Partner Article

Getting to know... Chrissie Plunkett

We know you as the founder of Twist, and a member of the Entrepreneurs’ Forum, but who is the person behind the title? Tell us a little about what makes you tick…
I’m naturally curious—about people, what drives them, and how we can communicate in ways that cut through. I’ve always been ambitious, always looking for the next challenge and often seek out ways to improve what’s in front of me. I thrive on progress and possibility, and looking back, I’ve taken a few risks along the way, but that’s part of what’s shaped me. I feel energised when working with smart, creative people who have the drive and ambition to make things happen, and I get a real buzz when I see the outcome of our efforts—whether that’s launching a campaign, landing a client win, or helping someone in the team grow into their potential. Being in the thick of it at Twist, I struggle to stand back and absorb the scale of what I’ve achieved with the agency, but that keeps me grounded and driven—I’m still on the journey of taking Twist to its full potential under my leadership and hopefully one day, I’ll stand back and recognise how far we’ve come.  

Did you always want to work in your industry?
Yes. I never imagined I would be the owner of an agency; however, I always knew I wanted to work in PR. From a very early age I would write stories about my family and our neighbours and then publish those stories in my homemade newspaper called The Weekly Gossip, which I then sold on a stand outside my house and at car boot sales! Then I naturally progressed into PR roles during and after university; always looking for a newsworthy angle that would result in coverage. My first insight into PR as a career came when I picked up the phone to an editor from Vogue who wanted to feature wedding rings. Our client needed to be in that feature, and I somehow managed to secure placement of their bracelet, by twisting the narrative and convincing the writer to include bracelets suitable for bridesmaid gifts (for the benefit of the reader). From there, I had an early benchmark with what I could achieve if I put my mind to it, and my confidence grew. I became more creative, more inquisitive and the benchmark kept moving, and here I am today.

What’s the best bit about your job? And the worst?
The best part is seeing the real-world impact of what we do—when a campaign genuinely makes a difference to a client, sparks conversation, or makes someone feel seen. There’s nothing better than knowing our work has made a difference, or has been noticed. The hardest part is the weight of responsibility. As a founder, there are moments where the big decisions land solely on your shoulders, and that pressure can be tough. But it also comes with the territory—and it’s what I’ve signed up for. 

What do you consider to be your greatest achievement?
Professionally, it’s without a doubt, setting up Twist which started as a pipe dream and has grown into a credible agency, with an excellent portfolio and track record—with brilliant clients, impactful work, and a fantastic team. But what really lights me up is seeing the progression of the people in my team, knowing I was able to create opportunities and support them with their career development. I’ve had the privilege of supporting young talent through their first and second roles in the industry and watching two of them go on to win 'Rising Star of the Year' awards, but it’s not really about the awards, it’s giving everyone in the team the opportunity to test and build their confidence, knowledge and belief in their capabilities, and I’ve seen people absolutely fly in their chosen discipline. Being part of someone’s career journey feels incredibly rewarding.

How do you relax outside of work?
Spending time with my family is the best way to reset. My son very much enjoys grassroots football, so a lot of weekends are spent supporting him and getting involved in the club, which I love. I’m also passionate about music—especially live music—and I really value going to places that take my mind off my professional responsibilities. It’s not easy to switch off in this line of work, so when I find somewhere or something that fully pulls me into the moment, it’s a real treat. A great playlist, a long walk by the coast, and spending time with friends and family who make me laugh out loud really helps me to rebalance.

What makes the North East such a great place to live and work?
There’s a lovely balance between city life, beach life and the countryside that’s hard to find elsewhere. People in the North East are generous with their time, their knowledge, and their support. It’s a region with big ideas and ambitions, and you feel that in the business community too. People up here are collaborative, down-to-earth, and fiercely proud of where they’re from and live, and I love being part of that.

Tell us something about you we didn’t know…
I really enjoy spending time outdoors and often like setting challenges that are out the ordinary. On one occasion, during the start of winter, I accompanied a Lake District felltop assessor, and Winter Mountain Leader on a hike up Helvellyn whilst they assessed the conditions on behalf of the Met Office’s daily weather report. It was an experience that I can still feel today – we braved driving rain, deep snow and sub zero temperatures, and whilst I’ve hiked Helvellyn many times before, I’d never braved the challenge in those conditions. There’s something about being in safe hands that somehow made it feel ok!

This was posted in Bdaily's Members' News section by Entrepreneurs' Forum .