Authentic storytelling featuring real employees sharing real experiences turns deployment into genuine adoption. I help organisations move beyond launch campaigns and make transformation feel useful, human and worth adopting.
Watch: Protagonist adoption story (45 sec)
37%
Nearly nine in ten organisations report regular AI use. Only 37% report any impact on enterprise profit.
McKinsey, State of AI, Aug 2026
What I do
I help organisations turn usage into value, with communications that make adoption visible and measurable.
5%
Of firms that had finished a Microsoft 365 Copilot pilot, only 5% were moving to wider deployment.
Gartner, 2025
What I do
I run the adoption communications and champion programmes that help move a pilot into daily use.
38%
38% of reported AI adoption challenges are about user proficiency. Only 16% are technical.
Prosci, 2025
What I do
I lead the change communications and champion programmes that build the confidence and skill behind that 38%.
30%
30% of US employees use AI a few times a week or more. 52% use it at all.
Gallup, May 2026
What I do
I build the sustained campaign, not a launch moment, that helps turn occasional use into habit.
Deployment is not adoption.
From brief to interview – supporting engagement collateral including videos, articles and Viva Engage posts.
An illustrative example.
People don't change because they're given information. They change when they can see themselves in the story.
AI and transformation communications
Communications strategy for AI rollouts, platform launches and major change programmes, built around what people actually need to know.
Adoption content
Video, articles, campaigns and leadership messaging that answer the only question that matters: what does this mean for my work?
Leadership advisory
Support for CIOs, COOs and Communications leaders who need a clear, credible narrative and someone to help them tell it.
Communications audit
A clear-eyed review of your internal channels: what is reaching people, what is being ignored, and where the effort is being wasted.
Channel strategy
Intranet, Viva Engage, Teams and internal news — configured, owned and used properly rather than switched on and neglected.
Hands-on delivery
Strategic thinking to delivery. From interviews, articles and content through to video, campaigns and collateral.
20+
YEARS OF TRANSFORMATION AND CHANGE COMMUNICATIONS
18
ORGANISATIONS AS CLIENTS SUPPORTED
100+
PROJECTS COMPLETED
Gallons
OF CUPS OF COFFEE / TEA DRUNK
Why Protagonist
Every transformation needs someone to champion the story.
The name is deliberate. Protagonist — definition: a leading character, a champion of a cause or idea.
In every transformation the protagonist isn’t the technology. It’s the person being asked to change how they work. That’s the job of transformation communication: not simply explaining what’s happening, but showing people why it matters, who it’s for, and how they belong in it.
I have more than 20 years’ experience in change communications, most recently on the digital transformation programme at Clifford Chance, where I led the global AI communications.
Protagonist (UK) Ltd was founded in 2006 and is led by me personally. From the first conversation to the finished campaign, you get senior, hands-on support throughout.
Explore more
Watch, read and find out more.
They say
What clients say.
Trusted by organisations including Clifford Chance, BT, Siemens, Unilever, John Lewis, Arriva, Colt, Thales, Capita and Canon.
Ready to turn deployment into adoption?
If your organisation needs people to use, trust and value new technology, I can help you tell the stories that make adoption real.