Work
Different briefs. Different People. Different Answers.
Here's some of the work.
CPHI Sustainabilty Summit 2026
Sustainability is now integral to the future of pharma.
Through conversations with key industry stakeholders, this explores why this gamechanging decision was made to bring sustainability in pharma to the biggest stage of all.
Read the article.
Informa Markets / CPHI Online / Pharmapack
Embedded in the world of pharma, much of my recent work has focused on sustainability... and the bigger questions that sit around it.
From the events floor to the leaders' room, that means being across the conversations where innovation, AI, supply chains, geopolitics, ethics, communities and commerce all meet.
CPHI Sustainabilty Report
Innovation or Impact? Can a Greener Pharmaceutical Industry Have Both?
By interviewing experts from across the pharma industry, I took a temperature check on the opportunities, tensions, and difficult choices facing a powerhouse global industry in the midst of seismic change.
See Home to read.
Event Reporting
Things happen when industries come
together to share, sell, network, protest and champion
.
Being on the ground means listening, asking questions, staying across what's happening... and finding the stories as they unfold.
ICCA
How do you retell a story 60 years in the making?
It started with a website. Getting underneath the history, knowledge and ambition to find a clearer voice for a pioneering international association organisation.
And then the conversation continued.
The work stretched across brand voice, articles, thought leadership, advocacy, film and capturing the sights, sounds and stories of ICCA's famed annual global congress.
Film
I've made a lot of commercial films with very talented independent filmakers.
The concept and script are only the beginning. The best work happens when you understand what the people behind the camera can bring to the words... and then give them space to do the things you can't.
See the films.
Brand Voice - Ashford Interiors
Sometimes you get lucky. You find the right client and a genuinely exciting partnership begins.
With Ashford Interiors, what started as a conversation about an anniversary became something much bigger, with film and
social at the heart of a distinctively new brand voice.
From dogs dressed as reindeers to buskers sharing out the sausages... a family business bared its soul with humour, heart and honesty.
Audio
It's where it started for me, and audio remains a brilliant way to connect with an audience.
Occasionally it just clicks... as it did with Mallory of Bath. I wrote the scripts and John Cleese provided the voice. I loved the collaboration and it seems he did too.
As a former boss said after hearing his voice message:
"Roachy, that's your CV."
Books
Growing up in Wales means growing up with rugby.
I'm immensely proud to have given voice to two of Welsh rugby's finest: Mervyn Davies and Rupert Moon.
I spent time with them. Listened to them. Lived their moments of glory and despair. And put myself on the pitch so that when I sat down to write, I could be their voice.
Two lives. Two books. Their stories, in their words.
In Strength and Shadow was named Sunday Times Book of the Week. The Times praised Full Moon for translating "character to the page."
Which was exactly the job.
The 4Cs
I have a process called The 4Cs.
I used it as a Creative Director at Global Media. I use it now as a consultant.
It's not magic. But it is uncannily effective at finding consensus among stakeholders... and uncovering that thing: the concept, truth, pathway or answer that gives the work somewhere to go.
It starts with a room full of people and a flipchart.
For Wollens, that process helped shape work that went on to receive recognition at a national industry awards.
But the important bit is what happens in between.