PRWeek UK 30 Under 30 2016: Adele Breen, AxiCom

In under seven years, Breen has risen from trainee account exec to AxiCom's youngest ever director.

PRWeek UK 30 Under 30 2016: Adele Breen, AxiCom

The 29-year-old Breen now runs a unit that generates more than £725k annually and leads global campaigns for major tech brands.

The best thing about my job is... variety. My work is varied, as are the clients that we partner with, the campaigns we conceive and execute, the approaches of the colleagues I work with, and the audiences that our work tries to reach.

The biggest misconception about PR is... that it is all about press. Press is of course highly important, but there are many other ‘influencers’ that help to define brands. Bloggers, YouTube stars and social media personalities are now widely recognised as important could-be evangelists. In my role, I work with technology industry analysts who have huge influence on major IT purchasing decisions.

In five years’ time I want to be... sat on a beach on my own island. More realistically, I would like to be working in an evolved PR industry where campaigns are, as standard, truly inclusive of all relevant influencer groups and where silos between paid and earned have been broken down.   

Nominator says: "Adele is admired as a leader and mentor, deeply respected as a practitioner and loved as a colleague."

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