Abbie hails from America, having spent the last 10 years living, studying, and working in New York City. She cut her teeth at agencies like Juice, GSW, and ghg, focusing her efforts on developing strategies for some of the world’s largest healthcare and wellness companies, including Pfizer, Amgen, and Novartis. Newly a Sydneysider, Abbie is excited to bring an outsiders perspective to things, and help Aussie brands come to life in new and innovative ways.
Lastly, Abbie believes the proper pronunciation of the last letter in the alphabet is ‘zee,’ and understands the controversial nature of this opinion.
Who would play you in a film and why?
Aubrey Plaza, I think we take our sarcasm to a similar place, which is to say way, way too far. We also kind of look like, but it’s mainly the chokingly dry personalities.
If you were planning a music festival, who – dead or alive – would be your headliner?
I would have a menagerie of early aughts pop-punk bands. These were all the concerts I went to as an angsty teenager and I still have a completely unironic playlist full of Taking Back Sunday, Fall Out Boy and The Starting Line I like to blast weekly.
You're given an airplane ticket to anywhere in the world – where do you choose to go (and why)?
The Kingdom of Bhutan. As a strategist, I’m naturally intrigued by any country that has created its own brand index, which a former King of Bhutan did with the ‘Gross National Happiness’ index. In any case, a country that considers ‘Happiness’ to be its main export has got to be worth a look.
What's your favourite memory?
Of recent, my nephew being born. He’s the newest person I know, has limited awareness of his surroundings and mainly sleeps, but darn it if he isn’t just the cutest little guy I’ve ever seen
Who is your inspiration?
Cecile Richards, CEO of Planned Parenthood in America. She’s been out there fighting the good fight for years and thinking of what a complete badass she is a key source of motivation for me on long runs.
You're on a desert island – what album have you brought with you?
The Hamilton soundtrack. With that as my guide, I will have created a full-fledged democracy by end of year one and my rapping skills will be impeccable.
What would be your death-row dinner?
A tuna salad hoagie from Wawa. Most of that sentence will be completely intelligible to anyone outside of the mid-Atlantic region of the US, but I have to live my truth.
We’re teaching brands to communicate like people.
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