Content & Communications

What neo-narratives can offer your brand:

Content production, strategy, governance, discovery, tactical planning, auditing, optimisation, workshopping, scheduling, social, seo, ppc, copywriting, storytelling, native & brand journalism, media management, photo shoots/calls, brand management, tone of voice, product roadmap management, voice of customer, market analysis, go to market planning, lifecycle management, product marketing, analytics, forecasting.

The neo-narratives story so far:

In the late 1990s I cut my teeth in the media as a research journalist in the B2B financial sector writing for print publications such as The AccountantInternational Accounting BulletinCard InternationalElectronic Payments International and Management Consultant International.

I also wrote or contributed to executive reports such as E-purses: Future Money or False DawnCards Data Bank EuropeE-Payments: Emerging Strategies for Value Exchange in E-commerce and Cards and Consumer Credit on the Web as well as undertaking bespoke research projects for the Robbie Williamslikes of Visa Asia-Pacific, Barclaycard, Deutsche Bank, Amex, Cetelem and Lloyds TSB.

Between 2001 and 2004, I freelanced. I continued to concentrate on the word of high finance but branched out into property (, travel and features (Irish Times) and music (Sain Magazine, Australia).

Upon returning from a year travelling and writing in Australia and Asia I moved into B2C financial journalism with the Consumers’ Association of Ireland. Here I had the foresight to call for a ban on 100% mortgages and for the insurance industry to buck up its ideas. If only they’d listened eh?

By 2005 I wanted a fresh challenge and like many journalists before me who wanted better pay and conditions I moved into the communications sector. Luckily for me it was with one of the giants of the PR game, Paddy Power.

Over seven years, both in-house, and as a a consultant, I wrote hundreds of press releases for Paddy’s.

Strip+Poker+Tournament+World+Record+Attempt+Oc58XDpjF-hlMy crowning achievement was Paddy Power’s biggest stunt of 2006, the World Strip Poker Championship.

What started off as an April Fools gag became a Guinness World Record and garnered media attention in over 100 countries across the world and over one million video views making it Paddy’s first viral success.

While at Paddy Power I also started its first blog and helped the Irish Open become the second largest poker tournament in the world by 2007 using an early example of brand storytelling as content marketing.

I left Paddy’s to fulfil a dream of becoming a magazine editor. At Card Player Europe and I wrote over 3,500 articles over seven years making me one of the most prolific writers in gambling at the time.

I set up Poker Media Consulting where I developed a unique and very successful SEO strategy for gambling operators and worked with many of the biggest brands in the sector writing over 300 press releases for Victor ChandlerLadbrokes888,  and travelling the Europe and the US working on poker tours such as the World Series of PokerEuropean Masters of PokerInternational Poker OpenBelgium Poker ChampionshipUnibet Open and Paradise Poker Tour.


I was also responsible for corporate and financial PR for Devilfish Poker and created one of poker’s most quirky virals, the legendary Dave “Devilfish” Ulliott singing Chocolate Rain. RIP Dave.

In 2013 I was offered the opportunity to move back into the corporate world as content manager at Betfair. Within a year i’d become head of content, grown my team from four to 16, implemented a newsroom approach to content production, incorporated a number of agile methodologies into daily workflow, taken on responsibility for, the localisation/international content function and was managing a very large budget.

Out of the blue I was approached about a product management role at Ireland’s largest media publisher, Independent News & Media. They were building a significant digital team and I would become the product manager for the sports and business verticals at Ireland’s largest news site

I built the Rich List, struck e-commerce deals, did some native journalism, and managed delivery of brand campaigns around the budget (EY), Sponsor for a Day (Bank of Ireland), Web Summit (AIB) and the National Ploughing Championships (Lidl).

Now i’m helping brands tell their stories.

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