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February 2026 introduction – (31) get up & run edition

I am now at issue 31, or as a bingo caller would put it ‘get up & run’. In Cantonese 31 isn’t a famous lucky number, it could considered to mean ‘life first’ implying an importance of vitality. On the plus side, it doesn’t have negative connotations of say 14 – which sounds similar to definitely die.

I was sent a mix by an old friend of mine done by Frankie Bones at Amnesia House in August 1990 – as aural history its a fascinating treasure trove and occurred a pivotal time with several genres about to fragment from the original UK scene. Now we have our soundtrack let’s get into it.

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.

I appeared in the What’s In My Now newsletter talking small wallets, cheaper alternatives to Apple Studio monitors and making better use of LLMs. More here.

I gave a presentation for Outside Perspective on my Dot LLM era paper. Here is my speaking notes that I prepared as I got the presentation ready, complete with the slides at the relevant points.

I spoke to the WSJ about my dot LLM era thinking and was name-checked on their Take On The Week podcast. And I compared my research with Marc Andreessen’s of A16z 2026 AI outlook here.

I wrote a letter to the FT about Sony surrendering its home entertainment business (TVs, home audio) to Chinese TV maker TCL. While Sony’s current involvement in sectors such as elder care and insurance are worthy endeavours – what does it mean when they are more core to Sony’s identity than the home entertainment equipment that the brand built its empire on?

As well as being a concerned Sony customer, I was also thinking about what it means to a brand when it gets rid of its core raison d’être? You can read my letter here.

I was talking to a friend about classic films and suddenly Matthew Frank’s newsletter dropped in my inbox and started me down a rabbit hole exploring the idea of forgettable cinema as part of the modern public zeitgeist.

I pulled together a collection of adverts and campaigns celebrating lunar new year from across Asia and a couple aimed at the wider diaspora. As brands look to benefit from the year of the fire horse.

ICYMI – Top five shares on LinkedIn

1. Publicis widening the business gap versus its rivals. A decade spent preparing their data and foundational technology for machine learning.
2. WPP’s big pivot to adapt to market conditions for the large holding companies.
3. Dentsu’s change of leadership to better control strategy and manage global capabilities.
4. What Google’s AI bet means for advertisers.
5. Michael Farmer on why reorganisation isn’t strategy, instead strategy should drive any reorganisation to meet the strategic objectives. This one proved a bit controversial, I’m not sure why.

Books that I have read.

While I have been looking forward for David McCloskey’s latest book The Persian to come out, I managed to finish The Seventh Floor. On one level The Seventh Floor is about espionage and feels very now given the new cold war. But it’s also about friendship, loyalty and personal betrayal. McCloskey doesn’t only bring expertise from a past career at the CIA, but also a deep love of the espionage novel as an art form and this novel gives a nod and a wink to the works of John Le Carré.

While the agency world is focused on the rise of AI, I decided to revisit Michael Farmer’s Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profit-Hungry Owners and Declining Ad Agencies. Ten years after it has been published, the diagnosis and the lessons from Farmer’s research seem to have been ignored by clients and the c-suites of holding groups. One thing I picked up on my revisiting the book was the challenge in defining strategic contribution and effort to campaigns. With creative output, Farmer managed to break down creative tasks into fixed ScopeMetric® Units (SMUs). But Farmer admitted that he couldn’t define strategy outputs in the same way because the context changed account-by-account. This makes sense given the difficulties I have had in the past when strategists were way oversold by the project management function within agencies.

Things I have been inspired by.

Insularity was the watch word of this year’s Edelman’s Trust Barometer. It was a pretty dark vision of the future. There is a huge delta between top income quartile of the population and their trust of authority and the bottom income quartile. In the lower quartile group there is little to no trust in authority figures (business, journalists, government). They only trust people like them.

Andrew Tindall published a new book for System1 based on their research and Effie data which reinforces previous publications by Orlando Wood, Les Binet, Peter Field and Byron Sharp at the Ehrenberg-Bass Institute. It also reinforces the importance of context as part of creativity when media and creative functions are co-joined at the hip. It’s very readable and available for free here.

Chart of the month. 

The surge of US measles infections turned into a politicised debate about vaccinations, competence, why Canada’s rates were even higher and whether things were as bad as experts would have you believe?

The chart only tells part of the story.

The US CDC cites a general hospitalisation rate of about 20% (1 in 5 cases), recent years have seen significant fluctuations depending on the specific age groups and regions affected by measles outbreaks.

The “Age Factor”: The high rates in 2022 and 2024 were largely due to the virus hitting children under five—the age group most likely to develop severe complications like pneumonia.

• 2022 – driven by an outbreak in Ohio, which had a high paediatric hospitalisation rate.
• 2024 – remained high throughout the year with nearly half of cases affecting children under 5.

Outbreak Size vs. Severity: In 2025, even though the total case count surged, the percentage of people requiring hospital care fell. This often happens when an outbreak moves beyond high-risk “pockets” into a broader, sometimes older, population.

• 2023 – outbreaks in unvaccinated high-risk clusters.
• 2025 – hospitalisation rates dropped because the virus spread to older demographics and larger, but less severe clusters
• 2026 – infections in January had few children under 5 affected. Cases were able to be managed at home.

Vaccination Impact: Across all these years, the vast majority (over 90%) of hospitalised patients were either unvaccinated or had an unknown vaccination status.

Canada’s rates are high because the population has a significant amount of unvaccinated immigrants and refugees from conflict zones and the developing world.

Things I have watched. 

Thomas Harris’ Silence of The Lambs still has legs in culture. Which is why Amazon Prime Video has gone back to the universe with Clarice. The story takes place in the aftermath of the buffalo Bill killings which drove the plot of Silence of the Lambs. The storytelling is top notch with a fantastic plot twist in episode 1. It is well worth your time to at least give the first few episodes a chance.

It started off in an unpromising way, several years ago a friend left a DVD with me. They said something along the lines of they liked a number of Werner Herzog films, but that this was too weird for them. I finally got to sit down and watch Fata Morgana.

It doesn’t have a story, but is beautifully shot footage of the Sahara and Sahel in 1969 with a focus on near horizon mirages (from which the film gets its name) and features the human effect on it from vistas of oil processing equipment to barbed wire and crashed planes.

There is a poetic narration in German over the top with a range of music to flt the landscapes. It feels like a forerunner of Godfrey Reggio’s Koyaanisqatsi made a decade later. It’s easy to watch.

I spent a weekend with my Dad going through old VHS cassettes and on one of them we found Four Fast Guns. It is a surprisingly good Hollywood western. While not a John Ford film, it has a grittiness due to superior character development and tight storytelling reminiscent of the very best spaghetti westerns. The film was produced by an independent studio and featured three well recognised character actors as its star performers.

• Edgar Buchanan acted alongside the likes of Clint Eastwood, James Garner, John Wayne, Cary Grant and Randolph Scott he went on to appear in several TV series that I remember watching on repeat as a child in Ireland including The Beverley Hillbillies and The Twilight Zone.
• Martha Vickers had appeared in The Big Sleep alongside Lauren Bacall.
• James Craig had acted alongside everyone from John Wayne to Boris Karloff.

This gave the director much more creative freedom to make the performances pop on-screen. The climatic plot twist is very good.

I was inspired by watching Reflection in a Dead Diamond last month to watch Danger: Diabolik. The psychadelic motifs of and dream sequences of Reflection in a Dead Diamond seemed to draw from European cinema’s brief flirtation with super spy and super villain films during the 1960s. Danger: Diabolik was Mario Bava’s and Dino DeLaurentis’ take on the French Fantômas film series.

Bava’s expertise in genre films and special effects gives Danger: Diabolik a more sophisticated look than you would give it credit. Add in the film’s 1960s modernist aesthetic, James Bond type action sequences and you have a winning film. The humour-heist plot is very of its time but still entertaining and cried out for a remake. Terry-Thomas’ character performance as a government minister in the film is one of brilliance.

Useful tools.

I was saddened to read of the demise of The World Fact Book published by the CIA. I found it invaluable as a starting point when getting up to speed on international campaigns on parts of the world that I hadn’t visited. It even helped me win some work with Telenor Myanmar back before the current military regime got back into power. According to this post on the CIA website the World Fact Book is going away.

This personal productivity playbook by CJ Casseili was interesting to read and some of you may find tips and tricks that you can apply in your own work and personal life.

Ilina Scott’s quick guide to AI tools for strategists is worth a read if you are just dipping your toe in the field.

Occasionally software comes along what doesn’t become a mainstream success, but is well loved and much missed when it disappeared. Apple’s HyperCard was one, another was Yahoo! Pipes. The idea behind Pipes has been resurrected and in its latest iteration is very useful, even in a time of AI-with-everything.

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.

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, Semiconductors), Consumer Goods (FMCG, Beauty, 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 my February 2026 newsletter, I hope to see you all back here again in a month. Be excellent to each other and good luck with your new year’s resolutions. As an additional treat here is a link to a presentation I gave to the Outside Perspective crew, in Adobe Acrobat format. 

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 Substack as well as LinkedIn.