In conversation with: Caroline Holmberg, MD, Sept PR

9th January 2017

To kick off our interview series for 2017, Tom Watterson, Associate Director for agency and client side communications asked Caroline Holmberg, Managing Director of boutique lifestyle Public Relations Agency, Sept PR, about her career in the communications industry.

What made you make the move into PR?

After graduating from University of London I was unsure as to what career path I wanted to pursue so decided to try out different sectors. After a stint in recruitment which was too sales focused for me, I secured an internship at a boutique fashion agency for three months followed by a year-long Marketing and PR intern role at denim heavyweight Diesel’s head office.
Fifteen years later, I have worked both in-house and agency side representing a wide scope of brands from tech and corporate through to fashion, luxury and hospitality.


What attribute has made you succeed in business?

Being personable, managing expectations and never underestimating the power of positivity.


How much has the industry changed since you started?

Wow! Well when I started my career we were distributing press releases via fax machine and the internet was at its infancy for brand communication so I would say that the biggest shift has been on the digital landscape. Also, in London in particular, you work alongside seasoned journalists who have been writing about the same beat for decades. But now with the rise of social influencers and bloggers everyone has the opportunity to play the role of media.


Proudest moment?

Recently being shortlisted for the PRCA MENA industry awards as ‘Best Small Consultancy’ and ‘Media Relations’ categories in the region, couldn’t be prouder of the Sept PR team!


Who has inspired you in the industry and why?

It would be my Director Ginnie when I was working at TBWA/ sister company Staniforth PR. After having experienced the bitchy side of PR, she showed me that with a positive attitude and kind but determined manner, you can overcome any obstacle.


What made you move to Dubai?

The opportunity to explore and live in one of the most dynamic cities in the world, there was something so exotic for me about the notion of living in the Middle East, with such a melting pot of nationalities.


What career advice would you offer people looking to get into the industry?

Work hard, be kind.


About Sept PR:

Sept PR is a lifestyle-driven communications agency offering tailored public relations and marketing solutions for companies looking to gain strategic consumer awareness and grow their brand equity. Based in Dubai and with pan-regional reach, Sept PR aims to connect brands with consumers and businesses through high impact, creative and value-added communication strategies.

Sept PR offers a unique set of services to achieve and maintain top of mind awareness for brands, seamlessly blending tried and tested traditional PR methods to experiential tactics.

With expertise across global and regional corporate and lifestyle brands Sept PR employs internationally proven best practices to our work and add value by tailoring these for the Middle Eastern market to create bespoke, practical and innovative solutions.

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