How I swapped the pebbled shores and ocean breeze of Madeira for the majestic fjords of Norway, with a few unforgettable stops along the way.
I grew up on the breathtaking island of Madeira, where the sea sparkles year-round and the sun fills your heart (and soul) with energy. Life there is vibrant and warm, just like the people. That love of movement, connection, and creativity has shaped everything I do. And honestly? My journey so far has been full of waves, wonder, and a few plot twists I never saw coming.
The beautiful shores of Madeira
After studying in Porto (hello, stunning Douro River views!), I landed my first real job at the Casino of Madeira as a Marketing and Commercial Assistant. It was everything you’d imagine: a buzzing atmosphere, live music, dazzling performances, and fascinating people from all over the world. I worked on strategy for the gambling room and event promotion. It was a wild and exciting early-career adventure. But eventually, I realised nightlife wasn’t my forever scene.
Life at the Casino da Madeira
Time for a change
Next stop: Guernsey. What began as a quick visit to friends turned into a couple of seasons working at a hotel – still close to the sea, but with a totally different rhythm. And just when I thought I’d caught my breath, life had another surprise in store.
Working for a social enterprise was rewarding and inspiring in equal measure.
My partner (now husband) moved to the Shetland Islands, and I soon followed. I ended up staying nearly four unforgettable years. If you’ve never been, picture dramatic cliffs, powerful storms, puffins in summer, the Shetland Folk Festival, and the blazing spectacle of Up Helly Aa. While there, I joined a brilliant social enterprise as Marketing Manager, working with a passionate team on a truly important mission: inclusivity. We hit some proud milestones, like getting our products featured at Scotland’s Bute House, and even in Vogue UK. Yes, that Vogue!
Then came Norway…
When my husband received a job offer in beautiful Stavanger, we couldn’t say no. Sure, it’s not quite as warm as Madeira, but the nature here is just as powerful – peaceful fjords, rugged coastlines, auroras, and that same ocean that’s always felt like home.
Life by the fjords!
My first role in Stavanger was with a fast-growing SaaS company. It was a creative whirlwind, and a steep (but fun) learning curve. I worked on content strategy, inbound marketing, and employer branding.
And that brings me to Project Neon, the bright, bold and ambitious agency I now call home. We’re a small team, but full of creativity, energy, and big ideas. Every day is different, and that’s just how I like it
Looking back, it’s been quite the journey. From island shores to northern lights, from glittering casinos to purpose-led missions.
If there’s one thing I’ve learned, it’s this: home is a feeling. And I’ve found mine by the sea, doing meaningful work with good people. And YOLO? I’m living it.
As a millenial, who saw the launch of the iPhone and the rise of online media, it would be natural to present myself in references from a TV show of the time – Friends.
The one with the origin story
Growing up in the suburbs of Dublin, I enjoyed books, theatre, music and performing. News and media were always something that captured my attention, and I thought about how I could work at the forefront of this. I loved language and how it can be used to influence and shape society and its thinking. As such, a career in corporate communications felt like a natural place to feel involved in what was going on in the world.
Studying Business and Politics at Trinity College Dublin, I was interested in how various stakeholders across society influenced government decision on business and trade. Graduating, I had a desire to understand how business, politics and law intersect. After I graduated, I studied European Law at The University of Edinburgh.
The one with haggis and kilts!
On arrival in the Scottish capital, the colossal tomes focused on European integration and legislation were nothing for a book worm like me. However, my skills of how to fend for oneself left much to be desired – queue lots of fire alarms being set off by overcooked oven pizzas!
After a stint as the Dublin Rose of Tralee (Irish readers will understand) coupled with an episode of backpacking, I moved back to life in Edinburgh full time. Working at Stripe Communications I learned the true skills of corporate communications. Under the mentorship of the stellar Juliet Simpson, I quickly learned to navigate the ebbs and flows of Scottish and UK national media. Stripe was only getting started in corporate communications at the time, so I got to experience firsthand how a new division / practice area gets established. Representing clients across aquaculture (The Scottish Salmon Company, now Bakkfrost), food & drink (C&C Group) and property (Buccleuch Property, Shawfair LLP & EDI Group).
It was here that I learned about crisis and issues management, as well as how to proactively drive media coverage through creative campaigns and executive profiling.
Celebrities often stopped by the office.Sometimes I even made the headlines…
The one with the move to London
I had always loved London and soon the bright lights called me south.
Working first at Weber Shandwick on ExxonMobil’s EMEA Fuels & Lubricants account, I got to learn quickly how the energy sector worked and operated. Not long after starting, I got a call to work on the Emirates Airline’s account at Red Consultancy. This opportunity saw me work on Jo Monery’s corporate team, and it was then that things really took off (pardon the pun).
Crisis & issues, reputation and stakeholder management were a large part of the role. We worked for industry leading clients across property (Crest Nicholson), logistics (Yodel), travel & transport (Emirates Airlines) and management consultancy (Capgemini). There was never a quiet moment, and I loved the fast pace of life next door to the bustling Piccadilly Circus. Naturally, the thrill of working with top tier media including BBC, FT, The Economist daily was fun for a news junkie like me.
I fully enjoyed London life. Living in Clapham with endless sunny Sunday afternoons spent with friends in the Common seem a distant memory these days. Spoiler Alert: I have three kids now!
Always enjoyed telling the interesting stories within transport and logistics.Working with some Olympians.
The one with the big ‘pivot’
Two weeks after getting married in 2018 my husband said ‘hey fancy moving to Norway for two years’. As someone who loved adventure / travel, I said yes. Arriving in Stavanger in November, I did notice it was a little different than central London…
Setting up the aptly named ‘Gannon Communications’ or ‘GanCom’ as we liked to call it, this time of my life had me figure a whole new raft of business skills like submitting my first Norwegian corporate tax return. All the time learning about the many different dialects of the Norwegian language and an understanding of how to sell my expertise in a completely different market. I quickly noticed that this new way of life was also mirrored in the different media landscape and types of coverage in Norway. However, adapting to new challenges and situations is always something that I have taken in my stride.
It was then GanCom started working with Laura’s Project Neon, offering communications to the existing marketing clients. From this a great friendship was formed. The mix of skills instantly felt right and saw results. It was decided to officially bring communications under the umbrella of Project Neon. Now as a full-service agency across marketing and communications, it was exciting to establish this side of the business and help to grow Project Neon with Laura into what it is today
Stavanger is a small city, but it punches above its weight in terms of influence and innovation. As a global energy hub, the talent and expertise of those who live here is second to none. It brings a smile to me to think I have brought a little slice of London agency life to this beautiful part of the world.
Our goal as a business is always to unlock this talent and help get that story out there to the relevant markets – no matter where in the world they are located.
The last one….
So, while this is the end of the Friends comparisons, it is certainly not the end of the road. Life has changed substantially from the beginning of the story. In 2020 we welcomed our first son and in 2023 we said ‘hei hei’ to number 2 and 3. Yup, TWINS, ok that might be another friend’s reference.
The final Friends scene.
Most weekends I can be found enjoying the various lekeplasser that Stavanger has to offer, while chasing a trio of little boys around. Not quite the chilled out sunny Sundays in Clapham Common, but it sure is great!
This week, a client asked us whether they should bother with a hashtag strategy on LinkedIn. It’s a great question—are hashtags still relevant in today’s LinkedIn landscape?
If one client is asking, chances are other people are wondering the same thing. So, we’ve taken a closer look at this topic to give you a clear and actionable answer.
The role of hashtags
Hashtags were originally designed to make content more discoverable and help define your business’ audience. In the early days of social media, they were seen as essential tools to boost visibility, track campaigns, and drive engagement.
But as social platforms—and their algorithms—have evolved, so has the debate about the role of hashtags. So what’s our advice for 2025?
The best practices for hashtags on LinkedIn in 2025
Firstly, hashtags remain a usable tool for categorizing content and reaching relevant audiences. However, their effectiveness is contingent upon thoughtful and strategic application. Here are three top tips to remember:
Limit Hashtag Quantity: Data shows that posts with 1–3 hashtags see the highest average engagement on LinkedIn—approximately 14.7 likes per post. By comparison, posts with zero hashtags or more than three often perform worse. This isn’t a volume game; it’s about balance. Keep it concise and stick to three or fewer hashtags per post. (Source: Statista)
Choose relevant hashtags: Pick hashtags that directly relate to your content and audience. Our advice – use one branded hashtag (like your company name) and two that tie into your post’s topic. Niche or industry-specific hashtags can help you connect with professionals interested in those topics
Avoid Overused Hashtags: Generic hashtags like #Innovation have a historic large following, but based on latest reports, they won’t necessarily connect you to your target audience. Instead, focus on specific, less-saturated hashtags that align closely with your message and content. (Source:The Social Shepherd)
Our verdict
Don’t over think it: hashtags are no longer a make-or-break part of your LinkedIn strategy. They can still add value, but they shouldn’t take up time or focus. Instead use your energy to create great, credible, and authentic content.
Also, re-direct your hashtag energy into encouraging employee engagement. Posts with comments, reactions, and shares from your team perform better in LinkedIn’s algorithm than those packed with hashtags.
So, while hashtags still have a role, they’re just one small (and getting smaller) piece of the puzzle. Focus on creating meaningful content and building connections, and you’ll see better results.
There was a moment when I clearly realised that yes – this is it – I’ve got the dream job.
It was 6 am and I was sitting behind a camera in a TV studio in New Zealand, watching my client get interviewed by the morning show hosts. I was a PR consultant in a small agency in Auckland and I had worked hard for this moment. The story was great, the client answered the questions with ease and made the hosts laugh. Afterwards, she came to me saying “now that’s an opportunity money can’t buy”. And I couldn’t agree more.
That was eight years ago, and I’m happy to say I’m still in a role where storytelling is at the heart of what I do. My name is Cathrine and together with Claire I look after all PR activities for Project Neon’s clients, as well as content production and account management. Because I have always had an impulsive ‘seize the day’/ ‘carpe diem’ mindset with an above average sense of adventure, my friends got used to hearing me say ‘let’s go and volunteer in Brazil!’ one day, and then the next: “actually, a yoga retreat in Spain is what we need!” Agency life really addresses that adventure itch in every way. It lets me delve into different industries, companies and people’s stories and seeing the world from their perspective. No day is ever the same – and I love it! I strongly believe that storytelling is not only key to communication and marketing, but also sales, recruitment and effective management. It is a part of every business aspect and it’s something you need to get right if you want to inspire your employees, shareholders, customers, and partners to be a part of your journey.
Many struggle to differentiate PR from sponsored content like advertising. For me the main difference is the TV interview example above. We listed the benefits the company offered society and what made them stand out, found the story that resonated with the audience, got the media interested, and the resulting interview was engaging and free of paid sponsorship lingo. The enrolment to their services and product sales skyrocketed as a result – which was obviously a welcome bonus – but it was the fact that we now had a humanising story that defined the brand which was the real win. And because the story came to life during a conversation with a reliable source, their audiences related to it and trusted it. Trust is something advertising money can’t buy.
Creating a good story and getting a media hit for a client still gives me a high! It’s the best feeling. I am writing this after helping a client prep for an interview with Stavanger Aftenblad, and it really feels like a boomerang journey.
I started my storytelling journey in Stavanger as the editor of my high school newspaper ‘Marken’s Grødem’. As it was a serendipity that I ended up at the editor’s desk, I want to take this opportunity to thank my media teacher who pushed me to take on the role and opened my eyes to my love for writing, and then encouraged me to pursue it as a career. It’s funny thinking of the thousands of people you meet throughout your life, and all it takes is one person to change the course of your life. I covered things like drug use among students and sport competitions. Not technically a job, and no Pulitzer prize stuff, but it still made me feel like a Kathy Couric in the making!
After several years of travelling, I started my communication degree at Curtin University in Australia, where I got to work on incredibly interesting and important issues like the stolen generations and Aboriginal rights. I also met a Kiwi there (who I ended up marrying and having three kids with) who made a convincing argument of why we needed to move to New Zealand.
I then spent another 8 years down under, working for a few different PR agencies in Auckland and doing a master’s in communication and sustainability. While the stories I worked on in Australia were mostly about people, in New Zealand the focus shifted to planet. I spent years exploring how to avoid greenwashing and best communicate sustainability initiatives.
I guess I should offer the answer to that question? Yes, it’s the dreaded ‘it depends’! But most of the time, if you stay honest and transparent, stick to the facts and focus on the benefits of your initiatives, you should be safe. However, the main thing is to do it for the right reasons. Sustainability can be good PR, but it should not be PR.
Being back in Norway, I not only get to connect with my own roots, but I get to connect people with planet stories in the form of innovative local entrepreneurs and energy companies. Many of them truly punch above their weight when it comes to sustainable solutions, and I’m excited to be a part of their journey.
Although this is THE END of this piece, it is only the beginning of my Project Neon story – and I can’t imagine a better team to write it with.
It’s now over 20 years since LinkedIn launched, and during that time, the world of social media continues to evolve. For marketing and communications professionals this means continually being aware of the transformative changes impacting businesses and professionals.
If you want to stay competitive in 2025, you need to use new trends and tools. What should you know to connect with your audience?
LinkedIn’s role in the 2025 social landscape
LinkedIn is more than a professional networking site. It is now a place for building communities, sharing ideas, and engaging with content. Here’s how the platform is evolving:
Group Engagement: LinkedIn Groups are becoming vibrant spaces for niche discussions and networking. Participating in or managing these groups positions brands as industry leaders while fostering community connections
Short-Form Video Dominance: Video content, including LinkedIn Stories and Live sessions, is increasingly central to engaging audiences. These tools help brands share authentic, impactful messages in an easily digestible format.
Employee Advocacy: LinkedIn’s emphasis on personal branding means employees acting as brand ambassadors can amplify reach and authenticity. Companies benefit from encouraging their teams to share professional milestones and insights.
Focus on thought leadership: Sharing long-form content, insights, and industry expertise is more important than ever. LinkedIn’s algorithm rewards authentic, informative posts, making thought leadership a key strategy for brand visibility
Storytelling: Who doesn’t like a good story? Storytelling is a powerful way to connect with LinkedIn’s professional audience. By sharing your brand’s journey—including challenges, triumphs, and behind-the-scenes moments—you create relatable, engaging content. Use videos or a series of posts to show client testimonials or your team’s culture. This makes your story real and memorable.
Founder content is a growing trend on LinkedIn. Executives and founders are sharing personal insights, industry knowledge, and company news more often. This approach humanizes brands, builds trust, and strengthens connections with audiences. In 2025, leaders must post authentic and thought-provoking content on LinkedIn. This will help improve their company’s image and influence.
Broader social trends to watch
While LinkedIn drives professional interactions, other platforms also set significant trends for 2025:
Social Commerce: This may not matter to many of our clients. However, it is interesting to see how platforms like Instagram and TikTok are adding shopping features. These changes let users find and buy products easily.
UGC – User-Generated Content: Authentic, community-driven content continues to outperform traditional advertising in building trust and engagement.
AI: The game-changer for Social Media Marketing
The world of AI is still evolving, but it’s doing so at a rapid rate. Some people worry about the effects of AI, especially on jobs.
However, as these tools develop, we think that by 2025, AI will not just be a tool for marketers. It will become a key partner for them. AI was once seen as a tool for content generation. Now, it plays a key role in improving strategies, optimizing workflows, and inspiring creativity.
Strategic refinement: AI analyses vast amounts of data, offering actionable insights into audience behaviour, best posting times, and content preferences. For example, AI tools on platforms like Hootsuite help marketers fine-tune campaigns for maximum engagement.
Streamlined organization: Messy brainstorming sessions become clear, actionable plans. AI helps create structured content and presentations.
Improved creativity: AI helps with idea generation and trend analysis. It acts as a brainstorming partner for marketers. This support allows them to create innovative campaigns that fit their audience.
Like many things valuable input creates more valuable outputs. As you use AI in your work, it’s important to try different prompts. Explore tools that are specific to your platform. Share your AI knowledge with your team. By embracing AI thoughtfully, marketers can transform their processes without losing the human touch… and this is the key.
Preparing your strategy
To thrive in 2025, brands should:
Explore AI tools: Experiment with features across platforms to identify tools that align with your goals.
Master AI prompting: Hone the art of guiding AI for better content, analytics, and engagement ideas.
Foster employee advocacy: Encourage team members to become LinkedIn influencers and community leaders.
Prioritize thought leadership: Position your brand as an industry expert through valuable and authentic insights.
Experiment with video: Prioritize short-form video and livestreaming to meet audience preferences.
By using LinkedIn’s new features with AI insights and social trends, marketers can create stronger, more genuine connections. This helps them stay ahead in a fast-changing digital world.
Don’t just take our word for it, check out Evergreen Social and Hootsuite for more info on this topic!
Let’s be honest, it takes time and effort to create good quality website content. It’s a monthly service we deliver for many clients as we all recognise that it’s good to engage audiences and improve SEO. But a common mistake is to accept that work ends after hitting “publish” – the content is shared once and is then lost in the archives.
That’s a missed opportunity…
Good content has a long shelf life, and when properly managed, it can continue to deliver value for months, even years after its initial release. If you’re thinking “why would I share it again, I don’t want to bore people”, then don’t fear, repurposing and resurfacing your best content isn’t repetition — it’s smart marketing.
Why repurposing content matters
Let’s start with the big picture: content repurposing is about getting more mileage from your existing content. But why is it so important?
Here are three key reasons:
1. Reach new audiences
Not every visitor sees your content when it’s first published. Maybe they weren’t following your company back then, or maybe the timing wasn’t right. By resurfacing older content, you get a chance to reach a new audience—people who may not have seen your original post. This is particularly powerful if your content is evergreen (timeless topics that remain relevant).
2. Reinforce key messages with your existing audience
Even if your audience did see your content the first time, it’s worth resharing. Repetition can help reinforce important messages, ensuring your audience internalizes them. Frequency matters. Resurfacing quality content helps you stay top-of-mind for your audience and ensures your brand’s key messages are consistently reinforced.
3. Boost SEO and organic traffic
Fresh content is great for SEO, but updated content is even better. Search engines reward pages that are kept relevant over time. By revisiting, updating, and resharing your content, you give it new life in the eyes of Google and other search engines. You’re signalling to the algorithm that your page is still relevant, which can help you climb higher in search rankings and attract more organic traffic.
How should you do it?
To repurpose content effectively there are some best practices which will help maximize the impact of your content over time.
1. Identify your evergreen content
The first step in a repurposing strategy is to identify your evergreen content—pieces that have long-term relevance. Unlike news articles or trend-based posts, evergreen content covers topics that remain valuable regardless of time. For example, core educational topics within your area of expertise. Our client FourPhase has a fantastic bank of content, much of which can be classed as evergreen – check it out here.
Tip: Review your website analytics to see which posts have consistently brought in traffic over time. These are prime candidates for resurfacing.
2. Update old content for relevance
Before resharing content, make sure it’s up to date. Revisit your older posts and check for outdated information, broken links, or design issues. A simple content refresh – like adding updated statistics, key dates, refining key points, or integrating new insights, can make your article feel new again.
Tip: SEO / Google loves updated content. By tweaking and refreshing older posts, you can improve their rankings in search results.
3. Change the format
Another powerful way to repurpose content is by changing its format. Here are some ideas:
Turn blog posts into infographics: visual content is highly shareable and can reach audiences that prefer quick, digestible information.
Repurpose blog articles into social media posts: take out a key point and reiterate it
Create videos or podcasts from your articles: video and podcasts are hugely popular and effective mediums. Converting written content into engaging audio or video formats can expand your reach to new audiences.
4. Strategically reshare on social media
Simply resharing old content on social media without a plan won’t generate results. Approach it strategically by pairing it with current events, recent trends, or upcoming product launches.
Example: If you wrote a blog post six months ago about a product which is particularly applicable in the middle east, then re-share it in the run up to ADIPEC.
Using these moments to tie old content to current conversations increases its value and encourages engagement from your audience.
5. Optimize for SEO – again
If you’re updating content, it’s also a good time to reoptimize for current SEO trends. Research new keywords related to your topic and integrate them naturally into your post. Look for new opportunities to improve meta descriptions, image alt texts, and URL structures.
Resurfacing content not only brings value to your audience but also signals to search engines that the content is still relevant and useful.
6. Consider other channels
Email marketing or LinkedIn newsletters are a great way to re-engage your audience, and repurposing your content can be a credible inclusion. Consider curating a monthly or quarterly email / LinkedIn newsletter series, where you reshare latest news, combined with some of your most valuable posts.
A recent LinkedIn newsletter we launched for Ace Well Technology got over subscribers in the first month (20% of their LinkedIn audience). Sharing good quality content keeps your subscribers engaged and drives them back to your website.
Work smarter
Honestly, there is a real irony to this blog, as we wrote it after discussing how we could “just” reshare an older website article as a social post! Once we started to talk about resharing we couldn’t resist writing this!
However, the point is – smart content marketing isn’t always about producing new content. You can extend the life of your existing content by refreshing, updating, and resharing.
With the Offshore Northern Seas (ONS) conference approaching, the relevance of corporate giveaways is a question we’ve been asked a lot recently. What’s our take on it?
Aligning giveaways with your brand
The primary consideration for any corporate giveaway should be how well it supports and reflects your brand. Giveaways shouldn’t be arbitrarily; they should convey your organization’s message and values. For instance, one of our clients specializes in transmitting power and data through a pipe. For them, charger cables make an ideal giveaway, symbolizing their core functionality. If your company prides itself on precision, why not give out branded rulers? If safety is your primary concern, consider reflective items. The key is to make a logical choice that ties the giveaway item directly to what your company stands for.
Environmental considerations
In today’s eco-conscious world, the disposable nature of giveaway items is a critical factor. Environmental priorities are more important than ever, and plastic or throwaway items are increasingly frowned upon. Opt for sustainable choices that reduce waste and demonstrate your company’s commitment to the environment. Reusable, eco-friendly items are not only practical but also leave a positive impression on recipients.
Practicality is key
The best giveaways are those that recipients can use in their daily lives. Practical items such as pens, reflective accessories, sports gear, and chargers are always appreciated. People love items that serve a purpose beyond the initial excitement of receiving them. A well-chosen practical giveaway can keep your brand in the minds of recipients for a long time.
The popularity of consumables
Consumable giveaways, such as food and drink, are consistently popular, especially when the weather supports your choice – ice creams are always a hit on a hot day! However, these choices also need to be balanced with environmental impact considerations. For example, branded water may be practical but it often leads to a significant amount of plastic waste. Consider alternatives like reusable water bottles or eco-friendly packaging to minimize environmental harm.
Conclusion
Corporate giveaways remain relevant, but their success hinges on thoughtful selection. Choose items that align with your brand, offer practical use, and demonstrate environmental responsibility. By carefully considering these factors, your giveaways can effectively promote your brand and leave a lasting, positive impression on your audience.
With delicious aromas filling the air, Stavanger is once again abuzz as thousands of people flock to the streets for the 26th annual Gladmat food festival, held from June 26 to June 29, 2024.
Gladmat, meaning “happy food,” is Norway’s largest food festival, attracting around 250,000 visitors each year. This event showcases the culinary delights of over 150 exhibitors, ranging from local producers to innovative food processors and catering businesses. Gladmat has grown into one of Norway’s largest cultural events and a prominent brand in the Stavanger region, demonstrating the power of collective marketing.
The power of collective marketing Collective marketing is the collaboration of like-minded businesses to create a mutually beneficial event. Despite some businesses’ reluctance to partner with competitors, combining forces can craft a compelling narrative that captivates local audiences, media, and buyers. The power of working together gives a wider reach more than a single business could manage alone.
For collective marketing to succeed, participating businesses must share target markets and values. Finding the right partners is key. When these align, collective marketing can be used as a strategy across various industries. For example, we recently helped our client Izomax deliver an Isolation Technology Day, in collaboration with their competitors ValveTight and IKM Testing.
By creating a synergy, you not only benefit from increased brand awareness for all participants, but practically this approach also shares the organizational and financial burdens, making it a cost-effective marketing strategy compared to running an event alone.
So, with that food for thought, we’re going to tuck into these delicious waffles. Happy food everyone!
