Past clients include Pret A Manger, PepsiCo, TikTok and Darktrace
Tracey is a trusted advisor to global consumer brands across the FMCG, food, tech, retail, and entertainment sectors, helping them promote and protect their reputations. She has significant experience advising high profile brands as they navigate complex reputational issues, while also helping listed and private businesses communicate their corporate and commercial story. Tracey’s current and past clients include a number of well-known brands and businesses, including Pret A Manger, PepsiCo, TikTok and Darktrace. She has also supported scaling businesses such as Dreams, DICE, Trustpilot and WeTransfer, helping them build their corporate profile and reach new audiences.
Prior to Headland, she was in the Corporate practice at Edelman Sydney, leading media relations programmes for KFC, Electronic Arts Mobile and PayPal.
Q&A
What is your favourite campaign of the last year?
It’s so hard to choose one! But the one that stuck out for me recently was the campaign from Killed Women, where they had black and blue plaques fixed to properties where women had been murdered by a man, as part of a campaign to highlight the discrepancy in sentencing when women are killed in the home vs outside it.
Who is your communicator of the year?
If I may choose one of my clients – Poppy Gustafsson, founder and former CEO of Darktrace – it has been quite a year for the company and through all of it, she has communicated with passion, authenticity and heart.