Profile: Music to her ears - Jacquie Chalmers, co-founder, Amazing

Smartly dressed, with a composed and polite manner, the co-founder of start-up agency Amazing even looks at ease with the Cunning-owned bicycle that hangs above the boardroom table.

The softly spoken 35-year-old formed Amazing at the end of last year after leaving The Outside Organisation, where she was head of brands.

Co-founder Anna Graham joined her at the beginning of the year ('Anna knows everything there is to know' about events, says Chalmers); two senior managers and a junior manager have since been recruited.

Was starting her own agency a daunting prospect? 'To be honest, no,' says Chalmers. 'I'd been thinking about it for a couple of years and instinctively it just felt right. I always had confidence it would work.'

That confidence bore fruit when Amazing picked up the NME Awards as its first client. Other wins include next month's B Live concerts in south London, Diageo's new '23' drink and Ibiza club Manumission's rock night.

Last week, Chalmers sealed a deal to handle this year's Mobo Awards (PRWeek, 10 June).

But Chalmers wants Amazing to grow gradually, rather than try and win as much business as possible before the agency is ready for it. 'Client objectives need to be fulfilled, first and foremost, so we're planning to expand our staff as and when business comes along.'

Originally from Blackpool (a hint of Lancastrian remains in her accent), Chalmers' first experience of PR followed a move to London nine years ago. She was offered a job at MacLaurin Communications (and a cheap flat) and spent the next four years working on 'anything and everything'.

She cites Brian MacLaurin as a big influence and a 'great person to look up to when you're starting out in the industry'. After four years she had worked her way up to senior-manager level and was ready to move on.

MacLaurin recalls Chalmers well, saying: 'After a short spell in accounts, she came into my office and said: "I've made a mistake with my career and want to move into PR." From that moment I knew she'd do very well.

I must have seen 300 pass through the company but she stood out.'

Chalmers then spent two years as an account director at Jackie Cooper PR, where she had what she describes as her most terrifying professional experience: giving a speech in front of hundreds of people at the Beverly Hills Hilton before the UK launch of tabloid fodder the Olsen twins. 'After that I never felt nervous about anything work-related ever again,' she reveals.

The next move took her to KLP, where she worked on the Carling account at a time when the brand was starting to sponsor live music.

She continued working with Carling when she moved to Outside in 2003.

Natasha Kizzie, now head of entertainment at KLP, worked with Chalmers when Carling first sponsored the Reading Festival. 'Jacquie really took up the charge to position Carling in its new music role and had great success,' recalls Kizzie.

Chalmers is reluctant to blow her own trumpet, but there are plenty in the industry who are prepared to do it for her. IPC ignite! PR manager Nicola Woods worked with Chalmers when Outside handled PR for the NME Awards, and subsequently called her in for this year's bash: 'She once sent me out of my own press room because I was getting too flustered.'

Her impressive start with Amazing, according to the ever-modest Chalmers, is down to attention to detail and to choosing the right staff - a skill she will utilise again, with Amazing looking to take on four more staff by December.

'It's important that people are passionate about what they're working on,' she says. 'It may be a cliche, but I am very aware that you are only as good as the people you work with.'

CV

1996: Various roles, MacLaurin Communications

2000: Account director, Jackie Cooper PR

2002: Media director, KLP

2003: Head of brands, The Outside Organisation

2004: Co-founder, Amazing