Name: Ella Sykes
Position: Account Director
- Ella, you’ve worked in the industry for seven years. Tell us a little about your journey…
I started out as a volunteer at a small food PR and marketing agency. It was a three man team so I was thrown in the deep end, which allowed me to work my way up quickly. It gave me invaluable insight into how a business functions, whilst teaching the importance of organisation from the off. I also worked on a TV project as a home economist at this time, which also gave me a wider perspective of the industry. After two years at Absolutely Food, I made the switch to ilk, then known as Manifest. The business was at a really pinnacle stage in its growth, so it felt great to be a part of something new and exciting. I worked my way up through the company over four and a half years… and then I was introduced to the guys at Prohibition and fell in love with their approach and passion.
- What do you love about the industry?
It’s ever changing nature keeps you on your toes, there is always room to learn more and be at the brink of something really innovative and fresh. I also love the way PR and comms has become far more measurable, being in a position to demonstrate the strength of your work to your clients is so satisfying, not least when there’s direct engagement with consumers.
- Where do you see the industry in 10 years time?
I think things will become far more targeted. The way we reach the consumer these days is so different to five years ago. Naturally we’ll also be shaped by technology, I think the rise in virtual reality and our online profiles will become even more significant. I also think we’ll become more governed by the consumer, which in turn means a focus on integrity and emotion focused comms will become even more popular. The lines between marketing, advertising, PR and sales will also become even more blurred as a result of technological advances in the industry.
- What are your passions and how do you spend your free time?
I’m a very artistic person, so I really enjoy spending time being creative; this can involve anything from attending life drawing classes and doing up old piece of furniture, to jumping on my sewing machine or blogging. I guess my main hobby is blogging, but I also spend a lot of time with friends eating out and having a good time. I’m also obsessed with traveling and spreading my wings.
- If you could take three items to a desert island, what would they be?
I’d take the September edition of Vogue, because the images inspire me so much that I’d never feel lost. I’d also take a big batch of material, so I can fashion up outfits and create a comfy sleeping environment, and finally I’d take a survival guide, because without one there would be a major case of trial and error, and I don’t really fancy that.
- Finally, if you were invisible for a day, what would you do?
I’d bob into Number 10 and discover all the state secrets, then fly to Russia, and then America to do the same. I’d work it so the time zones worked in my favour. After that I’d set up an incognito blog and reveal things I thought would benefit the people. Either that or I’d sneak into Vogue House and steal all the shoes… either or would set me up for life.