The judgment behind content for global brands.
Fractional Chief Content Officer for premium brands and for the industries nobody has thought to film. I decide what your business should be making, why, and to what standard.
Brands supported across ten years of building and running creative businesses
A senior marketing hire costs six figures. Most businesses need the thinking, not the salary.
A fractional Chief Content Officer sits above your agencies, your freelancers and your in-house team, and takes responsibility for the whole picture. What gets made, why it gets made, where it goes and whether it worked.
Retained, monthly, and limited to a small number of businesses at a time.
What sits under the role
This is advisory work. I decide what your business should be making, why, for whom and to what standard, then direct and quality-control the people who make it. I am not the camera operator, the editor or the media buyer.
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Social media strategy
Channel positioning, publishing cadence and the content architecture that decides what your business says in public and to whom.
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Content direction
Creative direction and briefing across UGC, film, photography and paid creative. I set the standard and sign off the output, whoever holds the camera.
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Digital marketing
Paid media planning, email, landing page strategy and the measurement that tells you which part of the spend is producing enquiries.
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Online presence
Website direction, organic search strategy and the reputation layer buyers check before they ever make contact with you.
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AI systems and tooling
Specifying and implementing automated workflows and custom tools so a small team produces and publishes at the volume of a much larger one.
Production is quoted and contracted separately, through a network of trusted specialists across film, photography, design and paid media. Two of those are my own agencies, EDITALL and Orca Media, which serve as production vehicles in the sectors they know. Using them is always your choice, and I will say when someone outside my group is the better fit.
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Two kinds of business hire me
The first competes in industries where the visual bar is already high. The second competes in industries where nobody has bothered to set one.
Premium sectors
Markets where the audience is discerning, the purchase is considered and the content has to match the price of the product. Here, good work buys you parity.
- Maritime and superyachts
- Luxury hospitality
- Super-prime property
- Private aviation
- Innovative technology
Overlooked industries
Profitable, established businesses in sectors nobody has ever thought to film. There is no competition for attention because no competitor is trying. Here, good work buys you the entire category.
- Manufacturing and engineering
- Logistics and freight
- Construction and civils
- Recruitment and professional services
- Plant, equipment and industrial supply
Every standard I set, I have already met myself.
Ten years producing on location for luxury and global brands. I direct from the position of having done the job, which is why the brief is realistic and the standard is not negotiable.
Callum Johns
I spent five years in commercial maritime interior design, working refits across some of the largest shipyards in the world, then a season at sea as a working deckhand. That background taught me how complex operations fail, which is almost never for lack of talent and almost always for lack of system.
I founded Orca Media, then EDITALL, and still run both. Clients kept asking me to take the same role inside their business that I hold inside my own, and this consultancy exists because of it.
- Founder and Creative DirectorEDITALL
- Founder and Creative DirectorOrca Media Productions
- BasedWiltshire, United Kingdom
- Clients acrossUK, Europe, the UAE and the United States
Start with a conversation about how your business runs today
If there is no meaningful gain to be made, I will tell you that rather than sell you a retainer. Enquiries are answered personally.