In the modern world, marketing is constantly changing and risks alienating potential customers, making it easy to get lost in the noise. An alumnus from HSDC has recognised this, and recently published a book to help the marketeers of the future understand how to foster a meaningful connection through their work.
Phil Treagus-Evans was a student at South Downs College (now HSDC South Downs) from 2006 to 2009, studying A Levels in Law, Business and Film Studies. In 2012, Phil co-founded Giraffe Social, now one of the UK’s leading social media agencies, where he currently works as CEO.
On Monday 28 April 2025, Phil’s literary debut, ‘Human-First Marketing’ was launched globally. The book prioritises the importance of meaningful human connection when developing any marketing strategy, an issue that is particularly prevalent as the world moves forward into the era of algorithms and AI.
Human First Marketing focuses on the importance of making a genuine connection between company and consumer.
It instantly became an Amazon bestseller, topping five book categories on the launch day, including E-commerce and Marketing & Sales. The Ebook edition broke into the Top 500 on all of Amazon, whilst the paperback hit #718 on the list (breaking into the top 0.01% of all books sold on Amazon).
HSDC recently spoke to Phil about his time at South Downs, his rise to authorship and his experiences of writing a book and becoming a bestseller.
What was the biggest inspiration behind your decision to write Human-First Marketing?
“After more than a decade working in the marketing industry, I felt like something fundamental was missing in the conversation. Too much focus on hacks and algorithms – not enough on real connection. The book was born out of a simple idea: what if we put people back at the heart of marketing? Not just customers, but your team too.”
What is the main argument that the book makes?
“The central argument is that the most effective marketing today – and tomorrow – is built on empathy, clarity, and trust. In a noisy, automated world, human-first marketers stand out not because they shout louder, but because they connect deeper.”
What are the biggest takeaways you want the marketing industry to take from your book?
“I want readers – especially marketers and founders – to walk away with a clearer sense of how to cut through the noise without losing themselves. That means building strategy from values, choosing clarity over cleverness, and remembering that long-term trust beats short-term tricks. Marketing should feel good to make, not just good to measure.”
Were there any particular skills you developed at South Downs that have shaped your career, from co-founding Giraffe Social to releasing your first book?
“Definitely. South Downs gave me the creative confidence to explore ideas, the technical grounding to make them real, and the collaborative environment to learn how to bring projects to life with others. That mix of creativity, discipline, and teamwork has stayed with me – from agency life to authorship.”
Phil credits South Downs with giving him the skills and experiences to pursue a successful career.
What was the best part of studying at South Downs?
“I feel like I became an adult at South Downs. Joining at 16 years old, the new found freedom and choice felt alien at first – but you quickly develop new skills that set you up for life. Besides this, I’d say the teachers. Fun fact – I am still in touch with a few of my teachers from college and one of them actually was part of my early reader cohort – helping me proof the book before its release.”
Do you have any advice to the aspiring marketeers and writers of the future? Particularly those studying at South Downs.
“Yes: Start. Don’t wait to be “ready.” Write, build, post, pitch – whatever your version of creating is, do it now. The best opportunities come to people who ship their ideas into the world. And remember, the best marketing doesn’t just get attention – it earns trust.”
Everyone at HSDC is extremely proud of Phil’s post-College achievements, and his recent ascent to bestselling authorship is a testament to his hard work and dedication to his craft that the College seeks to impart upon its students.