Aggie Burnett - Beauty PR & Brand Strategist, Founder AB Creative
Aggie Burnett
Aggie Burnett is the #girlboss behind AB Creative. She’s a publicist and marketing strategist for emerging lifestyle companies, dedicated to helping the underdog get noticed in a sea of lookalike brands. She’s committed to helping your brand gain valuable exposure and media attention, and she can help you stand out from the crowd using truly original and convention-breaking media strategies.
Aggie started AB Creative when she was running her own brand, Nomaterra Fragrances, and serving as a PR consultant for beauty and lifestyle companies. After over a decade in the industry, she set off to build an original marketing and PR strategy and tested it on her own business - and it worked! Today she shares those techniques and practices with her clients, and through workshops, panels, and articles online.
Aggie is on a mission to impact women-owned businesses and provide them with the self-confidence, tools, and resources to embrace the freedom they deserve. She’s empowering women to be bold and unconventional in their lives and in their businesses, all while staying true and authentic to the voice and brand she’s created.
I’m so excited for you to learn about Aggie, the impact she’s having with AB Creative, and to follow along!
I'd love it if you'd introduce yourself, what you do, and what you're working on.
My name is Aggie Burnett and I'm a PR and brand strategist for beauty and wellness companies, dedicated to helping the underdog get noticed in a sea of lookalike brands. I take a psychology-driven approach to defining your positioning as I truly believe that your brand is an extension of you. I'm currently working with brands one-on-one, helping them define their message, brand personality in order to attract the right customers. I am also working on media outreach for a couple of brands and building out a digital course I plan on launching next month. Last year I started speaking at conferences, panels, and workshops, and look forward to doing more of that this year.
How did you get started?
I started AB Creative consultancy organically—brands were coming to me asking for help with media outreach because they saw all the publicity we were getting with Nomaterra (my fragrance company), or asking about content marketing because of the blog we'd created, or wanted to know how we got our brand into Sephora. I found the work of strategizing marketing and PR for these brands to be very fun and fulfilling. It was also nice to be taking my years of experience and hands-on know how and sharing it with others. I felt like I was making an impact in the success of these brands and I wanted to do more of that. So after some soul searching while pregnant with my son, I made the decision to transition into AB Creative full time, while retaining ownership of Nomaterra. The work I was doing with AB was better aligned with my values, dreams, and how I envisioned work-life balance to look like once my son came. I'd taken the brand as far as I'd wanted to take it without bringing on investors and now I was ready to share all my knowledge, tips, tricks, mistakes with others.
What inspired the work that you're doing?
My purpose with my consulting is to be a part of a movement to really impact women owned businesses and provide them with the self-confidence and economical power to have freedom in all aspects of their lives. I'm really only looking to work with founders that are driven to make a real impact with their brands. Many beauty brands nowadays are started by moms crafting oils and creams out of their kitchen, in hopes of one day passing on their business to their children, or selling it to a larger company like Estee Lauder. I love guiding them towards those goals. I want to help them create a brand that has real legs, is taken seriously in the media, and has longevity. I want every client I work with to believe they can have the company of their dreams and lead exciting, fulfilling and adventurous lives.
What is your biggest passion? Do you feel like you're living your passion and purpose?
My three biggest passions are my family, empowering women to be bold and unconventional in their lives and in their businesses, and travel. It took me 33 years to figure out my purpose. Discovering your purpose is not something that's taught in school or even at home most of the time, because society, family, friends, educators teach you when you hit adolescent years to be "realistic," "practical," and get a good, stable job or career. The intuition you had as a child for what brought you most joy can often get dug under a bunch of crappy (murky and confusing) messaging that is at best meant to "look out for your best interest," and at worst make you toss aside the very thing you're meant to do in this world, your purpose. I was lucky enough to have worked with an amazing business coach who help me dig out my purpose, which I was then able to apply wholeheartedly to my business and all aspects of my life.
What is your joy blueprint? What lights you up, brings you joy, and makes you feel the most alive?
Easy. My son, my husband, my inspiring badass clients, and travel. I'm an explorer and a rebel at heart, so I do everything through the lens of exploration and am always striving to challenge myself, to be fearless, and to take risks. I live for awesome experiences. Everything else is the cherry on top.
How do you live intentionally? Are there tools/resources/practices that you rely on to help you stay mindful and grounded?
So many! No.1 most important rule. Listen to your gut. If you've lost track of what it feels like to listen to your gut because of years of listening to outside voices, start paying attention to it, hone in on your awareness. If you do, your gut gets louder and louder every day and it's a guiding light towards everything that's right for you.
I also wake up every morning by saying an intention before all the day's thoughts flutter into my head. I meditate, journal, and say my affirmations every day. I've also recently started acupuncture. I'm very intentional about how I live my day-to-day life now. I make sure every day is special, and has an element of adventure to it. Every single decision you make (or don't make) is an opportunity to live your life with intention. And that's empowering. Because it means that if I have 100 different moments in the day where I need to make a decision, I can choose to make 100 choices that lead me towards my dreams. How awesome is that?
What would your younger self think about what you're doing now?
You're still as fun, adventurous, and loving as when we first met :)
Do you have a go-to mantra or affirmation?
I achieve everything I desire through the lens of exploration.
I choose freedom.
I choose to impart fun and adventure into everything I do.
What is your biggest dream?
I'm living it.
To continue to be completely authentic, intentional and limitless in every aspect of my life, inspire others to do the same, and continue to reach for the stars. The sky's the limit.
To learn more about Aggie visit her website abcreativenyc.com and you can connect with her on Instagram @aggieburnett on Facebook here
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