PRWeek UK 30 Under 30: Louise Veitch, Aspectus Group

We hear from Louise Veitch (26), account director, Aspectus Group.

Winning and running major international accounts in complex technical areas of financial services at the age of just 26 is a "staggering achievement", Veitch's employer says. She now looks after several briefs in niches such as reinsurance, compliance, administration, asset and advisory services, operational resilience technology and anti-fraud and money laundering technology – travelling to New York 10 days each month to lead, support and train the team there, and to connect with clients on the ground.

Meet the PRWeek 30 Under 30 2020

Judge's comment: "Louise's nomination makes it clear how indispensable she is to the agency and how her creativity and professionalism drives great results for her clients."

How does working in PR differ from your expectations?

Before ever setting foot in the PR world I thought the most important skill to have would be personability, and that you could (almost) get by on your people skills alone. And while it’s important, you can’t rely on it. Organisation, attention to detail, perceptiveness, strategy, creativity and positive temperament are all essential to thrive in this industry.

Describe your experience of working in PR during the COVID-19 crisis.

It’s been uncertain but exciting. New business is a big part of our culture at Aspectus, but this period has driven us to hustle more than ever. I can’t remember a time when we’ve had so much new business going on. Businesses are really recognising how important PR and communications is.

How (if at all) will the COVID-19 crisis change the PR industry?

A lot of agencies will realise that a very high standard of work can be achieved from anywhere and how portable PR can be. Some might even abandon a physical office altogether – particularly in London. This in itself will change the way we work and also who we work with. More applicants from all around the UK, and even those based elsewhere in the world, will have an opportunity to work for London-based businesses without needing to live in the capital.

What one thing above all would you change about the PR industry?

Diversity. At least from where I stand in financial services, we need to be doing more as an industry to proactively increase diversity within agencies – positive intention is no longer enough.

Were do you see yourself in five years?

The people side of things I really enjoy, from developing people through account work through to line management. I enjoy new business and the global role I play at Aspectus, so whatever I’ll be doing it will likely be incorporating all of them.

How do you switch off from work?

Walking with my mini-daschund, Frank.

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