About us
ABOUT
Invent the future. Back yourself. Move faster, think clearer, grow smarter. Ready? I've already been there.
Do any of these sound familiar?
An established business struggling to turn ambition into reality? Lots of commercial effort but flat growth? Under pressure to pivot but still need to keep the lights on? Brilliant ideas but no clear path to making them viable? Marketing plans everywhere but underwhelming results? Pressure to cut marketing costs while somehow delivering more? AI everywhere but no idea where to start or how to make it actually work for your business? Technology investments that promised transformation but delivered complexity?
These aren't theoretical problems. I've lived them and solved them.
At Azura Blue, I bring senior operator insight from someone who has built businesses from scratch, scaled platforms to millions in revenue, navigated complex M&A transactions, and transformed struggling operations into thriving entities. I've been CEO, I've reported to private equity, I've worked in complex global matrix organisations, I've pitched for my own survival, and I've built teams across three continents. This isn't consulting from the sidelines — it's counsel from someone who has genuinely been where you are trying to go.
My approach is direct. Pattern recognition beats process. Clarity beats complexity. And the right experience at the right moment beats a junior team working from a playbook every single time.
I only work with people I believe in, because life really is too short.
What we do
WHAT I DO
How do you fix a business problem and future-proof what comes next? I drive growth through three core areas: business strategy, marketing technology and M&A.
I'm a builder and fixer. Whatever the challenge, I bring the right expertise to the right moment — under a single, straightforward framework focused on one thing: getting it done.".
Business Strategy & Execution
Growth can happen by accident. Sustained growth does not. Through The 24 Hour Business Plan, which I co-founded in the UK, I work with leadership teams to build three-year growth strategies with a sharp focus on year one execution — because things change, and plans need to adapt.
The methodology offers four products tailored to different business needs, all executed through intensive workshops: (1) The 24 Hour Business Plan, (2) The 24 Hour High Performing Team Plan, (3) The 24 Hour Mentoring Plan, and (4) Mentorship programmes. No death by PowerPoint. No strategic ambiguity. Just a clear plan that survives first contact with reality — and the accountability to see it through.
Marketing & Technology
The gap between marketing ambition and technical capability kills more businesses than bad strategy. I bridge that divide.
I've spent decades working with world-leading brands — Nike, Xbox, MINI, Coca-Cola, Meta, Monzo, Nestlé — delivering marketing and technology solutions at global scale.
I've invested in and bootstrapped two platforms, each built on a key insight. Untold Fable tapped into the huge growth in direct-to-production budgets — clients who know what they want and don't need creative ideation overhead. Otomo addressed the growing need to deliver hyper-personalised video content at unprecedented scale, now delivering 60-80% time and cost savings.
Whether you're selecting the right marketing stack, building proprietary platforms, or making your existing technology actually work, I bring the perspective of someone who has built, bought, integrated and operated marketing technology at scale — from concept through to exit.
Advisory & M&A
Transactions are complex. The stakes are high and the margin for error is small. I guide businesses through valuations, acquisitions, strategic partnerships and investment conversations with the clarity that only comes from having been on both sides of the table — buy-side and sell-side.
I'm not an accountant, but I know the practical considerations every party is looking for. I know how to add value to your valuation, prepare a business for transaction, and manage the human complexity of integration.
No two client situations are the same and I've never believed in one-size-fits-all answers. Every engagement is bespoke, every recommendation grounded in reality. No unnecessary complexity, no bloated process. Just clear thinking, decisive action, and results you can measure.
Clients
CLIENTS
Understanding your challenges from the inside out. Solving them from the outside in.
I work with businesses at genuine inflection points — the moments where the right counsel makes the difference between stagnation and transformation.
You might be an SME preparing for scale or navigating a pivot. An agency looking for M&A support or proposition development. A brand wrestling with marketing technology strategy or digital transformation. A PE-backed business under pressure to deliver growth and operational excellence simultaneously.
Whatever the situation, I bring the experience of someone who has genuinely been where you are trying to go.
Our founder
FOUNDER
'Decades at the forefront of the marketing and technology intersection. Pattern recognition beats process. Every time.' Guy Wieynk
I bring decades of international experience building, scaling and transforming some of the most ambitious agencies and brands in the world.
I spent 17 years at AKQA, helping establish multiple international studios across the US, Asia and Europe and contributing to the agency's growth into one of the world's most awarded creative technology businesses.
I then led Publicis Communications UK, where I was pivotal to creating the 'Power of One' model — breaking down silos between Publicis Communications, Publicis Media and Publicis Sapient to generate millions in organic revenue.
Most recently, as Global CEO of AnalogFolk Group, I transformed a creative digital agency into a marketing technology platform — incubating and scaling two profitable businesses: Otomo, an AI-powered creative automation platform delivering 60-80% time savings for global brands including Meta, and Untold Fable, a content production platform operating across 60+ markets.
I've run teams of 1,500 and teams of two. I've managed P&Ls in the hundreds of millions and bootstrapped start-ups from scratch. I've been CEO, I've reported to private equity, I've pitched for survival, and I've built businesses across three continents.
My approach is direct. Bring the right experience to the right moment. Apply frameworks tested under real pressure. Never confuse activity with progress.
Azura Blue exists because the best counsel shouldn't come wrapped in holding company overhead and junior teams. It should come from someone who has genuinely been where you are trying to go.