Services

Four ways in. All of them scoped.

Fixed price, fixed timeline, and a deliverable you can act on whether or not you ever hire me again. I'd rather you get one useful thing than sign a retainer you can't evaluate.

Ali, confirm these before launch. The figures below are set for the London market: above the rate an independent can defend on experience alone, below what an agency charges for the same scope. All are stated excluding VAT. The retainer is deliberately cheaper per day than the project work, because a commitment ought to earn a discount rather than a premium. The founding rate is set at £4,500 rather than half price on purpose: a 50% discount quietly says the full fee was never real, and it makes the step up to £6,500 on a second project a difficult conversation. £4,500 also sits under the £5,000 mark where many companies require procurement involvement, so a marketing director can often sign it off alone. Two things to check: whether you are VAT registered (the threshold is £90,000 of turnover), and whether you are comfortable publishing rates at all. I think you should. Naming real numbers filters out the wrong enquiries, and vague pricing attracts people who want to negotiate.

Audience Audit

The core engagement. A structured teardown of how your brand currently lands with women over 50, and a prioritised list of what to change.

I look at:

Creative and casting: who appears, how they're framed, and what that signals
Copy and tone, including the compliment-as-condescension patterns that test well and land badly
Channel and media mix against where this audience actually is
Product and service truth: whether the offer survives contact with a 60-year-old's real constraints
Competitor positioning in the segment, and the openings nobody has taken
Five depth conversations with women over 50 from your actual target segment, run by me, one to one, quoted directly in the audit

You get: a written audit with findings ranked by impact and effort, the interview transcripts and what they change, a one-page summary for your exec team, and a 90-minute working session, remote or in person, to argue with me about it.

The interviews are the part an agency cannot credibly replicate. They turn this from a review of your marketing into primary research on the customer it keeps missing.

One to one, never as a group. A room of strangers is polite, and politeness is exactly what you do not need from this.

Timeline: 4 weeks

£6,500 founding rate £4,500

AI Visibility Check

When a 58-year-old woman asks ChatGPT, Gemini or Google's AI answers about your category, what comes back, and are you in it?

This is a new blind spot and an unusually clean one. AI-generated answers are becoming a first stop for exactly this cohort, with adoption among older adults doubling in a year, and almost no brand is auditing what those answers say for this demographic in particular. Generic AI-search audits test generic prompts. Yours will be tested the way your actual customer would ask.

You get: a documented run of realistic queries across the major assistants, where you appear and where a competitor does instead, which sources the models are drawing on, and the specific fixes that change what they say.

Timeline: 1 week

£1,950

Campaign & Creative Review

Pre-launch review of work aimed at, or likely to reach, this audience. Fast, blunt, and cheaper than the alternative.

Research groups are polite. A room of strangers will not tell your agency that the casting reads as a pity hire or that the voiceover sounds like it's addressing a hospital ward. I will, before you've committed the media budget.

You get: written feedback on concepts, scripts, casting and copy within 5 working days, plus a call to walk through it.

£1,750 per campaign

Embedded Advisor

Usually the natural next step after an Audience Audit. The audit tells you what to change; this is for the decisions that keep coming afterwards, when someone needs to be part of the work as it is made rather than reviewing it once it is finished.

I join the work (planning, creative reviews, briefs) as the voice on the team who is also the customer.

Includes: 3 days / month, a standing place in your creative reviews, and open access for the quick "does this read badly?" question that saves the most money.

£750 a day, against my project rate of £810. Retained clients pay less, because a three-month commitment is worth something to me and I would rather pass that back than pretend it isn't.

Minimum engagement 3 months

£2,250 per month

AI literacy for women over 50

A separate strand of the practice, for employers, membership organisations and teams.

Workshops & training

Around half of women in this cohort don't use generative AI at all, and the research is clear that the barrier is trust rather than aptitude. Women report substantially lower confidence that their data will be handled properly, and lower belief that the tools will actually help them. Most training ignores this and opens with features.

I don't. I start with what happens to your information, what these systems get wrong, and where they're genuinely useful, taught by someone on the same side of the gap, which turns out to matter more than any curriculum.

Formats:

Half-day team session. For employers investing in staff over 50. Practical, hands-on, no jargon. Remote or in person. £1,450
Membership organisation talk. 60 to 90 minutes for associations, networks and professional bodies. £950
Marketing-team reverse workshop. The inverse: I teach your under-45 team what this customer actually experiences when your product asks her to trust an algorithm. £1,950

That last one tends to sell best to the same buyer as the Audit, and it's the most direct answer to a workforce in which six percent of practitioners are over fifty.

How engagements run

A call. 30 minutes, free. If I'm not the right person I'll say so on the call rather than in a proposal three weeks later.
A written scope. Fixed fee, fixed deliverable, fixed date. No hourly billing.
The work. You get an interim view early enough to redirect it.
Handover. Written deliverable plus a working session. Your team keeps everything.
Where. Whatever suits your team. Plenty of this works well over your calls and channels, and I am London-based and glad to come in for workshops, kick-offs, or any session that is simply better face to face. Say which you prefer and we will work that way. Travel outside London is charged at cost.

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