Industry Profile: April5 founder Alicia Beachley

Rachael Micallef
By Rachael Micallef | 15 July 2016

Our Industry Insights Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

This week we head to Sydney to speak with Alicia Beachley, CEO and founder of brand activation agency April5.

Duration in current role/time at the company:

8 years

In one sentence, how would you describe what the company does?:

As a specialist brand activation agency, we create campaigns that bring brands to life and compel consumers to act – we get results and have fun doing it.

In one sentence, what does your role involve?:

Building and guiding a successful team and agency, investing and nurturing client relationships, and helping to bring our ideas for integrated brand experiences to life in market.

Within the last six months/year, what stands out as the company’s major milestones?:

Growth. Our business doubled, our staff numbers doubled, and we won two APMA Gold Star Awards for a moving tribute campaign we created for Cunard to commemorate the ANZAC Centenary, engaging the public from Auckland to Sydney and all the way to Gallipoli.

Best thing about the industry you work in:

No two days are the same, no two clients are the same, no two campaigns are the same.

Previous industry related companies you have worked at:

Hausmann Communications, where I ran the brand activation team for 10 years, and 3 years working in Creative Sales as an account director.

Career-wise, where do you see yourself in three years time?:

Bigger and better, overseeing five times growth in my business and team.
My ongoing focus is sustained business growth.

Tell us one thing people at work don’t know about you?:

I play competitive netball every week.

Top networking tip:

Make fewer but real connections.

My favourite restaurant for a business lunch is:

Hugo’s Manly. Great food and amazing views.

My favourite advert is:

ANZ’s gender pay gap ad.

My must-have gadget is:

An old model iPod, mainly for the history and random playlists it contains.

My favourite media is:

The print edition of Saturday’s Sydney Morning Herald, best enjoyed during a leisurely Saturday morning.

My favourite TV show is:

House of Cards.

The last book I read:

Everything I Never Told You, by Celeste Ng.

My mantra/philosophy is:

Pick up the phone, it can sort out 99% of issues and trust in the universe, it ALWAYS provides.

I got into advertising because:

A career in hospitality marketing and hotels just wasn’t cutting it for me. I made a career change in my late 20s to agencies and found my true calling and real passion. My career took off from there. If you’re heart isn’t in it, you shouldn’t be doing it.

If I wasn’t doing this for a living, I’d be:

Running a hotel.

In five years time I’ll be:

Working part-time. I value flexibility and family time as much as agency independence, client partnerships, teamwork and business success.

Define your job in one word:


What’s your poison?:

Pinot noir.

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