Lucian started his career as an advertising copywriter and then creative director, writing ads for cars, drinks and confectionery. After a few years he discovered an unexpected interest in financial services, and has specialised in this area ever since. He has founded, built and eventually sold two creative agencies, and launched his one-man brand and marketing consultancy business about 12 years ago. He has co-written a book on financial services marketing, No Small Change, and writes, speaks and podcasts extensively on the subject.