Anne-Marie Lacey

My background

Before graduating from university with a Master of Arts in Public Relations accredited by the CIPR, I found my first job in the industry through my student blog, Raising the Profile. Since then, I’ve quickly moved through the ranks of agency life going from a junior to PR Manager to heading up the Communications and Content division of an integrated brand consultancy, before launching my own business, Filament PR – a virtual UK PR agency working with some of the world’s biggest name brands, I provide consultancy and coaching services to my clients, helping to upskill their in-house teams to be better communicators.

Specialising in the lifestyle, leisure and entertainment sectors, I work with clients across the UK and beyond, using data to enlighten strategies and bring bright ideas to life, all while delivering communications campaigns with creative spark.

In my time, I’ve worked with clients on both B2B and B2C campaigns, from small start-ups to international household brands, winning many awards including ‘gold’ at both the CIPR North East and North West PRide Awards. In 2014, I also won the prestigious title of ‘Outstanding Young Communicator’ at the CIPR North East PRide Awards. Most recently, I won the accolade nationally at the CIPR’s Excellence Awards in June 2017.

I’m also a Fellow of the CIPR as well Chair of the North East regional group, and complete annual CPD appraisals to retain my Chartered Practitioner status.

My particular skills and experience

Seeing the bigger picture and not being afraid to ask why? So many people working in PR and marketing communications take a brief and run with it, without ever asking the right questions to fully interrogate the strategy, objectives and desired outcomes of an action. It’s an important skill to learn and use confidently in the workplace – it’s proven super useful to me on many occasions, helping me to better advise the brands I work, with once I’ve fully understood their why.

Why I love my job!

The variety! It sounds cliché but no two days are ever the same. One day I’m at an international trade fair supporting clients in New York, the next I’m advising a company in the middle of a crisis, the following day I might be working on a strategy for a new product launch, and the next I’m in the classroom delivering some training. Working in PR and marketing communications certainly keeps me on my toes.