We find out why and fix it. An ITV commissioning editor and a positioning strategist, in the same room, finding the story your brand is sitting on.
You've tried PR. You paid a retainer. They sent pitches. You got a mention in a roundup and a trade piece nobody read. The agency was pitching your brand description, not your story — because you don't have one yet.
You've tried content. You're posting consistently. Your social looks healthy on a spreadsheet. But nothing's actually happening. No inbound. No coverage. No momentum. The content is functionally correct and psychologically dead.
You've tried everything logical. Better hooks. More posts. Trending audio. Clearer CTAs. The problem is, so has everyone else. When everyone optimises the same way, nobody stands out. You don't need louder tactics. You need a different story.
One of us spent 15 years deciding what goes on ITV. The other diagnoses why businesses can't produce stories in the first place. Together: the editorial filter and the positioning engine.
Helen spent 15+ years as a features editor at ITV, deciding what made it on air and what didn't. She runs her actual editorial decision process against your brand — live. Not theory about what editors look for. The real filter, applied to you. She tells you exactly what a commissioning editor would pick up, what they'd kill, and why.
Editorial IntelligenceThe strategist diagnoses why you don't have angles in the first place. It's almost never a creativity problem. It's a positioning problem — you're competing in the wrong category, signalling the wrong thing, or buried under language that makes you sound like everyone else. We rebuild the positioning underneath so stories start emerging naturally.
Positioning ScienceHelen identifies what would pass through the editorial filter right now. The strategist rebuilds the structure so you keep generating things that pass through — permanently. The editorial instinct and the positioning science feed each other, live, in front of you. That's where the angles come from that nobody else can find.
Where it HappensYou leave with specific, usable angles — not generic advice. Each one tagged with where it fits, what format it wants, and why it works. Plus the repositioned foundation that keeps producing them after we're gone. One session. No retainer. No dependency. Just the story you should have been telling all along.
Angles, Not AdviceNeither of us alone creates the category. Together, we see what nobody else can.
Helen has spent over 15 years at ITV deciding what gets commissioned and what gets killed. She knows — instinctively and structurally — what makes a story. Not in theory. In practice. Every day, for a decade and a half, she was the person deciding whether something was worth the audience's attention. She is the filter your content has never been through.
The strategist works in positioning science and behavioural economics — diagnosing why businesses can't produce stories, why their content dies on arrival, and what structural change makes everything they put out land differently. Not better hooks. Better architecture. Fix the positioning and the stories write themselves.
Every session combines the editorial filter and the positioning engine. No retainers. No deep projects. One session, one outcome.
"We're a science-driven healthy ready meal company with dietitian-designed meals personalised for you."
"We've built an AI tool that saves small businesses 10 hours a week."
"I help leaders lead better through transformational coaching methodologies."
One session. No retainer. No dependency. Just the story you should have been telling all along.
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