Work that gets noticed and does something.
Coverage is an output. What matters is what it helps build.
For our clients, that can mean greater recognition, a stronger reputation, deeper trust, increased demand, professional opportunity or a clearer position within their market.
Our work ranges from sustained expert-positioning programmes to breaking-news media relations, broadcast, international reputation building and consumer brand launches.
Different objectives require different strategies.
COYNE MEDICAL
Turning a medical team into a portfolio of expert voices.
THE CHALLENGE
Coyne Medical wanted to strengthen its position as a premium, doctor-led private medical practice while generating high-quality demand for GP care, preventative screening, genetics and advanced diagnostics.
Rather than building the campaign around a single service or spokesperson, ACA identified the breadth of expertise across the practice and the health conversations in which different members of the team could credibly participate.
The strategy was designed to establish the GP team as authoritative voices in preventative medicine, cancer detection, family health and long-term wellbeing, while building understanding of advanced diagnostics including whole-body MRI, multi-cancer early detection testing, genetic screening and pharmacogenomics.
THE APPROACH
ACA built a multi-expert communications programme spanning proactive features, rapid-response newsjacking, broadcast, thought leadership, patient stories, first-person editorial, awards and selective influencer activity.
Different expertise within the practice could therefore be deployed across different areas of the news agenda, including women’s and children’s health, screening, genetics, longevity, mental wellbeing and preventative medicine.
THE RESULTS
Between January and September 2026 alone, ACA secured more than 200 pieces of national, consumer and specialist coverage, reaching hundreds of millions of monthly readers across media including BBC, LBC, The Guardian, MailOnline, Newsweek, The Independent and Women’s Health.
BLUE FIN VISION
Building authority around a specialist medical brand.
THE CHALLENGE
Blue Fin Vision already had strong digital visibility. The next stage was to build authority, credibility and trust through earned media and prestigious third-party recognition.
THE APPROACH
ACA developed a programme spanning expert commentary, newsjacking, opinion editorials, patient stories, thought leadership, national media, awards, professional guides, broadcast and selective influencer activity.
The strategy positioned consultant ophthalmic surgeon Mr Mfazo Hove as a credible expert voice while simultaneously strengthening the reputation of Blue Fin Vision.
THE RESULTS
Mr Hove has been positioned across consumer, national and specialist media on subjects spanning eye health, surgery, innovation and professional leadership.
Recent coverage has included MailOnline, The Times, Newsweek, Metro, RTE, HuffPost and The Ophthalmologist, alongside professional recognition and a continuing pipeline of national media opportunities.
BERKLEY CARE GROUP
Owning a national conversation during a crisis.
THE CHALLENGE
During the COVID pandemic, Berkley Care Group needed to communicate that its homes remained safe places for elderly residents at a time when the entire care sector was under intense public and media scrutiny.
THE APPROACH
ACA used rapid newsjacking to position CEO Andrew Winstanley as an authoritative voice on the issues facing care homes.
Rather than attempting to promote the business around the news agenda, the strategy focused on making its leadership genuinely useful to journalists covering one of the biggest stories in the country.
THE RESULTS
The campaign generated two Newsnight features, two Channel 4 News interviews, 11 LBC interviews, three Sky News interviews, a BBC News interview, Capital Radio and Heart interviews, a full page in Woman & Home and extensive BBC regional coverage.
DR WYMAN CHAN
Building a British reputation to support international expansion.
THE CHALLENGE
Dr Wyman Chan wanted to expand his name in China. To establish credibility there, he needed a significant British media profile and high-profile advocates.
The campaign also needed to generate bookings for his Central London clinic.
THE APPROACH
A long-term programme combined sustained media relations with celebrity engagement, broadcast, reviews, awards and strategic partnerships.
THE RESULTS
Hundreds of reviews and news pieces were generated.
Dr Chan appeared on BBC programmes including Fake Britain and The One Show, as well as BBC Radio 5 Live.
He became an official sponsor of ITV1’s The X Factor and Sky Living’s Britain’s Next Top Model.
The campaign generated celebrity advocacy involving Nicole Scherzinger, Rebel Wilson, Jessie J, Girls Aloud, The Saturdays and others, while his Get2Smile home-whitening system won a Harper’s Bazaar award.
IN THEIR WORDS
“Much of my success in China stems directly from the media visibility and celebrity credibility Amy Cuthbertson Associates has built for me in the UK.”
“Put simply, Amy’s work has had a profound and lasting impact on my career, and I recommend her without reservation.”
Dr Wyman Chan, dentist and founder, Dr Wyman Chan International
JAPONESQUE
Taking an unknown beauty brand into the mainstream.
THE CHALLENGE
Launch Japonesque in Britain and establish a previously little-known brand in a competitive beauty market.
THE APPROACH
The campaign combined traditional media relations with beauty bloggers and YouTube creators, make-up artist advocacy, social content, community building and celebrity engagement.
THE RESULTS
Within a year, Japonesque was averaging around 80 pieces of coverage per month.
Distribution expanded from Boots and Amazon to include Harvey Nichols, Space NK, ASOS, QVC and other major retailers.
The brand also won a Pure Beauty Award and became established among influential beauty bloggers and creators.