Let me be clear about one thing upfront: I never set out to be a pop star. Fantasised about it, yes. Usually somewhere between my tenth beer and the closing credits of The Commitments. But I’ve never had the cheekbones, the hair, or the pelvic thrust for it. I'm an ad copywriter. Have been for 40-odd years. My job has always been to write for others. BMW’s “mouse the steering wheel” commercial, Dell, Breweries, FHM, banks, you get the picture.

A recent Forbes article by an agency contributor got me thinking again about something we encounter daily at Twisted Toast. The real differentiator for modern brands isn’t better tech, slicker automation or even access to more data. It’s creative energy. Not the abstract kind, but strategic, intentional creativity that connects emotionally and builds long-term brand value.

Ten years ago, I walked into Twisted Toast convinced great design was about bold ideas and a strong creative vision. I was wrong, gloriously so. What I’ve learned since is that the true power in design lies in empathy, humility and listening. On 1 September, I mark a decade with this remarkable agency. I started with hope and a fair amount of nervous energy, unaware of just how profoundly my view of design, business and life would shift. These lessons haven’t just shaped my work, they’ve changed me.

In more than twenty years working across the shifting sands of design trends, one truth remains constant: Minimalist design is not a passing phase. It is a purposeful philosophy. For premium brands that understand the value of clarity, consistency and restraint, minimalism continues to offer a powerful advantage.

A new search era dawns As of July 2025, 43% of consumers now use AI search tools such as ChatGPT or Google Gemini daily. Trust in these tools is substantial. Yext’s global survey (March / April 2025) reveals that 62 % of users trust AI to help them discover and evaluate brands. This marks a monumental shift from traditional search.

A lifelong friend of mine is a devout vinyl record enthusiast, listener, collector and a sometimes-trader of high-quality old-school records. Pieter’s Groovy Records side hustle has become a known brand amongst like-minded aficionados of the emotion-rich qualities of a distinctive vinyl record sound. He and his ilk are not alone.