Dragon Group’s Dean Jones on branding, expansion and supporting Welsh rugby
Dragon Group’s Dean Jones on branding, expansion and supporting Welsh rugby Dragon Group’s Dean Jones on branding, expansion and supporting Welsh rugby Daniel Bevan – Senior Journalist Subscribe to the Businessin Wales daily newsletter for FREE here. The Dragon Group recently hosted a breakfast networking event with Cardiff Rugby to coincide with the British and Irish Lions’ test warm-up win against the Brumbies. Whilst good rugby was on show, so was good conversation, as the Group’s Head of Sales and Marketing, Dean Jones, sat down for a Q&A session with Businessin Wales’ Daniel Bevan. As the Dragon Group continues its expansion across Wales and the UK, most recently adding Northern Ireland to its coverage area through two state-of-the-art screens in Belfast, the conversation was wide-ranging, from how the business was built, to what’s driving its recent diversification, and how brands can stay authentic in an age dominated by AI and shifting consumer behaviours. Dean Jones began his journey in advertising, establishing Route Media, which would go on to be acquired by Rhys Harrington’s Dragon Signs. That merger laid the foundation for what would become the Dragon Group, which now includes Dragon Digital, Colour Studios, and Businessin Wales, as well as its sister brand Sportin Wales. “We started with signage, but over time we’ve added more businesses that help other brands stand out, whether that’s through signage, public relations, out-of-home advertising, or sports partnerships,” Jones explained. “My background is in commercial radio, and I saw the gaps, particularly in super-local markets,” he said. “We started with mobile digital vehicles and scaled up from there. Today, I’d say we’re the fastest-growing out-of-home provider in the country.” “Sportin Wales was born out of our passion for sport,” Jones said. “It connects brands with athletes and public figures, using influencer marketing to reach different audiences in an authentic way.” “Businessin Wales came naturally after that,” he continued. “A lot of businesses use sport for marketing, so it made sense to offer them a dedicated platform. We’ve achieved six months’ worth of growth in six weeks.” Jones offered candid advice for businesses navigating today’s advertising landscape, especially in a post-COVID world, where budget constraints and changing habits have reshaped priorities. “The big challenge is balancing brand awareness with return on investment,” he said. “Long-term brand-building comes from things like sports partnerships and billboard ads, while short-term ROI might come from social campaigns or in-store promotions.” He was also keen to point out that while digital and AI-driven tools are powerful, the human touch remains essential. “AI is everywhere, but it can’t replicate creativity or empathy,” he said. “Consumers can spot inauthentic content a mile off. That’s why brand authenticity has never been more important.” When asked about the enduring power of branding, Jones shared a relatable example. “People will pay £4.50 for a Starbucks coffee and £1 for the same coffee at the corner café. Why? Branding,” he said. “Your brand is what people say about you when you’re not in the room. It influences trust, perception, and loyalty.” With over 20 years of experience in advertising and campaign strategy, Jones shared his go-to formula: “It’s simple: who, what, and why. Know who your audience is, be crystal clear about what you want them to do and give them a compelling reason to do it.” As a proud sponsor of Welsh regional rugby, Dragon Group is deeply embedded in the local sports community. “It’s not just about brand exposure; it’s about relationships,” Jones said. “The rugby clubs bring people together. That sense of community helps build meaningful connections with businesses and partners.” He recalled the camaraderie seen at Cardiff Rugby during tough times off the pitch last year. “Everyone pulled together to deliver an amazing season for fans and partners. We’re proud to be part of that journey. It’s a great place to be as a business.” Dragon Group continues to evolve as one of Wales’ most diverse and dynamic brand support companies, with a growing footprint in sport, media, and digital advertising, always with a focus on authenticity, creativity, and human connection. Want more from Businessin Wales? Why not follow us on our socials Linkedin X Instagram TikTok Listen to the Businessin Wales podcast YouTube Spotify Apple Podcasts Audible Uncategorised Glide secures NatWest funding to accelerate UK broadband expansion Residential Property, Technology & Innovation, Uncategorised Principality Stadium set to host opening ceremony of EURO 2028 Tourism & Travel, Uncategorised Swansea: A city on the up! Finance, Public Sector & Government, Residential Property, Tourism & Travel, Uncategorised