Tell us a bit about your role! Is there a “typical” day?
As the head of a brand experience agency, it's a blend of jumping into new business meetings, hashing out creative strategies for ongoing projects, and throwing in some forward-thinking sessions to plot out how we're going to steer the ship and seize opportunities.
Of course, I can't forget the team one-on-ones—they're crucial. It's where we sync up and make sure everyone's on the same page. I also carve out some time for market research to see what’s trending and keeping people talking, I want to ensure Seen Presents are always in the loop with what's happening out there.
What was the biggest challenge in getting to your current position?
Looking back, my major hurdle was probably wrestling with my own self-belief. It took me quite a while to see that I do actually know our industry inside out, and that knowledge and passion has helped build solid connections with clients.
So, my biggest challenge was my own self-worth, and self-belief is a challenge for a lot of people, especially women. It takes us twice as long to get into roles we were probably destined for a long time ago.
What is your personal background and what role did it play in your career?
At University I got involved with planning the Graduation Ball, AU Ball and I was part of the Rag Week team. I loved working on those events and seeing how you could make people smile and build memories for people. I was hooked!
I then started from the ground up, started as a project assistant, and have worked my way up. I've worn almost every hat on the project side and client side of various brand experience agencies, and it's been quite the journey.
Working across multiple roles has given me a deep understanding of what it's like at every level. I think that perspective, learning the ropes on the job and being really hands on, has been key. It helps me understand how teams tick and, just as crucially, what clients expect at different stages.
What is your biggest career-related win? What is your biggest loss?
One of my career-win moments has to be the time our agency brought Netflix to Cannes Lions for the first time. It was a game-changer for us, a real highlight in our journey. Netflix, being such an iconic brand, made it a significant milestone in our brand experience calendar.
The biggest loss that always gets me, and it happens every time, is when people decide to move on. It's a part of the game, and you try to learn and move forward.
However, I have this naive hope that everyone will stick around forever, which, of course, isn't the reality. So, when people make moves in their careers, it's tough for me. I feel those losses quite deeply, despite understanding the nature of the business. It's a constant process of learning and adapting.
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
Someone I really admire in our industry is Selena Donald, the Founder and Managing Director of The Bulb, a sustainability advisory agency. They specialise in helping agencies develop their sustainability policies and ways of working.
What's truly remarkable is that she built this from scratch back when sustainability wasn't a hot topic. She broke through that barrier and did it as a woman, which I find incredibly inspiring. Selena is doing an amazing job.
Another person I look up to is Jenny McNeil, the force behind Ginger Jar, a catering agency. They faced a tough time during the pandemic when events were put on hold and catering needs dwindled. But Jenny, being incredibly tenacious, pivoted the business into something entirely different. Now, she's successfully pivoted back. She's a true survivor.
When I hit those rough days, and things seem challenging, I think of Jenny and Selina and know there are other women out there probably having a tough day too but still succeeding!
If you could go back to your teenage years, would you have done things differently? Do you have any regrets?
My only regret, my continued regret, is that I worry too much, and I forget to enjoy it.
I've done some amazing things in my career, worked on some incredible projects, met some amazing people, and been to some really inspiring places. However, I'm constantly in trepidation of it all going wrong or losing it or it being a blip!!
Maybe that’s what drives me to continue to work so hard and not take things for granted.
I do really need to remind myself to stop for a minute though and look around and try and enjoy it.
If you weren’t in your current industry, what would you be doing?
If I had to pick a different path, I'd likely be a bespoke holiday itinerary planner! I've got this knack for crafting and seamlessly executing vacations – it's like a military operation for me.
I'm excellent at researching the perfect destinations, the best restaurants, and activities, and sorting out ideal accommodations, packing lists, and beyond.
I’m a nightmare to travel with to be honest, I have to have it all planned out!
What’s your one big dream for the future of the industry?
My dream is a world where we don't have to pitch as much anymore. I genuinely believe the whole pitching process is flawed. It puts immense pressure on agencies to the extent that it can seriously impact mental health and stress levels. The purpose of pitching often feels off, and the process doesn't really foster genuine relationship-building or brand understanding.
On the human side, breaking into this industry is tough, especially for underrepresented individuals. Even as a woman, I faced challenges. So, I'd love to see the industry become more accessible. Through Seen Presents, I aim to contribute to making that journey a bit smoother for people.
What are your top tips for aspiring creative professionals?
Try to believe in yourself—don’t doubt your abilities. You will receive feedback and it won’t always be good, but, embrace feedback, always extracting the positive. Don't take it personally; it's about pushing and improving. I often quote that the greatest respect is feedback. If someone's pushing you, it means they care and want you to be better.
So, see feedback as a positive force, a pathway to improvement.
My second tip – don’t be afraid of hard work. There is no quick fix, no cheat sheet. You just have to work really really hard and eventually it pays off.
What are your top tips for other creative leaders?
Be ready because it's tough. Anyone claiming it's not is lying. Expect both fantastic and tough days and stay level-headed in both situations. Your team is crucial; success hinges on everyone, not just one person. Empower and trust your team, uplift them, and embark on the journey together. It's a collective effort, not a solo act.
When you think about your team, what is the thing that matters to you the most?
The simple answer might be that their happiness matters, but to me, what truly counts is that they feel challenged and stimulated. That, I believe, cultivates genuine happiness. I aim to build an A-Team that knows they're part of something extraordinary, proud of their work and what the agency represents.
I want them to wake up expecting challenges but with the determination to achieve something remarkable and be proud of it in the end.
In the real world of work, until we can all be professional princesses on a coconut island (one day!), that's the aspiration—creating a team that finds fulfilment in their challenges and takes pride in their contributions!
Do you have any websites, books or resources you would recommend?
https://www.thefemalequotient.com/
The Win without Pitching Manifesto – Blair Enns
Shoe Dog – Phil Knight
