May 2026 introduction – (34)
Welcome to the 34th edition of my newsletter. This issue sees me writing this from my parent’s home in the North West of England. It’s also part of the reason why this has been published later than usual.
The change of pace in Granadaland in comparison to London was noteworthy. In bingo lingo 34 would be ‘ask for more’ – which seems to be very much on the zeitgeist at the moment. There is a general zeitgeist of dissatisfaction in the UK,
In Chinese 34, is considered an unlucky number as 4 sounds similar to the word for death and similar in nature to the number 13 in western cultures.
For this edition’s soundtrack, I went back to move forward with a mix by the late great Larry Levan playing at End Max, Tokyo in 1991. By this time the famous DJ had become a long term heroin addict and had complications due to his drug use and HIV; yet you wouldn’t know it from this set, he died the following November.
New reader?
If this is the first newsletter, welcome! You can find my regular writings here and more about me here.
Things I’ve written.
An analysis of Omnicom’s Q1 2026 earnings to try and understand what was happening beneath the big numbers in a febrile time.
From AI shamans, the Ulm School of Design, an AI reckoning and everything in between.
The 2026 World Cup marketing kick-offs and a bunch more things.
ICYMI – Top five shares on LinkedIn
- Omnicom’s Q1 2026 earnings tells a far more nuanced story than the top-line numbers.
- High end shopping hauls are becoming a cultural phenomenon. Chanel is no longer just behind a velvet rope; but may erode brand equity
- Publicis Groupe’s acquisition of LiveRamp and the move to orchestrating enterprise data
- How the FT thinks marketing is being shaped by AI from production to consumer behaviour.
- Advertising sectors apparent cycle of delusion
Things I have been inspired by.
Ipsos on sports fandom
I worked on a few sports partnerships activation whilst embedded at Google Cloud and an F1 sports partnership at a freelance engagement more recently. So my attention was immediately grabbed by this collection of research from Ipsos on sports partnerships. It shows the need for long ongoing sports partnerships and the power of a brand sponsor that is highly aligned with the sport and the team.
Nigo at the Design Museum
Nigo is a natural subject for a museum as he has assiduously curated his own life. What particularly impressed me about the Design Museum exhibition was how it made clear that Nigo’s work was a continuation of the earlier work done by the people behind Major Force and File Records: Hiroshi Fujiwara, Takagi Kan, Gota Yashiki and Toshio Nakanishi.
The Major Force crew weren’t just musicians, DJs and producers; but designers and cultural commentators with columns in Japanese magazines.
Even the name Nigo came from people in Tokyo clubs calling Tomoaki Nagao ‘Hiroshi Fujiwara Ni-go’ aka Hiroshi Fujiwara number 2.
When Fujiwara and co. finished their Last Orgy culture column in Takarajima magazine and the spin-off late night TV show, Nigo got their blessing and wrote Last Orgy 2 continuing on in Popeye magazine.
Fujiwara helped fund Nigo’s expansion into retail with the Nowhere boutique, which was the foundation for A Bathing Ape and Jun Takahashi’s Undercover. More on this here, and more on the exhibition at The Design Museum here.
Chart of the month.
Ipsos looked at fans who had differing levels of fandom for a premier league football team and partner brands with different levels of brand fit with the game. Prompted recall was measured over the 2020/21 football season. While the levels changed, there was a clear correlation between the level of brand fit and degree of fandom and prompted brand recall.
Things I have watched.
I watched the rest of the original OSS 117 series of films that I didn’t watch last month. This moved the action to Tokyo and Brazil.
- OSS 117 Mission For A Killer
- OSS 1167 Mission to Tokyo
- OSS 117 Double Agent
Mission For A Killer saw Frederick Stafford take over the role of OSS 117, if you are a classic film you might recognise him from the Alfred Hitchcock film Topaz. Mission to Tokyo was the acme of the series, and a wonderful cinematic capture of the Japanese post-war economic miracle. The final film Double Agent had John Gavin take on the mantle. By which time the franchise felt like a poorer version of Hollywood, Gavin himself was a competent actor, but the creative spark in the franchise was gone. Instead it became part of a sea of sameness in western espionage cinema.
I can understand why there was a major reset, when Michel Hazanavicius rebooted the franchise. He had rich material to work with, from disclosures on what was going on with Jacques Foccart running economic sabotage, deniable military networks and regime change in the Francophone region. Even the private sector were involved, Elf the petroleum giant servicing as a covert slush fund and instrument of foreign policy as France decolonised. The scandal only broke over in the 1990s.
I got to see The Mandalorian and Grogu. It’s a good but flawed film. I got into The Mandalorian, not as a Star Wars devotee, but having a deep appreciation for the spaghetti westerns and the chambara films that it subtly drew from.
The film plugs a gap in the Star Wars franchise in the cinema, so expectations were high for Star Wars fans. What you get is spectacle, an experience that would feel at home in a Disney park. So it’s entertaining. The bad points in my opinion are down to a loose plot points, having an actress of the quality of Sigourney Weaver and not using her properly.
What put salt in the wound was the trouble put into scenes that pay clumsy homage to Ray Harryhausen and Francis Ford Coppola respectively. Putting the same effort with less money into tightening up the script would have paid dividends. Maybe Disney didn’t care so long as the space was filled.
I guess the moral of the story is don’t watch this film with a cinephile.
Useful tools.
I have been a big fan of Parcel for a while, but didn’t realise until I listened to a John Gruber podcast episode that it now allows you to track Amazon deliveries as well. Given that I work from home a lot having this app makes like a lot easier to manage package deliveries.
The sales pitch.
I am a strategist who thrives on the “meaty brief”—the kind where deep-tech or complexity, business goals, and human culture collide.
With over a decade of experience across the UK, EMEA, and JAPAC, I specialise in bridging the gap between high-level strategy and creative execution. I was embedded within Google Cloud’s brand creative team, where I helped navigate the “messy steps” of global pivots and the rapid rise of Gen AI. And have recently been helping out agencies and startups in various sectors from narratives, creative platforms and new business pitches to sports partnerships.
My approach is simple: I use insight and analytics to find the “surprise” in the strategy. Whether it’s architecting an experiential event or defining a social narrative for a SaaS powerhouse, I focus on making complex brands feel human and high-velocity businesses feel accessible.
The Strategic Toolkit:
- Brand & Creative Strategy: From B2B infrastructure to luxury travel.
- AI-Enhanced Planning: Deeply literate in Google Gemini and prompt engineering to accelerate insights and creative output.
- Multi-Sector Versatility: A proven track record across Tech & SaaS (Google Cloud, Arm Holdings), Consumer Goods (FMCG, Personal Care, Health), and High-Interest Categories (Luxury, Sports Apparel, Pharma).
I am officially open for new adventures with immediate effect. If you have a challenge that needs a all-in, hit-the-ground-running strategic lead, let’s talk.
More on what I have done here.
The End.
Ok this is the end of this newsletter, I hope to see you all back here again in a month. Be excellent to each other and enjoy the sun when you can, don’t linger on the next long weekend being at the end of August.
Don’t forget to share if you found it useful, interesting or insightful as this helps other people and the algorithmic gods of Google Search and the various LLMs that are blurring what web search means nowadays.
Get in touch and if you find it of use, this is now appearing on my blog, Substack as well as LinkedIn.