By Nicole Watt, Associate Account Manager 

If you work in industrial drilling – whether that’s horizontal directional drilling (HDD), waterwell projects, or geothermal – you’ll already know that reputation and relationships have traditionally been the main drivers of new business.  

Trusted relationships, word of mouth and a strong operational track record have opened doors, won contracts and kept clients coming back. In a field where safety and delivery are non-negotiable, that kind of credibility carries real weight.  

But industrial drilling marketing is shifting and firms that have long relied on reputation and relationships alone to fill the project pipeline now face a new set of challenges. Marketing for drilling contractors now needs to go deeper than word of mouth alone. 

Why reputation and relationships alone aren’t enough anymore 

The workforce is ageing rapidly across construction and engineering. In the UK, the average age of a construction worker is now over 50, and the sector is set to lose around 500,000 workers to retirement in the next 10-15 years – 25% of the entire workforce. That’s more than just a skills gap – it’s a relationship gap.  

If your business growth has historically come from personal networks and referrals, those connections may be fast disappearing just as the market becomes more competitive. In March 2025, civil engineering activity fell at its fastest rate since 2020, triggering the sharpest job cuts in over four years as firms battled rising costs and shrinking pipelines. With fewer projects up for grabs and more companies chasing them, reputation alone no longer guarantees results. 

The limits of informal marketing in industrial sectors 

In terms of marketing and communications efforts, many industrial drilling firms and civil engineering contractors are still overly reliant on a handful of trade press mentions, the occasional social media post and industry relationships built over lengthy careers. But that informal approach to marketing, whilst functional, is no longer sufficient – especially when your audience now includes not just clients, but regulators, partners, investors and the next generation of engineers. 

The complexity of modern drilling – whether it’s trenchless technology, geotechnical work or innovative geothermal systems – doesn’t easily come across in generalist media or crowded digital spaces. Without a clear communications strategy, your expertise risks being misunderstood or overlooked entirely. 

What modern marketing and PR looks like for industrial firms 

At Aspectus, we specialise in B2B marketing for industrial firms, combining technical PR with content strategies designed for complex sectors like drilling, infrastructure and manufacturing. From HDD or waterwell drilling, we help you turn expertise into influence and translate operational strength into strategic visibility. 

That could mean supporting horizontal directional drilling marketing campaigns to showcase innovation on complex trenchless projects, or crafting targeted geothermal drilling marketing content that highlights your role in the energy transition. Whatever your niche, we build tailored drilling communications strategies that deliver commercial impact. 

We work closely with clients to position technical leaders as trusted voices in the industry, making the most of speaking opportunities, thought leadership and expert commentary to build authority. Our experts craft owned content – from SEO-led articles and case studies to blog posts and videos – that engages directly with your key audiences, in your own voice. This is how you turn credibility into visibility, and visibility into growth within the industry. 

Sector events matter – but showing up isn’t a strategy 

With IADC World Drilling 2025 Conference & Exhibition underway this week, it’s a timely reminder of the value industry events can bring – when used right. 

For companies such as HDD contractors, waterwell drillers and geotechnical firms, these gatherings offer a rare chance to connect with clients, showcase capabilities and stay on top of emerging trends. They’ve long been a staple of the industrial drilling marketing playbook – and they still have real impact. 

But showing up alone won’t move the needle. The firms turning visibility into commercial value are the ones who treat events as one part of a broader strategy. They use them to spark momentum and then build on it. 

That means publishing thought leadership articles before the event, securing media coverage during and following up with sharp, targeted content afterwards. This is what a high-impact drilling communications strategy looks like. 

Don’t leave your future to chance 

Reputation got you this far, but it won’t break new ground on its own. In today’s market, industrial drilling firms need more than word of mouth. They need to bore through the noise. 

Achieving this requires a shift from passive credibility to active visibility – through PR, content marketing and communications strategies engineered for the drilling and infrastructure sectors. 

Here at Aspectus, we help global contractors, civil engineering firms and equipment suppliers go deeper, connecting technical expertise to commercial impact. It’s time to sharpen your story, raise your profile and drill into the opportunities that matter. 

Key takeaways: 

Why can’t drilling firms rely solely on reputation anymore? 

As industry veterans retire and competition grows, personal networks shrink. Reputation remains important, but it’s no longer sufficient for sustained growth. 

What’s wrong with informal or sporadic marketing? 

Ad-hoc efforts don’t build consistent brand presence. Today’s audiences expect regular, strategic engagement across multiple channels. 

How does workforce ageing affect industrial marketing? 

With experienced professionals retiring, firms lose not just skills, but also the trusted relationships that once generated new business. Active visibility becomes essential. 

What does modern marketing look like for industrial drilling firms? 

It includes PR, thought leadership, SEO-led content, and consistent messaging that translates technical strength into commercial visibility. 

How should events like IADC fit into a wider strategy? 

Industry events are vital, but not standalone solutions. The real value comes from integrating them into broader campaigns with pre- and post-event content. 

The post Surface-level impact: Why reputation alone won’t cut it for marketing industrial drilling firms appeared first on Aspectus.

By Sofie Skouras, Head of Technology, Europe   

Marketing ideas to engage attendees at cybersecurity events in 2025 

When it comes to engaging attendees at cybersecurity conferences, creating memorable experiences is key. I went along to the 30^th anniversary of Infosecurity Europe this week and day one was packed with brilliant keynotes and lots of great energy from vendors.  

Cybersecurity firms are pretty strong when it comes to creative or compelling booths as a way to attract visitors. This year, we had free ice cream through to simulation games all on offer. But one thing that stuck out to me was some of the small moments that brands could have capitalized on more effectively.  

Queue to keynote = captive audience 

While waiting in the epic queue for Brian Cox’s keynote, I spotted a cybersecurity sales rep working the line with an A5 schedule of their talks. Polite and perfectly timed, they turned wait time into an engagement opportunity.  

It was a smart move, capturing attention when people had little else to do but stand and wait. Imagine if more brands spotted these micro-moments? For example: 

• Those sponsoring areas near the keynote could have created quick interactive quizzes  

• OR created QR-code games to entertain and educate 

Underused entry space 

The entrance was dotted with banners and signage, but most played it safe with branding and taglines. There was opportunity for more playful ads to be featured which captured attention, for instance, an ad which poked fun at industry jargon (which attendees were about to be bombarded with).  

As Daniel Cuthbert said on the panel with BBC’s Joe Tidy, “this industry loves drama” – so give the people what they want.  

Contextual ads 

Another thought was leaning more into the physical placement of the ads. It’s something I think a lot of brands do very well on the tube or trains. For instance, a cybersecurity firm sponsoring the seating area by the food stands stuck to logos and taglines. Instead, they could have made the messaging more playful and situational to help their ads be more memorable (or even shared online).  

Help people find you 

At a busy event like Infosec, finding your way around and navigating the map can be overwhelming, especially at the start of the day when it’s packed with people. Adding nearby ‘landmarks’ alongside your booth number can help visitors find you faster and easier. For example: 

• “Booth XYZ (opposite the keynote stage)” 

• “Booth ABC (right next to the Infosec Meets area)” 

If you’re selling to CIOs or CISOs check out the free ICP guides we’ve created 

Given how noisy the industry is, which anyone working in cybersecurity will attest to, and the fact it’s a difficult market right now for many industries – it’s important to ensure every marketing spend you’re making counts.  

We know how much effort goes into planning for these big events, so hopefully this blog acts as some inspiration for your next event, on how you can elevate things even further. 

Our cybersecurity marketing and PR team have lots of ideas on how you can get better cut through at events and beyond. If you’d like to discuss some ideas, get in touch. 

Key takeaways: 

How can you engage attendees during wait times at cybersecurity events? 

Capitalize on captive moments, such as waiting in queues, by providing interactive experiences like quizzes or offering helpful resources. 

What’s the impact of contextual and playful advertising at events?

Creative and situational ads are memorable and shareable, making your brand stand out amidst the usual industry jargon. 

How can you help attendees navigate a busy event like Infosecurity Europe? 

Make it easier for attendees to find your booth by providing nearby landmarks in your booth signage. 

The post Infosecurity Europe 2025 marketing ideas / inspiration for next year appeared first on Aspectus.

By Astrid French, Head of Middle East, Aspectus Group

The World Utilities Congress in Abu Dhabi last week was an important reminder of just how fast the energy and utilities landscape is evolving, and how vital it is for communications to keep pace. 

Now, before you all let out a collective ‘no surprises there’ groan for what I’m about to say next – yes, AI was a dominant theme. But, stick with me!  

What stood out was how this tech, which is usually discussed in the context of productivity, innovation or ethics is now creating entirely new pressures on infrastructure – ones that simply have not been planned for.  

Data, data, everywhere 

At the heart of it is data. AI demands it, generates it, and depends on it. And data needs somewhere to live à data centers. 

You’ll likely have seen the growing scale of these in the press.  And the Middle East is proving to be a data centre powerhouse. Just recently, it was announced Abu Dhabi will host the world’s largest AI data centre, in partnership with OpenAI, Stargate UAE.  

Data centers are foundational to future progress across nearly every  sector. But, they also introduce a new kind of energy and resource demand that few decarbonization plans anticipated a decade ago. 

The unseen power burden 

Data centers require constant, uninterrupted power – and a lot of it. And that’s only going in one direction with the rise of AI. In fact, the IEA has predicted AI will double data center electricity demand by 2030.  

The always on nature of data centers – they don’t sleep or rest, is forcing discussions on trade-offs between data and power in terms of which we reduce. And if neither, a rethink on energy sourcing to accommodate the growing need for both. Do we lean into solar, nuclear, hydropower or something else entirely? 

But power is only one part of the story. Water is the other. 

The pressure point for water 

Data centers need water, and a lot of it, primarily for cooling. In a region like the GCC, where… 

• Desalination already provides 42% of UAE drinking water (and up to 86% in Oman) 

• Water demand in the GCC is projected to double by 2050 

• And non-revenue water losses can reach 35% in some cities 

…the system is already under strain. Adding data centers into the equation intensifies the challenge. 

But there’s opportunity here too. The concept of circularity, such as using waste heat from data centers to power desalination, holds major promise. But it requires coordinated planning, investment, and new levels of innovation.  

So, what does all this mean for comms? 

As communicators in this space, we need to help tell the full story. Not just about the challenges, but the ingenuity, the innovation, and the urgency that will shape its future. Utilities must define their role in the AI era, or risk having it defined for them. 

At Aspectus, we see it as our job to make those stories resonate, whether that’s with policymakers, investors, customers, talent or society at large.  

World Utilities Congress showed us that the stakes are rising. And if we’re going to tackle complex new trilemmas, the standard of how the sector tells its story must rise too.  

Key takeaways

What infrastructure challenges is AI creating? 

AI drives massive data centre growth, which in turn demands significant power and water, straining existing utilities. 

Why are data centres impacting water and power resources? 

They require constant power and large volumes of water for cooling, stressing systems not designed for this level of demand. 

How can utilities and communicators respond? 

By adopting circular solutions and crafting compelling narratives that highlight innovation and urgency to stakeholders, customers and the public. 

The post Is ‘data, power and water’ the new utilities trilemma? appeared first on Aspectus.

By Ruby Taylor, Associate Account Director

The business travel landscape has changed dramatically over the last few years, driven by technological advancements, shifting traveller needs and evolving business priorities. As companies adapt to new ways of working and travelling, fresh opportunities are emerging for brands to stand out. 

In this blog, I explore the key corporate travel trends in 2025 and share strategies for how brands can turn them into PR and marketing wins. 

The ‘Work from Anywhere’ economy is reshaping business travel 

The rise of workcations, digital nomad visas, and hybrid work travel means business trips are no longer just about client meetings. Companies are embracing longer stays, multi-destination work travel, and ‘bleisure’ (business + leisure) trips. 

To capitalize on this, brands should position themselves as enablers of the new hybrid work model, not just trip bookers. By owning the ‘workation’ narrative and pushing insights on productivity, compliance, and cost savings, companies will appeal to C-suite decision-makers rather than spook them with the idea of a corporate-funded holiday.  

Brands can publish articles, reports, or infographics that unpack how businesses can optimize ‘work from anywhere’ travel, offering tips on productivity tools, destination guides, or financially savvy measures.  

Take Travelperk, the Barcelona-based travel platform, as an example. It commissioned a survey of business travellers which highlighted that they are increasingly turning to trains for domestic travel, with a third of respondents saying they were more productive when using rail travel compared with other modes of transport.  

TravelPerk leveraged these insights to promote the benefits of rail travel within its platform, encouraging businesses to consider train options for domestic trips. They also provided tailored guidance on how to make the most of rail travel for productivity, such as choosing seats in quieter carriages, booking flexible tickets, and recommending apps that facilitate work on the go. 

By spotlighting real examples and supporting data, TravelPerk successfully positioned itself as a thought leader in the business travel space – and there’s so much more that it could do. 

Sustainability takes center stage – but greenwashing won’t cut it 

Corporate travel policies are under scrutiny as businesses prioritize net-zero targets and ESG commitments. Many now have targets to reduce emissions, offset carbon footprints, and justify travel costs against environmental impact. 

To stand out and bat away any accusations of greenwashing, travel brands must lean into PR and provide transparent sustainability metrics and data such as “this trip saved X% in emissions using rail vs. air.” What’s more, they should go beyond carbon offsets and highlight tangible reductions, not just compensation.  

By engaging in industry discussions through panels, webinars, or content, brands can also help establish credibility and showcase leadership in responsible travel – in turn, reassuring customers that they are a facilitator of sustainable travel practices. 

AI and automation are reshaping travel bookings and expenses 

AI-powered tools are streamlining everything from dynamic pricing for flights and hotels to automated expense reconciliation. Companies expect travel management platforms to integrate AI for the likes of cost optimization, fraud detection, and seamless user experiences. 

To demonstrate their value, brands should show rather than tell by demonstrating AI benefits through real-world impact. For example, by demonstrating that “AI-driven booking reduced average costs by 22% for our customers.” 

Developing thought leadership content around key themes, from new AI industry regulation to the future of travel, will help raise awareness and position spokespeople as industry experts. 

Case studies are also a useful way to showcase AI-driven cost savings. Tapping into customer success stories speaks loudly to prospects. It can be long-winded to get sign-off, so brands should start these conversations early and nurture the relationship as they can always be refreshed later down the line.  

Innovative campaigns, such as interactive demos or behind-the-scenes content, can also illustrate how AI is making travel smarter and more efficient.  

When I worked with Travelport to launch its new platform, Travelport+, designed to make modern retailing easier for travel agencies and suppliers, it wanted to create a big moment to showcase its tech in an entertaining, relatable way.   

Travelport decided to put the technology to the test and sent charity fundraiser Jamie ‘Adventureman’ McDonald to visit each of the Seven Modern Wonders of the World in under seven days, using only public transport, setting a Guinness World Record along the way. 

Leading the UK PR strategy, my team landed stunning coverage in the likes of the BBC, The Sun and Travolution. The Travelport team even recently won a Shorty were recognized by The Drum for the campaign and reported that it led to a six-fold increase in new leads and enquiries in the month after launch. 

The possibilities really are endless for turning corporate travel trends into PR and marketing wins. By leaning in, brands can stand out in the busy market, build awareness and ultimately boost their bottom line. 

If you’d like to learn more, get in touch with me at ruby.taylor@aspectusgroup.com 

Key Takeaway Section: 

How is the ‘work from anywhere’ trend reshaping business travel? 

Business trips now often combine work and leisure, with longer stays and multi-destination itineraries becoming common.​ 

Why must brands move beyond greenwashing in their sustainability efforts? 

Transparent sustainability metrics and tangible emission reductions are crucial to meet corporate ESG commitments and build trust.​ 

How can AI and automation enhance corporate travel management? 

AI streamlines bookings, optimizes costs, and improves user experiences, leading to more efficient travel management.​ 

The post 3 corporate travel trends for 2025 – and how to turn them into PR and marketing wins   appeared first on Aspectus.

By Sophie Gilbert, Marcomms Specialist

Last week’s Seamless Middle East conference in Dubai brought together some of the brightest minds in digital commerce, fintech, and marketing. It’s great to see that conferences like this are still so powerful at building connections. As always, it was a whirlwind of ideas, innovations, and conversations. Among the many themes discussed, a few stood out that I believe are particularly relevant to marketing teams navigating today’s fast-paced, tech-driven landscape. 

AI in marketing: From efficiency to innovation 

AI is no longer a nice to have – it’s core to operations and it’s cemented its place in the marketing toolkit. But it’s not just about automation or trimming budgets. Yes, CMOs are under pressure to do more with less, and AI helps streamline repetitive processes, whether that’s customer segmentation, campaign scheduling or reporting. 

But the real magic of AI is in its power to unlock creativity and fuel innovation. From inspiring new campaign ideas to uncovering customer insights buried in data, AI is enabling marketers to push boundaries, not cut corners. The future belongs to those who see AI not just as a time-saving tool, but as a co-pilot in the marketing process. 

Marketing gets personal: The rise of hyperpersonalisation in B2B 

Another powerful takeaway was the growing sophistication of customer targeting. AI is enabling a new era of hyperpersonalisation, where marketing messages are tailored not just to segments, but to individual behaviours and preferences. 

This is a game-changer for B2B marketers. We’re now seeing tools that allow us to build truly one-to-one relationships with target businesses. These deliver the right message, to the right person, at the right time, with unprecedented precision. It’s no longer about broad outreach and hoping something sticks. It’s about deeply relevant, highly strategic engagement. 

Human to human: Why empathy still matters in B2B 

One of the more refreshing themes was the continued recognition that the lines between B2B and B2C are blurring. In both worlds, decisions are made by people, not logos. Emotional intelligence, long associated with B2C, is becoming equally critical in B2B contexts. 

This shift is forcing people to reframe how they approach B2B marketing. It’s no longer enough to focus solely on value propositions and ROI. They also need to connect on a human level by telling stories, evoking emotion, and building trust. Whether you’re marketing to a small business owner or an enterprise buyer, authenticity and empathy are becoming non-negotiable. 

Blending technology with humanity: The marketer’s new mandate 

Seamless Middle East provided a strong reminder that the future of marketing is both high-tech and deeply human. AI is unlocking new efficiencies and creative possibilities. Personalisation is redefining customer engagement. And regardless of your audience, emotional connection is what ultimately drives action. 

As marketing professionals, our challenge is to embrace these shifts, not just by adopting new tools, but by evolving how we think about our roles. The marketers who thrive in this new landscape will be those who can blend technology with empathy, data with intuition, and automation with artistry. 

Discover how our tailored marketing strategies have propelled businesses across the Middle East. If you’re ready to elevate your brand’s presence or need help with your marketing and PR, reach out to our Middle East team today.  

Key takeaways 

What role does AI play in marketing today? 
AI is no longer optional. it drives both operational efficiency and creative strategy, acting as a co-pilot for modern marketers. 

How is hyperpersonalisation impacting B2B strategies? 
AI enables ultra-targeted messaging tailored to individual behaviours, reshaping how B2B brands engage with precision and relevance. 

Why is emotional intelligence critical in B2B marketing? 
As decision-makers are still people, marketing must connect on a human authentic level. Authentic storytelling and empathy are now essential tools. 

The post AI, empathy, and the future of marketing in 2025: 3 takeaways from Seamless Middle East appeared first on Aspectus.

By Aliyah Arikawe, apprentice in the B2B technology PR and marketing team

Every year, CIOs and CTOs across the world work tirelessly to drive innovation, lead digital transformation, and keep businesses at the forefront of technology. Yet in a world where technology leadership often remains behind the scenes, how do these leaders gain the recognition they deserve? 

That’s where industry awards come in. Winning (or even being shortlisted for) prestigious CIO and CTO awards is a powerful way to display expertise, validate leadership skills, and gain credibility in the industry. Not only does it boost the personal profile of your spokespeople, but it also reinforces your company’s reputation and helps attract new opportunities. 

With so many awards out there, which ones are actually worth entering?  

There are a range of key awards that have already finalized their shortlists for this year such as CIO 100, Computing’s Digital Technology Leaders Awards and Global CIO 100, but there are still valuable opportunities ahead. 

To save marketing and comms professionals some time, we’ve compiled a selection of the top CIO and CTO awards still open for nominations in 2025.  

And if you’re interested in finding out more about our awards process, check out the work we did for BT Wholesale securing them multiple award wins. 

Why enter CIO or CTO awards? 

As marketing professionals, you already know how valuable awards can be. But if you need to make the case internally here are some key points to help persuade decision-makers that it’s worth the time and effort:  

• Third-party validation: An award win or nomination is an independent endorsement of a CIO or CTO’s leadership and innovation. It adds authority and credibility – not just to their personal brand, but to the entire business. 
• Career growth: Recognition on this level can open doors to speaking opportunities, advisory roles, and even new career prospects. It positions your tech leaders as industry thought leaders, which reflects well on your brand. 
• Business impact: An award-winning CIO or CTO is a huge selling point, whether it’s for customers, investors, influencers or potential hires. The win or shortlist can be incorporated into marketing materials to highlight the industry-leading expertise your company has at hand.  
• Networking opportunities: Award ceremonies bring together the best minds in the industry. It’s a great opportunity for your CIO or CTO to connect with peers, potential partners, and future talent giving you access to influential leaders and decision-makers. 

So, if you’re a technology marketing professional who wants to boost the profile of your technical spokespeople, here are the awards you should have on your radar for 2025. 

The Top 3 CIO and CTO awards to enter in 2025 

1. Mobile Europe CTO of the Year Awards 

Why enter? This is a prestigious award specifically for CTOs in the telecoms sector, recognising the leaders driving innovation in mobile technology. 

• Entry deadline: 30^th May 2025 
• Entry fee: Free 
• Awards ceremony: 9^th September 2025 
• More info: Mobile Europe

My take: If you’re a CTO in telecoms, this is the one to go for. It’s widely respected in the industry and has great exposure. 

2. UK Tech Awards2025 

Why enter? The UK Tech Awards spotlight the most innovative and high-growth tech companies in the UK, recognising excellence across areas like innovation, leadership, and social impact. 

• Entry deadline: 27^th June 2025 
• Entry fee: Free 
• Awards ceremony: 13^th November 2025 
• More info: UK tech awards 

My take: For UK-based CIOs and CTOs driving tech innovation and growth, this award offers a prestigious platform to gain industry-wide recognition. 

3. Women in Tech Global Awards 

Why enter? The Women in Tech Global Awards celebrate outstanding women and allies driving innovation, leadership, and impact across the tech industry. With categories like CIO/CTO of the Year, these awards spotlight those shaping the future of technology. 

• Entry deadline: 1^st October 2025 
• Entry fee: $399 for the CIO/CTO of the Year category 
• Awards ceremony: TBC 
• More info: Women in Tech Awards 

My take: If you’re a CIO or CTO leading transformative change and championing diversity in tech, this global platform offers well-deserved recognition and a chance to inspire others. 

How to win a CIO or CTO award 

Winning an award isn’t just about listing your job title and achievements, it’s about telling a compelling story. Judges appreciate tangible results, so instead of simply saying, “I led  the redesign of our customer service process,” explain how it transformed the business, whether it simplified processes, enhanced customer experience, or drove business growth.  

Where possible, use data to validate your achievements; for example, “we reduced project completion time by 30%” is much stronger than a vague statement about improving efficiency.  

Create a strong narrative by sharing lessons learned, challenges, and successes; this will make your application more personal and memorable. Be sure to secure approvals/references from appropriate colleagues or clients as this adds weight and credibility to your nomination.  

Lastly, keep your application concise and clear – judges go through hundreds of entries, make yours easy to read and impactful 

And if awards are just one part of your broader visibility strategy, don’t miss our guide to making the most of your technology event presence – perfect for aligning recognition, PR, and long-term brand impact. 

Final thoughts 

Industry awards isn’t only about trophies and ceremonies, they signal to the market that your work matters. For tech marketers, they can shine a light on your team’s creativity, strategic thinking, and real business impact. Whether it’s a bold rebrand, a data-driven campaign, or a product launch, your work deserves to be seen.  

So, why not put yourself out there in 2025? You’ve got nothing to lose and a lot to gain. 

The post The top 3 CIO and CTO awards to enter in 2025 appeared first on Aspectus.

By Louise McLeod, Senior Account Director, Energy & Industrials

This blog explores how storytelling can transform complex energy narratives into relatable messages, fostering trust and accelerating progress towards energy transition goals. 

Attending All-Energy 2025 in Glasgow was a powerful reminder for me: the UK’s energy transition isn’t only an engineering and financial challenge – it’s a communications one. 

It’s not just about building infrastructure. It’s rewiring a country. And to do that, we need to explain what we’re doing, why it matters and who it’s for. 

A multigenerational perspective 

ScottishPower’s CEO Keith Anderson opened his keynote with a powerful story: the dismantling of the G-Route, a transmission line built in 1929 by engineers in flat caps with cigarettes hanging from their mouths. At the time, only 6% of UK homes had electricity. 

That story did more than paint a picture for me. It grounded the audience in the scale of the task ahead. A reminder that infrastructure decisions made nearly 100 years ago are still shaping the energy system today, and the choices we make now will echo for generations. 

That’s the power of storytelling. It brings meaning to megawatts and turns complexity into clarity. It also gives businesses a tool to connect their value to real-world impact. 

Cut through the noise 

Anderson, like many at the event, called for stability: stable policy, consistent messaging and clear roadmaps from the government. With £24bn earmarked for renewable investment, ScottishPower is betting big on the UK’s energy transition ambition. But bold investments need confident communications to match. 

And as AR7 looms and pressure builds across the supply chain, the sector can’t afford to be vague. That’s where storytelling has a critical role to play, turning ambition into action through sharp, strategic communication that builds trust and accelerates decisions. 

Why storytelling matters  

In today’s competitive energy landscape, there are many businesses with similar party lines.  

Net zero. Clean growth. Grid stability.  

To stand out, brands need a voice and a point of view. 

A story that connects with investors, customers and policymakers. One that makes them care. 

Why? 

• Clarity: Stories turn the technical into the tangible, cutting through jargon and engaging your audience. 

• Influence: A strong narrative can showcase opportunities, shape perceptions and win hearts and minds. 

• Trust: Transparent, data-backed storytelling grounded in the real world builds credibility, giving investors confidence in your mission and business model. 

Build with purpose. Communicate with impact. 

The UK’s energy transition depends on infrastructure, innovation and imagination. What the sector is building today will shape homes, communities and economies for decades to come. 

But people need to understand it and believe in it to support it. That starts with the stories we choose to tell. 

If you’re exploring how storytelling can amplify your communications and sharpen your brand’s impact in the energy sector, contact our specialist sector team.  

Key takeaways 

Why is carefully crafted communication crucial for the UK’s energy transition? 

Communication shapes perception and acceptance. Without clear messaging, even the most advanced infrastructure projects may face misunderstanding. 

How does storytelling enhance energy sector communications? 

Storytelling simplifies complex information, making it relatable and engaging, thereby building trust and encouraging stakeholder support. 

What role does storytelling play in building trust? 

Transparent, data-backed narratives grounded in real-world contexts foster credibility, giving investors and clients confidence in your offering. 

The post All Energy 2025: The power of storytelling in the UK’s energy transition appeared first on Aspectus.

By Arthur Instone, Financial Services 

A year after Rishi Sunak’s rain-drenched election speech, this blog explores essential public speaking lessons. It covers setting, delivery, handling disruptions, body language, and timing – offering key advice for anyone aiming to communicate effectively and leave a lasting positive impression. 

It’s been exactly a year since then-Prime Minister Rishi Sunak stepped in front of Number 10 to call a General Election. What should have been a carefully choreographed moment of authority and resolve quickly became one of the most talked-about political misfires in recent memory. 

Sunak delivered his speech in the pouring rain – and without a coat or umbrella – was drenched in minutes. As he spoke, the 1997 Labour anthem “Things Can Only Get Better” blared in the background, courtesy of a nearby protester. The symbolism of a political leader drowned out, both literally and figuratively, was hard to ignore.  

While the internet was busy mocking the optics, communicators and public speaking experts were quietly taking notes. The whole occasion was a masterclass on things you should avoid when public speaking, and beneath the sorry sight of a Rishi Sunak getting soaked, there are a number of lessons for anyone looking to deliver a message in public. 

Set the stage – literally 

The setting outside No.10 is iconic. But on this occasion, it was also poorly thought out. Sunak appeared without an umbrella, cover, or protection, and was drenched within moments. It’s difficult to project authority when your suit is clinging to your shirt and your glasses are fogging up. 

The takeaway: Your environment matters as much as your words. Always assess your setting for potential distractions or disruptions. Whether you’re presenting at a conference, hosting a webinar, or speaking to a journalist on Teams or Zoom, ensure the physical setup supports your message. 

Ask yourself: is the lighting okay? Are there any sources of background noise that could be distracting? Is your attire comfortable and consistent with the message you want to convey? And, crucially, do you have a backup plan if something goes wrong?  

Control the narrative, even when things go wrong 

As Sunak spoke, a protester blasted “Things Can Only Get Better” — the soundtrack to Labour’s 1997 landslide victory.  

This of course wasn’t ideal for Sunak, hijacking an important political moment. But it was his refusal to acknowledge the disruption, or even make a gag or joke out of it, which made it even more awkward to watch.  

The takeaway: In high-stakes communications, always plan for the unexpected. If you’re speaking in public, particularly outdoors or in politically sensitive environments, anticipate interference — and know how you’ll respond.  

Have a response line ready to go, even if it’s a light-hearted joke. If disruption does occur, don’t ignore it. Acknowledge it briefly and then move on with confidence.  

Body language matters 

In today’s social media age, how you deliver a message is just as important as the message itself. Sunak’s words — outlining the government’s record and setting out his case for re-election — were instantly overshadowed by the image of him standing miserably in the rain. 

As Sunak gripped the lectern, it was clear this was an unusually difficult moment for the Prime Minister — and his body language gave it away. He stood stiffly and uncomfortably, lacking the visual authority expected of a national leader. 

The takeaway: Public speaking is just as much of a visual performance as it is a verbal exercise. Your audience reads your body language, facial expression, and general appearance — sometimes before you’ve even started speaking. 

Before any public speaking engagement, it’s just as important to rehearse how you’ll deliver your message as it is to perfect the message itself. Good body language is your secret weapon; it can enhance persuasion, reinforce verbal messages and build credibility and authority. 

Timing is everything 

There was a sense that Sunak’s speech was rushed — that the political urgency of calling an election overrode more basic considerations, like waiting 20 minutes for the rain to ease. At best, the announcement looked reactive and poorly planned. At worst, it looked desperate. 

The takeaway: Timing isn’t just about what day or hour you speak — it’s also about whether the moment feels right to your audience. Ask yourself, is this the most appropriate moment for my audience to receive this message? Is there a better environment available? 

If something about the timing compromises your delivery, don’t be afraid to reschedule or adapt. You often only get one shot at publicly delivering a message. It’s far better to wait a bit longer and get the timing right, instead of rushing and not having the desired impact. 

How Aspectus can help 

Rishi Sunak’s rain-soaked election announcement will likely be remembered more for the setting of its delivery than for its content. But for professionals and leaders, it’s a valuable reminder: public speaking is never just about what you say — it’s about how, where, and when you say it. 

From managing your environment and timing, to mastering your delivery and establishing rapport with your audience, there are lots of factors that shape the impact of your message. Get it right, and you project confidence and control. Get it wrong, and even the most carefully crafted speech can be overshadowed by distractions — or drenched by circumstances beyond your control. 

That’s why preparation goes beyond knowing your talking points. Our media training, led by former journalists, is designed to help you succeed in real-world conditions — whether you’re standing behind a lectern, facing the cameras, or handling tough questions from a reporter. We focus on practical outcomes: helping you get into the mind of the media, build techniques that boost confidence under pressure, and develop strategies that work for you to deliver your message as effectively as possible. 

Do you want your message to resonate further with your target audience? Get in touch with us here. 

Key takeaways 

Q1: Why is environment critical in public speaking? 

A: A poorly prepared setting can undermine your message. Always control your environment to support, not distract from, your speech. 

Q2: How should you handle disruptions during a speech? 

A: Acknowledge disruptions briefly with humour or confidence, then refocus your audience quickly to maintain authority. 

Q3: Why does body language matter so much in public speaking? 

A: Non-verbal cues like posture, facial expressions, and stance strongly influence how your message is received and perceived. 

The post A lesson in public speaking dos and don’ts: one year since Rishi Sunak’s rain-soaked election speech appeared first on Aspectus.

By Madalena Thirsk, Senior Account Executive

As the Gulf Cooperation Council’s (GCC) fintech scene booms, standing out at events like Seamless and Dubai FinTech Summit requires more than just attendance. This guide offers strategies for fintech brands to craft compelling messaging and maximise event outcomes. 

Seamless, Dubai Fintech Summit are just a couple of the must-attends on the ever-expanding fintech calendar. But as the GCC’s fintech scene rapidly matures – and everyone from digital banks to B2B infrastructure players jostle for attention – simply showing up with a booth (or without) isn’t going to cut it. How are you going to make your brand and your offering memorable?  

A vital piece of the answer to that: your GCC fintech event comms strategy needs to work hard. In increasingly saturated markets like fintech – especially in fast-moving hubs like GCC – your messaging, narrative, and content are what truly set you apart. Here’s how we helped clients do just that, and how you can apply the same strategies to your brand.  

Fintech mania: GCC’s expanding fintech landscape 

Before diving into strategy, let’s take a step back and understand the environment in which your brand will be competing. The fintech ecosystem in the GCC is evolving at breakneck speed, and this year’s events will be some of the most impactful yet. 

Growth is being fuelled by progressive regulation, strong investor interest, and government-led innovation. The United Arab Emirates (UAE) and Saudi Arabia in particular are emerging as fintech powerhouses, attracting startups, global players, and significant capital. 

• Supportive regulatory environments: The UAE and Saudi Arabia are setting the stage for fintech to thrive. The UAE offers regulatory sandboxes across the Dubai International Financial Centre (DIFC) and Abu Dhabi’s International Financial Centre (ADGM), alongside frameworks for digital payments, virtual assets, and open finance, allowing startups the flexibility to grow. Saudi Arabia’s Vision 2030 is pushing forward initiatives like FintechSaudi and a regulatory sandbox to boost innovation and support growth. 

• Investment pouring in: The GCC fintech space is drawing significant venture capital. The UAE and Saudi Arabia are leading in attracting funding, with fintech capturing 57% of total VC investments in Q1 2025 – making it the top sector in the region. 

• New growth areas: As more fintech subsectors enter the scene – spanning everything from digital banking and payment solutions to blockchain and cryptocurrencies – the ecosystem is maturing and offering more opportunities for growth. As these new sectors take shape, standing out becomes more important than ever. In such a dynamic landscape, strategic brand differentiation is key. 

Sharpen your fintech brand messaging for GCC events, amplify your impact 

In fast-moving fintech hubs like the GCC, your messaging, narrative, and content are what truly set you apart. Events are a prime opportunity to amplify your voice – but wander around any fintech event and you’ll hear the same lines everywhere: 

• “Accelerate your digital transformation.” 

• “Reimagining financial services.” 

These buzzwords are no longer enough. Why? Because they could apply to virtually any fintech area. And if everyone is saying the same thing, no one is standing out. 

To truly stand out at fintech conferences like Seamless or Dubai FinTech Summit, the most compelling brands will clearly and quickly communicate: 

• Who they serve 

• What they solve 

• Why it matters now 

If your tagline isn’t underpinned by sharp and specific core messaging, your audience will walk right past you. This is where a third-party agency can step back from the noise, identify what your audience are looking for, and help define your position – ensuring it’s communicated effectively at events. 

Don’t just show up – show up strategically 

Even once your core messaging is in place, the next challenge is communicating it effectively – ensuring it reaches a wider audience, not just those who happen to walk past your booth. 

Attending such high-profile industry events is a major spend – not just in booth build or flights, but in time. Too often, the dots that aren’t there are areas of ROI that are overlooked.  

Thinking beyond attendance alone: 

• Pre-event content and outreach (thought leadership content, social media outreach) 

• On-the-ground activity (messaging, media engagement) 

• Post-show momentum (follow-up communications and event analysis) 

At Aspectus, we’re experts at ensuring your event presence is not just visible, but valuable. Our team can help you drive strategic engagement before, during, and after the event, so your ROI is maximized. 

Final word 

In the Middle East’s booming fintech space, attention is scarce. To win it, you need more than a presence. You need a plan. At Aspectus, we help fintechs refine their messaging, engage the right audiences, and make every moment count. 

Planning for your next event in the region? Let’s talk. 

Key Takeaways: 

Why is the GCC such a crucial market for fintech brands in 2025? 

The GCC fintech sector is booming, driven by supportive regulation, heavy VC investment, and innovation initiatives like Saudi’s Vision 2030. Event season in the region is the time for brands to establish their presence. 

What mistakes do fintech companies make at major industry events? 

Many fall back on generic buzzwords and overlook the importance of strategic planning. Without a clear, differentiated message or pre- and post-event engagement, even large investments in event presence can yield minimal ROI. 

How can fintech brands stand out and maximise ROI at GCC events? 

By crafting sharp, targeted messaging, identifying your unique value proposition, and executing a full-funnel approach – from pre-event content to post-event follow-up -you can drive meaningful engagement and results at events. 

The post Dubai event season: How fintech brands can actually stand out  appeared first on Aspectus.

By Ruby Taylor, Associate Account Director

From travel tech innovations to sustainable tourism strategies, 2025 is set to be a big year for the UK travel sector. Whether you’re a B2B travel brand, corporate travel buyer, or tech vendor, there are plenty of opportunities to connect and learn. 

Here’s our roundup of the UK travel industry events to attend in 2025 – from global expos to niche summits – designed to help you connect with decision-makers, discover new solutions, and shape the future of travel. 

World Travel Market (WTM) London 

ExCeL London | 4–6 November 2025 

A cornerstone of the global travel calendar, WTM London brings together over 5,000 exhibitors from 180+ countries. Expect senior decision-makers from every corner of the travel ecosystem -from tour operators and DMCs to hotels, airlines, and travel tech providers. 

Why attend? 

• Global networking at scale 

• Insight into the latest travel trends 

• Exposure to new B2B commercial opportunities 

Business Travel Show Europe 

ExCeL London | 25–26 June 2025 

Business Travel Show Europe is the definitive event for corporate travel professionals. It covers everything from travel procurement to policy design, data-driven decision-making, and traveler wellbeing. 

Why attend? 

• Meet travel buyers and suppliers face-to-face 

• Discover solutions in travel risk, cost control, and sustainability 

• Attend content sessions tailored for travel managers and finance leaders 

TravelTech Show 

ExCeL London | 25–26 June 2025 

Co-located with Business Travel Show Europe, TravelTech Show is the UK’s go-to event for tech innovation in the travel space. The audience includes OTAs, SaaS startups, platform providers, and enterprise decision-makers. 

Why attend? 

• Live demos of emerging tech 

• Networking with travel CTOs and innovation leads 

• Sessions on AI, APIs, and automation in travel 

Skift Travel Megatrends 2025 

London | Date TBC 

Every year, Skift brings its editorial lens and data-driven foresight to London in the form of the Skift Travel Megatrends event. Expect thought-provoking talks and future-gazing analysis from some of the brightest minds in travel. 

Why attend? 

• Trend forecasting grounded in real data 

• High-level networking with C-level execs 

• Perfect for B2B travel strategists and marketers 

Travel Weekly Sustainability Summit 

UK venue TBC | Date TBC 

Sustainability is more than a buzzword – it’s a business imperative. The Travel Weekly Sustainability Summit brings together leaders committed to reducing the environmental impact of travel. 

Why attend? 

• Practical case studies on sustainable travel 

• Explore evolving consumer and regulatory demands 

• Ideal for ESG, procurement, and brand leads 

How to make the most of trade events (and actually show ROI) 

Let’s be honest – measuring ROI from trade events is notoriously tricky. Between the time on stand, the quality of conversations, and the long sales cycles in B2B travel, it’s not always easy to prove the value of your investment. But with the right marketing and PR tactics, events can become powerful brand and lead-gen opportunities – not just a line item on the budget. 

Here’s how to boost visibility and make your attendance work harder: 

• Run pre-event LinkedIn campaigns 
  Target attendees or industry decision-makers in the weeks leading up to the event. Use sponsored posts, employee advocacy, and thought leadership to warm up the audience and drive stand visits or meeting requests. 

• Create ‘before and after’ content 
  Announce your presence ahead of time with a blog, press release or teaser video. Post-event, share highlights, trends, or even a short whitepaper on what you learned. This extends your visibility beyond just the expo floor. 

• Use InMail campaigns for 1:1 targeting 
  Message your ideal prospects directly – whether they’re buyers, partners or media – offering them something of value, like a 15-minute coffee catch-up or a personalized demo during the event. 

• Offer journalists exclusive angles 
  If you’re launching a product, publishing new research, or announcing a partnership, events are a great platform. Schedule media briefings in advance with a clear story, strong visuals, and takeaways tailored to their beat. 

• Repurpose event assets across channels 
  Turn panel sessions into blog quotes, use photos and video snippets on socials, or follow up with tailored nurture emails. The goal? Keep the conversation going long after the booths are packed up. 

Events aren’t just about showing up. With a clear plan and some cross-channel thinking, your next trade show can drive far more than footfall. 

If you’re planning your 2025 B2B travel marketing or sales strategy, these events offer excellent touchpoints to meet prospects, scout new partners, and stay ahead of industry shifts. 

Want more insights like this? Get in touch with Aspectus to learn how we can elevate your brand.

Key Takeaways: 

1. What are the top UK travel events in 2025?​ 

The leading events include WTM London, Business Travel Show Europe, TravelTech Show, Skift Travel Megatrends, and the Travel Weekly Sustainability Summit.​ 

2. Why should industry professionals attend these events?​ 

Attending these events offers opportunities for networking, insights into the latest travel trends, exposure to new business opportunities, and strategies for sustainable tourism.​ 

3. How can businesses maximise ROI from attending these trade events?​ 

Implement pre-event LinkedIn campaigns, create ‘before and after’ content, use targeted InMail campaigns, offer journalists exclusive angles, and repurpose event assets across multiple channels to extend visibility and engagement.​ 

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