About me

David is a Group Strategy Director at Critical Mass. He is passionate about content, CX, new technology, harnessing AI for good, user-first thinking, and empathy.

He has been at Critical Mass for 6 years and has worked on brands such as BNY, Diageo, AT&T, BMW and Prudential. As an AI super user, he has written over 100k prompts, creates 1+ agents a week, leads training programs on AI, competes in Hackathons, and is active in the AI community around Gen AI content creation.

He's been voted a BIMA Hot 100, and contributed to Forbes, EConsultancy, The Drum and . He has also been named in the Top 100 Drum Digerati.

Previously David ran UX and Strategy for Nimbletank, where he worked on OVO Energy, the first mobile app to access the torch for meter readings, plus the likes of Santander and Lloyds Banking Group. Prior to that he led mobile and social for EMEA at R/GA working with Heineken, Nike, Beats By Dre, Unilever, and Getty.

He has judged for the SHORTIES, Drum, MMA, OMMA, and many other leading awards.

He's guest lectured at UCA and BCU to master's students on all things experience, content and social.

Over his career he has won over 100 creative awards.

David's work

Malts - Rebranding and Redefining the Consumer Experience

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