Ayesha Gardiner
Associate Strategy Director, Shape History
Ayesha is a senior communications strategist using creative storytelling as a tool for social change. Across her career in PR and communications agencies, she has delivered purpose-led campaigns for organisations globally.
She loves taking complex issues and turning them into stories that connect with audiences and drive action.
Describe yourself/your background in 5 words max?
Sunlight dependent London resident…
How did you get into PR/communications?
I got myself a three month internship at a consumer PR agency which I honestly thought would just fund a fun summer. But I quickly found myself enjoying this fast-paced new world I knew little about. That internship became a permanent role and my spare room sublet turned into a 2 year long contract.
What do you love about your job?
I’ve always loved those chaotic, silly conversations that spark while tackling a creative challenge with colleagues who bring out the best in each other. I get a lot out of reframing how we see or understand something, and stepping into someone else’s shoes. Brainstorms often take us to weird places – a lot of which never nearing the final document – but without fail leave me energised.
It’s those moments of connection and collaboration that inspire me the most.
What are you most proud of?
Staying true to my values, even when it would have been easier to compromise.
What’s been the hardest lesson to learn?
It took me too long to realise that asking questions is a good thing – whether it’s seeking clarity on feedback, digging deeper when being briefed, or challenging a client on what they really need.
Asking questions at every stage of your career shows curiosity, a desire to understand, and gives you the information to deliver the best quality of work.
It is not a sign of weakness or lack of expertise. Say it louder for the people at the back!
Who are your favourite people in PR and why?
I always stop and listen when Rachel Allison, founder of Axe and Saw, speaks. She’s building something great with transparency and honesty – the kind of leadership we need more of!
What skill do you think every PR/comms person has to nail?
Decisive decision making. The best people I’ve worked with have the ability to react quickly and make informed decisions – some of my biggest results have come from that kind of agility.
What is your favourite social network and why?
Instagram is the only place you’ll find me because nothing says I’m thinking of you like a random and relatable video.
What’s your favourite podcast and why?
Revisionist History by Malcolm Gladwell. I love history when it’s uncovering untold or alternative stories. This podcast challenges you to see things from a different, and sometimes uncomfortable, perspective.
Who is your favourite journalist and why?
I admire Natalie Morris’ unwavering commitment to anti-racism and social justice in her reporting. She consistently shows up for critical topics that would otherwise go uncovered, ensuring they receive the attention and reach they deserve.
What’s the best advice you’ve ever been given?
The most practical advice I’ve ever been given is to start a big task the day before – even if it’s just jotting down thoughts that might be completely wrong or getting the basic structure down.
I find it a great way to begin processing the work ahead and it means I’m not facing a blank page when it comes to officially starting.
(Psst… I did exactly that for this profile piece, because answering lots of questions about myself does not come naturally to me).
Biggest PR campaign fail and yay of 2025 so far?
Vaseline South Africa’s creative team recently came to the rescue for my “yay”. What started as an ad in South Africa has now taken earned channels by storm: Vaseline’s Heritage Month campaign has resonated strongly with diaspora globally, giving many people space to see themselves in the creative.
Beyond the obvious lessons of knowing your audience and having the right people in the room to create, a big takeaway for me is the ever growing potential for campaigns to migrate across channels, formats and contexts.
Which brings me naturally to my “nay.” I cringed a lot at attempts to hijack the viral Coldplay affair for self-promotional content, and many missed the mark. It was a reminder that some conversations are better left in the channels, communities and spaces where they started.
Finally, on the D’ word… What can the sector do to encourage diversity?
Humility. At this point, there are plenty of resources on how and why we need to increase diversity in the workplace, as well as a long list of examples showing the outcome of the work is when you do.
Connect with Ayesha on LinkedIn