Bringing big-screen inspiration to boardroom conversations
“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
For two consecutive years, I’ve helped Simmons & Simmons turn partner expertise into a forward-looking conversation about the forces reshaping business and law. The Year Ahead 2025 explored the trends that could define tomorrow’s world. Its successor, The Continuum, took things further, examining what happens when industries collide – and the opportunities that emerge at their intersections.
Objectives
The campaigns aim to:
1. Position the firm as a strategic business partner to global general counsel and C-suite leaders through fresh, data-driven perspectives.
2. Make sense of complex emerging trends, exploring their implications for businesses and the legal sector.
3. Differentiate the firm’s thought leadership through distinctive, engaging content that disrupts traditional industry forecasts.
4. Create opportunities for meaningful client conversations by turning expert insight and original research into compelling stories.
My role
For The Year Ahead 2025, I interviewed partners from across the firm, leading insight workshops to draw out fresh perspectives and uncover the business implications behind a global survey of 500 senior in-house lawyers across five regions.
I translated these conversations and research findings into a series of accessible, thought-provoking articles, exploring four themes: technology, sustainability, political systems and finance, and health and longevity. Taking inspiration from Hollywood’s utopian and dystopian futures, the articles connected big-picture scenarios with the real-world challenges facing businesses and their legal teams. I spoke to Senior Partner Julian Taylor about the findings, and used his insights to inform the campaign foreword.
In 2026, the campaign evolved into The Continuum, shifting the focus towards the opportunities emerging as traditionally separate sectors converge.
I continued to interview experts and develop the editorial content, writing articles that explored topics including the quantum advantage, private credit and tokenisation, AI infrastructure, and the changing demands on our cities. I also interviewed Emily Monastiriotis, Global Managing Partner, about the topics and wrote a foreword on her behalf.
Across both campaigns, my role was to turn complex research, specialist knowledge and diverse expert perspectives into clear, engaging narratives that resonated with senior business audiences.
Results
The Year Ahead 2025 delivered record engagement on LinkedIn, smashing the firm’s benchmarks and far exceeding the rates of previous years.
The campaign also sparked valuable client conversations and generated widespread media coverage in publications including The Financial Times, Law.com and Law360. Its creative approach earned industry recognition, including a nomination at The Drum Awards 2025.
The Continuum built on this foundation, extending the firm’s thought leadership into new areas of sector convergence and emerging business opportunities.
