PROFILE: Angie Moxham, Le Fevre Communications; The colourful lady in black

‘How will I know you?’

‘How will I know you?’

‘Oh I’ll probably be wearing black,’ says Angie Moxham as we arrange to

meet in the hotel lobby. Moxham, ready to return to Le Fevre

Communications next week, says she usually wears black. It’s part of her

‘rock’n’roll’ image.

Formerly associate director at Le Fevre, Moxham spent only two months as

Superdrug’s head of corporate affairs, before being lured back by Joy Le

Fevre with a promotion and a stake in the company.

Moxham looks pretty cool even in the functional environs of

Hammersmith’s Novotel, although she does appear to have chosen fruit

juice rather than Jack Daniels.

She found her brief affair with Superdrug enjoyable, if a little

frustrating. Having encouraged the company to ban Vogue during the

‘superwaif’ controversy, one gets the feeling she wanted the company to

be more ‘ballsy’ in its approach to campaigning issues. Was she a little


Bill Jones, MD of Lexis PR and Superdrug’s adviser for four years, says:

‘Angie’s a strong woman with her own opinions and doesn’t take any

bullshit. But she’s fair and listens. She was a good recruitment

decision for Superdrug, but didn’t have the patience for too many rubber


Moxham says a major factor in her decision to join the retailer was

marketing director Steven Round: ‘We clicked straight away. I’d been

through a tough year at Le Fevre and wanted to try something different.

Steve’s description of the role sounded exciting.’

She remained close friends with Joy Le Fevre - they even went on holiday

together - and it was when they were having a beer a few weeks ago that

Le Fevre tempted her back.

Teeside-born Moxham is an open book. She talks freely about an affair

with her tutor while studying English at Oxford. ‘I still didn’t get a

first,’ she grins.

Moxham spent a term teaching at a public school before writing

commercials for independent radio. She became a local radio journalist,

working for three stations in three years. Then, after just losing out

for a job at Radio One, Moxham decided to go into PR.

Two years at Oxford Health Public Relations saw her involved in

strategic communications for Broadmoor high security hospital, consumer

education on sex, HIV and Aids, and a broad range of work for Oxford

Regional Health Authority. She says: ‘I enjoyed the work but the NHS was

becoming a political football and after the Conservative election

victory in 1992, morale collapsed.’

Meanwhile, Moxham had met Le Fevre and says she realised her PR

naievety. After a brief spell at Oxford Economic Research Associates,

she joined the agency as account manager.

Her campaigns have included the Enlightened Tobacco Company’s Death

Cigarettes, which built a considerable media fan club and was

shortlisted for a PR Week Award.

So will her job change as MD? Moxham says: ‘Joy will still be hands on

but she wants someone else to take the reins. My priorities are to

consolidate the team and develop accounts we enjoy, particularly health

and beauty, the sexy end of IT, and entertainment.’

Moxham has many contacts in the music biz. She does PR for the group

Marillion and is a friend of those ‘men-in-black’ the Stranglers.

Describing herself as ‘the girl next door’, Moxham does not mince her

words and is no less reticent about the PR industry: ‘I can’t stand the

corporate cowboys who get picked by clients because of their name and

then use junior staff to run the accounts.’

She adds: ‘There’s a lot of talk about how PR should be taken seriously

at board level, but if people aren’t doing good work what do you


It becomes clear that Superdrug was the wrong prescription for Moxham

and that she is a consultancy animal at heart. ‘I need a fast pace and

the drug of national coverage, otherwise I feel redundant,’ she says.


1990 Senior public relations officer, Oxford Health PR

1992 Corporate Comms Manager, Oxford Economic Research

1993 Associate director, Le Fevre Communications

June 1996 - August 1996 Head of Communications, Superdrug

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