Writing
Most marketing commentary flatters its reader instead of challenging them.
The Modern Marketer is where I argue a position, question the received wisdom of the industry, and share the thinking I wish more marketers were willing to put their name to.
Marketing is too important to be misunderstood.
The Modern Marketer is my newsletter on LinkedIn, covering the future of marketing strategy, brand accountability, and the evolving CMO function.
In two parts
Volatility
Prosumers
Creativity, money, and machines
Brand and performance
The archive also covers sonic branding, founder led brands, purpose and profit, celebrity endorsement, challenger brands, share of voice, and AI.
Read The Modern MarketerBylines and features.
Opinion, interviews, and roundtables in Campaign Middle East, a predictions byline for The Brandberries, a place in the CMO Barometer, and a travel essay for Villa88.
The discipline marketing has been avoiding
Campaign Middle East · Opinion, February 2026
Luxury marketing: earn your place beyond borrowed belonging
Campaign Middle East · Feature, June 2026
On The Record, the podcast
Campaign Middle East · Interview, May 2025
CMOs: Bring back the memories, moments and meaning of Ramadan
Campaign Middle East · Roundtable, February 2025
The Predictions and Planning 2026 issue
Campaign Middle East · Contributing author
2024 CMO Barometer, Middle East
Serviceplan Group and The Marketing Society · Quoted, March 2024
Predictions in the marketing, brand, and digital world in 2023: the good, the bad, and the uncertain
The Brandberries · Byline, predictions for 2023
72 Hours in Jaipur
Villa88 · Travel essay
Everything in Campaign Middle East