Before an agency makes it onto Ad Age's A-List or wins a major pitch, there’s often one person working behind the scenes to shape that success.
Enter: Elizabeth Hess.
In this week’s Breaking and Entering Podcast Vault Edition, we sat down with Elizabeth, a powerhouse in PR and strategic communications for creative ad agencies. And let us tell you, if you didn’t know agency PR was a career path, you’re about to have your world cracked wide open.
Elizabeth built her name working in-house at top indie agencies like Johannes Leonardo, where she helped elevate the shop’s perception during their meteoric rise post-Volkswagen win. Now, she runs her own consultancy representing indie favorites like Flower Shop, Special Group, Miramar, and BSSP.
Her job? To advertise the ad agencies.
And she’s very good at it.
Key Takeaways from the Episode
PR is Advertising’s Best Kept Secret
Most people don’t realize that every agency announcement, op-ed, or trade feature is carefully pitched and placed by professionals like Elizabeth. If you want to shape the narrative—this is the role.
PR = Strategy + Storytelling + Relationship-Building
Elizabeth breaks down the nuances of pitching campaigns, managing award submissions like Ad Age’s A-List, and how deep relationships with reporters (Ad Age, Campaign, The Drum, etc.) are crucial.
Indie Agencies Are Her Playground
Elizabeth prefers indies because of their soul, scrappiness, and the opportunity to truly impact their growth and perception. She’s helped shops like Flower Shop and Miramar punch way above their weight class.
How to Break into PR for Agencies
You don’t need a PR degree. What you do need: curiosity, writing chops, relationship smarts, and hustle. Start by reading the trades religiously. Follow journalists. Reach out. Offer to help.
PR Roles Are Everywhere
Whether you’re in-house at an agency, working for a PR firm, or starting your own consultancy, there’s a path here—and it’s wide open for young talent.
Real Talk
What Elizabeth looks for in a great agency? It’s not just about the work. It’s about self-awareness, kindness, and whether the agency walks the talk—especially when it comes to mission, values, and how they treat people.
“I love to work with agencies who don’t take themselves too seriously.”
— Elizabeth Hess
Actionable Advice for Aspiring Pros
Want to break into PR for ad agencies? Start by reaching out to someone like Elizabeth on LinkedIn. She loves mentoring rising talent.
Already in the door at an agency? Offer to support award submissions, case study writing, or thought leadership pitches. It’ll teach you the craft—and build visibility.
Studying advertising? Don’t overlook the strategic side of communication. Your future might not be in copywriting or accounts, but in crafting how the agency tells its own story.
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