At Fire on the Hill we empower organisations to develop and communicate their story. Together, we can help to shape a more advanced, more sustainable, more open, more truthful, and more equal world.

As part of this journey, As Per My Last Email… takes a look at what our teams, clients and industry have been working on over the past few weeks.

Explore the highlights from May below - we hope you enjoy!

How can traveller-centric storytelling help us connect with audiences?

Helping partners connect with audiences is at the heart of communications – simplifying often complex information in ways that make it more accessible.

A great recent example was a paper recently released by Fire on the Hill partner, Amadeus.

From DCS to Delivery explored how modern delivery management systems can revolutionise airline operations and enhance the traveller experience. For those in the know, this represents a major shift, essentially a complete overhaul of the technology that underpins many airline functions.

But for the traveler, it could mean the end of check in at the airport.

Take a look as Senior Account Executive, Anna Houchen, explores how we took this complex story mainstream by simplifying the message for readers around the world.

Give it a read here.

This isn’t just crisis comms – this is M&S crisis comms

Marks & Spencer is still recovering from a recent cyberattack that disrupted online operations and may have cost the company £300 million - but the situation serves as a compelling case study in effective crisis communication.

Despite the severity of the incident, the retailer has maintained customer trust through transparent updates, prompt apologies and proactive customer service measures, such as increasing in-store staffing.

This approach not only mitigated immediate reputational damage, but also reinforced resilience and a commitment to customers.

Take a look here as Account Executive Frankie Cole dives deeper into the lessons to be learned.

Fire on the Hill turns awareness into action as Mental Health Awareness Month closes

Every May, Mental Health Awareness Month challenges us to break the stigma and build support for those affected by mental illness.

In 2025, the theme was “Turning Awareness into Action” - and at Fire on the Hill, we did just that. As the month wraps up, we’re proud to announce a new internal team dedicated to employee wellness. Their mission: drive meaningful change in our policies and culture to support strong mental health year-round.

Awareness is just the beginning. Now it’s time to act.

Find out more in our piece here.

Reputation Digest – May 2025

As brands and individuals face increasing pressure to demonstrate transparency, take meaningful stances on social issues and respond swiftly to crises, reputation has become a strategic asset.

In the May edition of the Fire on the Hill Reputation Digest, Senior Account Executive, Rosie Ward, takes a look at some illuminating examples from rst.

Join us as we explore the political turmoil of French President Macron, concerns over what the health of Joe Biden means for the Democrats and the enduring shadow of the Volkswagen ‘Dieselgate’ scandal.

AI Digest – May 2025

Artificial Intelligence dominated the headlines once again this month – and Fire on the Hill has been keeping up with the latest developments. In our monthly AI Digest, Account Executive Frankie Cole brings us up to date.

This month, Sam Altman and Jony Ive are reportedly collaborating on a new AI-first hardware device, which they say could redefine how we interact with technology in our daily lives. No pressure there, then.

Elsewhere, researchers are leveraging AI to significantly improve weather forecasting, while a new frontier is emerging in animal communication, as models begin to decode vocalisations from species like elephants and whales.

Fire on the Hill - Company Updates

Finally for May, thanks to TechDay for the coverage of our continued growth in the United States.

Sam Aurilia joins us in New York as Director, alongside Kira Lowe as Senior Account Executive, as we develop our business to meet the demands of a growing client portfolio within the technology, travel, education, and energy sectors.

More here.