Trailblazers and leaders: Michelle Agyeman-Coley
Michelle Agyeman-Coley | Founder | Future Brand Thinking
How did you get into marketing/comms?
Completely by accident!, 23+ years ago. I’d recently graduated in Law and Business at Middlesex University, and then decided against pursuing Law school, as I slowly fell out of love for the profession for many reasons, one being I wanted to work at one of the Golden Circle firms as a big shot lawyer and was brought down to earth…being told that I would never get a training contract at one of the leading firms, coming from a ex-poly University - which was a brutal realisation, which wouldn’t happen now. I decided to look into a more creative career path, and by chance met the then VM Director of a very popular brand at the time called Kookai. She introduced me to the new Head of PR, who was actively looking for an assistant. I went in for an interview with no experience in PR or Fashion, as a new graduate, aced my interview, asked for more money than they were offering. And the next day, I was offered the job, with a salary £2k higher than they had planned to pay! And, remained in the Fashion, Lifestyle and Beauty communications sector since.
What is something that you do every day without fail?
Professionally, write a daily ’to do list’ in ’The Daily Planner, aka The Productivity Method, when I arrive in the office or in my home office. Personally, tell my family I love them, big hugs to start the day, always.
What is the best piece of advice that you’ve received? And who gave it to you?
You have to know where you come from, to help you navigate where you are going. I’ve applied this to every part of my life. My late father gave me this advice.
What is a tool/hack that you would recommend to anyone starting out in PR/Comms/Marketing?
Read - it will continuously improve your written and spoken vocabulary. Read the newspapers, especially at the weekend and supplements (online or better in print), as well as trade media, where you can sign up to platforms and publications such as BoF. It’s also super key to know your media and industry, again, in fashion and beauty, you can sign up to receive free newsletters from Fashion Monitor and Diary Directory, to keep abreast of news and movements in the industry. I’m always so shocked about how little some entering into the fashion and beauty communications space, know or have taken the time to learn about the sector they are keen to build a career in.
What’s your greatest achievement to date?
Professionally, building up the courage to set up my agency Future Brand Thinking, during a pandemic, with no clients, set up budget or investment! This has to be my greatest professional achievement by far. Personally, bringing up two healthy, smart and funny sons in London!
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
Most recently, the global launch and PR campaign for Pattern Beauty, we very nearly did work on the UK launch.
In three words, describe your approach to your role/work?
Disruptive, kind & dynamic.
What’s a question every PR/marketing pro should ask themselves?
Do you love what you do? I strongly believe that the day I wake up and dislike my job/role or lose my love for my profession and running my agency, is the day I make my exit. Go hard or go home is my work ethic.
