Embracing change in digital marketing
Interview / thought leadership piece bylined by Googler Andy Serdons, in which marketing expert Peter Hinssen offers insights into the changing world of marketing.
Long-form content
A graduate's guide to launching your own brand
SEO-optimised thought leadership piece ghostwritten by a BCU alumna and business owner offering advice to new graduates on starting their own business.
The importance of marketing effectiveness
A thought leadership piece ghostwritten by prominent marketer Les Binet about the importance of experimenting, MMM and AI. This article was written in English and then translated into Dutch for publication Adfomatie.
An alum's guide to postgraduate study
I connected with a BCU alumnus based in the USA for a case study. Noticing he'd studied a postgrad, and with alumni entitled to a 20% discount, I worked with him to craft this article offering insights into the benefits of returning to uni.
Forging a generative innovation ecosystem
Article ghostwritten by BCU's then-Director of Research, Innovation and Enterprise for a leading UK-based research journal.
Making innovation in business accessible
Long-form article written for a UK-based research publication, ghostwritten by BCU's then-Director of Research, Innovation and Enterprise.
Case studies
Converting organic waste into sustainable bioenergy and products
The Bioresource and Bioeconomy Research Group at BCU is supporting the development of sustainable, circular bioeconomies. In nature, there is no such thing as waste. The Bioresource and Bioeconomy Research Group (BBRG) at BCU, led by Professor Lynsey Melville, are exploring ways to harness the carbon and nutrients embodied in organic waste streams and turn them into sustainable energy, fertilisers and high value products, such as animal feed.
For example, algae has...
For example, algae has...
Epidemic Sound’s pitch perfect lifetime value model explained
David Baekholm is chief growth officer at Epidemic Sound, a Swedish-born music technology company with offices in the Netherlands, the U.S.A, South Korea, and Germany. He's responsible for ensuring that the company has a comprehensive understanding of its customers. One such way of identifying this is through a recent project to create a productive lifetime value model that could help Epidemic Sound spend the right amount of marketing budget on the right customers, and increase its paid subscrib
All aboard: The railway operator that used AI in recruitment
Sheena Hartlooper and Claudia Zwitser are responsible for recruitment marketing at Nederlandse Spoorwegen (NS), a railway operator based in the Netherlands.
How Bol embraced neurodiversity in its video campaign
Diversity, inclusivity, and equity (DEI) work will never be done. It’s not a checkbox to tick. You can’t create one campaign or ad, and then think: “We’re finished”.
Big Data and Smart Cities for businesses, Birmingham and beyond
Cities around the world are taking advantage of the latest technologies, such as 5G or low power wide area networks (LPWAN), to help generate and record large volumes of data about the cities’ assets that can help paint an accurate picture of urban life. This smart transformation will help cities to make positive changes as they develop, grow and overcome challenges facing urban populations in the 21st century. Birmingham is no exception and is already taking advantage of bold new ideas and tech
Digitising the construction industry: reducing costs and improving efficiency
Research conducted by academics at BCU has helped overcome workflow challenges in the construction industry by digitising the supply chain, which allows contractors to cost work and purchase materials more efficiently.
Digital copy (web, social, email, video)
New graduate support email
Monthly email to those that have recently graduated, with content selected and created by me.
Google event - Think Consumer Amsterdam
Website content written and managed by me.
BCU Alumni LinkedIn page
LinkedIn page for BCU alumni news, stories, events and offers, created and managed by me.
BCU Alumni webpages
Content, design and layout created by me in collaborating with the wider Marketing team.
Alumni Welcome Video
Video welcoming alumni to the community from the Vice-Chancellor. Scripted and conceptualised by me.
Google event emails - AI Connect
Annual event targeting tech leaders and government officials. Email flow, cadence and content spearheaded by me.
Google event email
Google email to our subscribers promoting a digital event, which helped to generate over 300 signups.
Know your data - Google email
Google email that provided insights and articles on making the most of your data.
Social
LinkedIn ambassador post for Vice-President
Reactionary post to YouTube Festival ghostwritten by me for our Vice-President.
Think Consumer carousel
Carousel used for our Google ambassadors (sellers and marketing directors) to promote our digital event.
Jysk case study - LinkedIn carousel
Carousel that breaks down a recent case study with Nordic retailer Jysk.
Ethical Marketing - LinkedIn Carousel
Carousel written with a prominent Googler on ethical marketing.
The Barn LinkedIn video
LinkedIn post in which the video was conceptualised and written by myself, with the body copy also provided by me.
Orlando Wood video interview
LinkedIn copy written by myself for the global Think with Google channel
Launch materials
STEAM Hatchery sponsorship pack
A sponsorship pack encouraging businesses to sponsor our student and graduate programme.
STEAMhouse Pre-Incubator poster
Poster for students and graduates promoting a new entrepreneurship facility.
The journey of STEAMhouse
After nine years of international research, building communities and forging exciting collaborations, Birmingham City University (BCU)’s STEAM journey is culminating with the launch of the STEAMhouse innovation centre, a breath-taking five-storey building replete with world-class facilities. Joanna Birch – Director of Innovation, Enterprise and Employability at BCU – reflects on a rewarding adventure.
Supporting innovation in Birmingham (and beyond)
The idea for STEAMhouse geminated over an 18
Supporting innovation in Birmingham (and beyond)
The idea for STEAMhouse geminated over an 18
We Are STEAMhouse!
Video scripted and created by myself about the launch of a new innovation centre.
Press releases + award entries
Sam Lambeth music - press release
Press release I wrote to promote my single, which helped me to secure airplay on Radio X.
Birmingham bands perform at major European festival as part of deal
Freelance work conducting press releases for a Government-funded music initiative.
University teams up with football club on health and fitness programme to tackle effects of long-Covid
Research-focused press release.
MBCC Awards – Excellence in diversity and inclusion
One of the three award wins we secured for equality, diversion and equality in 2022.
Entrepreneur of the Year - Rishika Bhalla
Written for the 2023 edition of the Signature Awards and has been named as a finalist.
West Midlands Tech Awards – Property and Construction Tech Category – Ecrofit
A submission for construction and built environment project Ecrofit, which won the Property Construction and Tech accolade.
Journalism
Franz Ferdinand bring their arch pop brilliance back to Birmingham
Franz Ferdinand | Home Counties
Birmingham O2 Academy
6th March 2026
Arch art pop veterans might mix up their days but, 20+ plus years into their career, there’s no confusion in just how cool they remain. Sam Lambeth woke up tonight and said he’s gonna make somebody love him.
A little bit frantic but with a hell of a lot of style, Home Counties are the perfect appetiser. Wry, satirical lyrics on the futility of confronting landlords (You Break It, You Bought It) are matched with smart, dance-...
Birmingham O2 Academy
6th March 2026
Arch art pop veterans might mix up their days but, 20+ plus years into their career, there’s no confusion in just how cool they remain. Sam Lambeth woke up tonight and said he’s gonna make somebody love him.
A little bit frantic but with a hell of a lot of style, Home Counties are the perfect appetiser. Wry, satirical lyrics on the futility of confronting landlords (You Break It, You Bought It) are matched with smart, dance-...
The Offspring are pretty fly at epic Manchester gig
The Doctor will see you now…fresh from gaining his PhD, The Offspring’s Dexter Holland and his gang of SoCal stalwarts bring their hearty blend of alternative punk and salsa to a packed out Manchester. Just watch out for the gorilla guy. And the booty cam. Sam Lambeth asked for a 13, but they drew a 31.
Ocean Colour Scene shine at homecoming show
Ocean Colour Scene | Kula Shaker
Birmingham Utilita Arena
Saturday 29th March 2025
Birmingham’s trad rock survivors celebrate a stunning homecoming at one of the Second City’s biggest arenas, with fellow Britpop revellers Kula Shaker in tow. Sam Lambeth sipped another rum and coke and told a dirty joke.
Swirling, psychedelic shapes engulf a large screen behind the Utilita Arena stage, the kind that Super Hans and Jez would put on as a visual backdrop while getting toasted in Mark’s living room...
Birmingham Utilita Arena
Saturday 29th March 2025
Birmingham’s trad rock survivors celebrate a stunning homecoming at one of the Second City’s biggest arenas, with fellow Britpop revellers Kula Shaker in tow. Sam Lambeth sipped another rum and coke and told a dirty joke.
Swirling, psychedelic shapes engulf a large screen behind the Utilita Arena stage, the kind that Super Hans and Jez would put on as a visual backdrop while getting toasted in Mark’s living room...
Vampire Weekend: Civic Hall, Wolverhampton - Live Review
“Welcome back, my oldest friend”…Vampire Weekend roll back into Wolverhampton with a sprawling set tackling game shows, metal covers, jam band wig-outs and a country and western freakout. Sam Lambeth couldn’t give a fuck about an Oxford comma.
Nickelback: Utilita Arena, Birmingham - Live Review
Much maligned Canadians bring their colossal, radio-friendly crunch to Birmingham, dabbling in Oasis covers, tales of magic mushrooms and a love of good old British profanity. Sam Lambeth screams “are we having fun yet?”
Dave Matthews Band: O2 Apollo, Manchester - Live Review
Maybe they were wrong after all. In life, we’ve been brought up to believe that baseball, guns and Dave Matthews Band are three things that are inexplicably huge in the United States, but are not given a second thought across the pond. What hasn’t helped the Virginia veterans is their allegiance to the ‘jam band’ fac...
Kula Shaker: Wulfrun Hall, Wolverhampton - Live Review
Kula Shaker | Dhol Foundation
Wolverhampton Wulfrun Hall
Thursday 25th April 2024
Throwback rockers bring their psychedelic layers and spiritually-infused grooves back to Wolverhampton. Sam Lambeth brought the lava lamps.
You sometimes think that Kula Shaker just can’t help themselves. After all, only Viva Brother suffered the same swift ascension and brutally breakneck descent that Crispian Mills and co endured during the Britpop era. At first, things were rosy – their debut album K moulded th...
Wolverhampton Wulfrun Hall
Thursday 25th April 2024
Throwback rockers bring their psychedelic layers and spiritually-infused grooves back to Wolverhampton. Sam Lambeth brought the lava lamps.
You sometimes think that Kula Shaker just can’t help themselves. After all, only Viva Brother suffered the same swift ascension and brutally breakneck descent that Crispian Mills and co endured during the Britpop era. At first, things were rosy – their debut album K moulded th...
Liam Gallagher and John Squire stun in Wolverhampton show
I was one of the first people to review Liam Gallagher and John Squire's UK tour.
Misc
Google ambassadorship programme
Content written and prepped for our Google ambassadors to share to their networks.
Internal comms email promoting event
Speaker announcements and action items for Google sellers in line with our event, Think Consumer.
Think Consumer - Message House
See how I converted the original Message House into something palatable and digestible for marketing teams and sellers to follow and engage with.
