Fifteen years as a strategic planner in advertising agencies left Jonathan wanting to use the creative the firepower of the industry to tackle bigger challenges. The majority of his time at JWT and Red Bee Media working on Shell, Nestle, Kraft, Diageo, Mazda, Virgin Media, uktv and the BBC. A career highlight was winning Gold at the 2008 IPA Effectiveness Awards for the launch of Dave.
Jonathan slowly began to question the impact he was having on the world via his job in advertising and in 2010 he began a Masters in Sustainability and Responsibility at Ashridge Business School. This raised yet more challenging questions about the negative impacts of advertising and his own role within it. In 2014, Jonathan published Looking Up, a book where he shares his thoughts and questions. It is described by Alain de Botton as “Inspiring” and “A fascinating provocation to the industry” by Richard Huntingdon, Chief Strategy Officer, Saatchi & Saatchi.