Leaders in influencer relations, social media management, and dazzling campaigns and events, Undertow Media is an Auckland-based PR agency. Verve speaks to director Greer Bland, Gina Williams-Folau, head of communications, and head of consumer, Jess Mayhew.
How did Undertow Media start?
Greer: I ran the consumer division of Undertow Media in Melbourne, and moving home in 2013, the opportunity to start up an NZ office came about. I built the business from the ground up; two years later, I acquired the business. Initially, it was just me – now 15 of us are about to celebrate our 10-year anniversary.
Did you always dream of owning a PR company?
Greer: I originally wanted to be a lawyer, when that pipe dream didn’t evenutate, a good family friend, Angela Griffen, let me shadow her at her agency and I knew it was the career for me.
Was an all-woman team deliberate?
Greer: Not at all. We’ve had – and would love more – men work for us, but there aren’t many in PR.
Gina: You need to be natural communicators, and the consumer space is very much about lifestyle brands. I hate to stereotype, but women are naturally more drawn to those things.
How do you find working with all women?
Greer: We don’t even think about it, though we’re always looking to be more inclusive.
Jess: Women are incredibly efficient and resourceful. And they can multitask which is a big one in PR. We’re basically queens of multitasking!
Greer: There’s also not much diversity in the industry. So, we’re doing our small bit with a Māori & Pasifika Scholarship where Undertow provides a full year’s tuition and paid internship to a student in their last year of university. We’re now in our third year of running this initiative and it’s been very rewarding.
Greer and Gina, you also own another business together?
Gina: Yes, a complementary business to Undertow, called Liquorice, which is an influencer and talent agency.
So how do you juggle the two businesses?
Greer: We’ve got a great team on board. As for where our time is required, it comes down to what business is screaming loudest, with some clear prioritising and non-negotiables each day. I tend to get up early and do a few hours work before anyone steps into the office.
You’re only as good as your team, and ours is awesome. Making sure we hire well is something we take pride in.
How do you achieve work/life balance?
Gina: I have four kids, so balance is impossible! But, I’m doing what I love.
Jess: We’re lucky that we can be flexible. I have two kids so I work a shorter day but will pick up some work at home. The moment I’m not busy it doesn’t feel right!
Greer: PR and talent management doesn’t stop. If you work in the industry, you accept it’s a round-the-clock kind of gig, so you come up with ways to juggle work and life.
How do you unplug from work?
Greer: I play tennis, am learning to play golf, and am a massive proponent of shinrin-yoku, or greenbathing, so often head to the Waitākeres on big walks.
As the boss, what are you most proud of, Greer?
Greer: You’re only as good as your team, and ours is awesome. Making sure we hire well is something we take pride in. Creating a great working environment is also key. In terms of the business trajectory, we’re at the point where we can pick and choose our clients and turn away brands who don’t fit our criteria. We’re also very confident to approach brands we know we can make a marked difference for.
What’s your proudest career moment to date?
Greer: I think having the confidence to start Liquorice with a proven business partner, and also having options to grow Undertow purposefully with the rest of the management team. We have different skills and collectively it’s very, very powerful when we get in a room.
If you could turn back time, what advice would you tell your younger self?
Greer: Don’t see everyone as a threat.
What’s the best piece of work-related advice you’ve been given?
Greer: ‘Be interested and interesting’, and, regarding finances, ‘every penny counts’. Those two turns of phrase are things I live by every day.
What inspires you on a daily basis?
Greer: Both psychology and pop culture trends are a big one for me. I’m interested in learning about things like ‘how do you read people?’ and ‘how can you use that information to benefit your clients?’ It’s important we understand what Kiwis need and want from a consumer perspective and to do so, we must be on top of all the different media platforms. That way we will know what media will suit our clients best.
Any podcast or reading recommendations?
Greer: I really like Rex Woodbury, a tech and culture writer and trends forecaster. He has a weekly column on Substack about how tech and culture collide, which is absolutely relevant to PR.
