Letters to Anne: The Agony Aardvark Aunt of Adtech

Every industry needs a voice of reason; A figure who listens, comforts, and cuts through the noise with a dose of straight-talking honesty. In adtech, that voice belongs to Anne - @curate’s very own agony aardvark aunt.

Anne is motherly with a soft touch, but don’t mistake kindness for weakness. Like many aunt-like figures, she has a no-BS attitude and calls things exactly as she sees them. She doesn’t always “get” today’s sensitive generation, but her blunt honesty is always wrapped in warmth, humour, and wisdom. She’s witty, endlessly practical, and the kind of character you’ll want on speed dial when the industry chaos gets too much.

Meet Anne

Anne knows this world inside out. An ex–programmatic digger, she spent years burrowing through the murky trenches of media buying before trading her shovel hands for knitting needles and cosy afternoons with Bargain Hunt and Who Wants to Be a Millionaire. She had her son, Archie the Aardvark, young - the result of a wild night in Soho’s infamous Jerusalem club - and raised him to dig for the truth (you’ll be hearing more about Archie soon). She’s even done a short stint in prison - don’t ask, she won’t tell. And as for the glasses? Pure theatre. Aardvarks are blessed with impeccable, transparent vision, but Anne wears them anyway - because nothing says “take me seriously” quite like a pair of specs.

Now, Anne is here for you.

In her new column “Letters to Anne”, she’ll be tackling the industry’s biggest bugbears, burning questions, and existential media-buying crises. From shady supply chains to the latest acronym you don’t understand, nothing is off limits. And if you’re just in need of a bit of motherly advice? She’s got you covered.

Each week, Anne will be knitting away from her favourite London haunts - the Crown and Two on 'Cheap Wine Tuesdays', or the Marquis of Granby at the month’s end for a pub quiz and a glass of New Zealand Sav. It’s in those moments, with needles clicking and wine flowing, that her sharpest wisdom tends to emerge.

So, if programmatic has you puzzled, curation has you confused, or media buying has you simply losing your mind, then don’t keep it to yourself. Write to Anne.

👉 Write to Anne by emailing her marketing team here. We've already recieved bundles of letters in the post, so keep your eyes peeled for her words of wisdom.