Gen Z Take The Reins At New Cardiff Creative Agency
The Welsh creative scene gets a radical new addition with the launch of The Resistance Agency – a Gen Z-led advertising and creative agency that’s the first of its kind in Wales.
The Resistance Agency
Built by Gen Z, for Gen Z, The Resistance Agency is redefining industry standards and represents a milestone in advertising and creative innovation.
The brainchild of Welsh advertising entrepreneur Matt Jones, The Resistance Agency brings together a dynamic team of young Cardiff-based talents who are redefining how brands engage with the powerful Gen Z demographic.
With Gen Z at the helm, the agency doesn’t just understand the audience that today’s brands need to reach; they are the audience – and they’re giving businesses direct access to this powerful and important demographic.
“We’re more than just an agency; we’re a cultural force,” explains Eugene Teo, Content Producer at The Resistance Academy.
“We’re building a platform where the insights and voices of Gen Z aren’t just included but are actively leading the way. We’re setting the trends and transforming brand engagement in ways the industry hasn’t seen before. With our finger on the pulse of emerging technologies and relevant digital trends, we’re already working with household names across the UK to influence decisions, drive engagement, and transform the way Gen Z experiences these brands.”
The Resistance Agency
The disruptive agency has quickly established a national presence, operating from a Cardiff HQ, with subsidiary offices in Manchester, and London. And with a network of global Gen Z creators and innovators, The Resistance Agency provides clients with cutting-edge insights and genuine connections with today’s most influential generation.
“Gen Z isn’t just consuming content; they’re actively shaping it. And the brands that succeed in 2025 and beyond will be the ones who understand and connect with this powerful demographic,” adds Matt Jones, Founder of The Resistance Agency.
“This generation thrives on immersive, interactive experiences and expects brands to evolve alongside their digital-first mindset. It's a wake-up call for those still relying on outdated tactics.
“The message is clear: meet them where they are or get left behind.”
The agency’s offering spans the full creative spectrum, with a high-impact, digital-first approach that covers social media, Augmented Reality (AR), Virtual Reality (VR), ecommerce, creative strategy, and a reinvention of traditional media and advertising; turning ideas into movements that resonate across all media platforms.
“Gen Z values more than just social media scrolling and shopping; they seek experiences. We know the audience inside out, and we blend our unique take on personalisation, community, and convenience to create unforgettable digital experiences that go beyond outdated trends and transactions,” says Georgia Easton, Strategy and Planning Manager at The Resistance Agency.
Aside from providing a new way for brands to reach and connect with Gen Z, the Resistance Agency is also creating a diverse range of career opportunities for Gen Z creatives looking to break into and progress within the industry. As an agency that’s run by Gen Z, for Gen Z, they’re doing this this while providing an environment where their unique knowledge and skillets are not just valued today but will be vital for shaping the way that businesses reach this important and powerful audience in the future.
