Paddy Gilmore — the founder of HumourScope — has spent 25 years working in marketing, first as a creative then as a strategist.

Despite this, he still makes his mum proud.

For example, he did an MA that looked at the theory of humour, he wrote jokes for the late Bruce Forsyth on Strictly Come Dancing, and he’s worked on global brands including Barclays, Nando’s and Atlassian.

He has even delivered keynotes internationally, and sat on panels, without letting these occasions go to his head.

Every Monday he publishes Brands & Humour, his Substack, which makes Monday mornings bearable for thousands of people worldwide.