Cal is a Social Strategist at Iris, working across FMCG, alcohol, loyalty, food and drink, fashion and culture-led brands. He leads social strategy and always-on delivery for clients including BRITA and Samsung, helping brands stand apart, ride culture and move behaviour in an increasingly commoditised social landscape.
His work is grounded in participation – building ideas that earn their place in people’s lives rather than interrupting them. Known for pushing brands to be braver and more culturally relevant, Cal challenges clients to move beyond content for content’s sake and focus on work audiences actively choose to engage with.
Alongside his client work, Cal is a committed advocate for creative careers. He previously ran a non-profit supporting people in the creative industries during times of hardship and continues to champion under-represented talent through mentoring and advisory roles across industry initiatives.
As brands face rising media costs and shifting cultural dynamics, brands must look to social as the new modern brand ecosystem.
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