voice, community and cultural influence, often using AI to supercharge their workflows. They are intentional about how they show up, what they create and the messages they share. Brands that work with them in a meaningful, long-term way will stand out.We’re also seeing the idea of a single “mainstream” audience disappear. Algorithms have enhanced our ability to explore different facets of ourselves, allowing new communities and niches to bloom. The brands that win are the ones that truly understand those audiences and their behaviours and needs, rather than relying on broad demographic shortcuts.
Signature Work Achievements
One of my proudest achievements is helping to launch Jellyfish’s proprietary AI social insights tool, Social Agents™.
It started in a one-to-one with our CSO. He asked, “If you could build anything, what would you build?” And my answer was simple: a tool that could analyse real-time trends and help clients create content and strategy directly from what’s happening in culture.
From there, I worked closely with engineers to concept the product, test prototypes, and shape the roadmap. I led the first global pilots, built the demos and training, presented it internationally, and helped scale it across regions and the wider Brandtech Group and our incredible pool of talent.
Seeing something go from an idea to being embedded in workflows for some of the world’s biggest advertisers was incredibly special, especially because it came from a real client problem, not just innovation for the sake of it.
My early career was shaped by working on projects like Black Mirror: Bandersnatch and the return of Top Boy at Netflixit really shaped how I think about creativity. Those launches felt like true cultural moments. Being able to combine audience and cultural impact with real viewership numbers and seeing the scale of response set a personal bar for what meaningful creative work can look like.
Career Lessons
- Trust your gut!
As women, we can often have a clear, well-reasoned opinion, and then doubt it the moment someone disagrees. Difference is valuable. Back yourself and stay curious! - Work through problems together
Real-time working sessions completely changed how I operate. I used to think you had to go away, figure everything out alone and come back with the finished answer. But the best ideas often come from building them collaboratively in the moment. - Leadership doesn’t look one way
Early in my career, I tried to emulate leadership styles that I’d seen, but that didn’t feel natural to me. The moment I realised I could lead as myself, and still be respected and effective, everything accelerated. You can take inspiration from others, but you shouldn’t try to become them.
