Executive Creative Director – BIG IDEA Architect – AI-enhanced commercial thinker
Most marketing doesn’t fail because it’s badly executed.
It fails because the decision is unclear.
I originate BIG IDEAS and build practical AI systems that make marketing sharper, faster, and commercially effective. For agencies, founders, and leaders who want work that actually moves market position.
What I do
Pick the outcome. I will build the direction.
When the idea is right, everything gets easier: strategy, creative, content, performance, and AI. I define the core direction, then we ship work that makes people notice – and choose.
BIG IDEA creation
The idea that drives demand
Platform ideas that organise every touchpoint. Clear, distinctive, and commercially sharp – built for attention, memory, and choice.
Brand creation and re-branding
Distinctiveness people can recognise
Positioning, messaging and identity that make your offer feel higher value – and your brand easier to pick in seconds.
Artificial intelligence
AI that pays back
Practical AI workflows that cut cost, increase output, and protect quality. No gimmicks. No generic prompts. Just leverage with judgement.
Results in action
Work you can scan fast
A few examples where one clear decision created cut-through, momentum, and commercial impact.
BIG IDEA
Volvic
Distinctiveness engineered for memory and choice.
Brand system
Repositioning
A clearer story that made the offer feel higher value.
AI with standards
AI systems
Speed and consistency without diluting the brand.
Brand creation
Pure Pom
Gen Z skincare built from scratch: ownable territory, scalable packaging system, and two strategic routes.
Featured case study
AJ Products
Case study
Awareness and demand
A BIG IDEA-led direction that improved cut-through and commercial performance.
What changed
We stopped chasing activity and locked the one decision that mattered: clearer positioning, a stronger core idea, and consistent activation. Less waste. More impact.
If you want the same outcome, book a call and I will identify the single decision most likely to shift your results – and what to build next.
Trusted by global brands
Experience you can borrow
Three decades leading work across drinks, retail, media, tech, automotive and healthcare – building ideas people remember and campaigns that perform.
Testimonials
Clarity that moves things forward
“Mip’s strategic advice and innovative ideas were game-changing.”
Nikki J Owen“He brings clarity, speed and commercial thinking – not noise.”
Natalie Mead“The work was sharper, faster, and the direction finally felt obvious.”
Simon ThomasIdeas Lab
How I think, in public
Brand swaps
Speculative concepts that prove distinctiveness is a decision – not a budget.
BIG IDEA breakdowns
Why certain campaigns stick, travel, and sell – and why most do not.
Strategic experiments
Short, sharp tests that turn judgement into proof.
Quick answers
Ask my AI Assistant
Quick answers on BIG IDEAS, branding or AI – with links to the right page. Built on my thinking, not generic templates.
Next step
Ready for a BIG IDEA that moves market position
Book a free discovery call and I will diagnose the biggest decision holding your marketing back – then map the fastest path to a BIG IDEA-led direction you can ship.