LUCY ASKER // NEXT WAVE
Handle: @luce.asker
Job Title: Head of PR & Influencer
Workplace: MECCA Brands
Location: Melbourne, Australia
What was the first job or moment in your career where you thought, okay, I’m actually onto something here?
I’ve had so many ‘a-ha’ moments during my career, especially when travelling around the world for work to places like Paris and New York. But moving to London in my early twenties was a real turning point. I’d already worked in PR for a couple of years, but landing in a market where the pace, scale and ambition were on another level completely shifted my perspective. I’d always been obsessed with consuming media, so going from watching it to actually shaping it, influencing what people pay attention to, launching brands, building moments, was the first time I thought, okay, this is exactly where I’m meant to be. It’s also where I realised PR isn’t just about coverage, it’s about cultural relevance.
When you onboard a new starter, what’s something you love seeing them do?
Back themselves. There’s rarely a single “right” answer in this industry, so I’m drawn to people who are willing to take a point of view and run with it. I’d take someone with a strong, imperfect perspective over someone waiting to be told what’s right. The people who move fastest aren’t the most experienced, they’re the least afraid of being wrong. That said, the real skill is balancing that confidence with knowing when to listen, absorb and learn.
What’s a favourite project you’ve worked on, and what did it teach you?
Opening our Melbourne flagship, MECCA Bourke Street, last year. It was a mammoth, four-year project, which means you have to stay creatively invested long after the initial excitement wears off. It was complex, high-pressure, and constantly evolving, but one of the most creatively fulfilling things I’ve been part of. It taught me that stamina and consistency matter just as much as big creative ideas, and that how a team shows up for each other is what ultimately defines the outcome.
What’s something changing in your industry right now, and how have you adapted to it?
AI is changing everything, but in PR, it’s made one thing very clear: taste and original thinking are the differentiators. AI can replicate output, but it can’t replicate instinct or a point of view. We use it to work smarter and move faster, but I’m very deliberate about where it stops. If you rely on it to do the thinking, your work starts to look like everyone else’s, which is the opposite of what this industry rewards.
What’s your favourite thing about working at your current workplace?
The people, without question. I’m surrounded by individuals who genuinely care about doing exceptional work, not just getting things done. That creates a high-bar environment where you’re constantly learning, challenged, and inspired, whether it’s with my team, founders, partners, media, or creators. That kind of energy is rare, and it’s what makes coming to work every day genuinely exciting.
