From the Publicist’s Desk: Monica Higgins, account director
What industries do you work in?
My current mix of clients is a little bit all over the place in terms of industry – and that’s one thing I love about working at an agency. Dull isn’t a word I would ever use to describe a day at the office. On any given day, I’m talking to media that are interested in products and services for aging Americans, people looking to increase their financial literacy, baby products, DIY gear and community theatre.
Who are your clients?
What’s especially exciting about working in a boutique agency is the opportunity to be exposed to clients of all shapes and sizes. I really get to see an impact on the businesses we support.
Money Experience is an incredible teaching platform that aims to broaden the way financial decisions are understood among the next generation by letting users see first-hand how life choices impact finances and quality of life. And the product is spearheaded by Redstar Ventures Founder and CEO Jeet Signh, so you know it’s good.
As a mom of two, I would say I know the baby product industry pretty darn well. I’ve been shopping it for more than seven years! Getting to work with TOMY, which owns brands like Boon, JJ Cole, The First Years and Lamaze, allows me to talk about things I use every day, and sometimes my littles even get to test out or “model” (I use that term very loosely) the latest from these awesome brands.
As an admitted germaphobe, there are fewer things I appreciate more than keeping my hands clean. Venom Steel heavy duty nitrile gloves have an internal layer that show me when there is a rip or tear and that my skin is at risk. These are not just your handyman’s hand-savers. I can use these gloves to repaint a room at home, clean out the garden, or change a scary diaper (yeah, I said it).
Being located on Boston’s south shore, we make an effort to support other businesses in our community. The Company Theatre in Norwell is an award-winning community theatre that I’ve supported in the past as a ticket-holder, and now I get to see what happens – quite literally – behind the scenes. Through promoting its productions and Academy of the Company Theatre, I get to help shape the stories it tells about cast members, costume designers and classes for all ages. It’s fun for this theatre-loving girl who performed in community theatre growing up in Omaha.
What are you working on right now?
One of the account teams I lead just launched Pria by BLACK+DECKER, which might just look like a cute little tabletop robot, but it’s actually a medication management system that empowers loved ones to stay independent and connected to their families through scheduled check-ins and video calls. It provides the right medications at the right times so you can use your energy as a caregiver to nurture bonds, not manage pills.
What’s your favorite part of the job?
There are so many things! On a tactical level, I enjoy planning and executing events and managing spokespeople (like Jessie James Decker, Ted Allen and Bob Harper). On a more strategic level, I love client relations and project management, and combining those two skills to effectively execute a program. One thing that’s guaranteed in public relations is that nothing ever goes according to plan. Launch dates might shift, sometimes even by the hour, spokespeople will back out of contracts, images you were counting on using won’t get approved… the list goes on. But the one thing that can make or break a situation is communication. If all stakeholders are kept informed of what’s happening, nerves are quelled, anxieties are axed, and confidence in the team rises, which allows us to do our very best work.
What’s something about your job that you want people to know?
At Hollywood we get the opportunity to showcase our creative campaigns and hard work by entering industry awards programs. When working at larger agencies, this wasn’t a priority. Not only is it fun to attend annual banquets and hobnob with friends and colleagues, it’s important to take a step back and look at what you’ve accomplished.
I come up with big ideas for brands of all shapes and sizes. My passion is client relations, but I’m a PR generalist. You’ll also find me pitching media and throwing events. At the end of the day, I get to go home to my favorite job: Mama.