We blend the skills of our multi-award winning PR team and the innovation and technical know-how of our growing digital team to create content and ensure you reach and influence your audiences.
The inventor, the leader, the boss. Alastair founded Effective in 2005 after spending 3 years as the (award winning!) editor at the South Wales Echo, and 13 years in various senior positions. He’s since grown Effective into a dynamic, forward-thinking full-service agency. He’s still full of ideas and keeps an editor’s eagle eye on the team and our deadlines. A sports and stats fanatic, Alastair is both handy and competitive in a pub quiz. A man of contradictions he runs marathons, collects fitness gadgets; and loves Bachelors Supernoodles.
Helen has been weaving her PR magic on consumer and trade campaigns for many of Wales’ most high-profile and well-known brands and organisations for 15 years. She leads the Effective account team and skilfully makes sure everyone is kept happy, productive and successful at all times. Helen loves luxury boutique hotels, expensive scented candles and pedigree cats, but our Aberdare exile also knows that there’s not much that can't be solved with a chat over a glass of wine and a packet of Walkers crisps.
Sarah has been with Effective since 2005 and specialises in charity, community and consumer PR. She loves nothing more than interviewing and copywriting, as well as ‘90s Britpop, bookshops, travel blogs and brunch. Sarah is also the unlikely owner of not one, but two Blue Peter badges, but these long-forgotten skills are sure to come in handy with busy toddler Freddie to keep entertained at home.
Kath heads many of Effective’s B2B clients and has a ten year background in PR, working across a wide variety of clients and specialisms from the big utility companies to legal firms and manufacturing. Known for her razor-sharp way with words, love of sport and expert opinion on red-carpet dresses; former Cowbridge Head Girl Kath is always first to the bar and an enthusiast of birthdays, weddings and any other cause for celebration.
A trained journalist, feature writer and a former Head of Comms for a national food manufacturer, Welsh-speaker Lydia’s vast expertise was a welcome addition to the Effective PR team when she joined in 2013. Since then, Lydia has led PR campaigns in education, arts and business, and our Penarth native also continues to be the in-house social butterfly with an encyclopaedic knowledge of the best bars, restaurants and salon blow-dries across Wales.
Digital wizard Rhys leads Effective’s online and social media provision. His passion and expertise has helped many of our clients make measurable and worthwhile gains in influencing and engaging audiences and finding new – effective - ways to communicate. An award-winning technical blogger, family man Rhys is also a proud dad to Olivia and loves nothing more than eating out, never forgetting to check in or add his reviews online, of course.
Alice joined Effective in 2016, bringing with her a range of skills from her past experience in areas of marketing, operations, PR and events. In life outside of work, Alice can be found at a yoga class, discovering new recipes on Instagram/Pinterest or embarking on a musical binge on Spotify. Alice is most happy wandering in nature, drinking coffee or trawling charity shops for pre-loved treasures.
Ben joined Effective in 2015 after working for a Welsh-based tech start up company as a marketing manager. With a background in digital marketing and an enthusiasm to keep learning new skills Ben will be supporting the digital and PR teams. Outside of the office he likes to spend his time unwinding in the gym, listening to his eclectic (and slightly terrible) music collection, and relaxing on the couch as he keeps up-to-date with the latest TV series. He’s also a proud owner of a digeridoo and loves to annoy his neighbours by attempting to play it.
Organised, unflappable and experienced, Lisa keeps the Effective office running like clock-work. Lisa joined the Effective team and the world of PR in 2005, after spending 18 years working for the South Wales Echo, Western Mail and Wales on Sunday. The original super-mum, Lisa can whip up a fancy dress costume from nowhere and loves watching her two boys Jack and Sam play football in the winter and spends the summer at junior lifeguards and organising picnics at the beach. Born and bred in Barry, Lisa’s first job at 15 was as a shellfish seller at the Pig and Whistle Showbar at Barry Island Butlins.
Sara joined Effective in 2005 with a media background at BBC Wales and the Western Mail and her experience of working in the creative sector continues to come in handy. Married to the Effective boss Alastair and mum to their two boys, William and George, Sara is a fan of Gary Numan, cups of tea and Italy. She’s also a secret ‘guerrilla knitter’ and her creations have caused a stir on Twitter after popping up in some improbable Cardiff locations…