What’s it like to work at a PR agency? We asked AdSchool grad and Senior Account Manager at One Green Bean, Abbey Wirth, about her path to agency life, what her job entails and how she stays motivated and inspired.

TCC: How long have you been in the industry and in your current role?
“I’ve been working in the industry for nearly seven years now in some awesome agencies in both Sydney and London. I’ve been in my current role at One Green Bean since September last year.”

TCC: What was your degree in?
“I studied journalism at UTS. I tried out a law degree for a year, but it wasn’t for me!”

TCC: What is the best thing about your job and being in the industry?
“I work agency-side so at the moment it is the fact that every day we are a different kind of expert. It is amazing how broad our job description is (which is why it’s so hard to explain what we do to friends and family) from brand strategist to content producer, copywriter, talent or event manager.

Even across clients, some days I’m a wine connoisseur, other days I’m a sports fanatic or foodie.”

TCC: What made you want to get into the industry?
“To be honest, I fell into it when I landed my first job while still at uni. I was determined to get out of my café work and get a ‘real’ job and was lucky enough to have a friend in the industry. Then I never left it because I loved the energy and creativity (and still do!).”

TCC: What are your wider career goals?
“Our industry changes so much every day that it’s tricky to pinpoint something now. I’ve always had the dream of leading an agency, so who knows; maybe you could see me as MD or CEO one day.”

TCC: Who do you look up to in the industry?
“There’s plenty of people in my day to day now at OGB, but one person in particular who I think is pure brilliance is Gemma Moroney, the head of planning at Mischief in the UK.”

TCC: What are your main sources of career inspiration?
“Quite a lot at the moment! Other than the usual suspects that pop into my inbox daily, I listen to Mumbrella Cast, Inside PR and the couple that AdNews did recently. For creative inspiration I try to get out to as many events, exhibitions, pop-ups, new concept restaurants etc. as possible to give me some inspiration. I’ve been on a book hiatus since A Brief History of Humankind drained me, but think it’s about time I picked another one up.”

TCC: What motivates you on both a daily basis and to keep striving towards your goals?
“In a broad term I’d say, achieving results. But it has so many different definitions beyond achieve KPI’s for clients and it’s that thought that keeps me motivated – wanting to know more, give better advice, challenge they way we do things, new ideas, all to achieve better results.”

TCC: What made you want to do the Core Strategic Planning course?
“As I’ve progressed through my career I’ve had more and more visibility on client strategies and have always been deeply curious about it. I’ve always said that if I wasn’t working in PR I would work in human sciences – I find it all fascinating. Beyond this random personal interest, I also wanted to bring more strategic thinking to my day to day running of accounts as well as open up opportunities for working on other campaigns and new business.”

TCC: How would you describe the course in a nutshell?
“An informative and engaging look into the world of planning that gives you clear and tangible lessons to use every day no matter what level or at what capacity you work at in the comms world.”

TCC: What was the best thing about it?
“Kate Smither, our lecturer. She is seriously amazing and I just kept thinking, “why can’t my brain work like yours? “Perhaps after this course it does actually work a little more like that.”

TCC: What was the number one thing you were able to apply in your day to day work?
“The planning cycle – I’ve already used it for two client briefs, but it’s just a really simple cheat-sheet for how to approach the process.”

TCC: What is your favourite project/campaign you’ve worked on to date?
“This one always gets a laugh, but it is Cuprinol’s Shed of the Year competition that I worked on while living in the UK. Yes, sheds are a thing there… like achieving 35 pieces of national coverage and taking the campaign global kind of big! I think it has won 3 awards to date as well.”

TCC: What’s your passion outside of work?
“Travel – and not just because I like holidays (which I do), but each city I’ve visited has inspired me in someway and rejuvenated my creativity and passion.”