Working with the Great.

Advancing the Good.

An independent advisory practice built on expertise, trusted relationships and the belief that business can be a force for good.

Working with the Great.

Advancing the Good.

An independent advisory practice built on expertise, trusted relationships and the belief that business can be a force for good.

How I work

This practice is built on a simple idea: spend your time working with brilliant people on great work, that also does good.





I work with a small number of organizations and leaders who are exceptional at what they do and care deeply about the impact they have. Together, we take on some of the biggest questions facing media, technology and AI, with a shared ambition to leave organizations stronger than we found them.





That's the idea behind The Great & The Good.

Current work

Golden spiral graphic with the words 'The Great' and 'The Good
WHAT PEOPLE SAY

  • "Alastair is a visionary, strategic leader who consistently turns ambitious ideas into real business impact. Combining an entrepreneurial mindset with strong commercial instinct, he excels at turning strategy into action—a trusted partner who boldly challenges conventions and delivers results."

    Stéphane Bérubé

    President-CEO

    |

    L’Oréal Canada

  • “Alastair combines exceptional strategic intelligence with a strong commercial instinct. He has consistently been ahead of the curve, translating the evolution of media, technology and AI into real business opportunity. His perspective on AI is grounded not in hype, but in years of leading businesses, clients and people through meaningful change."

    Andrew Bruce

    CEO

    |

    Publicis Groupe Canada

  • "Alastair has a great understanding of what clients want before they know it themselves. He solves problems before clients even know they exist and often finds opportunities no one else would ever think of. He has a great skill in that he always sees the bigger picture and finds the best solution accordingly."

    Peter Buckley

    Communications Planning Director

    |

    Meta

WHAT PEOPLE SAY

  • "Alastair is a visionary, strategic leader who consistently turns ambitious ideas into real business impact. Combining an entrepreneurial mindset with strong commercial instinct, he excels at turning strategy into action—a trusted partner who boldly challenges conventions and delivers results."

    Stéphane Bérubé

    President-CEO

    |

    L’Oréal Canada

  • “Alastair combines exceptional strategic intelligence with a strong commercial instinct. He has consistently been ahead of the curve, translating the evolution of media, technology and AI into real business opportunity. His perspective on AI is grounded not in hype, but in years of leading businesses, clients and people through meaningful change."

    Andrew Bruce

    CEO

    |

    Publicis Groupe Canada

  • "Alastair has a great understanding of what clients want before they know it themselves. He solves problems before clients even know they exist and often finds opportunities no one else would ever think of. He has a great skill in that he always sees the bigger picture and finds the best solution accordingly."

    Peter Buckley

    Communications Planning Director

    |

    Meta