My interest in business or commercial activity first started when a work friend of my Mum visited our family. She brought a book on commerce which is what business studies would have been called decades earlier. I read the book and that piqued my interest.
At the end of your third year in secondary school you are allowed to pick optional classes that you will take exams in. this is supposed to be something that you’re free to chose.
I was interested in business studies (partly because my friend Joe was doing it). But the school decided that they wanted me to do physics and chemistry instead and they did the same for my advanced level exams because I had done well in the normal level ones. School had a lot to answer for, but fortunately I managed to get back on track with college.
Eventually I finally managed to do pass a foundational course at night school whilst working in industry. I used that to then help me go and study for a degree in marketing.
I work in advertising now. And had previously worked in petrochemicals, plastics and optical fibre manfacture. All of which revolve around business. That’s why you find a business section here on my blog.
Business tends to cover a wide range of sectors that catch my eye over time. Business usually covers sectors that I don’t write about that much, but that have an outside impact on wider economics. So real estate would have been on my radar during the 2008 recession.
Now that the awards have been announced I can share my PHNX 2025 favourites from the categories that I had a the good fortune to judge. It took me a little time to sit down and collect my thoughts. You can find the details of the Grand Prix winners here.
My PHNX 2025 favourites come from around the world. The categories are truly global in nature and you get work from a wide range of agency sizes. Partly because of my time in Hong Kong campaigns from Cathay Pacific and HSBC stood out for me when looking at PHNX 2025. This wasn’t out of a sense of mawkish nostalgia, but because I understand the cultural context and legislative issues lurking beneath the surface looking to sink a campaign for fear of ‘soft resistance’.
Cathay Pacific paraolympics
While Hong Kong has historically had a strong showing at the paraolympics , its para-olympians achievements hadn’t been seen in the past. Cathay Pacific used the new opportunities that generative AI tools allowed these moments to be recreated.
Cathay Pacific had the permission to do this advert because of its position in Hong Kong life. Cathay Pacific aka ‘CX’ is the nervous system that connects Hong Kong and Hong Kongers to the wider world. As importantly, CX also connects the Hong Kong diaspora to the home city. The airline’s loyalty card is the second most common card for Hong Kongers after the Hong Kong ID card.
HSBC – Hong Kong move forward
Hong Kong as a city has been through a lot:
The protests
The National Security Law and the social changes that came after it
COVID-19 lockdown
A battered economy
All of this piled on top of the co-opetition between the city and nearby cities from Guangzhou and Shenzhen to Macau and Singapore.
Move Forward tries to capture the Hong Kong commercial spirit, even as ‘Underneath the Lion Rock’ common identity dimmed and spread around the world.
HSBC took this concept further by using Tony Leung Chiu-wai ‘aka Little Tony’ as a brand spokesperson. Leung as a star is universally liked by Hong Kongers, from Marvel fans to Wong Kar-wai devotees like me. Leung embodies the ‘Lion Rock spirit’. He left school at 15 due to family hardship. Worked in everyman jobs like a salesman in an electrical goods store and built his career thanks the apprenticeship / talent development system that local TV station TVB ran at the time.
Midea white goods
In the 1980s and early 1990s this ad wouldn’t have been notable. It would have been considered a good advert, but not great. But it’s now 2025, Gym Shark clothing and Suri dental health adverts are soul-rotting. So the joy of seeing any craft and conceptual creativity in an advert makes this Midea spot notable.
https://youtu.be/ujpb1o-vlBU
If Diageo made white goods, this is what their campaigns would look like.
Limin’ with Gram
Of my PHNX 2025 favourites, Limin with Gram was my sole pick from the UK based on the categories that I was a jury member for. It warmed the strategist in me for the way cultural insights were applied to a health-related public service announcement style campaign.
August 2025 introduction – duck and dive (25) edition
This is the 25th edition of Strategic Outcomes. The first edition was quickly bashed out in a hotel room. And people signed up, and kept coming back. As I write this August 2025 has been a weird month with the weather throwing all the seasons at once at us from storms to heatwaves.
The bingo call for 25 – ‘duck and dive’ would have been equally appropriate descriptor for 2025 to date – with massive changes across current affairs, the economy and culture. It seemed to make more sense than calling this a ‘silver edition’.
25 evokes memories a of childhood Irish card game played with my Uncle and Granny on the formica top of the farmhouse kitchen table. Something I frequently did during August nights after a day’s work cleaning up after animals, feeding livestock and other tasks.
For this month’s musical accompaniment I can recommend St Etienne Take Me To The Pilot produced by Orbital’s Paul Hartnoll, which hits different to previous St Etienne records.
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.
From the changing nature of motorsport fandom to do clients actually care about WPP’s organisational changes and new CEO?
Hacks for moving city, from my time uprooting my life from London to Hong Kong and back again. These were and edited version of notes from an email I wrote years ago for a acquaintance who was moving to Shenzhen, soon after I had made the jump to Hong Kong. He is no longer with us, you may get some value out of them.
Books that I have read.
I am currently reading David McCloskey’s Moscow X. The slow reading pace is more down to me rather than the accessibility of the book which is up to McCloskey’s usual high standards.
Things I have been inspired by.
Escalating trade tensions
GLG shared a discussion on escalating global trade tensions. I had a number of takeaways from it.
US trade war with China has devolved into a dangerous stalemate where neither side can back down without losing face.
The core conflict stems from China’s state-led industrial policy clashing with the rules-based system. The Trump administration’s rhetoric triggered China’s historical “century of humiliation,” making compromise politically difficult.
Key takeaways from the discussion:
China’s top demands aren’t about tariffs.
Respect is paramount: China’s first demand for restarting talks is that the Trump administration speaks to them with respect and stops insults.
Sovereignty is key: China insists on discussing Taiwan, which it views as its “most important and most sensitive issue”.
The U.S. is overstretched.
Not enough negotiators: The Office of the U.S. Trade Representative has only about 250 total employees.
Outsourcing is unworkable: Using pro bono law firms to assist raises problems with security clearances and conflicts of interest.
The non-China strategy is different.
A softer tone: The administration’s approach to allies like Japan, South Korea, and Vietnam is more ‘measured’.
Quick deals: preliminary agreements with these nations that focus on tariff reductions, while punting more complex issues negotiations down the road.
Sector-specific US risks loom large.
Technology: export controls on advanced chips and dumping of Chinese-made legacy chips used in cars and white goods.
Autos: Highly integrated supply chains that cross borders, are very vulnerable to tariffs.
Pharmaceuticals: Tariffs on generic drugs could become unprofitable and cause them to disappear from the U.S. market.
But there was more interesting takeaways in the report that paint a more nuanced picture:
The “Learning Gap” is the real barrier.
The primary reason AI pilots stall is that most systems don’t retain feedback, adapt to context, or improve over time.
While 70% of employees prefer AI for simple tasks like emails and summaries, 90% choose a human colleague for complex projects because of the learning gap.
Buy, don’t build.
Internally developed tools fail twice as often as COTS ones.
The data shows a clear winning strategy: pilots built through strategic partnerships with external vendors are twice as likely to reach full deployment as those built internally (a 66% success rate versus 33%).
Companies are making misplaced bets.
An estimated 70% of AI investment is directed at high-visibility sales and marketing functions.
The highest and clearest ROI in underfunded “back-office” areas. Some firms are saving $2-10 million annually in customer service and document processing.
These three points are good news for consultants, productivity suite vendors and enterprise software companies that really understand their clients workflow pain-points.
Chart of the month.
Actually two charts. The first one is a decline in conscientiousness. Depending who you believe this could be down to our always-on lives thanks to social media and smartphones, OR, a victim of the broken social contract that young adults (aka generation z) feel has happened.
A corresponding decline in US consumers reading for pleasure tends to imply a smartphone-related effect rather than broken social contract as cause. Also broken social contracts are depressingly common generation-by-generation.
Things I have watched.
The Iron Prefect was a film that I watched purely on the basis of a talk Alex Cox gave as part of the special features on the Blu Ray. The film is an account of a Fascist-era official sent to combat the Sicilian mafia who ends up finding how endemic and self-defeating his mission is. It is based on the story of Cesare Mori and some of his most famous acts such as the siege of Gangi. Cox talked about its similarity to The Mattei Affair – which I can see to a certain extent, in terms of the themes explored. The film features Claudia Cardinale and Giuliano Gemma – two greats of Italian cinema. But the real star is the scenery.
Hong Kong Hong Kong is a tragic romantic triangle about mainland migrants with a social realism bent. It was shot in 1983, but didn’t have the escapism of more popular films in the Hong Kong box office at the time.
The film is similar in feel to the likes of the kitchen sink dramas of 1960s kitchen sink dramas like This Sporting Life, and John Huston’s boxing drama Fat City. It shows a different side to Hong Kong cinema than western audiences were used to. It came out the same time as Zu Warriors from the Magic Mountain and Jackie Chan’s Project A. Hong Kong Hong Kong benefited from the free flow of rostered actors attached to TVB – the dominant broadcaster being able to work for Shaw Brothers film productions. Protagonist Alex Man, like other stars of his era including Chow Yun-fat and Simon Yam Tat-wah came through TVB’s acting school that nurtured talent from all walks of life from first-jobbers, to former models and policemen.
Man brought experience from television and stage roles to his film performances which makes Hong Kong Hong Kong more powerful.
Finally 1980s the city of Hong Kong itself plays a fantastic role to the drama. From the opening tracking shot taken somewhere above Kennedy Town to the composite buildings and Shangri-La Hotel in Tsim Sha Tsui – to migrant slums that were being dismantled as public housing improved. Hong Kong has continually changed from an architectural point of view, though the pace has slowed recently. Some of the shots pulled at me deep inside as only a home you deeply cared about can.
An Amorous Woman of Tang Dynasty featured Alex Man as a classic wuxi swordsman. The star is Pat Ha Man-jing who would have been 18 or 19 at the time. The film feels more ‘Japanese’ chambara romance than your usual Hong Kong film. Ha’s cleavage is on display – which is unusual as the Hong Kong film industry is more socially conservative. Violence is ok, but risqué films like Sex and Zen with a category III rating often had Japanese actresses in them like Mari Ayukawa and Rena Murakami. The Japanese actresses appeared because of the stigma in Hong Kong society affected actresses careers more than their male counterparts AND the ongoing popularity of Japanese adult films in Hong Kong.
An Amorous Woman of Tang Dynasty shows the two sides of Shaw Brothers productions: great actors and inventive cinematography on one side, together with cheap skating on set design like giant marine plywood panels.
Shaw Brothers had been wounded by the founding of Golden Harvest, he power of the studio system was waning, the Hong Kong new wave movement was taking off and soon ‘mainland collaborations’ would dismantle much of the ecosystem that made Hong Kong cinema great.
I really wanted to like Butterfly on Amazon Prime Video. It had a great cast including Daniel Dae Kim, Piper Perabo and Charles Parnell. It was shot on location in South Korea. It had an interesting take on the privatisation of intelligence operations. But it felt empty and definitely less than the sum of its parts, which is a shame given how well Amazon did on its Tom Clancy adaptions. Butterfly was let down by poor storytelling.
Useful tools.
Yet another LLM. Anara was something I have trialled a little and found useful due to its heavier weighting towards citing research papers compared to the other main LLMs out there. Useful for account planners as another tool in our arsenal to be used in parallel with the more mainstream tools out there, rather than as a substitute.
The sales pitch.
I am currently working on a brand and creative strategy engagement at Google’s internal creative agency. I am now taking bookings for strategic engagements from the start of 2026 – keep me in mind; or get in touch for discussions on permanent roles. Contact me here.
Ok this is the end of my August 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward for an indian summer, despite some of August already feeling autumnal.
Don’t forget to share if you found it useful, interesting or insightful.
Motorsport fandom is strange. Back when I was a child motorsport fandom was a bunch of anoraks – literally. There was a category of clothing that you could buy from mail order catalogues and retailers like Demon Tweeks called a rally jacket. This was a coat good enough to deal with some cold wet weather branded by a car company or a tobacco brand.
Motorsport fandom, in particular single-seater race series are starting to see very different types of fans who learned their supporting ideas from the K-pop armies which are a symbiot of the artist promotion machine. While both promotion machine and fans are separate with very different tactics, they were united by a common goal to a point.
This isn’t the first time that media has brought in new fans, gaming created fans in the past. But the current motorsport fandom is interesting because of the cultural friction that it brings for drivers and legacy fans. From hate campaigns and death threats against drivers to ‘idol’ style objectification – women are demonstrating traits that would define toxic masculinity. All wrapped up in pastel tinted social media posts and Etsy products – so that makes it all fine, doesn’t it?
WPP has its next CEO – but what do clients make of heir apparent? – It’s not indifference. It’s pragmatism. Marketers like this don’t want to buy into the idea that a leadership change signals sweeping transformation. After all, Rose doesn’t start until September. Until then, they’d rather stay focused on the present, not the promise.
Ryan Kangisser, a bellwether for client perspective thanks to his proximity to them as the chief strategy officer at MediaSense, expanded on the point: “I do think that often the industry cares more about these sorts of appointments than clients do. Especially if clients have got a really solid client lead, or business lead, then they’re the people who they feel are the ones driving their business.”
The Sennheiser HD 25 Light is a modern marvel of design that can trace its history back as far as 1968. German headphone company Sennheiser started making a range of headphones that would become iconic.
How we got the Sennheiser HD 25 light
Founded in the immediate aftermath of the second world war, Sennheiser quickly built up a reputation in professional broadcast and recording circles with its microphones. In 1968 Sennheiser launched the HD 414, which was made sturdy plastic mouldings and a highly adjustable headband , attached to light on-ear headphones. The HD 414 set a design philosophy that the Sennheiser HD 25 Light continues on.
This was back when most headphones were bulky ‘cans’ a la vintage Koss models. They would weigh on the listener during a long listening session. The Sennheiser HD 414 by comparison was light and easy to wear while providing an open accurate sound.
My first foray into hi-fi as a teenager was buying a pair of HD 414s from Richer Sounds. By that time Sennheiser had a full range of headphones, many of which were lighter and more modern looking than anything else on the market, especially when compared to AKG, Beyerdynamic or Sony.
Sennheiser had started making pilot headsets for Lufthansa in 1980 and had developed a good understanding of sound isolation.
Sony MDR-V6 and MDR-7500 series.
When I started DJing, I aspired to own a pair of Sony MDR-V6 launched in 1985 and only discontinued in 2020. These live on through the Sony MDR-7500 series.
These had a reputation for sound quality, good sound isolation, were robust and less bulky than their European rivals. They still weighed in at 230+ grams which could be a bit wearing after several hours. This was the rival that Sennheiser had to beat, and when they were launched Japan and Sony were at their peak.
However, the things hi-fi and sound recording magazines don’t tell you about them
Over the longer term, the vinyl trim on the Sony headphones would start to flake and they weren’t designed to be user-serviceable. Finally, even if you were inclined to repair and maintain them, Sony wouldn’t sell you the parts (in the UK at least.) 12 months of regularly DJing with them and they were needed new ear pads and a headband.
Later on I would go to video shoots and see sound recordists with Sonys which had gaffer-taped headbands and ear pads that looked rat bitten.
1988
1988 was a pivotal year, Mr and Mrs Danny Rampling were running Shoom out of a gym in Southwark, Paul Oakenfold was running similar nights in the backroom of Richard Branson‘s Heaven nightclub underneath Charing Cross station. Up North, the Hacienda was hosting the Zumbar and Hot.
All of which were pivotal in the rise of house music and nightlife culture for the following four decades. This in turn drove sales of professional DJ equipment including the Made 2 Fade family of mixers and Technics SL-1200 series turntables. Record shops sprang up on the high street catering to this audience, the kind of frequency only seen with Turkish barber shops now.
What was lost in all that cultural change was the launch of the Sennheiser HD 25. The Sennheiser HD 25 (1) when it was released was aimed at broadcast users in outdoor settings and sound recorders on a film, TV or advertising shoot.
It had the robust build quality and lightness of the HD 414, and sat on the ear in a similar manner which allowed for hours of very comfortable listening. There was a split head rest which helped keep the head ventilated while listening and spread the load. It had clutter free cabling which borrowed from Sennheiser’s experience making headsets for pilots, along with good sound isolation.
The frame had a special bracket that allowed an ear cup to be pivoted off your ear, making them ideal for DJs.
Finally it was easy to power as a headset thanks to aluminium voice coils that drew on Sennheiser’s heritage making professional microphones for broadcast and studio usage.
The Sennheiser HD 25 (1) when it was released was aimed at broadcast users in outdoor settings and sound recorders on a film, TV or advertising shoot and it took a while for DJs to discover it.
Being aimed at professional users Sennheiser designed them to be user serviceable. You can still buy all the parts AND there is a good third party community making parts for them as well.
Concorde
By the early 1990s, the Sennheiser HD 25 family of headphones comprised of the Sennheiser HD-25 (1) and the Sennheiser HD 25 SP – which is the direct forerunner of the Sennheiser HD 25 Light.
The headphones caught the attention of British Airways who were looking for passenger headphones that matched the noisy but premium experience of flying on Concorde. Sennheiser built a simplified version with adaptions to match the onboard audio system drawing from the HD 25 and the vintage HD 414 headband design known as the HD 25 BA.
This then set the foundation for Sennheiser to design the HD 25 SP as a simplified version of the HD 25. The HD 25 SP didn’t need to have a high level of impedance match the aircraft audio system, so it could be a lot easier to power.
What’s impressive about the Sennheiser HD 25 range is how little they’ve changed over the four decades they’ve been in production. There has been a slight improvement with the HD 25 (2) and the HD 25 Pro – which gave users a coiled cable and optional velour ear pads (recommended). Most of the other variants have been either limited editions more about marketing than sound, and some brand collaborations notably an adidas edition with three stripes and blue ear pads.
The Sennheiser HD 25 Light was a revamp of the HD 25 SP. The differences were:
A different headband design that modernised the vintage HD 414 inspired headband design. It connects to the back of the earphone the same as the HD 25, allowing it to use the same drivers as its big brother.
Sennheiser HD 25 Light
So what are they like and why am I talking about them? I got a pair of the Sennheiser HD 25 Light because I was doing more video calls in crowded spaces and wanted an on ear headphone that would work. It wasn’t hard to know what I wanted. If am listening to music or an audiobook in bed I use a pair of HD 25 headphones. They are very detailed even on low volume and ideal because falling off the bed does no damage to them at all.
I could have gone with a pair of gamer headphones, but they are overly bulky and their sound is tuned for Call of Duty rather than than video calls, podcasts and electronica. I found that they tend to get warm when you’re wearing them on two back-to-back calls and a three-hour virtual workshop. Lastly they come with LED lighting and controls that I don’t need.
So my solution was simple a pair of HD 25 Lights and a third party cable that had a built-in microphone. They sound similar to the the HD 25 like you would expect, the slight differences I think are down to the slightly different fit of the headband affecting they way they sit against my ear and the third party audio cable.
Calls are clear and detailed as is most type of music with more detail than the Shure IEMs that I previously wore all the time. I have a few hacks planned for the headset:
A hard case cover to keep all my audio bits together lint and dust-free in my bag as much as protect the headphones
A smidge of Sugru as reinforcement at the joint between the headphone jack and the cable to reinforce it. I do the same on the power cable for my laptop where the cable meets the MagSafe adapter. It’s less hassle to deal with than the blocks of epoxy putty that plumbers use and comes in more manageable amounts.
The Shure IEMs are still fine for talking calls on the move and listening to podcasts on the tube, while the Sennheiser HD 25 Light headphones take over my office work.
Apple development changes was at the forefront of Apple’s WWDC keynote for 2025. I think that the focus on Apple development changes were happening for a few reasons:
Apple got burned announcing sub-standard AI offerings last year.
The new translucent interface is divisive.
The multi-tasking iPad was interesting for power users, but most usage is as a communal device to consume content.
Apple has a number of small on-device models that do particular things well. Which is why Apple needs to get developers on-board to come up with compelling uses.
The Mac still has great hardware, passionate developers and a community passionate about great life-changing software. Apple development focus was coming home.
