One IAB member. Five questions. Every month.
With our ads business being just three years old, there’s a real sense of momentum and opportunity. Although I’ve only been with the business for a few months, every day is energizing, discovering the magic of Netflix. We have a highly talented team and have only just scratched the surface of what we can offer, which makes the future incredibly exciting. I also can’t not mention the incredible content slate. In 2026 alone, we have the return of fan favourites with Bridgerton season four, One Piece season two, and The Gentleman season 2, alongside new shows like Pride & Prejudice and films Peaky Blinders: The Immortal Man and Narnia, just to name a few!
Fathers of Daughters (Simon Hooper) on Instagram is a real favorite. His take on raising four daughters is funny, honest, and very relatable. I’ve genuinely picked up a few practical tips for surviving (and hopefully thriving!) in my own household too.
Our recent work with KFC and Stranger Things Season 5 really stands out for me. The work, by Mother and directed by Nick Roney, brings to life ‘Hawkins Fried Chicken’ and follows a ragtag team of employees on a high-octane mission through the rifts-ravaged town, all to deliver Finger-Lickin’ Good chicken when the community needs it most. It’s bold, culturally relevant, and taps directly into the passion of the fandom. It’s a brilliant example of what can happen when strong creative meets a genuinely collaborative partnership. I’ve also been really moved by the current Tesco Christmas spot – it’s simple, emotive, and grounded in real human truth. A great reminder of just how powerful storytelling can be when it’s done well.
I’m most proud of the people I’ve worked with and helped develop along the way. Seeing former team members now thriving across the industry is incredibly rewarding. I’m also deeply proud of my charity work with Media Trust, NABs, and Speakers for Schools, supporting others and giving something back to an industry that’s given me so much means a great deal to me.
Stay curious, be open to learning, and don’t be afraid to put your hand up for new opportunities, even when it feels uncomfortable. At the same time, invest in building real relationships and connecting with as many people as you can. Your network, your reputation, and your willingness to grow will open far more doors than you might expect.
