#BehindtheSelfie with... Hayley Upson

After more than a decade in the industry, Upson still loves her job and prides herself on developing long-term, collaborative relationships with clients.

1. Where do you live, work and play?

Upson: I live in the Southern Suburbs, I work in the Cape Town city bowl. Fun? Anywhere.

2. What’s your claim to fame?

Upson: I’m a great cook and I love to rustle up delicious dishes for family and friends. I’m famous for hosting great dinner parties.

3. Describe your career so far.

Upson: My career to date has been exciting, educational, fun, darn hard work and totally inspiring. I started out in the media industry working for a number of leading consumer magazines in London. In 2000 I returned to South Africa from the UK to continue my career in publishing (magazines). In 2004, I decided it was time to start up my own PR agency, using the experience I had gained in the media industry. Today I’m aligned to a leading advertising agency – Publicis Machine – and work with an inspiring team of leading minds. Our clients are incredible, leading brands who continually inspire me. I couldn’t imagine being in a better place. I am invigorated every day by the energy surrounding me.

4. Tell us a few of your favourite things.

Upson: Walking in the mountains is definitely one of them. It nurtures me and clears my mind. I love good food and wine. I love spending time with my family. I adore travelling to foreign places and exploring unknown towns and villages in my own country. I experience travel as a form of learning. I love being exposed to new people, ideas and knowledge. It makes me feel alive.

5. What do you love about your industry?

Upson: We work across such a diverse range of clients, all with very different needs, and this means we have to truly get to understand the environments in which they operate. As a result, we become well informed about many different industries. Working on the agency side of the industry, means working with diverse brands and I find this hugely stimulating.

6. Describe your average workday, if such a thing exists.

Upson: I’m up at 6am every morning, and spend the first hour getting my two young boys ready for the day. Then it’s time for the school run, and after that a stint in the peak-hour traffic to get to work. Then my working day begins. Days are filled with non-stop meetings, laughing and catching up with my incredible team, strategic internal meetings with my agency colleagues and on most days, lunch at my desk. This is followed by more meetings, often with new clients. When the day is over, I am back in the traffic to head home to my two sons and husband. Most evenings I spend preparing my children for bed, after which I finish off replying to emails for that day.

7. What are the tools of your trade?

Upson: It’s essential to have a thorough understanding of the media landscape. Further to this, I’m finding that offering strategic solutions has become increasingly important within the communications mix. As part of the Publicis Machine group, I work alongside some of the country’s brightest and best strategists, and this has proven invaluable to my clients. Of course there’s no substitute for experience. I count a natural inquisitiveness among the most essential tools of our trade. I’ve been blessed with an enquiring mind and it has stood me in good stead. Also essential is a natural affinity for people and refined communication skills.

8. What are you working on right now?

Upson: One of our most exciting brands is The Glenlivet, from the Pernod Ricard stable. We have just done the Durban Legacy Talk, which was a resounding success. We had four TV crews in the room vying for the best shots of Doctor Khumalo and Sibusiso Zuma – our sporting heroes chosen for this Talk. Now we’re working alongside RCS on an exciting retail blogger campaign.

9. Tell us some of the buzzwords floating around in your industry at the moment, and some of the catchphrases you utter yourself.

Upson: I try not to use too much advertising and marketing lexicon, because it can alienate clients. Being so immersed in this agency though, I’m not immune to catching on to some of the latest catchphrases…

10. Where and when do you have your best ideas?

Upson: Definitely on the way to work in my car in the mornings – it’s the only place I really have peace and quiet. I also do love brainstorming with our great team. So many of the best ideas flow from this.

11. What’s your secret talent/party trick?

Upson: I make a mean Aperol Spritzer. Be warned, it’s potent.

12. Are you a technophobe or a technophile?

Upson: I‘m kind of between the two, actually. I’d love to be a technophile, and fortunately I work with a digital team at the cutting edge of things, and they’re always on hand to help me, so I’m learning along the way.

13. What would we find if we scrolled through your phone?

Upson: Lots of photos of my children.

14. What advice would you give to newbies hoping to crack into the industry?

Upson: Well done for choosing a wonderful industry! It’s one of the most exciting and rewarding industries to work in, and you’ll be constantly stimulated and continually challenged. Be willing to learn and adapt constantly as media consumption habits are ever-changing and you need to keep up.

Simple as that. Click here for more on Upson, visit the Moon Walk Communications website, follow them on Twitter or call 087 231 1210.

*Interviewed by Leigh Andrews.