I was on the founding team of Good Impressions Media, a communications agency working in AI safety, emerging technology, policy, and philanthropy. We built the agency into the leading communications service in some of our specialist fields, and attracted over $10 million of investment on top of revenue. I worked there from 2022–2026. 

In that time I helped organisations at the forefront of AI safety research. For METR (the preeminent frontier model evaluator), I ran a media tour and coached researchers to explain technical work clearly in these contexts. I worked with AI Futures on publicity for their viral AI 2027 scenario report, and developed new media formats for FAR.AI and Epoch AI to disseminate their research. With these and other efforts we helped raise AI risk from relative obscurity to the dominant story it is today.

I also specialised in growing the readership of publications, including Asimov Press (3x growth rate and higher engagement), Asterisk Magazine (80% readership increase), and The Institute for Progress Newsletter (driving subscriptions from a range of senior Washington officials).

I ran campaigns with specific corporate-policy goals. For The AI Whistleblower Initiative I ran a campaign to encourage frontier AI company employees to demand published whistleblower policies, causing or contributing to meaningful action by at least two major companies. And with Legal Impact for Chickens, I recruited a shareholder of a major meat company to bring a lawsuit against that company for breaking animal cruelty laws. 

My work also supported biosecurity initiatives with institutional outreach projects for SecureDNA (DNA synthesis screening) and Blueprint Biosecurity (pandemic preparedness R&D), opening doors with senior leadership at government health agencies and CTOs/CEOs of major target firms.  

I taught over 20 clients how to grow their audiences organically on X, and held advising engagements spanning media strategy, audience research, survey design, user journeys, book launches and broadcast scripting. 

Before Good Impressions, I focused on editorial work. Editing Zvi Mowshowitz’s series of essays Immoral Mazes and Covid reporting was one highlight, as well as editing the 2018 and 2019 “best-of” anthologies of LessWrong – the home of canonical theory in rationalist philosophy and AI alignment. I’ve edited the writings of Amanda Askell, Lord Martin Rees, Paul Christiano, Lord Robert Kerslake, among others.

I spent my foundational years at the consumer coalface writing copy for Louis Vuitton and conducting market research for clients such as Unilever.

The examples at the top of this page should give a sense of the kind of help I can offer. 

I usually join for one to six intensive weeks, rather than providing an ongoing function. 

I am based in London and like working in person where useful, whether that means beginning over a coffee, interviewing people face-to-face, spending time with a team or getting the relevant people around a table.

I also work remotely and can consider travel.

Every engagement is undertaken by me personally, with collaborators as needed.

fenningwill@gmail.com

Thanks for coming to my website. I can help you shape a

crucial piece of work and then make its public moment count.  

You’re worried your new policy paper will sink without trace.

You’re unsure how to take complicated ideas on a media tour.

Your investor day approaches and your story still sounds muddled.  

You know what you want to campaign for, but not how.

You’re daunted by a tricky rollout and managing the live response.

Your book, speech or statement needs more than polishing.

You've realised your new product is only as ready as its pitch.



I can help with these or similar problems, ideally when:


Advising and implementing. Projects rarely divide cleanly into thinking and doing. I’m keen, where appropriate, to deliver the plan I create. 


Shaping the underlying work. Real impact and attention can depend on a few key choices before the substance is fixed.

I’m comfortable rapidly assimilating new, complicated material. This helps me grasp the situation with minimal demand on your time and move quickly into recommending and taking action to help your big moment land.

Please feel free to get in touch: fenningwill@gmail.com

Or see below for more context.

Will Fenning