Award-winning journalism meets strategic brand expertise.
Guaranteed results follow.
Pickup_andWebb is the collaboration between Oliver Pickup (journalist) and Cameron Webb (brand strategist). We combine authentic storytelling with strategic capability to create thought leadership that reflects your values and drives measurable outcomes.
Where it began.
Our partnership began with The Art of Smart — a multi-year thought leadership programme for Crowe Global that transformed a static annual report into a dynamic multimedia hub, raising brand awareness to 64% in target markets and generating over 30 million social media impressions.
That collaboration became the foundation for Pickup_andWebb's approach: discovery first, strategy before content, measurable outcomes from day one.
We're intellectual partners who combine journalism and brand strategy to deliver thought leadership that's as impactful as it is insightful. Our mission is to position you as the voice that shapes your industry.
See our servicesTo position you as the voice that shapes your industry.
Every organisation has the potential to lead the conversation in its field. We're here to unlock that potential — but only after we've done the hard work of understanding where you can credibly lead, and where you cannot.
The principles behind the work.
Strategy before tactics
We don't start with content calendars. We start with objectives. Two to three measurable goals, co-created with your team, aligned with your commercial priorities. Everything else follows from there.
Curiosity without bounds
We dig deeper than surface-level understanding, asking uncomfortable questions and exploring unexplored territories of thought. The best insights emerge when someone is willing to challenge assumptions.
Empathetic understanding
Effective thought leadership stems from a deep understanding of your industry's complex ecosystem. We cultivate genuine empathy to create insights that resonate — not content that simply exists.
Provocative thinking
We challenge the status quo to spark conversations and encourage fresh thinking. True progress lies beyond the comfort zone of conventional wisdom. Safe content is forgettable content.
Pioneering spirit
We're constantly exploring new methodologies and pioneering novel approaches to thought leadership and branding. Standing still is not an option in a rapidly evolving content landscape.
Actionable insights
Our insights are launchpads for action and catalysts for transformation, not just intellectually rigorous ideas. If it doesn't move the needle, it doesn't make the cut.
Meet the people behind the results.
Oliver Pickup
Award-winning journalist with bylines in the Financial Times, Wall Street Journal, Guardian, Daily Telegraph, and Raconteur. Specialises in uncovering genuine insights through investigative skills and natural curiosity.
While 67% of marketers have only "medium trust" in AI outputs, Oliver asks the right questions to create thought leadership people actually want to read.
Content Marketing Institute, 2025
Cameron Webb
Former Big Four head of brand with expertise in transforming complex business challenges into compelling thought leadership that drives measurable commercial outcomes.
While 42% of marketers lack clear content goals, Cameron ensures every piece serves strategic business objectives.
Content Marketing Institute, 2025Our global journalist network.
We work with experienced journalists across continents who bring sector expertise and editorial standards that AI cannot match. Real journalists with investigative skills, not content creators following prompts.
Crystal
Working in Asia for over 13 years across subjects from tech and business, to fashion and food. Published in Marie Claire, Reader's Digest, Associated Press and The Times of London, as well as worked with clients such as Nike, Mastercard, Huawei, and Live Nation.
Ahsan
Pakistan-based writer focusing on B2B technology and digital trends. With a background in psychology, he brings fresh perspective to tech and business writing. Has written for industry leaders including Crowe Global, Korn Ferry and Storyly.
Natasha
Technology writer specialising in emerging tech, digital transformation and the future of work. Her work has appeared in Raconteur (The Times), TechCrunch, Strixus Magazine, and Barclays Eagle Labs.
Olatunji
Tech and environment journalist based in Nigeria. Published in WIRED, VICE, The Record, Al-Jazeera, and Rest of World. Winner of the 2021 West and Central Africa Migration Journalism Awards.
Ready to position your organisation
as the voice that matters?
Let's start with a conversation about your objectives.