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If I’m honest, OMALY feels like an experiment. Not so much a commercial one but more a philosophical one. I want to know if quality, truth and real history (not created through false authenticity and claims designed to be nothing more than algorithm friendly) can still find a customer in a market addicted to claims, speed and celebrity. I want to know if something rooted in a real place and created by a normal person could still cut through a world that rewards the loudest hype and not the quietest proof. OMALY doesn’t shout. That’s what makes it uncomfortable for me….and interesting. There’s no algorithm chasing miracle claim. No breakthrough science led complex that we have engineered purely for a press release. Instead it’s largely just seaweed from the Atlantic, used not as a garnish but as the backbone in all the products. At maximum and not minimum %’s. Harvested, refined and , wait for it….…’respected’. It’s the way it was before skincare decided it needed to entertain investors more than it needed to care for skin. And here’s the thing that us marketers rarely admit….real quality doesn’t need to convince you. It just needs to be discovered! OMALY isn’t trying to make you feel younger, better, or fixed. It’s trying to make your skin feel looked after. Calm. Supported. Restored. It’s also trying to kick start your bodies own collegen production and not sell you collegen from animals to compensate. So yes of course this is a brand. And yes it’s commercial. But it’s also a question I genuinely want answered….can a product built on truth, patience and provenance still earn its place today? OMALY is my way of finding out. If you start with one product and it becomes a ritual you keep, then the answer is yes. That’s all I’ve asked from everyone so far and we are already building fans with many even becoming evangelistic. It’s steady. But it’s real. Omaly.com

One year ago this month I stepped back into Cloud Nine as Brand Director — and the year has gone in a blur. What a twelve months. A hugely successful, widely praised rebrand and repositioning, a bold return to TV, and—most importantly—a return to taking up the mantle as the true brand leader in a category that desperately needed fresh thinking and a fresh fight. Strategically, we made some big calls. A decisive refocus to re-establish our own .com as the primary channel. The result? A HUGE 26.6% uplift in UK .com since the rebrand went live in August. With an even more ambitious plan laid for ’26, I step into my second year with real pride alongside Stephanie Ann Mason Gavin Rae Martin Rae Ian Davies and a superb team with even more ambition. Cloud Nine has ALWAYS had the product, the innovation and the DIFFERENCE ; now it has the brand to match. And on a personal note… this role famously flew in the face of the old mantra: “never go back.” Sometimes you really should. Sometimes unfinished business deserves to be finished properly. Here’s to year two. Here’s to strength and kindness. And here’s to a brand that’s only just getting started. Last but not least a thank you to Millie Rae-Sykes and Naomi Horan for the brilliant contribution and of course the team at Propaganda Agency Ltd

Propaganda are pleased to partner with Elect on their brand strategy, social and marketing activity. A new initiative from Phil Taylor-Guck, Elect connects skilled people with the projects that need them, fast. Through smarter systems, predictive planning, and sector-specific training, they’re transforming how temporary recruitment works across construction, rail, and industry. There are exciting times ahead for Elect, with another fantastic project launching later this month...🎙️ #brandfilm #recruitment #brandstrategy

Today I proudly launch OMALY, a brand I own along with Ann-Marie O’Shea and other early stage investors. It’s a product range created to meet one of beauty’s fastest-growing demands: natural, science-backed alternatives to ‘ingestible’ collagen. It also sees me returning to beauty for the first time since Illamasqua. Built on years of research and development, OMALY transforms hand-harvested Irish seaweed into clinically validated bioactive skincare. Of the many benefits the range has I was particularly fascinated by how the products awaken the bodies own collagen production after it starts to shut down. I believe that this approach positions OMALY at the very forefront of a global shift away from ingestibles and synthetic solutions towards sustainable, performance-driven innovation. For our investors, partners, and for industry leaders, OMALY represents more than a skincare brand - it’s a new category opportunity at the intersection of science, nature, and conscious beauty. It’s a brand that also proudly carries GenM Official s #MTick I’m offering friends and family discount for a LIMITED time to celebrate the launch. DM me if you’d like a code! We are limiting initial runs as we want to hear the feedback however open to approaches to become stockists from PREMIUM Spas. Watch the film below. www.omaly.com

STOP OPTIMISING YOUR BRAND INTO INVISIBITY 🛑 In the 80s and 90s Benetton broke EVERY rule. For me at the time other brands were selling products but Benetton sold me BELIEF. Under Oliviero Toscani 🙌🙌Benetton used its platform to confront racism, inequality and fear. It used ‘commerce’ to provoke culture. Freaking genius! Of course It was polarising. It was designed to be. Maybe this is where my own mantra for brands stems from … BE LOVED , BE HATED …BUT DONT AIM TO BE LIKED. Uncomfortable=Unforgettable! Benetton understood what I think most brands today still miss….. namely awareness is finite but real meaning COMPOUNDS. Today we ‘strategise and create’ in an age of clicks, data and a growing culture of risk aversion, we’ve optimised ourselves into invisibility and brands are blindly following this trend. We have precision without presence. Data without depth. The brands that will build real value are still those that dare to lead culture, not follow it. If Benetton campaigned today with Oliviero at the creative helm, it might show an image of a Jewish man embracing a Palestinian child. I’d offer up the following headline.… Different Histories, Same Heartbeat

Five things I'm loving right now: 1. MARK+FOLD.Notebooks. Every notebook I've ever bought has ended up half used at best and swapped for another type. Not these. I'm on repeat purchase, I use every single page, and (it must be voodoo) I write neatly in them 😵💫….There may be a reason: founder Amy Cooper-Wright spent more than 15 years in branding and book design, including time at agencies such as Pentagram, before launching in 2015. The books open flat to 180 degrees and the paper is up to 30% thicker than other notebooks. 2. Dr TessaDr Tessa DunlopDunlop.Twentieth century historian, author of the Sunday Times bestsellers The Century Girls and The Bletchley Girls, and an RTS award-winning broadcaster best known for BBC2's Coast. I'm in love with her brain and her attitude. She somehow puts history and politics in my head like none else ever has. Clever, clever, clever. 3. FEDERAL COFFEE COMPANY. My new breakfast haunt. Inspired by Kiwi and Aussie neighbourhood cafés, Manchester's brunch favourite has recently crossed the Pennines and opened on 34 Boar Lane approximately 2 minutes from our office. Morning… Americano (black) and three poached eggs on sourdough with manchego please.👌 4. My new home office. At the bottom of the garden, in a Powersheds cabin of course. We helped them build their strategy which was highly commended at the Management Consultancies Association Awards this month, and now I'm sitting inside the product. Gotta keep it in the family. 5. Tough briefs. The markets are throwing all sorts of challenges at a few of our clients right now, and tbh I'm relishing it. When the pressure's on our best work gets done at Propaganda Agency Ltd.