It’s called humour.

On the back of doing an MA looking at the theory of humour, I’ve not only created funny ad campaigns for brands like Three, Médecins Sans Frontières and Bloomberg — I am often asked to advise on how to use humour wisely and well.

I’ve worked in this capacity for brands including HSBC, Harley-Davidson and Nando’s and write The Drum’s monthly ‘Funny Matters’ column on humour in marketing.

This part of my work is called HumourScope®.

I’m often asked to give keynotes and talks. If you’d like to find out more, just take a watch.