She first began in the PR business 10 years ago as a publicist for NAC Media Group. Since then, Gina Nixon has gone on to take up a slew of coveted roles including PR and communications manager at ksubi, PR and advertising manager at Havaianas, and account director at Torstar. Now, Nixon is going it alone with news she has founded the Brand etc. PR agency.
To find out everything about the new business, BD chats to Nixon about launching Brand etc., the clients she'll be working with, and future movements for the agency.
Can you tell me a bit about Brand etc.?
Brand etc. is a Sydney-based PR agency that delivers big agency thinking with a bespoke approach. I work in close partnership with lifestyle clients who have a unique story to tell and who seek the power of publicity within the new guard of PR.
The agency philosophy takes a creative approach combining PR, digital and events. Brand etc. is quickly becoming a trusted agency partner for new brands launching into the Australian market and established retailers seeking a fresh perspective. It’s all happened very fast and I am very thankful to my clients and industry contacts for supporting me.
Why did you decide to launch your own PR agency?
After nearly 10 years working in both agency and in-house roles, it was the logical next step career-wise. The PR industry has changed so rapidly in such a short [period of] time and I felt I could really offer clients the PR of today – a balance of traditional and digital to deliver a more cohesive 360 approach to brand communications.
Was it a hard decision to make?
To be honest, no! Launching my own agency has been on my mind for many years. I am very instinct driven so I don't rush into anything until I feel confident I am making the right move. I woke up one morning recently and I knew the time was right and all the pieces of the puzzle began falling into place very quickly.
What were the major pros and cons of launching an agency?
Pros: Independence and the creative flexibility that extends into the decision making on behalf of the business.
Cons: Fear of the unknown/missing the daily chats, cups of tea and lunch breaks with my old team!
Will you still be working with beauty brands?
Yes absolutely. I've worked closely with Ultraceuticals and Sukin for the past two years and most recently with Sephora.com.au. I find the beauty and skincare industry very inspiring. It's ever changing and competitive, and that's exciting from a PR and events perspective as there are endless creative angles to explore.
Beauty and skincare also translates so well across social media platforms which is such a focus for brands at present looking to engage with digital influencers via the creation of organic content. I am currently working with Gascoigne & King luxury scented candle and soap collections and Etat Libre D'Orange, the avant garde Parisian fragrance gallery by Etienne De Swardt. Beauty and skincare is definitely an area of focus for my business moving forward.
Will you also branch out into other areas of lifestyle?
Yes, I am representing a mix of beauty, fashion and lifestyle clients.
Do you already have some brands on your books?
Yes! Please follow @brand.etc! More clients will be announced shortly including Australian denim curators Denim CoLAB. I have not been this inspired by denim since my days at ksubi. Denim CoLAB’s pieces are high fashion and editorially-driven and the retail concept is a global first.
Will it be a one man show or will you be looking to bring more people into the agency?
For now, myself. The feedback I have received from Brand etc. clients is that they are looking for individual brand representation and [a] stable point of contact, as opposed to a more traditional agency team structure.
Where do you see Brand etc. in five years time?
Wherever my WiFi can take me!
