Image supplied: Briana Cicchelli and Annika Launay
PDPR is a full-service agency that is the result of sibling PR power duo Briana Cicchelli and Annika Launay. Five year ago, these dynamic start-up sisters built a thriving creative agency and opened a busy Brisbane restaurant, Fromage the Cow. Most recently, their empire expansion has led them to open a Sydney based office, a second location alongside their Brisbane headquarters.
We sat down with one half of PDPR, Annika, to see what an average day looks like for this busy business babe.
Congratulations on the success of PDPR! What was the lightbulb moment between you and your sister that was the push to launch your very own PR empire?
AL: It was a mix of serendipity and necessity – we’d always wanted to work together and build our own business, while circumstances stipulated when and how we commenced, it has always been our plan to grow to become a nationally recognised agency.
So many of our readers dream to land a job in PR. What’s one of the best pieces of advice you could give them to stand out amongst the competition?
AL: Be tenacious! We’re busy people. Don’t just send an email – surprise us and make yourself memorable in the process. One prospective intern even had a dozen cupcakes delivered to our Brisbane office with her face printed on each one – guess what. She got the position. And once in, be prepared to be humble – take out the bins, run the coffee order!
What’s next for you?
AL: With our Sydney office newly opened we’re focusing on corporate and government sectors across QLD and NSW as well as expanding our retail, property and automotive portfolios. We’re also looking to expand into Perth in 2019 so watch this space!
A Day In The Life Of Annika Launay from PDPR
6:45am: I am generally woken by two very enthusiastic 2-year olds with either a finger put up my nose or someone pulling my hair.
7.00am: We are up and getting ready for the day – a dose of The Wiggles gives me 15 minutes peace for hair/makeup and to get dressed.
7.30am: Breakfast for the girls (and a sneaky check of emails) before getting them dressed and ready. This usually involves a discussion over which shoes they want to wear which are almost always not the ones that I have picked.
8.00am: Out the door and day car drop off.
8.30am: In the office and a quick check of emails before heading down to Fromage [the cow] to check in with the team.
9.00am: With coffee in hand (quality management of course) it’s time for our morning team meeting at PDPR.
9.30am: After checking in with the Sydney team, I catch-up with our GM to schedule out the week.
11am: Touching base with my clients to ensure all projects are on track and deliverables are being met (and exceeded!)
12pm: I try and take time away from my desk for a quick bite to eat and this can often be combined with tasting a new dish for the menu at Fromage [the cow] – we rotate specials weekly so there is always something to taste test!
1pm: Business Development meeting with the team where we identify new markets, warm leads and other sales opportunities.
2pm: Head down working on client projects and general admin.
4.30pm: Out the door to collect the girls from day care – I generally call my co-Director (and sister) Briana on the way home so we can catch-up on happenings in the Sydney office and recap on the day.
5.30pm: Home for baths and an early dinner before settling into the usual night time routine or meeting the babysitter before heading out again to an after work networking function, brand launch or evening cocktail event with the PDPR gang.
7.15pm: Bedtime for the girls and if I’m not out, some much needed couch time for me generally with Netflix and a glass of wine in hand.
8pm: Catch-up on social media whilst waiting for Tony (my husband and co-Director at Fromage [the cow]) to finish the late shift.
10pm: Tony arrives home and we generally try to spend some time together before bed. Depending on how late home he is this could be 10 minutes or a few hours!