In just a few short weeks, B&T‘s Women in Media Awards will commence for the sixth year in a row, and we couldn’t be prouder to hold an event that celebrates and recognises women in this industry.

In the lead-up to this event, we’ve been profiling all different kinds of women working in media – and today we’ve got Sharon Zeev Poole up to the podium.

She’s the founder and director of boutique PR and communications agency Agent99, and has grown the company from a one-woman show to a full-service, award-winning agency.

When you first enter the industry, you should…

Get involved as much as you possibly can. Intern a lot and work in organisations large and small. Try your hand at different aspects of the industry because all the lines are blurring. Find out where your passion lies and go for it.

If it doesn’t thrill you every day (and by thrill, this also means ‘scare’), you are not where you need to be. Whilst there are many tough times, I still love what I do. I get a kick seeing the results we’re able to deliver for a client and the impact it makes on their business.

I know I’m in the right place. Make sure you know that too.

When I first started out…

One of my first Directors saw me being tentative about a client’s activity….(three days after I started in the role…it was pretty cut throat).

She pulled me into a room and said that one thing she really didn’t like about consultants is their inability to make a decision and be assertive. Then she said, “If you’re still unsure, come to me and have three solutions at the ready, then make a recommendation. I’ll tell you what’s right.”

So simple, but it was truly one of the best pieces of advice I was ever given.

It’s not only helped me to make quick decisions and think on my feet, but it’s allowed me to be resourceful always. I have passed this piece of knowledge on to every person who has ever worked with me at Agent99 and it’s incredible how empowering it is.

I also love seeing how much it’s helped to propel my team’s career forward and trust that they will be more than capable to make a call if I’m not there in that instance.

My proudest moment since has been…

When we won PRIA’s NSW Consumer PR Campaign of the Year last year, it was a moment I will never forget. We had worked collaboratively with Buderim Ginger, who are that dream client that wants to push the boundaries and will not only back you, but work with you as a partner to pull it off.

Together, we came up with hosting Australia’s first ever Buderim Ginger Pride Rally Against Bullying. This stunt saw over 1,000 redheads and friends and family of gingers march the streets of Melbourne in solidarity, with a Buderim Ginger themed festival to celebrate the march at the end.

We had every single TV station cover it, with the event making international headlines and assisting the brand to land its Ginger Beer in Woolworths and Coles stores as a result of the innovative approach. Being recognised as a boutique PR agency that does amazing work and punches way above it’s weight was such a proud moment for me and my team.

Being a leader, I have a massive impact on my team…

The tone, language, culture, what your team produces as a result, and where you can go together as a group, is very dependent on your vision and the energy you bring to the fold.

I learned that the hard way when I took maternity leave and stepped out of the business for a few months. I came back and had to rebuild our team and business because they had lost the vision and clarity of their daily mission.

I am so proud to say that we’ve been able to turn this around, but it has certainly taken some blood, sweat and tears. I’m really excited about the coming year though, as we have set some incredible foundations and are working on amazing brands and projects.

Women bring a certain X-Factor to their role…

Our world is changing and I believe these qualities are more important than ever. From the perspective of nurturing the next generation of leaders, and equally knowing how to authentically connect with an audience, these attributed are essential.

I see many of the female leaders that we work with (who all have strength and guts in common) able to lead small organisations to listed companies with that X-Factor and it’s incredibly inspiring to work alongside that.

B&T‘s Women in Media Awards 2018 will be held on Friday 17 August 2018 at Doltone House – Jones Bay Wharf. Grab early bird tickets to the event here and find all other info on the website.