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I have always loved telling stories and these days I get to tell them to an audience of millions. I write content that solves problems in out-of-the-box ways, approaching the creative process from a strategic position. 

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Below was a pitch-winning piece I wrote for Marks and Spencer's brand launch of their new vegan range, Plant Kitchen. Rather than targeting a large portion of the UK's >1% of vegans, the strategic approach was to attract a small portion of the other 99% of non-vegan UK consumers.

 

The result led to the most viewed story amongst male consumers M&S had ever received and over 3 million views across all platforms.