This year, on April Fools’ Day, our very own Account Director, Emma, celebrates an incredible 25 years with CWA. To mark the occasion, we sat down with her for a fun and insightful Q&A session. From career highlights to personal passions, here’s what she had to say:
What inspired you to join CWA 25 years ago? 👀
I was looking for a job with a different environment more than anything and when I came in for the interview, I immediately felt at home. There was this warm, welcoming atmosphere that put me at ease. Funny enough, I wasn’t even specifically looking for a role in a creative agency, I just applied and the rest is history!Can you describe your first experience at the agency?
It was very down-to-earth, but also a bit overwhelming at first since it was a much bigger company than I’d worked at before. That said, I quickly felt comfortable. I was constantly learning new things and remember how great the people were.How has your role evolved over the years?📈
Hugely! And not just in terms of my job title, but even where I physically sit in the office. Technology has sped everything up so much, there’s way more to do in less time. There’s a need to be more agile in how we learn and adapt. I’ve gone from using overhead projectors to navigating complex computer systems - it’s always changing! If you put in the effort, the results make it all worthwhile.What are some of the biggest changes you've seen in the industry and within CWA?
The pace of everything has evolved, technology is advancing, teams are adapting and client expectations are shifting. While budgets are tighter and more work is being brought in-house, this presents an exciting opportunity for us to add even more value. By offering innovative solutions and strategic thinking, we help clients maximise their budgets and achieve outstanding results.Describe CWA in five words✨
Unique. Warm. Creative. Fun. Challenging.How has your work at CWA influenced your personal life?
Absolutely! The intensity and demands of my role have made me truly appreciate my downtime. Over the years, my work has helped me become more confident and assertive. I love seeing the tangible impact of what I do. One key lesson I’ve learned, trust your instincts and don’t overcomplicate things. Sometimes going back to basics is the best approach.What do you think has been a key to CWA’s success over the years?
Without a doubt, the people. There’s a real culture of collaboration over ego; everyone genuinely wants to work together and that teamwork consistently shines through in the results.What aspects of your job still excite you after all these years?
Delivering for a client and seeing them happy with the outcome, it never gets old. I’ve never felt stagnant here, there’s always something new to tackle, which keeps things exciting.Have there been any defining moments that shaped your career at CWA?
Being challenged whether by a tough project or working closely with a client has definitely shaped how I approach my work today. Each experience pushes me to refine my skills and tackle projects with more confidence.What’s your key to creating the right work-life balance?
Setting boundaries! It’s so important to carve out personal time and find things outside of work that bring you joy. For me, that’s exercise and sound baths; they help me reset and recharge.What has been your most rewarding project or accomplishment during your time here?
One of the biggest highlights was leading a huge pan-European go-to-market campaign last year. It was a massive project with tight deadlines, countless assets in multiple languages, and a high level of complexity. Seeing it all come together successfully was incredibly rewarding.On a personal level, I’m also proud of my journey here starting during maternity cover and working my way up to Account Manager then Senior Account Manager and now Account Director. Today, I lead the very account I once supported, which is a huge accomplishment for me.
Have there been any particularly challenging moments in your career? How did you overcome them?
Challenges are inevitable, but missing a client deadline or making a mistake that impacts their customer base is always tough. The key to overcoming these moments is simple proactivity, communication and honesty. Owning up to mistakes and working quickly to find solutions builds trust, which is something we really value at CWA.If you could give a message to your younger self when you first started, what would it be?
Trust the process and trust yourself. If you put in the work, the results will come.What’s something unique about working at CWA that has kept you here for 25 years?
The support from the people hands down. The diversity of the work also keeps things fresh there’s always an opportunity to grow and develop here, no matter what stage you’re at in your career.What are some key lessons you've learned from your time in the industry?
Relationships are everything, nurture them.
Stay one step ahead and be proactive, not reactive.
Feel the fear and do it anyway. Growth happens outside your comfort zone.If you could give advice to someone just starting their career at CWA, what would it be?
Take every opportunity that comes your way. Be eager to grow, learn, and challenge yourself - if you do that, you’ll shine.How do you stay motivated and continue learning in your role?
I’m a bit of a perfectionist, and I thrive on learning. My biggest motivator is delivering the best possible results for a client, it drives me to keep improving. Plus, knowing that my hard work is recognised keeps me pushing forward.What excites you most about the future of CWA agency?
Everything! I’m excited to see where the agency goes, how I can continue to develop both myself and our clients. Having an inspiring leader with big aspirations and clear goals makes the future even more exciting.What’s one piece of advice you live by?
Trust yourself, embrace change, and never stop learning—growth happens when you step outside your comfort zone.Do you have any personal or professional goals you still want to achieve?
Finding the perfect work-life balance, something I think we all strive for!If you could sum up your 25 years at CWA in one sentence, what would it be?
A journey of discovery in every way, I’ve truly grown up with the company.If we had an office pet, what would you choose?
A small dog and a cat. Animals bring such a calming presence to any space.If you could be Nicola for a day, what would you do?
I’d take the entire office out for a spa day. We deserve it!Is there anyone still working here from when you started?
Just Debs, which is why we have such a special and unbreakable bond.April Fools’ Day start date as well…?
I’ll never forget the day. What can I say? I’m iconic.
