Writing
Notes on creative, strategy and the craft of advertising.
Read on Substack
21 September 2026Organic is important when it comes to Meta ads
That’s it.
- 24 March 2026
Incremental attribution might have saved Meta ads
For too long Meta ads were living off of stolen valour.
- 23 March 2026
Unreasonable customer service is becoming the meta
How to set yourself apart when everyone has access to the AI tools.
- 15 January 2026
The Optimisation Trap
A warning against being active in an ad account for the sake of it.
13 January 2026The Great Creative Pivot
The media buyer is dead. Long live the creative strategist.
- 12 January 2026
The ROAS Circle Jerk
Why Incrementality matters.
- 10 January 2026
Today I did fxck all
A little lesson on getting out the way
- 9 January 2026
Scary Andromeda
Or not
- 17 July 2024
The more things change, the more they stay the same.
Machine learning is taking over media buying and it's letting 100 year old principles thrive.
- 4 July 2024
The day the data humbled me
A quick tale about why your opinion doesn't matter in advertising
- 3 July 2024
Coming soon
This is Confessions Of An Ad Man.