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At 15, we had a school assignment to choose a place for a two-week work experience placement. At the time, art was my favourite subject – the one lesson I genuinely looked forward to. The creative freedom made it the best part of the school week. It got my brain working in the right way.

I was already experimenting with design software back then, messing around with early (cracked!) versions of Photoshop and getting pretty familiar with how it worked. So, for my placement, I applied to a local design studio.

Those two weeks were incredible. I started with tiny design tasks, but since I already knew my way around the software, the work quickly became more involved. By 16, they’d taken me on as a “Very-Junior Designer“. My routine became school until 3:30pm, then straight to the studio for a 4pm start, working a couple of hours each evening. Branding, layouts, assignments – I loved every second. This was what I wanted to do for the rest of my life. I felt so lucky to find it so young.

At 16, I happily left school and skipped A-levels. The only other students leaving that year were four boys who weren’t allowed to stay on (!) but there I was, off to Leeds College of Art to study a two-year Graphic Design course. I’d found my calling. Funnily enough, during this time I actually went back to tutor the design software to my former art teacher on my days off, how tables so quickly turned!

Those years flew by, followed by a degree in Graphic Design. Throughout university, I interned at as many places as possible, eager to get into the working world. I was itching to graduate. Those five years solidified my passion for design. The balance of creativity and social aspect of working directly with clients felt just like those first art lessons – nothing had really changed.

By the time I graduated at 21, I had already been a junior designer for five years and knew I was ready to take the plunge. I set up my own design practice on day 1 of graduating, then working with incredible clients from all over the world which then happily merged with my other lifelong passion: music.

Now, back to being 15 again with a different spin.

I’m walking down the high street in Leeds and was handed a CD promoting a local club night at Gatecrasher (a huge club brand at the time – who remembers?). At 15, I was way too young to set foot inside any club, but I put the promo CD on anyway. And wow. My ears exploded. I had never heard anything like it before—house music. That was it. I was hooked.

I soon got myself some DJ decks and, I’ll admit another cracked piece of software (!), and started figuring it all out. A familiar story.

Once again, I found myself drawn to something that blended that creativity and social experience again. Just like with design, I threw myself into it. I DJed at house parties throughout college and university, then in clubs around the city after graduating.

My life has since always revolved around two things and become a confluence of music and design. Over the years, I worked on projects that combined both, taking me to some of the world’s biggest dance music hotspots – Ibiza, Tulum, Amsterdam, Manchester (the latter of which is where now call home). Sorry Norway, I love you, but your dance music scene needs more!

Design and music give me the same sense of purpose. Weekdays, you’ll find me deep in design work. Weekends, I’m in the DJ booth – either playing or supporting friends. Two parallel journeys that have led me exactly where I am now 15 years later, at 30. I feel incredibly lucky where I am right now: working with the amazing Project Neon team, working on awesome projects, all while listening to beautiful beats all day!

The company values of Proactive, Engaged, Vibrant actually align perfectly with everything that’s me.

• Proactive – I’ve always created my own opportunities. At 15, I taught myself to design. The same drive got me into music—learning, practicing, and putting myself out there.
• Engaged – Whether in design or music, I’m all in. From late nights designing to late/early(!) mornings DJing at clubs, I’ve always immersed myself in the creative world, constantly learning and listening.
• Vibrant – Energy and passion fuel everything I do. Whether designing for global clients or listening to music in top dance spots, I thrive in fast-paced, creative environments.

And here’s a song from that CD that in kicked it all off:

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.

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.

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.

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.

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.

Catarina

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.

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!

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.

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!

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.

Cat

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.  

Our next social post will be a re-share!!