Q&A with Lena Media Founder Lawrencia
Meet our Founder Lawrencia Nelson, we speak with her to find out her role in the agency and why she decided to start Lena Media and much more..
1. Tell us about yourself and your role at the agency? I am the Founder and Creative director at Lena Media. My role entails pitching for new clients, account managing my existing clients and completing work such as creating blog posts and newsletters, pitching their brands to publications for features and much more. I also manage our small team which includes a Social Media Assistant and PR & Marketing Assistant.
2. Why did you start Lena Media? Lena Media was conceptualized back in 2018, I was interviewing entrepreneurs from different industries but mostly lifestyle entrepreneurs for my blog at the time. I loved that their were a plethora of entrepreneurs from ethnic minority backgrounds but needed their voices to be heard. I was inspired by the moves they were making from all over the world. Some of my favourite interview articles to date are beauty entrepreneurs Jamelia Donaldson, Valerie Obaze and Menaye Donkor who I interviewed for a publication in the UK called ‘Black Beauty & Hair’. I wanted to share their stories to the world as these entrepreneurs had great brands. I got my first client which was a massive sunscreen brand for Black women in the US in 2018. The rest is history.
3. Do you only work with niche black owned brands? Our clientele is mostly black owned brands, and the reason is due to us pushing black owned brands to the forefront and creating more awareness for them. Many of the brands we work with felt that they were often not heard or seen and needed that ‘middle’ person to bridge the gap. However, as the agency evolves things may change so watch this space!
4. What has been your biggest accomplishment so far at Lena Media? Helping our clients gain awareness for their brands, most of our clientele are small -owned businesses and to see them featured in publications they have dreamed about such as Glamour, Byrdie, Pop Sugar it is a great feeling. We also secured a segment feature for one of our clients based in New York on a Latin TV network she used to watch with her family growing up. That was epic! We have also gone from a one-woman band to a small team in the last two years.
5. What does your day look like? No two days are the same, as soon as I switch on my laptop I go through my emails. I have two email accounts one for clients and another for prospecting editors for client features. I go through them to make sure I am up to date with everything. I then work on my client’s work, I do a bit of everything from pitching prospective new clients, zoom meetings with clients working on projects and content such as creating blog posts and brand development for my clients. I start my day incredibly early before my toddler wakes up (life of a working mother!) I then wrap up from work just before 9pm.
6. What advice would you give to an individual that wants to start their own brand building agency? Believe in your brand and your craft. It is ok to look at other agencies for inspiration and motivation however never copy what they are doing. Passion and time management is key, I would never advise anyone to start their own agency if they are not passionate about it. I genuinely love what I do, and I think that has added to our success.
7. What do you dislike about your role? Honestly there is not much I dislike about my role; it can be demanding account managing several different brands as they each have different needs however it’s worth it.
8. What do you love most about your job? I love pitching a client to a brand they have always wanted to feature in and securing them a feature. Creating awareness for small, owned brands is a great feeling. I love making a difference!
9. Where do you see Lena Media in the next 5-10 years? One of the biggest brand building agencies supporting black owned brands, an office with a growing team in London.
10. Tell us one fun fact about yourself? I once featured in a Bollywood film as an extra set in an East London library ha-ha! Growing up I wanted to be an actress and remember being paid only £40 for a 12-hour day as an extra. A day I will never forget.