Gina Sharp has always been ahead of the public relations curve. Not that she planned it like that. At 20 she talked her way into a job at one of Europe’s first high tech public relations firms, BIPR in London, where she became the agency’s youngest ever account director.
She helped to create brands such as Epson, NCR, IBM, Neve Electronics, Bose, Sony UK, Sun Alliance, Shiva, Pace, Fujitsu and Sage. When the agency was acquired by the Shandwick Group two years later, it gave her the opportunity to gain wider experience, devising pan-European campaigns for multinationals. However, because Gina wouldn’t conform, she came up against agency hierarchy that she regularly sidestepped in her clients’ best interests. This approach did exasperate her management team and her in-house nickname of ‘the little revolutionary’ stuck. However, the clients appreciated the difference.
Gina's view of the emerging high tech market and the positive feedback from customers on her very different style convinced her she could help them more effectively on her own and in 1988 she created MCC International Ltd.
Her reasoning was that a smart efficient agency could compensate for lack of scale by ignoring traditional big agency convention. By devising her own rules for doing business in the new culture of high tech publishing, Gina’s ability to attract the right talent was crucial. At a time when the general public was confused by new concepts and industries, a talent for communication was a rare commodity that made the difference between boom and bust. Communication is the key to providing the thought leadership people need in a time when our culture is in flux.
Gina’s policy of hiring journalists and marketing creatives raised eyebrows at the time she devised it, but it became a successful model that every other technology PR firm has rushed to emulate. Over the next 22 years MCC International became an award-winning business-to-business PR agency with a strong reputation for high service levels and results-orientated campaigns, with the ability to create innovative and effective communications strategies.
The agency expanded to incorporate a consumer division in 1999 and Gina remained hands-on within her company, often taking on the role of Account Director and involving herself in strategy, planning and implementation. In June 2010 she decided it was time for some fresh challenges and handed over the reins at MCC to her long-standing management team. Gina joined White Label Media as PR Director, bringing her expertise and contacts to the agency to establish our PR Division. She works with our associates to devise marketing communications strategies and campaigns that will actively grow our clients’ businesses.
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