For many years my father was the chief engineer of a power station. His work lit millions of homes. He'd throw this question at me when discussing work, and for a long time, I struggled to respond with anything like his clarity. Now I have my answer.

I give brands the ideas and words they need to achieve tangible commercial results.

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I’ve been telling stories for as long as I could talk. I’ve been an actor, an ad man, and I’ve recently started doing stand-up comedy. In many ways, each role is a variation of the same fundamental objective. To find a way of telling a story that resonates with an audience.

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In an increasingly digital world, I fight for the things that make us feel recognised, human and alive.