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This space is where anthropology, marketing, and strategy collide — not as tidy buzzwords, but as living, shifting practices. I’ve spent more than 35 years working at the frontlines of digital change: from the earliest days of desktop publishing and the birth of the commercial internet to the current age of algorithmic curation and AI-driven everything.

My career has never followed a straight line. I’ve worked inside big agencies like Grey, DDB and Clemenger, driven digital strategy at Roy Morgan Research, led campaigns for national brands, and spent just as much time in smaller, messier spaces where the real work happens. These experiences have shaped how I think: marketing isn’t just about selling — it’s about understanding how people live, what they value, how they navigate time and place, and how culture holds it all together.

In recent years, I’ve deliberately stepped back from the industry’s obsession with shiny objects and started folding anthropological methods into my practice. Ethnography isn’t a buzzword for me; it’s a way of paying close attention. I’m interested in what people do when no one’s asking them to fill out a survey. I want to understand how they inhabit spaces, physical, digital, and somewhere in between.

Alongside my commercial work, currently as a Senior Marketing Specialist at Tyremax and through my own agency, Cherrybomb, I’m also a researcher. My anthropological work explores themes such as chronotopes (the intrinsic connection between time and space), material culture, belonging, and the contradictions that shape contemporary Australian life. My fieldwork has taken me from greenfield suburbs and commuter trains to manufacturing workshops and digital communities.

This blog is where those threads come together. Here you’ll find:

  • Reflections on how time, space, and culture shape everyday experience.

  • Observations drawn from fieldwork and years in the trenches of marketing.

  • Critical takes on industry trends that flatten complexity into clichés.

  • Explorations of how anthropological thinking can challenge and rebuild how we approach strategy, storytelling, and technology.

I don’t believe in one-size-fits-all frameworks or tidy linear journeys. People are messier and more interesting than that. This is a space to unpack those complexities without softening the edges.

If that speaks to you — whether you’re an anthropologist, strategist, creative, or just curious — you’re in the right place.

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I acknowledge the Woi Wurrung people of the Kulin Nation, the Traditional Custodians of the land on which I live, work, and create. I recognise that these lands were never ceded and remain, always, their land. I pay my deepest respects to Elders past and present, and to all First Nations people whose cultures and connections to Country continue to shape and strengthen this place.

As a white Australian with ancestry tracing back to First Fleet convicts, colonisers, and more recent immigrants, I acknowledge the privileges I have inherited through systems built on dispossession and ongoing injustice. I recognise that my presence here is part of a broader legacy—one that has caused deep harm, directly and indirectly, to First Nations communities.

I commit to listening, learning, and working in ways that honour the sovereignty, knowledge, and enduring strength of Aboriginal and Torres Strait Islander peoples.