The XX Corporation

About us

The XX Corporation is not an agency. The XX Corporation doesn’t do PR. It doesn’t do marketing.

For investors in and founders of technology and healthcare startups, the XX Corporation offers you an alternative to conventional PR and marketing agencies.

Starting from a journalistic mindset we help you tell more meaningful stories about your business and products.

  • Well-told stories are at the heart of selling.
  • Well-told stories make you and your company more appealing.
  • Well-told stories don’t sound like they have come straight from the mouth of a PR person or a marketeer.

The XX Corporation is allergic to buzzwords. We put together small, flexible teams focused on effectively telling your story. We help you tell the right story at the right time in the right medium.

A coherent story is broadcast through every action you take from product design through to customer service. This builds greater value for customers, partners and investors.

Facts may convince people but they don’t inspire them to act; to do that, you must wrap your vision in a story that stirs their very soul.

“80% of CEOs believe their products are differentiated
but only 8% of consumers agree”

twitterPinkAre you on Twitter? Based in the UK? If you are and have opinions about when and what businesses should say there, take our short survey for a chance to win a £50 Amazon voucher


Working with The XX Corporation means:

  • Lower costs
    Our business model means you don’t pay for fancy office and staff costs unrelated to your project
  • We put together teams of experienced professionals tailored to the demands of your project
  • You get the best people working on your project (not the office juniors)
  • Companies executing with well-crafted stories:
    • spend x3 less on media
    • create more social media buzz
    • achieve higher valuations

What we do

Live event editorial

We deliver content in both print and online form that is fresh, original and represents your voice and goals. Unlike some companies who lock down their content long before an event we ensure that printed materials can be produced just before, during and just after events.

At Dublin Web Summit 2013 we delivered 4,000 printed magazines under a custom-made brand, The Peak, which were written, designed and produced during the event. Our coverage also included live blogging, social media and video.

Engaging video and editorial

Our team includes experienced writers, directors and videographers. We produce video content that is highly-shareable, fun and engaging. Our video makers are always teamed with editorial writers and work closely with the client before a second of footage is captured.

At Dublin Web Summit 2013, Laura’s Rock Paper Scissors vs Tony Hawk video (watch it above) hit over 10,000 views in two days and was featured by numerous international and national publications. Similarly, with audio, our team has years of experience in producing podcasts for brands including Stuff Magazine and Q, broadcasting to thousands of subscribers.

Mary of The XX Corp's 'Peak' team at The Summit, Dublin, 2013, interviews Evernote's Phil Libin

Mary of The XX Corp’s ‘Peak’ team at
The Summit, Dublin, 2013
interviews Evernote’s Phil Libin



Rock, paper, scissors with Tony Hawk

Some of the things we do:

  • Messaging / lexicons
  • Industry studies
  • Positioning
  • Video scripts / shooting
  • Photography
  • Email communications
  • Website copy
  • Investor pitch and presentation crafting
  • Media training
  • App descriptions
  • Speeches and panel discussion guides
  • Agenda topic / discussion panels
  • Social media support (brand tone)
  • Pop-up editorial teams
  • Embedded “journalist in residence’

“Vision without execution is hallucination”
Thomas Edison

Social media

Achieving specific outcomes in social media can be challenging. Our team knows the best ways to develop and execute projects on Twitter, Facebook and a range of other social platforms. Our approach is to see the entire process as both a conversation and an important part of your overarching editorial and communications strategy.

Our team



Mic is the CEO and co-founder of The XX Corporation. He is a journalist and author with over 10 years’ experience writing for consumer and trade publications. He uses this experience to offer media training to executives from major national, international and startup companies.

Mic was previously Chief Tech Blogger at The Daily Telegraph, held staff roles at Stuff and Q Magazine, freelanced for publications including Wired and Men’s Health and has written for almost every British national newspaper. Mic has written about a wide range of topics including technology, finance and popular culture.

His media appearances include spots on Sky News, BBC 2, BBC Radio 4, BBC 5Live, RTE, NewsTalk and Al Jazeera. He can most easily be reached for comment via Twitter – @brokenbottleboy



Sue is the co-founder of The XX Corporation and its COO. An operations wizard with 20-years experience in sales, creative, operations and fulfilment, she brings unquestionable business acumen to the company's secret sauce.

After serving in the Royal Navy, Sue embarked on a commercial career that has encompassed pharmaceuticals, medical devices, biotechnology, eSales, healthcare consultancy and communications.

Sue has worked for a variety of blue-chip companies, successfully undertaking a range of diverse positions including Executive Director (UK), Senior Client Service Director (Europe) and Director of Business Development. Sue has worked for Johnson & Johnson twice in pharmaceuticals and medical devices.



Mike  brings many years of sales, marketing and training experience to The XX Corporation. His first career was as a medic in the Royal Navy where among other roles he lectured for two years at the Nuclear, Biological and Chemical Defence School in Portsmouth.

After fourteen years and following two operational frontline leadership roles in the Falklands, Mike left the Navy to pursue his commercial career.

His experience in the healthcare and technology sectors include stints as European Sales Manager, Business Development Manager (UK) – New Products, IT Manager, Sales Trainer and Mentor.

Some of the companies Mike has worked for:

  • Drager
  • Medtronic
  • Fresenius
Mike was responsible, when working for Medtronic and Fresenius, for introducing and developing new therapies in the UK.

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