Our MD’s story

18 June 2025

Omphaloskepsis. Better known as navel-gazing. I’ve been doing a lot of it over the last six months or so, both personally and professionally. There’s nothing quite like a corporate rebrand to force a bit of good old introspection. So, thank you for that Mindfully Wired. It’s a luxury we often don’t afford ourselves; to stop, take stock and truly reflect on who we are. Who we really are. The beyond-the-surface-level version of who we are, and what’s our reason for being.

My professional purpose has been clear to me for some time. To use communications as a force for good. And I’ve been fortunate to have built a career where I’ve seen the power of this purpose brought to life through the execution of meaningful behaviour change campaigns for causes that really matter. From uniting communities to combat loneliness to making it easier for people to make healthy, sustainable food choices, working on issues-based campaigns for NGOs, not-for-profits and government departments – and even brands at times – has never felt like work to me. It’s felt like my way of giving something back. Putting my skills to good use, for the greater good.

My personal purpose, until very recently, has perhaps been less clear to me. But one thing I’ve learned since joining forces with the truly inspiring and all-round wonderful human that is Katrina Ryan, is that it all starts with your values. Our team at MW are an eclectic bunch of academics, scientists, creatives and more “traditional” comms folk. On paper, we couldn’t be more different. But what unites us all is our unwavering perseverance, perspicacity and sideway-mindedness in how we approach briefs, and our unashamed heart-on-sleeve-wearing in our interactions with one another, and with our clients and collaborators. Collectively we’re driven by wanting to do the right thing, but better, to bring about positive change in the world through what we do and how we work.

Doing the right thing better. It’s a purpose I’m proud to drive forward in a professional capacity, and I think it could just be that elusive personal purpose I’ve been searching for too. Feeling genuine excitement about the next chapter for Mindfully Wired.

Read more about our team’s professional purposes here.