Rest is maintenance
Well, what a year we’ve had!
It’s been fun, hectic, inspiring and exhausting – sometimes all in the same week. I always try to sum the year up around this time, but honestly, there’s been so much going on that it is very hard to fit everything in and do it justice. But whilst trying to keep it short I will give it a go!
For those that know me, this will not be a surprise. One thing I always come back to is this: it’s all about people. It always is and always will be. And if you look after yourself, it enables you to have the strength and energy to look after others too.
One thing I’ve felt a lot this year is the constant shift between being flat out and chilling out or not really stopping at all. To be honest, it’s felt a bit unbalanced at times, which always remains a part of my thinking pattern.
Which is why the first thing I want to do is say ‘thank you’ to everyone for trusting us. Thank you for your continued support and thank you for sticking with us though an incredibly dynamic 2025.
Of course, I must mention the team here at Wake Media – you have all been brilliant. Everyone has rolled their sleeves up, adapted when needed, dug deep and brought ideas to the table — and then actually helped make them happen – with success. That’s not easy, and it doesn’t go unnoticed. The directors and I are genuinely proud of the effort that’s been made in this year.
Now is the time to stop – this time of year matters more than we realise
The December break is one of the only times when a proper break can be shared by most people at the same time. The tools can go down. The laptops can close. The emails can simply wait. Not forever, but long enough to reset.
Slightly off on a tangent but relevant at the same time: I’m not someone who watches fishing programmes, but I somehow ended up watching Mortimer & Whitehouse: Gone Fishing the other night. At the end, there was a doctor featured who said something very simple:
“Rest isn’t a luxury. It’s maintenance.”
And that really did stick with me. Because it’s true. If you want to come back fresh and ready for the year ahead, you need time away from it all. Not half-switching off. Actually switching off. Spending time with family and friends. Doing very little whilst not feeling guilty about it. We’ve all earned the break.
We need to relax – because 2025 has been a big year at Wake Media Group. Just a few highlights include:
• We’ve brought in two more extremely talented marketing experts (Kae-Ley Brann & Shannon Trevaskis) into the businesses and have plans to bring in even more very soon, so watch this space!
• We are preparing for scale with the appointment of Glyn Taylor, our general counsel who is fully onboard to support and guide us in our plans for growth.
• We’ve strengthened the Client Services team’s way of working and brought in new systems and technology to improve productivity and increase efficiency across the board.
• We’ve grown our partner network considerably through Wake Media and Marketing in Maritime collaborations and events during Nor-Shipping and London International Shipping Week amongst other key touchpoints. So many fantastic individuals and companies are now supporting our plans for 2026 and beyond.
• Marketing in Maritime , our learning and community platform dedicated to marketing and communications professionals, has moved up a gear this year, with an advisory board now in place and working strategically together to build a large online/offline programme for 2026, with multiple touchpoints across major industry events, meaningful member benefits and collaborations — including the Chartered Institute of Marketing — ahead of a new membership launching in Q1.
• Our Creative suite is unstoppable – there’s been a huge amount of creative services requests coming in including campaign work, video production, photography and content across a wide range of projects and clients.
• Our digital capabilities have ramped up massively when it comes to web, SEO, digital and martech solutions.
• We’re now offering a free marketing maturity review to help companies understand where they are today and where there’s room to improve their marketing and communications. Take a look — we’d love to help!
• Many companies have been shifting back and forth between internal resource and external agency support. When strategy changes, it often creates knock-on effects across teams — something we see and recognise. When an agency truly acts as an extension of your team, those changes are easier to manage because you always have a reliable support network in place.
• We really are an all-round marketing and communications company. We have the proof points (with companies big and small) for all services including PR, communications, creative, digital, research, advertising, events and training. Thanks to our clients for helping us evolve to the needs of the industry.
A simple close
So yes — it’s been a big year. New people, new systems, more partnerships, more work, and more ideas turning into action.
But now it’s time to pause. To put the tools down, close the laptops, and properly step away for a bit.
Because if this year has reminded me of anything, it’s this: rest isn’t stopping — it’s what allows you to keep going.
We’ll see you on the other side, refreshed and ready for what’s next!
Have a great festive break.