The brands people remember tend to be the ones that sell.

I learned marketing on the commercial side first — in the US at Esurance, one of the first online car insurance companies, and at Bank of America, where the whole job was growth. But I've spent just as long on the creative side: I led music marketing and growth at Orange, ran marketing, PR and ecommerce globally at French Connection, and worked with Mario Testino on new ventures, where the bar for creative quality was about as high as it gets.

Then I went on to lead large teams and start companies — co-founding Europe's largest Mexican food chain, helping prepare brands for exit at Ted Baker and Feelunique (acquired by Sephora), and advising Fossil Group through a well-received brand transformation.

Somewhere in the middle of all that, the idea that has shaped everything since became obvious to me:

Brand equity is one of the most valuable intangible things a business can own — and we're at risk of taking the same shortcuts in an AI-native world that we did during Web1 and Web2. The flood of GEO platforms isn't focused on long-term growth, and it doesn't serve senior leadership teams well.

ATTENT10N blends performance marketing with brand health, built for a future where AI doesn't just surface brands to people — it chooses between them. In that world, visibility isn't enough. Coherence and strength are what drive growth.