It’s Women In Media profile time. Today the fabulous Alicia Beachley, founder and CEO of marketing and brand activation agency April5, answers B&T’s tough questions. Here, she talks tough pitches, her finest work and what gets her out of bed each morning…
I love creating great work and building and fostering our agency culture…
The thing I’m most proud of is when staff and clients actively seek us out, citing our best-in-class work and the fact we offer a great place to work.
The best thing about working in the industry is…
The flexibility to do what I want, when I want and how I want.
The worst thing about working the industry is…
Seeing bad work that should never have gone to market.
The best bit of advice I’ve even been given is…
To trust myself.
When I felt like giving up, someone I trust challenged me by telling me to walk away…
It was a bit of a test. It was at that point I realised I had enough fight in me to continue and to really make it work. I’m exceptionally proud of the fact I didn’t give up and, as a result, the agency is bigger, better, stronger and so I am!
If I could change anything about the industry it would be…
Pitching! Clients putting agencies in unfair pitch situations. Level the playing field guys and don’t insult us by devaluing our work and time.
To me, leadership is…
Leading while letting my team be their own leaders.
Outside of work, I’m passionate about my family, both immediate and extended…
I am one of six kids and we love to get together regularly. Its chaotic, but so much fun. It keeps me grounded. And my proudest personal achievement is being able to be a parent.
I love the challenge of solving difficult client briefs…
And seeing our ideas and work in market and investing in client relationships.
I’m biased but I love the Tribute to Gallipoli campaign done by Cunard and the Queen Elizabeth…
It was one of those campaigns that make you really proud to be able to do what we do.
Although I have been in the industry for over 20 years, I am most proud of…
Surviving and thriving in my own independent agency for the past eight years, building an amazing team and winning accounts like Sony, P&O, RAMS Home Loans, George Weston Foods.
My ultimate career goal is…
I’m living it; running my own successful agency. We have plans in place for strong growth with a lot of exciting opportunities in the pipeline. It’s what gets me up in the morning.
Judi Hausmann is my industry hero…
She has run one of the most successful PR agencies for more than 25 years. She is one of the best operators and women I know, and someone I greatly admire.
