The Cunningly Good Group was appointed by entrepreneur Sheila Hogan for the official media launch of digital legacy vault, Biscuit Tin, in 2020. Biscuit Tin aims to plug a gap in the market when it comes to end-of-life planning, empowering everyone to be able to plan for their deaths, making the whole end-of-life process easier for those left behind.

Part of the media relations work that took place, including raising Sheila’s own profile as a deathtech entrepreneur, was to apply for her to take part in the BBC’s popular reality show, Dragons’ Den. In Summer 2021, Sheila was selected to take part in the show and the Cunningly Good Group’s communications team provided half a day’s coaching to help her prepare for her pitch on the show. This included a session on media training and advice on what not to do when appearing on TV, with an opportunity to pitch to a team of ‘fake’ Dragons. Feedback was then given on Sheila’s performance and how she could improve her pitch.

The Cunningly Good Group was also tasked with announcing Sheila’s appearance on Dragons’ Den on 10 February 2022 to the media and relevant stakeholders, dealing with any subsequent media requests.