PR Queen, Roxy Jacenko has recently expanded her business and opened up a brand new office in Beaconsfield, and she’s sat down with B&T to talk everything from her new digs to PR.
Jacenko, is practically synonymous with Paddington; after all, who could forget the famous poo jogger? But branching out to Beaconsfield feels like a real sign of the times.
Even the Queen of PR couldn’t escape the realities of the pandemic, and with her business expanding, the charming quarters of Paddington just weren’t cutting it.
Jacenko told B&T, “Business has changed over the course of the past three years. Between creating brands and COVID-19, the requirement for a warehouse became more and more apparent.”
The Beaconsfield offices will house everything from Jacenko’s own brands like Roxy Jacenko Accessories and Pixie’s Pix to Jacenko’s PR team, who will also be trading in the Eastern Suburbs for South Sydney.
While the move seems significant, and almost wrong to tear Jacenko away from her iconic stomping grounds, it’s also not unusual for Jacenko to be ahead of the times. If anyone is going to bring some more cache to South Sydney, it’s her.
View this post on Instagram
Jacenko said: “Paddington still houses the finance element of the business, but all of our operations will be based in one location by the end of March.
“Sweaty Betty PR and The Ministry of Talent are also housed in Beaconsfield, having run the businesses solo over the past 18 years and in the last six months across two locations, it became undeniable that to be successful, I need to be in one location not running from one location to another.”
Naturally, Jacenko is excited about the move, a bigger space, and a whole new playground, “Running all of the companies out of my Paddington Premises was tough as that was purpose-built offices.
“It was not geared to becoming a retail distribution centre which it did over the course of the past 12 months. It was an amazing space, but it was about making sure we evolved and with that comes change!” Jacenko explained.
View this post on Instagram
So, what will happen to Jacenko’s old digs? Well, she’s not done with them yet, “I will retain the offices which I bought right years ago and will be renting it out in time to come, it is truly a beautiful, well located and appointed building,” Jacenko explained.
Of course, besides Jacenko’s office move, she’s also focused on PR, and she’s aware the game is changing, but as always Jacenko is one step ahead.
Jacenko said: “I have said for the past five years to anyone who will listen that PR changed then, those who were smart, adapted and started looking for additional ways to garner coverage for their clients beyond ‘traditional.’
“I’ve long said, that there will always be place and an important one at that for traditional media, but you will be left behind as an agency if you are stuck in your ways and not willing to incorporate how people consume media and choose to buy.
“By that I mean including new media such as Tik Tok, Instagram adding stunts and guerrilla marketing to your PR plan – the days of a press release and gift bag or an evening with champagne and canapes were well and truly dead a good 10 years ago!”
So, what’s currently exciting Jacenko about the world of PR? “I am still learning each and every day and try and instil in my team that no one brand/client/service should never be a carbon copy. Media want fresh, new content, not rehashed shit they have read in their competitors’ column.
“From a social media perspective, please, god, will you create a targeted list, not work off an excel spreadsheet you have used 10 other times for five other clients.
“I have always said, I am no brain surgeon, nor do you have to be in this game; I think I’ve proven that. People want service, speed, efficiency and a killer hook – if you don’t have it – don’t connect until you do,” Jacenko explained.
