When I joined Little Red Rooster back in 2016, I had no idea I’d still be here a decade later. But here we are – 10 years, countless campaigns, and more (very fun) press trips than I can count. It’s been a ride watching both the agency and the industry transform which made me think about what’s changed, what’s stayed the same, and why I’m still proudly part of team Rooster.
How has Little Red Rooster evolved over the last decade?
In simple terms, LRR has grown from a small (but mighty) team of five to a powerhouse of 20, now ranking in PR Week’s Top 150 agencies. We’ve built an incredible roster of brands including Marshall, King Living, and Smeg, and I’ve had the privilege of working with some truly mind-blowing names along the way – Sanderson, Morris&Co, and Ted Baker, which was an absolute dream come true as when I started at LRR it was one of my favourite brands at the time.
The agency has evolved in how we approach PR, launching a dedicated social media division, investing in training for paid social, and getting to grips with GEO to advise clients on their visibility and digital strategy. LRR has always been brilliant at recognising where PR is heading and adapting accordingly, which is no small feat in an industry that moves at lightning speed.
How has the PR industry transformed since you started in 2016?
The rise of social media and influencers has fundamentally changed how we communicate and how consumers discover brands. An old colleague once told me that marketing is the one job you can become progressively worse at because of how quickly things change and move on – that’s always stuck with me. Feeding influencer strategy into campaigns – whether through content creators, YouTubers, or Substack writers – has become essential rather than optional.
Despite these shifts, some principles have remained constant. Good PR is still steered by brands with great stories, strong relationships, and the ability to craft narratives that journalists and creators actually want to tell – whatever the medium. The fundamentals haven’t changed but we now have even more tolls at our disposable and channels through which we can tell those stories.
What are your top moments from your time at LRR?
Smeg’s flagship London store opening
This was the first major event I was involved in on a huge scale. I got to help craft the brand messaging, learn how to co-ordinate and manage logistics for an event at scale, support with the guest list and secure attendees – and then being there on the night to see it all come together. It was a real baptism of fire that taught me so much about event management and brand storytelling.
Landing endermologie in Sunday Times Style
Working on endermologie was an entirely new sector for us at the time, so it was a case of getting to grips with the industry, a new media list of contacts and understanding how to strategically pitch a service-based brand. I had been targeting the journalist at Sunday Times Style for months, as I knew from her Instagram (PR is part-time sleuthing) she was interested in ‘tweakments’ and non-invasive beauty, so I KNEW it would be right up her street – it was just a case of finding the right angle. Seeing the coverage finally land was a real career highlight, and ST Style was always a dream publication for me!
Loewe x Jacob&Co launch party in Monaco
A real pinch me moment. Last summer, we hosted 11 journalists to attend the launch of Loewe’s ultra-luxurious headphones in partnership with Jacob&Co. The location of the launch? A yacht in Monaco harbour.
Although a whistlestop 24-hour trip, it was an incredible experience – and one I know the journalists will remember too.
What’s kept you at Little Red Rooster for a full decade?
Honestly, it’s a combination of the people and the clients. Working with a genuinely supportive and creative team makes all the difference – these are people who challenge you, inspire you, and make even the toughest days enjoyable. The client roster keeps things endlessly interesting too; I’ve worked across such diverse sectors that no two days are ever the same.
Plus, the leadership team has always been predominantly female – it’s been brilliant to work in an environment where strong female leadership is the norm.
Ten years in, and I couldn’t be more grateful to be part of this brilliant team. Here’s to the next ten…
