Luxury Daily’s Luxury Women to Watch 2017 list honours smart women executives who are set to make a difference in the luxury business, particularly in marketing, retail, media and digital in 2017.
This roster of chosen women shares the same qualities: dedication to craft, ambition, leadership potential and educator. These executives are also quite aware of their role-model status as a career in luxury becomes a more welcoming and appealing option for talented women. The 25 smartest women working in luxury have been identified by Luxury Daily. Luxury Daily invited readers to send in their nominations.
The Luxury Daily team also had its own table of candidates. Once the deadline expired, the Luxury Daily team judged the nominees on their merits and whittled the list to those who showed the most promise to push the luxury envelope in 2017. Maria Boyle of MB Communications has been recognised as one of Luxury Daily’s Women to Watch 2017.
What do you most like about your job?
I particularly love the people I get to work with. They are all pretty much at the top of their game be they CEOs, CMOs, thought leaders, creative directors or designers. What unifies them is that they are brilliant at what they do. I have wonderful conversations with them and learn a lot along the way.
I also love the brands and companies I advise and feel very privileged to sit alongside global CEOs and their leadership teams whether they are in Paris, London or New York. I love bringing their brands/services/products to life utilising my PR skills.
After 25 years in the business I am still as eager and enthusiastic as my first day in PR. I just love it.
What is the biggest challenge in your job?
I suppose it’s having enough time. I’m very quick off the mark, don’t procrastinate or waste time. Even when I’m ‘off’ the job I’m still ‘on’.
Another challenge is keeping up-to-date with today’s super-informed and digital literate luxury consumers. They are engaging with luxury brands in a different way than they did ten or even five years ago and it’s an area that is continually changing and needs careful monitoring.
What is your work priority for 2017?
To continue to grow my business while ensuring my key clients are taken care of and their business PR needs are met. All my clients are really fabulous and I never take it for granted that they’ve chosen to work with me.
I am very fussy about the people I work with and each member of my team has a minimum of 15 years of PR experience. Luxury clients are very sophisticated and demand seniority, experience, quality thinking and the ability to navigate and manage any situation carefully. It is a model that has worked extremely well for the last 10 years of running my business and it is one I won’t be changing.
What is your proudest achievement in luxury?
Being recognised by Luxury Daily is up there I have to say! I’m absolutely thrilled to bits. As a PR, it’s quite ironic as I very rarely do my own PR – it’s all about promoting my clients – so to get this recognition is wonderful.
I’m often very humbled and also proud that people go out of their way to recommend my company and me. New clients regularly come to me via an existing client recommendation which I’m grateful for and I’m always delighted when a journalist recommends me as they are exposed to the good, bad and ugly of PR!
I’m particularly proud to have such a wonderful list of clients, many of whom have been with me since I started my business a decade ago which, to me, is the ultimate endorsement.
I’m also extremely proud of what I’ve achieved to date. 2016 marks the tenth year since I launched my business. I often have to pinch myself when I think of how well my company has done but then remember all the hard work and dedication it has taken to get to the place I am in now. Saying that, I’m never one to rest on my laurels and know what is required to keep going forward.
How do you see luxury evolving in 2017?
There is a lot of uncertainty in the world and, as a result, luxury brands need to really demonstrate their value and worth to luxury consumers who are being marketed at wherever they go and whatever they do.
From a PR perspective, luxury brands need to stay connected and in tune with their customers. Consumers of luxury are evolving and their media habits are very different to what they were say five or ten years ago. Ninety per cent (90%) of the super rich today are self-made. They grew up without luxury and don’t fit the traditional stereotype of what a HNWI is supposed to look like. I think luxury marketers need to work a bit harder to understand their audiences in a lot more detail and how best to communicate with them via the most effective channels.
I’d like to see more relationship engagement with luxury brands and their customers happening in 2017. Global strategies need to have the flexibility to work on a national and then local level and the best will resonate at a personal level too.
I also think brand heritage storytelling will continue to be important as it enables luxury brands to emotionally engage with their target audiences and, if done well, turns customers into potential brand advocates for life.