Episode 51: Pead PR Founder, Deborah Pead

In Leaders Getting Coffee episode 51, our guest is the founder of one of our most influential public relations firms, Deborah Pead.

Deborah was born in the UK, grew up in South Africa and moved to New Zealand with her young family in the mid 1990’s. She’s earned her resilience the hard way and has thrived despite a bomb blast at her employer’s flagship store, a gun held at her head, and a house fire that robbed her of family mementoes and possessions.

But this one woman force of nature shone through it all to build a new life for her family in New Zealand and an influential firm that specialised in creating brands and building reputations.

With a psychology degree in her toolkit, a young Deborah Pead stumbled into the PR business managing publicity for a suburban department store. Her impact was immediate and resulted in a move to head office where she continued to build her expertise and her influence. That influence eventually saw the establishment her own business in Johannesburg.

But the violence was getting closer, and with a husband and young children in tow, the decision was made to move to New Zealand.

On the Leaders Getting Coffee podcast with Bruce Cotterill, Deborah Pead is refreshingly open about what prompted the move and the challenges of starting over in a new country. But failure was never an option, and after several years establishing a PR arm for a well known advertising agency, she cut her ties and went out on her own once more.

The rest, as they say, is history. The big brands followed her, and she’s been influential in the creating and success of New Zealand Fashion Week, the New Zealand Music Awards (the Tuis), My Food Bag, 42 Below Vodka and even Xbox.

As if all that is not enough, there’s another chapter too. A family farm, 90 minutes drive north of Auckland, where something special is happening with the humane treatment of animals and premium angus beef.

Deborah Pead’s story is one of resilience, family bonds and professional success. You get the feeling there is more to come.

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