What staying in the same agency for 14 years taught me about leadership, growth and loyalty

When I first started out in public relations as a fresh graduate, I’d tell my parents that I was working on something or be at an event that would be shown on the news that evening. They’d tune in, expecting to see me on screen. Of course, I never appeared. Each time, I had to explain that my job was behind the scenes, shaping the narrative, finding the stories, not delivering it. Occasionally, there’d be a blink-and-you-miss-it cameo, but that wasn’t the point. What mattered was that I had a part in making the story happen. That was what drew me to the world of marketing – the storytelling.

I also enjoy being behind the scenes. Whether it's preparing someone for a live interview or planning a campaign, I find joy in contributing to something bigger. It's not always easy to put myself in the spotlight, but I've also come to appreciate how marketing practitioners need to be comfortable with both worlds. Some moments require us to be invisible. Others call for presence and leadership. The best work happens when we can move seamlessly between the two. This is still a work in progress for me.

Over the years, I’ve had the opportunity to work with public sector clients, non-profit organisations, and multinational brands. No two days are ever the same - the work constantly keeps you on your toes and challenges you to think differently.

I still remember one of my earliest campaigns, which sought to reshape public perceptions of the social work sector. At the time, social workers were often seen simply as kind-hearted individuals or volunteers. We needed to shift that narrative and show that they are highly skilled professionals tackling complex social issues with empathy and expertise. That experience shaped my belief in the power of storytelling to change perceptions and move the needle on real-world impact. To this day, I feel a deep sense of pride and satisfaction when I see our clients’ stories featured in the media, or when they reach significant milestones.

When people ask how long I’ve been in this industry and I tell them “14 years and all of it with the same agency at APRW”, their reaction is usually one of surprise. In a field known for high turnover, long hours, and constant reinvention, staying put often feels like an anomaly. But for me, it’s been the most strategic decision I’ve made.

My time at APRW has taught me that growth doesn't always mean jumping ship, but evolving with purpose. I joined as an associate and today I lead a practice group as a director. I’ve learnt that while hard skills are important in this industry, soft skills like empathy, emotional awareness, and the ability to keep calm in moments of pressure are equally important, if not more so. I have also grown alongside our agency, which has evolved from a PR consultancy to the leading integrated marketing communications firm it is today. Throughout this journey, we have embraced our role as trained storytellers who ensure consistent and credible messages that resonate deeply with our audiences.

Someone once told me that marketing, especially PR work can be a thankless job, and after 14 years in the industry, I’ve come to understand exactly what she meant. At the 10-year mark, I had hit a wall. I was close to burnout and needed to take a sabbatical to step back and recharge. That pause gave me the clarity I knew I needed. When I returned, I found new energy and a deeper sense of purpose. I also learnt an important lesson: you can’t always count on external validation. Clients may not always say thank you, and results aren’t always immediately visible. So I’ve made it a point to celebrate every win, big or small. Even if no one else notices, I owe it to myself and my team to acknowledge the effort, the progress, and the impact because those moments matter too.

Staying for so long requires more than just loyalty. When I faced some of the toughest personal challenges in my life, my colleagues and team stood by me. They gave me space to grieve, heal, and take all the time I needed. There was no pressure, just genuine care and unwavering support. That kind of trust cannot be bought, and it speaks volumes about the kind of culture we’ve built together.

I’m deeply grateful to the inspiring women in the leadership team who have led APRW with so much grit and heart, and paved the way for me. Now, as a leader, I want to bring that same sense of support and safety to the teams I guide. I believe in leading with empathy, in taking the time to listen, and in helping others find their voice.

For anyone wondering whether growth is possible in a single place, I say it absolutely is. You just need the right environment, the right people, and the willingness to keep learning. I’ve never needed to chase the next big title or move to the next agency just to feel accomplished. Staying, for me, has been just as powerful and rewarding. 

This article was written by Nurul Rasheed, Director, APRW.