A post from our Founder…
When I first stepped into the world of global agencies, I was captivated by the scale, the speed, and the sheer ambition of it all. I worked with some of the world’s most recognisable brands, names that echoed across continents and shaped culture. It was a whirlwind of strategy decks, late-night pitches, and campaigns that reached millions. But somewhere in the noise of global ambition, I began to crave something quieter, more rooted. That’s when Celtick started to take shape.
The power of scale… and its limits
Working with global brands taught me how to think big. I learned how to build systems that scale, how to craft messages that resonate across borders, and how to navigate the complexities of multinational teams. But I also saw the cracks: the disconnect between brand and community, the dilution of authenticity, and the challenge of staying grounded when you’re always reaching outward.
At Celtick, I wanted to flip that model. Instead of starting with scale, I started with soul. I asked: What does it mean to build something meaningful right here, in Wales? Not as a footnote to a global strategy, but as the heart of the story.
Listening first, then building
One of the most valuable lessons I took from big-brand work was the importance of listening. The best campaigns weren’t the loudest, they were the most attuned. They understood their audience deeply. At Celtick, we apply that same principle, but with a hyper-local lens. We listen to the rhythms of Welsh communities, the pride in heritage. We don’t just market to Wales, we build with it.
Culture isn’t a commodity
In global agencies, culture is often a tool, a way to connect, to sell, to differentiate. But in Wales, culture is something else entirely. It’s lived. It’s sung. It’s passed down. At Celtick, we treat culture not as a commodity, but as a collaborator. We work with local artists, storytellers, and magic-makers. We don’t just borrow from Welsh identity, we invest in it.
Building with Integrity
Global experience taught me how to chase metrics. But building in Wales taught me how to chase meaning. At Celtick, success isn’t just about reach or revenue, it’s about resonance. Are we creating work that feels true? Are we lifting up voices that deserve to be heard? Are we building something that will last?
A New Kind of Ambition
Celtick isn’t small because we lack ambition. We’re small because we’re focused. Our ambition isn’t to be everywhere, it’s to be deeply here. To build something that feels rooted, resilient, and real. And in doing so, we believe we can create work that not only stands out…but stands for something.
From global to local isn’t a step down. It’s a step inward. It’s a return to what matters. And for me, it’s the most exciting journey I’ve ever been on.