Member Article

North East festive focus: Christian Cerisola, GluePR

Ahead of North East firms shutting up shop in time for a well-earned festive break, we’re quickly catching up with a few of the region’s business leaders before their holiday festivities begin.

Today we welcome Christian Cerisola, Owner of Newcastle comms agency GluePR, to share his thoughts on the year gone by, the region as a whole and what he plans to do this Christmas.

Your Business

If you had to choose one thing - what are you most proud of your company achieving this year, why?

The ability to say ‘no’ this year has helped the long term future of Glue PR immeasurably. We’ve had some lucrative and very interesting propositions put in front of us, and it would have been very easy to have been blinded by the dollar signs, but gut instinct and a bit of level-headedness and long term thinking has helped plot the right path.

It means we’re looking forward to 2017 with no small measure of anticipation. There’s some big opportunities ahead.

What was the single biggest challenge faced by your firm in 2016?

Uncertainty. A major client project was put on hold because of the post-Brexit result and another because of Government’s decision to pull plans for devolution in this region.

The petty and political narrow-mindedness of some in this region clouded the chance to make a huge change. But that’s okay, because I think the progressive and ambitious individuals and organisations have realised their destiny is in their own hands now. If we leave it to the politicians, we’re doomed.

Can you tell us one thing your business is doing in 2017 that really excites you?

It’s always the client’s drive and determination that excites me. We’ve just agreed a project with a new client and their exact words on appointment were: “We’ve been quiet for too long. Let’s have some fun and ruffle some feathers.” How can you not get excited by working to that brief?!

If you don’t appear excited about the future of your organisation, don’t expect your partners to be either.

Your Region

Which North East firm has impressed you the most this year, why?

Sage’s ability to maintain really strong and positive roots in the North East while forging aggressive and successful global growth strategy has been impressive to watch.

It cannot be easy being both of those things, so I admire the way they seem just as comfortable headlining a global tech conference as they do sponsoring breakfast meet ups at Campus North in the centre of Newcastle.

Are there any emerging businesses in the region that’ve caught your eye this year that you’ve been previously unaware of?

Good question. These guys are (relatively) new, but I’ve picked them for two reasons. One is because they both sit within two minutes’ walk of my front door and the other is because their operations are driven by simplicity and passion for their craft.

I’d urge anyone to have a couple of beers at Left Luggage Room on Monkseaton Metro Station and then try and grab a table over the bridge at Omni for the most amazing Thai food I’ve eaten in the North.

Neither have expansive, or expensive, operations, but their ability to understand their customer and not pretend to be something they’re not is a fantastic lesson in business. Bullshitters get found out. Simple.

Is there an industry or sector of the North East business community which you expect to really take off next year?

It’s always been there, but I think Digital Union’s rallying cry to start talking up successes in the North East tech sector could see that really take its rightful spot as serious ‘hub’ status on a global scale.

There are a number of representative tech organisations in the region and across the North, but there does appear a new willingness to put aside any differences for the greater good from most of them.

Yourself

What was your first job?

I worked a Saturday job in H Samuel at the age of 16. Thursday and Friday nights too. Gerald Ratner was right, that stuff was crap. I remember we had a store manager Dave, but he insisted all staff called him Mr Jones. Can you imagine how motivated you felt working for him?! (i’ve changed the names to protect the guilty).

If you weren’t doing what you do, is there a job you’d love to have?

I’d love to be given the job of making the game of golf more appealing. The sport’s in trouble, but that final day Ryder Cup duel between Rory McIlroy and Patrick Reed, two guys playing out of their skin and absolutely pumped, was as good as any sporting contest I think I’ve seen.

There has to be room for more team tournaments in golf to generate that type of passion. It takes the shackles off the players and gets the fans involved too. I love golf, but have a worrying suspicion of any sport where you have to be told to be quiet. I have loads of ideas on this. The PGA knows where to find me.

What do you do on Christmas day?

We’re hosting this year so the in-laws are coming! Emergency calls from clients at around 11am will be most welcome. I’m joking (partially). It’ll be my job to get the Christmas lunch ready.

I really enjoy being in the kitchen and rarely have the time to cook big extravagant meals so I’m actually looking forward to it. I did some work with Kenny Atkinson a few year ago and he told me a cracking recipe for sprouts. I’m getting that one out the locker.

Thanks Christian.

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