By Samuel Marriott-Dowding Marriott Communications.
What did you set out to achieve this year?
This has been another incredibly exciting year for Marriott Communications.
2025 was all about evolution – both personally and professionally.
At the start of the year, I made a commitment to sharpen our positioning, diversify our offer, and elevate the kinds of clients and campaigns Marriott Communications could attract. I also knew I wanted to step further into thought leadership, expand internationally, and build strategic partnerships that would allow us to operate at a larger scale.
Has everything gone according to plan?
I went into 2025 with a clearer view of what I wanted the year to look like: stronger partnerships, bigger briefs, more international work, and a more visible personal brand.
While we’ve had the usual challenges that come with growth – fast turnarounds, complex briefs, major announcements and high-pressure environments – this was the first year where everything felt aligned. Even the unexpected moments ended up being turning points for the better.
I learned to anticipate more, react less, and trust the direction of travel.
What are you most proud of this year?
There are a few standout moments:
Launching the regions’ first Intelligence service
Our NEIFF 2025 campaign, which achieved record-breaking reach (75 million people!)
Our work with Firefly International
Launching our Uncut Podcast
This year felt like my agency stepped fully into who it was meant to be.
What’s the best piece of business advice you’ve received this year?
“Multiply your impact, not your workload.”
What has been the most enjoyable deal you’ve been involved with?
The North East International Film Festival campaign was a standout – from the creative strategy and community engagement to the national visibility it achieved.
It was one of those projects that reminded me why I love PR: storytelling with purpose, impact, and cultural significance.
What has been the most enjoyable event you have been to?
The North East International Film Festival Awards Gala of course!
What have you learnt about yourself this year?
Growth requires space.
I’ve learned how crucial it is to protect time for creativity, relationships, rest, and perspective. I can’t lead an agency if I’m burnt out.
This year I embraced slower weekends, travel, new experiences, and the peace that comes from not being constantly ‘on.’
Describe 2025 in three words?
Expansion. Clarity. Confidence.
What are your aims for 2026?
2026 is about scale.
I want to continue growing Marriott Communications nationally and internationally, and step into larger, more strategic accounts across culture, public sector, and brand communications.
I’m also focusing heavily on building my personal brand – more writing, more speaking, and more work that shapes industry conversations.
Also, for the first time, I’ll be exploring larger partnerships and collaboration opportunities with other agencies to unlock even bigger, more transformative briefs.
2026 is a year I’m ready for.
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