5 minutes with Tory Archbold from TORSTAR
Tory Archbold is one busy lady – not surprising, given that she is the CEO and Founder of TORSTAR, a global brand communication’s agency based in Sydney managing some of the world’s top consumer brands for the past 16 years. Lucky for us, Tory was able to take 5 to share her thoughts on the PR industry and how TORSTAR uses Flaunter to streamline their admin processes.
DESCRIBE TORSTAR IN ONE SENTENCE
We create and build retail brands through strategic communication.
WHAT DO YOU LOVE MOST ABOUT YOUR JOB?
The opportunity to form strategic partnerships that deliver success for global brands. These partnerships allow us daily interaction with those who are at the top of their game, the risk-takers and disruptors who know that without change and the best possible customer experience a brand will stagnate.
WHAT WOULD YOU SAY IS THE MOST CHALLENGING PART OF YOUR JOB?
Timezones – you need to be game on 24/7.
WHAT ADVICE WOULD YOU GIVE SOMEONE TRYING TO DO WHAT YOU DO?
Always start your day with a focused approach and engage those who surround you. Success is built on strategic vision, unfaltering passion and team work.
WHAT DO YOU LOOK FOR IN THE PEOPLE YOU HIRE?
Passion, integrity, a willingness to learn and adapt. We work at a very fast, dedicated pace yet we all enjoy a work life balance and proud of what we achieve together as a team.
WHAT IS YOUR BEST ADVICE FOR SOMEONE LOOKING TO BREAK INTO THE INDUSTRY?
Start at the bottom, build a strong foundation so that you have the ability to climb to the top. Rome was not built in a day.
HOW HAS TORSTAR CHANGED SINCE YOU FIRST STARTED?
As our client base grew to represent global brands in multiple countries our services and thinking evolved – we are a strategic partner to HQ operations who often don’t have localised teams performing marketing functions. We deliver reach, engagement, brand awareness and sales.
HOW DOES PR DIFFER IN AUSTRALIA COMPARED TO OVERSEAS?
PR will always be a global function – the real difference comes from those who you partner with and their ability to be agile to ensure brand success.
WHO’S THE MOST INTERESTING PERSON YOU”VE EVER MET?
Ken Downing, Senior Vice President and Fashion Director, Neiman Marcus. We worked together for two years when Neiman Marcus was focused on their Australian customer base. He is a walking encyclopaedia of the fashion industry.
HOW DID YOU FIRST DISCOVER FLAUNTER & HOW DID IT CHANGE YOUR BUSINESS MODEL?
It was highly recommended as an alternate to Fashion GPS from another agency founder. Flaunter has streamlined our internal systems and allowed us to cut down on administration hours giving more time back to the team to invest in strategic pitching.
HOW DO YOU DESCRIBE FLAUNTER TO YOUR CLIENTS?
A digital platform that delivers results.