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Executive Voice

How My Young Auntie Became the Go-To-Agency for Global Brands, Founders Story with Oberon Sinclair

Oberon Sinclair is the CEO and founder of the creative agency, My Young Auntie and is the woman single-handedly responsible for the representative of Kale across the nation. Oberon has collaborated with, consulted, and managed an array of notable individuals and clients from high luxury, art, fashion, food, and lifestyle sectors. Oberon has worked with many noteworthy names, including Hermes, Vivienne Westwood and Faberge, Fat Radish, Island Records, David Lee Roth, and many more.


Tell us about your childhood and where you grew up?

Oberon Sinclair grew up in London, and was bit by the creative bug at such a young age. She landed her first job at Motown Records as an assistant and later worked for MTV Europe. Following her passion for music, she moved to Hong Kong to promote music concerts across Asia, catering specifically to the ex-pat crowd. After three years in Hong Kong, Oberon moved to Los Angeles in LA, where she worked in production at Wicked Films. A documentary exploring the nightclub scene brought her to New York. Oberon’s inherent punk nature synched immediately with New York’s edge.


How did you get started as an entrepreneur?

My previous employer encouraged me to start my own business back in 1997. We were good friends and saw my capabilities in more than one cross-culture field – art, music, fashion, food, literature, and film. He gave me my first account, an art retrospective for the artist, Jamie Reid, who created album covers and posters for the Sex Pistols. It was a huge success.

I started my business back in 1997 from my kitchen. It was a small operation, and then through time, business started to multiply, leading to expansion. My first office was in Soho, I met Kate and Andy Spade. They asked me to help collaborate & create a men’s brand. We joined forces and created Jack Spade, which was a huge success globally until the company was sold in 2006.

Since then I’ve had the opportunity to collaborate, consult, and manage an array of notable individuals as well as brands from high luxury, art, fashion, food, and lifestyle sectors. I wear many different hats, with experience ranging from marketing, public relations, event planning, strategy, creative direction, and branding. In 2013, I became a partner at Neuehouse, a revolutionary collective workspace for creatives. I have helped with membership, bringing in friends from the film, music, fashion, and art world. I continue to play a key role in business development.


What is one business lesson you would tell a startup founder?

My advice to startup founders is always to be confident in their work. I have always been confident in how I work and with everything that I do. Because of this, I have received excellent results over the years. Subsequently, my reputation has spoken for itself. So, if you love what you do, care about the campaigns you work on, and select who you work with carefully, you will succeed. The biggest lesson I learned was having to think outside of the box, more than ever before, over-delivering for clients and reinforcing positivity for the future. I am always looking at trends and people’s habits. If you can see where trends are going (which is what I do), you can adjust any campaign to work. I offer more than PR. I layer PR with strong marketing, creative direction, branding, events, and more. The more you can do for your client, the better the results.


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