Emma Leonard is director and founder of Unify PR & Marketing.
Founded in April 2019, Unify is a boutique communications agency based in Yorkshire. Specialising in traditional and digital marketing, PR and content production, the agency’s clients include OXO, Fassa Bortolo, Verona, Viners, Barista & Co and the Grammar School at Leeds.
From her luckiest break to her best failure, Leonard shares all the lessons she’s learnt across her personal life and career…
Which single daily habit or practice could you not do without?
Exercise. Whether it’s CrossFit, a run, spin, I need the endorphins. It’s an hour where you can completely clear your mind, forget the niggles and worries, and focus on yourself. I also religiously make a cup of tea for myself and my two boys. We can’t start our day without it before we all go our own ways.
What’s been your luckiest break?
Working at Mamas & Papas as PR manager. I joined the team as a young 24-year-old and learnt a lot in a short space of time. The business was growing quickly which led to some fantastic campaigns and opportunities. We also had an amazing marketing team, full of talented people.
We were a close knit group who supported each other, even when the business environment could be challenging. I learned what it is to create a strong team and how, by having great people around, you you can pretty much do anything. Almost 20 years later, I am still in touch with some of the friends I made there and one is a long standing client.
What’s your best failure?
At the start of 2023, one of our clients went into administration owing us over £60,000. At the time, the anxiety and stress was off the scale, I had no idea if Unify would survive, but thankfully we were in a position to be able to take the financial hit and keep moving forward. While it’s something I don’t wish on any agency / business owner, it taught me to be incredibly cautious when it comes to taking on client costs and how to read warning signs quickly.
What is the best investment you’ve ever made, either financial or time?
It wasn’t my investment, it was actually my mum’s. She has always believed in my career and dreams, so invested the money that allowed me to start Unify. The fact that she took the risk and gave me the confidence to start my own agency is something I will always be grateful for. The business thrived and her investment was paid back within a year. Mum invested the money and the faith, the team and I invested the hard work.
Which podcast or book would you recommend others to read and why?
Breath by James Nestor. Don’t get me wrong, I love a good thriller or crime novel, but this book has had me gripped from the day I opened it. I heard the author on the Diary of CEO podcast and ordered his book straight away. The book looks at how our breathing has changed over the decades, takes you through a number of scientific experiments (which I wouldn’t wish on anyone) and gives you advice for breathing, well. If you’re excited, stressed, anxious, tired, over stimulated, breathing techniques can deliver a huge range of benefits. Give it a read, it’s well worth it.
What one piece of advice would you give your 21-year-old self?
If you fail, it’s OK, because you don’t need to be perfect first time. That goes for everything in life. I was always set on being a sports journalist, but missed my grades to go to Loughborough University by one point. I was devastated. I had to take a year out as I couldn’t believe I had failed, but you know what, that year out changed my career. I then went on to study PR and the rest is history. Yes, I didn’t get to wear the amazing tracksuit from Loughborough but Unify wouldn’t be here if I hadn’t failed.
Who or what has had the single biggest influence on your working life?
My grandad. He ran an engineering company and led by example. He had worked his way up through the company to MD level. He knew how to run a company but could also roll his sleeves up and operate a machine if needed. That example of rolling your sleeves up has always stuck with me and ensured I stay hands on with clients. If a press release needs drafting I’ll do it, if a box needs packing, I’m there, just because you have worked your way up the career ladder, doesn’t mean you can’t do the jobs you did when you started out.
Tell us something about you that would surprise people.
By day I’m a PR agency owner, by night I teach spin classes. I have always loved spin as it’s high intensity exercise but low impact making it kind on your joints, so eight years ago I trained as a gym instructor, then spin teacher so I could lead the class, rather than join it. I absolutely love it.
If there was one thing you could change about your career, what would it be and why?
Not starting Unify sooner. We launched a year before the pandemic as I was always nervous of going it alone. If I had taken the plunge to go solo earlier, we would have entered the pandemic in a stronger position but hindsight is a great thing.
What does success look like to you?
Continued financial growth, happy clients and a happy team. They all work together in perfect harmony.
