Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?
My business as a digital marketing and PR consultant that represented brands naturally evolved through media work and my network.
I was always focused on media and brand development for the corporate and commercial business markets. However, I worked a lot within the fields of celebrity endorsement within the industries of beauty, sport, and entertainment. I have always enjoyed negotiating these contracts and deals. Whilst working in London I focused on the implementation of high-level celebrity gifting and endorsement campaigns.
I had been approached a lot over the years by celebrities looking for representation and management. Also from aspiring influencers that wanted to maneuver the influencer-celebrity goal posts with their profile and have a clearly defined PR and Digital Marketing strategy to reach their goals.
As celebrities have become more sought after by global brands, the skills I have developed in over a decade became more and more in demand and transferable from brand agent to celebrity agent.
I am now agent to Joe Calzaghe MBE; CBE and I have recently taken on a high caliber footballer and I’m in discussions with someone exciting from the entertainment industry.
This gives birth to a new look business for me as agent and business management for celebrities and influencers.
I have always supported people of influence by launching legacy programmes. Most of the businessmen from channel 4s Secret Millionaire show I had worked with from Jahan Abedi from property to his bar and restaurant empire to launching Fare share Cymru in Cardiff:
Right through to supporting friends such as Keith Cass MBE with The Red Sock Campaign, Dilys Price OBE with Touch and Enzo Calzaghe MBE with Calzaghe Academy, and recently Joe Calzaghe MBE, CBE with the launch of Calzaghe Mini Dragons.
I love thought leaders and change-makers and those that leave this world better than they found it and are not afraid to have fun along the way.
Marketing for me is not about the demographics its about the psychographics I’m trying to work with the audience that is thirsty who are enrolled in a journey to make things better or achieve something great. I love to help people make their dreams a reality.
I am always drawn to people without ego I know people see this as laughable in the celebrity world, but it does exist. I’ve worked with brilliant people over the years such as a friend of mine and someone I’m very proud of Matthew Pritchard who has transformed his life. I love how he is now a fully-fledged vegan with Dirty vegan TV shows and books. How he is the ultimate athlete and how he still manages even in the uncertain and scary climate that is the COVID pandemic of 2020 to always make people lighten up and laugh and smile.
Real people, that have a stronger pull to making this world a healthier and happier place. I’m all for that. Animal rights, vegan, vegetarian, sustainable fashion, sustainable living, soulful travelling and adventure.
A change has arrived, and it’s being led by the people that care the most about what’s right. Marketing is being changed forever… finally! more empathetic marketing. We’ve already seen companies transition from straight selling to producing emotional altruistic ads and that will continue. Retailers will focus more on building relationships and doing good instead of just pushing products. With an impeding recession and historic unemployment, customers will be more thoughtful about their spending, which means companies will focus on creating messages that connect with customers instead of tone-deaf marketing.
These interview articles explain it best:
Here are some links that may help you in terms of storytelling.
Can you share the most interesting story that happened to you since you started doing this?
Well having a change of career direction and going straight into COVID after lining up 8 TV shows and 3 big brand deals was deeply disappointing after a superb start with Aston Martin within month 1. COVID didn’t change much for me to be honest as I work remotely most of the time. I realised that my psychology studies and the coaching side of my role was needed more than anything to help all my clients through this time both individual and businesses that I still look after. (Posts to explain my thinking and support for others around this time https://www.facebook.com/photo?fbid=10158732520120979&set=a.10150744323035979 & https://www.instagram.com/p/CBLHZlvqfOh/) However, it has drawn me back into looking at more altruistic endeavours. There’s a big project on the periphery that may change my course or reinforce it. All I can say is it’s in sport it’s a cause I care about, it will save many lives, but it will shake the foundations of rugby and even football in the UK but leave both better, faster in terms of athletics and much more respected.
Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?
Mind space is the most important thing ever to stopping burnout.
You must find a way to always work from rest, never the opposite!
This podcast is great for tips on how to maintain a high vibration in terms of my daily ritual:
Alarm goes off to guided body scan
Zoom fitness classes
Habit stacking mantras every time I wash my hands.
Burn out comes without balance.
No fitness or nutrition = burnout
Too much screen time = burn out
Listen to your body and your inner voice. When the mind is quiet all the answers come.
During lockdown, I have learnt a lot about BALANCE & BOUNDARIES.
Every time we level up, we have to readjust our boundaries. What was ok before is no longer ok and will not work. The people in our lives, our self-care rituals, and the environments and situations we engage with, we must adjust and meet our new vibrational frequency in order to be sustained and fulfilled.
Also, I post a lot of tips on Instagram about this:
I found 3 epic mantras about boundaries … ⠀ ⠀
(1) Choose discomfort over resentment #NoIsGold⠀ ⠀
(2) If it’s not good for me it’s not good for them! ⠀ ⠀
(3) If it’s not a hell yeah then it’s a NO thanks! ⠀ ⠀
Say them to yourself next time you don’t want to do something and you struggle to say NO… remember that by giving in and saying yes when you want to say no it hurts them too! ⠀ ⠀
You are not responsible for managing the emotional responses of other people. ⠀ ⠀ ⠀
If you think you are … check up on healing your childhood trauma. @the.holistic.psychologist has some very helpful posts! ⠀
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
My father Paul Gunney who was Welsh rallying champion for always believing in me no matter what. My Mum for having high standards and always keeping me humble and ready to strive for more. My siblings for never taking me or my career too seriously so success can never get to my head and failure can never get to my heart.
How have you used your success to bring goodness to the world?
I’ve helped raise hundreds and thousands for charity. I’ve helped raise the profile of prostate cancer awareness since losing my dad. So that more men get their PSA checked annually now and understand their base rate.
I’ve helped a lot of celebrities and influencers and thought leaders launch their legacy programmes. See case study here from red sock campaign: bit.ly/SGCCaseStudies
Keith Cass MBE with The Red Sock Campaign, Dilys Price OBE with Touch and Enzo Calzaghe MBE with Calzaghe Academy and recently Joe Calzaghe MBE, CBE with the launch of Calzaghe Mini Dragons.
I see myself more as a soulprenuer a strategist rather than an agent. Perhaps a legacy coach too. One woman with many titles.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
Think carefully about people you want to emulate. Part of growth is outgrowing things that no longer serve you … I see growth as travel 🗺 the horizon is meant to change!! Please don’t forget to Enjoy The Journey. Ignore all the lies you are told failure isn’t the opposite to success it is part of success. I am more proud of my failures than my successes as they have taught me more and required a little more gumption to set myself back up to carry on. Never remove the chance of failure because you remove the chance to grow and level up. Just like never remove stress just get better coping mechanisms. Grit and resilience are the best lessons we can teach the leaders of tomorrows world. Tough times build strong people. The hits in life have ALWAYS knocked me onto a better path!
How can our readers follow you on social media?
Instagram personal @siangunney professional @siangunneyconsulting or find me on LinkedIn by searching Sian Gunney.