Giles Fraser is the Co-Founder of leading communications andPR agency, Brands2Life, representing over 100 tech and health companies in Europe and the US.

In this episode, John and Giles chat about the evolution oftech communications and what it takes to build standout brands in a competitive European market. Giles shares how he launched the agency during the dot-com boom with a focus on narrative strategy and a unique proposition that set themapart, as well as the challenges of measuring communications impact and navigating the highs and lows of running a tech-focused business. He also reflects on the importance of financial discipline, strong client relationships, and continually introducing new initiatives to keep the company’s offering fresh and resilient.

The conversation explores practical lessons in leadershipand growth—from maintaining morale and trust during startup turbulence to implementing employee retention strategies like paid sabbaticals that have helped build long-serving, motivated teams. Giles and John discuss how techcompanies can be bolder with their brand narratives, the growing role of AI in accelerating marketing and measurement, and why visibility in search and category leadership matters more than ever.

This episode offers valuable takeaways for founders, marketers, and anyone scaling a tech brand in today’s rapidlyevolving landscape.