1. Welsh National Theatre set to take Wales to the world as Michael Sheen announced as Artistic Director for new institution
We often get to work on exciting projects which we have to keep under wraps, and today has been that writ large. For the past few months, we’ve been working behind the scenes on the formation of the Welsh National Theatre, launched today as actor Michael Sheen becomes its founder and artistic director and shares a vision to create world class work from Wales and take it to the world. With brand, website and socials built by our team going live today, we’ve managed media, alongside Michael in his interviews with ITV, Radio 4 Today programme, BBC, the Guardian, The Stage, Hollywood Reporter, Independent and more. Our powerful launch film, where Michael sets the vision for the company alongside archive from Welsh history, is getting people excited over on social media. Get on board on Instagram, X and Bluesky.
2. Time(s) to go to Pembrokeshire
Coastal walks along windswept cliffs and epic bayscapes. Cosy pubs and Scandi-style beach saunas. That’s what we offered travel writer Sarah Baxter at The Times, who we invited on a coastal winter wellness break along the Wales Coast Path, and she jumped at the opportunity. We worked with our client, Natural Resources Wales who look after the Wales Coast Path, to put together a bespoke itinerary for Sarah that showcased the beauty of the Pembrokeshire coastline during the winter season. The plans were full of wholesome and restorative wellness activities to create the perfect balance of adventure and relaxation, or as Sarah likes to say, ‘friluftcwtch’ – a new term she coined which combines the Nordic embrace of outdoor life (friluftsliv) with a Welsh hug (cwtch). Sarah’s glowing review featured in The Times online and print during the Twixmas period, check it out here.
3. Attending the launch of the ‘Year of Wales and Japan’
2025 marks the year of Wales and Japan – a celebration of the cultural, creative, business and sporting ties shared between our two countries. It’s a year designed to strengthen existing links, forge new connections and boost investment between both nations. On Thursday, we were on hand at Cardiff’s Temple of Peace to celebrate the official launch – an event where we heard from Hiroshi Suzuki, Japan’s Ambassador to the UK, listened to an impressive rendition of the Japanese national anthem from Wales’ First Minister Eluned Morgan, and were treated to a live performance of a ‘koto’ – the national instrument of Japan. We’ve been busy working behind the scenes to prepare for the launch, drafting inspiring stories on the connections between both nations and liaising with a Japanese agency on media relations in the country.
4. Sharing the best Swansea Bay winter walks
For many of us the festive period between Christmas and the New Year is all about a bracing winter walk (and plenty of food and drink of course!). That’s why we sent out a media mailer full of the best winter walks, finishing with a cosy pub, on behalf of our client Visit Swansea Bay. From the Gower Peninsula to Mumbles, the list featured the best that the area has to offer. The walks were picked up by national titles and made appearances in the likes of The Times, The Independent and WalesOnline.
5. Homegrown Success
The media love a start-up success story, and we love telling their stories on behalf of the British Business Bank, whose prolific Start Up Loans programme has been supporting Welsh entrepreneurs for over 10 years. The first story we shared in 2025 was that of Kristina Banholzer, who established Catra in October 2024, an estate agency offering a community-focused service that celebrates Gwynedd’s unique local areas and identity. The agency highlights the distinctive qualities of each property, but also fosters deeper connections between buyers, sellers, and the vibrant communities they join. Freelance photographer and founder Kristina was inspired to create Catra after noticing a growing trend during the pandemic – local homes being sold online to buyers who had never visited the area. A £15k loan from the British Business Bank helped to make her ambitions a reality. Coverage subsequently appeared in Insider, Property Industry Eye, WalesOnline, North Wales Live and Daily Post, among other titles.
