AI, adaptability and the agentic lawyer: How technology is revolutionising legal teams

“Such an interesting and engaging piece. And proof that although AI can do many things, we still need human storytellers and excellent writers like yourself to make an impact. Love working with you.” – Laura Klysz, Global Head of Marketing and Communications, Simmons & Simmons

Challenge
Following the success of the Year Ahead campaign, Simmons wanted to build on its momentum with a forward-looking editorial that explored how AI is transforming the legal profession. The challenge was to craft a compelling, insight-rich narrative that would resonate with both clients and legal professionals—capturing not only the technical impacts of AI, but also the deeper implications for legal roles, structures, and skills.

Method
I led the development of the Future of Work feature by conducting in-depth interviews with key Simmons partners and legal experts across jurisdictions. I grounded the article in proprietary research and third-party data, identifying key trends in AI adoption, client expectations, and talent transformation. Drawing from these insights, I crafted an editorial piece that positioned Simmons as a forward-thinking, client-responsive firm, while maintaining clarity and narrative flow around a complex, rapidly evolving topic.

Result
The article successfully extended the narrative from the Year Ahead campaign into a new, strategic conversation around innovation and adaptability in legal teams. It was well-received internally and externally, reinforcing Simmons’ positioning at the intersection of law and emerging technology. The piece also strengthened the firm’s editorial voice and served as a springboard for further thought leadership on legal innovation and AI.

The Year Ahead 2025

*Update* This campaign was shortlisted for a Drum Award for Best B2B Marketing Campaign.

Challenge
Simmons & Simmons’ annual thought leadership series had strong engagement but lacked standout creativity in a crowded legal content space.

Method
Simmons reimagined the campaign for 2025 by surveying 500 in-house legal professionals with bold, Hollywood-style future scenarios. I complemented the data with expert interviews — including Senior Partner Julian Taylor — and transformed the insights into a series of dynamic, insight-led articles. These were supported by infographics and video content for digital channels.

Result
The campaign drove high engagement, sparked industry discussion, and elevated Simmons’s reputation as a forward-looking legal voice. The Year Ahead 2025 set a new creative benchmark for the firm’s editorial strategy.

Global disruption is intensifying reputational risk. Here’s how private equity firms can stay protected under pressure.

Challenge
In a climate of geopolitical disruption and heightened public scrutiny, BCLP needed to position itself as a trusted advisor on reputational risk for private equity sponsors while also raising awareness of Protect, its multidisciplinary corporate reputation protection service.

Method
Following an in-depth interview with Lisa, I developed a thought leadership article that combined recent data, real-world case studies and expert insight. I positioned Protect as the solution, seamlessly integrated into the narrative, highlighting its legal, PR and forensic strength through practical use cases.

Result
The article raised the profile of Protect as a proactive, differentiated offering and reinforced BCLP’s credibility on private equity risk and crisis management. It also helped open client conversations around readiness, governance and value protection across the investment lifecycle.

VAT for Independent Schools

Price Bailey asked me to write this article following the announcement in the Autumn Budget that VAT would be introduced for independent schools. I worked closely with Price Bailey’s tax experts and content team to write and publish this piece shortly after the Budget.

How Rachel Reeves’s private equity tax compromise supports UK’s global competitiveness

This article, written and published rapidly in response to the Autumn Budget 2024, sets out what the private equity tax loophole compromise announced by Labour will mean for firms and professionals.

Non-dom regime set to be replaced by the FIG regime

I wrote this fast-turnaround article for accounting firm Price Bailey, in response to the announcement in the Autumn Budget 2024 that the Labour government would abolish the non-dom tax regime.

M&A Deal Trends Report H1 2024

M&A software provider iDeals had collected fascinating data into the extension of deal timelines since 2020. Combining this data with my own extensive research, I produced a report on the latest M&A trends globally and the outlook for 2025.

How brokers can use specialist mortgages to help a new kind of adverse customer

This article, written on behalf of the Head of National Accounts at specialist lender Kensington Mortgages, sets out the long-term impacts that the cost-of-living crisis is having on mortgage customers. It also explores how brokers – Kensington’s target audience – can support them by using specialist mortgage products.

Why is resilient connectivity important?

In this piece for the Director of rSIM, a new resilient SIM card offering maximum uptime to its customers, I explored the crippling impact that poor connectivity can have on our lives.

Why the clean energy-tech revolution matters to me

I interviewed the Italian CEO of clean energy-tech company Aira and wrote a piece his personal motivations for joining the fight against climate change.

Trading strategies: Comparing fundamental and technical analysis

In this sponsored op-ed for UK Investor Magazine, written on behalf of Oanda trading expert Craig Erlam, I explore the benefits of two common trading strategies and shared practical advice to help readers shape their own approach.

Heat pumps: The economic opportunity for the UK

In this article, which I wrote on behalf of the Group CCO of Aira, I articulate his thoughts on the economic benefits that a mass installation of heat pumps could bring to the UK.

What the energy industry still needs to learn about its people

I interviewed and wrote an article on behalf of the Italian CEO of Aira about the people behind the fight against climate change.

Are heat pumps the solution to Europe’s gas boiler problem?

In this article, written for the CMO of Aira, I set out the problems with gas boilers and the benefits of switching to heat pumps.

Are heat pumps the silver bullet to solve Europe’s energy crisis?

I interviewed and wrote an article on behalf of the CEO of Aira about how heat pumps could transform Europe’s response to climate change and the energy crisis.

Alien in New York: How Etc. works with startups to deliver positive change

I spoke to Adam Schink, Head of Partnerships – Scouting, Investment and Innovation at BT, about his career journey and why he’s passionate about kickstarting growth in start-ups that have the potential to improve people’s lives.

The robots are coming: How Sage Foundation and FIRST LEGO League are making STEM learning fun for disadvantaged children

I interviewed Helen Devanny, VP of Sage Foundation, about how building fun into learning experiences can inspire underprivileged children to develop an interest in technology careers.

In this piece for BITE Magazine, I share my thoughts on the often performative feminism displayed by brands on International Women’s Day each year. I also set out the benefits that an authentic approach to inclusive marketing can bring to an organisation’s reputation and bottom line.

Women in Sustainability series: Meet Mariam Cassim

Mariam Cassim is Chief Executive Officer for Financial and Digital Services at Vodacom Group, the biggest mobile network operator in South Africa and Africa. I interviewed her about her perspectives on sustainability, and ghost-wrote this article as part of a series coinciding with International Women’s Day.

Women in Sustainability series: Meet Rosemary Martin

Rosemary Martin is Vodafone’s Group General Counsel and Company Secretary. I interviewed her about her perspectives on sustainability, and ghost-wrote this article as part of a series coinciding with International Women’s Day.

From fitting in to speaking out: Career advice from Adanna Welch

I interviewed Adanna Welch, Vodafone’s Head of Operational Governance and Business Manager to the Group CTO, about her experiences as a Black female tech leader.

Connected Consumer 2030

I used complex and extensive consumer technology research to produce an engaging, easily-digestible “Instagram stories” style piece on the five key trends set to shape the future of connectivity.

Vodafone

Keeping Ukraine connected: Stories from our Instant Network volunteers

I spoke to the Vodafone Foundation volunteers setting up instant mobile networks to connect the victims of war to their loved ones.

Vodafone

Women, work and the menopause

In this interactive content piece, I explore how women are impacted by the menopause in the workplace.

Vodafone

Meet the women leading Vodafone’s sustainability drive

In this content series, I profiled the women who are taking action to drive sustainability in Vodafone’s business and communities.

Vodafone

Kennedy Odede, CEO of Shofco, on football, philanthropy and inequality

I interviewed Odede about how his experiences growing up in Africa’s largest slum inspired him to set up a charity tackling poverty and gender inequality across the continent.

PwC

Business in Focus podcast series

I led the content production of our Business in Focus podcast, which provides practical advice to help clients navigate today’s most important issues. The series became PwC’s most successful podcast, with 1500+ subscribers and 8k+ listens, and it was shortlisted for a B2B Marketing Award.