Post by Nick Baines

Live scenes from ADVANTAGE AUSTRIA UK / The Austrian Trade Commission this morning, where I spoke with several companies considering UK market entry. Some observations: - A metric I always look for in these scenarios is the number of questions asked after a talk. So, thanks to all the delegates for their thoughtful engagement. - As a comms person, it's impossible not to be conversationally dragged into bigger topics at the moment: the proliferation of AI and what it means for content, 'traditional media' vs 'independent journalism' (Substacks, podcasts etc.), and purpose-driven storytelling in the current social environment. It certainly feels like an especially fraught and uncertain time right now. - There are so many fantastic, complementary organisations helping companies expand into new markets, from specialist services like sales and legal, through to government entities. Sometimes I think businesses forget to take advantage of this. - Presenting for an hour the morning after my football team wins the Premier League was exactly what I needed to dust away the cobwebs (#YNWA) Congratulations to Gilbert Matejov, Michael Mueller and the team for what's clearly shaping up to be a great week. Saga Palmer Alexander Goodwille Paul Beale Zafirah K.