Emma Whitehair

Emma has worked in PR since the 1990s, with a career spanning senior in-house roles at brands including agnès b. and REISS, alongside agency-side experience at Finch & Partners, where she worked until 2011.

Her final staff role was Head of PR at Selfridges, before founding WHITEHAIR.CO in 2012. From the outset, Emma recognised that PR worked better if it was part of a digital marketing strategy, so launched the business with the tagline “More Than PR”, and a mission to guide clients into a new era.

For its first decade, WHITEHAIR.CO was based in a beautiful central London showroom, staffed by full-time employees, where the business grew within a traditional agency structure. As the industry evolved, Emma began to notice a shift, particularly among women in senior leadership roles at major brands and agencies. Many were no longer able or willing to operate within rigid corporate structures, yet still had immense experience, creative energy and strategic value to offer. At the same time, they were increasingly drawn to the more agile, boutique approach of WHITEHAIR.CO.

Emma began inviting this senior talent to contribute as associates, enabling them to bring their expertise, perspective and creative magic to client accounts in a more flexible and collaborative way. This marked the beginning of the Collective. It was, and remains, a distinctive agency model that allows WHITEHAIR.CO to build exceptional, senior-led account teams tailored to each client.

Many of the associates who joined at this early stage continue to work with the business now, providing continuity, depth of experience and a level of collaboration that sets WHITEHAIR.CO apart.

Today, WHITEHAIR.CO operates as an established and trusted collective of brand communications talent, offering strategy, repositioning, SEO, content, social media and traditional PR. As Managing Director, Emma ensures that every client relationship is thoughtfully structured, creatively led and consistently delivered, with teams aligned around shared goals.

At the start of 2025, Emma relocated to St Leonards-on-Sea. As she became more embedded in the local community, word began to spread about her work in brand and marketing strategy, and local businesses started approaching her for the same level of support, adapted for a regional audience rather than a London-centric one. In response, Emma began forming a Coast.Collective. Launching in January 2026 this new local agency will be another trading name of Whitehair Co Ltd - set up specifically to meet the needs of businesses in St Leonards, Hastings and across East Sussex. It applies the same Collective model, shaped by a lived understanding of local community and regional culture, delivered without London price tags. 

Contact Emma for new business enquiries.