Coffee With: Chris Bignell, CEO, The Jargon Group
Q: Can you tell us a bit about The Jargon Group?
A: Absolutely. At Jargon Group, we cover both B2B and B2C, which gives us a broad scope. Our primary focus is on technology, but we recognise that nearly every industry is touched by tech in some way now—whether it’s agritech, medtech, fintech, legaltech or insurtech. Tech disruption is happening everywhere, and we’re working to help businesses take advantage of these opportunities.
Q: How did Jargon Group come together as a business?
A: We’re actually the product of five different companies that have come together through acquisitions or mergers. One thing that’s unique about us is that as a result of those acquisitions we have offices across the UK—Manchester, Cardiff, and the Southeast. They have also allowed us to build a strong foundation and a diverse offering. We’ve grown into a company that’s positioned to help businesses navigate the tech disruption that’s happening in virtually every sector.
Q: What excites you most about the tech industry?
A: I’m fascinated by how tech can solve big problems. For instance, how can tech help address the challenges of an ageing population in healthcare? How can it make legal processes faster and simpler? I love seeing how technology can transform things that are slow or inefficient and make them work better.
Q: What kind of clients do you work with at Jargon Group?
A: We work with a mix, from startups to global brands. Personally, my background is in telecoms, particularly mobile communications, but what excites me most is how tech can solve big, complex issues. Whether it’s legal complexities, healthcare, or data networks, we’re interested in how tech can streamline processes, make things work better, and make a real impact.
Q: In terms of services, have you expanded beyond traditional media relations?
A: We’re probably the ‘ESO’ in PESO. We’ve grown beyond just earned media, which is the traditional PR role. Today, we also focus on organic shared media, and even the social advertising space. Many companies want to see tangible results, like leads, so it makes sense to use social platforms for that. We also get involved with clients’ websites since a poorly designed user journey can really impact the results we can deliver.
Q: What’s your role as CEO, and how does your day-to-day look?
A: My role is divided into a few key areas. First and foremost, I focus on driving a positive culture within the business. A CEO has to be the visible optimist in the room, motivating the team, trying to get the best out of everyone and keeping the energy high, even when things get tough. I also look for new business opportunities and stay ahead of industry trends. Then, there’s the practical side of putting out fires when issues arise and making sure we balance long-term needs with day-to-day operations.
Q: You mentioned culture. How would you describe Jargon Group’s company culture?
A: Right now, we’re very family and people-oriented. But we know that to grow; we need to be more innovative and entrepreneurial. We’re working on building a culture that balances those family values with a sharper focus on innovation and business growth. We need people to spot opportunities to sell. It’s all about finding that sweet spot.
Q: What’s next for Jargon Group?
A: I always say the next year is the best year! We’re constantly evolving, and I’m excited about what’s on the horizon. We’re pushing ourselves to be more innovative and take advantage of the opportunities ahead while keeping our strong, people-oriented culture intact.
Q: Finally, what should prospective tech clients know about Jargon Group?
A: First and foremost, storytelling is key. Engaging, creative stories are what get results. Many companies think that just because something is newsworthy to them, it will resonate with the media—and that’s not always the case. We challenge our clients to make their stories more interesting and newsworthy. In an era where the media has a short attention span, creativity and tenacity are essential.
