Celebrating 30 years of C-Matrix .

30 years is a major achievement for any company. How have things changed since you founded the firm?

In a nutshell, the sheer volume of information, the audience fragmentation and ever diminishing audience attention spans are the major changes. In the early 1990s, the media landscape was dominated by television, radio, and print, with communication flowing one way through non-interactive channels. Today, things have changed dramatically: communication platforms are more fragmented than ever, and people are confronted with an overwhelming volume of information. Attention has become a scarce and valuable resource, increasingly hard to capture. Stakeholders are engaged directly across digital channels immediately.

What role has culture played in C-Matrix’s Success?

Culture is a “make or break” issue with any company. And C-Matrix has a unique and strong culture that has strategically developed over time.

Can you elaborate?

Since its founding, C-Matrix has been a trusted partner for complex projects that require significant explanation. This includes supporting technology-driven companies and initiatives, navigating intricate infrastructure projects in politically sensitive environments, managing periods of change and transformation, and guiding mergers, acquisitions, and critical business situations like restructurings, turnarounds, or insolvency proceedings.

For this reason, most of our team had business experience key sectors before moving into communications. Their combined experience, both locally and internationally, enables them to quickly “cut to the chase” and find the best possible solutions, which ensures the optimal return on investment for clients.

What sets the mindset of the C-Matrix team apart?

I would describe it as “by entrepreneurs, for entrepreneurs”. Everything we do is based on a commitment to fully engaging with clients’ needs and a strong entrepreneurial mindset. This deep understanding has made C-Matrix a trusted partner for many entrepreneurs and C-level executives over the years.

C-Matrix has a new sister company. Please tell us about the birth of this sibling.

Our new venture, North Estates, emerged from our clients’ evolving needs. Over the years, we have not only communicated about property and construction projects but also facilitated connections with ideal business partners and industrial tenants. Recognising the growth in this area, we decided to establish North Estates as a separate entity to better serve these specific needs.

What kind of services does North Estates provide, and is it already up and running?

Launched this year, North Estates specializes in off-market transactions for niche real estate projects, including data centers, industrial estates, and key infrastructure projects, with a strong emphasis on green energy solutions. The North Estates team acts as both transaction managers and advisors, and they are also involved in select development projects. The company has already seen success with several local and international projects completed and more in the pipeline.

And one final piece of advice for aspiring entrepreneurs?

No matter how brilliant your business idea is, the people you surround yourself with are crucial—both in your personal and professional life. There has to be a great fit. You don’t need to agree on everything, but trust is essential. If you find yourself constantly justifying an appointment, it’s probably not the right one.