Al taught semiotics and cultural theory at Westminster University before deciding to apply his expertise commercially.
He joined the pioneering Semiotic Solutions in 1998 and learned from Virginia Valentine how to use semiotics in the successful transformation of brand communications.
From here, he became a partner at Michaelides and Bednash, the London-based media strategy agency, where he developed and implemented communications ideas for Unilever Best Foods, Lever Faberge, Hatchette Filipachi, The Guardian, Time Out and Channel 4 as well as using semiotics to lead the re-branding of The Lancet medical journal.
He has been with Space Doctors since 2005 and – among other things – has led multiple global projects in laundry, skincare, hair care, health care and pet care for Procter and Gamble, advised Tesco on the future of retail, contributed winning campaign ideas to agencies like Euro RSCG and Leo Burnett and made semiotics work for brands as diverse as Mars, Elle Deco, GSK and Shredded Wheat.
He has written about popular culture and communications for The Guardian, Time Out and Marketing Week and is still trying to get his mum to understand what he does for a living.