Tatum Savage is a renowned PR powerhouse, and now she’s unveiling the secrets behind her success…
Tatum Savage is a true multitasker with a passion for innovation. In 2014, she founded Savage Society, turning her dream of running a PR and Creative Direction firm into a reality after an impressive 11-year tenure as Communications Manager at M.A.C. Today, Tatum thrives on blending her love for creative work with her dedication to her clients.
In this Q&A, Tatum spills on how she’s navigating the twists and turns of today’s business landscape, all while keeping things fresh and exciting with some of New Zealand’s hottest brands. From her secret sauce for staying creative to the joy of working with trailblazing founders, Tatum’s infectious energy and passion shine through as she talks about what makes her business a blast, even in tough times.
Hey Tatum! How’s business?
Hey guys! Thanks for chatting with me. Despite the current economic situation affecting us all right now, I have to say business is rewarding. I currently have the privilege of working with a wonderful enclave of (mainly female) founder-led brands including La Tribe, Zambesi, Elle & Riley Cashmere, Embodyme, Havaianas and most recently Layla Kaisi Collection. I love the work we are doing and all we have achieved together. By celebrating every win, big or small, as well as being inventive with the resources we have access to during these complex times certainly keeps my work interesting, and above all gratifying.
Tell us about what you do and what services Savage Society provides to fashion & lifestyle businesses in NZ.
Savage Society a boutique PR, brand and marketing consultancy specialising in fashion, beauty and lifestyle businesses. We flex and mould to the specific requirements of the brand, whether a full suite of services, or a honed focus – every business needs something different and I’m proud to be able to offer that. I personally work on each of the brands I represent and offer everything from tailored brand strategies, to PR campaigns, to marketing initiatives, to event production as well as producing campaign imagery for fashion houses which I utterly adore, and I pull on contractors in different fields where required. I work as an extended member of the brand team, sometimes in-house, to execute and support the client’s marketing initiatives, brand missions and commercial objectives and love working directly with the founders of the brands I work with.
Tell us about the year you’ve had, and what has distinguished it from previous years?
Volatility and uncertainty are terms that we’ve heard a lot in business the last few years, even before Covid. But, I feel these terms have particularly rung true for most of us this year. What I have seen however is a strong desire for brands to stay dynamic and relevant amid economic crises and turbulent environments. They have been resourceful in order to keep their visions alive, and have remained resilient despite it all. This has created room for more collaborative relationships, more creative ideas, and what I believe to be a great springboard to leap from once the trajectory becomes more favourable across the industries I work in. This year has reminded me to keep moving. No matter how small the step feels, it is better to be moving in the right direction than not moving at all.
Thinking back to your very first months in business, how does the Savage Society of 2024 resemble the business you started on day one?
For 11 fulfilling years, I was fortunate to hone my skills as the Communications Manager for M.A.C Cosmetics. My role was very broad and covered not only PR but also eventing, sponsorship, social media and influencer marketing before it was really a thing. M.A.C disrupted the market in this way both globally and locally, and as the traditional media landscape shifted M.A.C provided a wonderful training ground to learn what was becoming our new normal in terms of storytelling. However, leaving a long and incredibly successful tenure at a global brand with a hugely supportive team to start a business all by myself was incredibly daunting. Almost overnight I became my own selling proposition, so needless to say imposter syndrome was alive and well! The greatest change has been my own belief in myself and trusting that I have the ability to make powerful and lasting differences to the businesses I touch. Whether I’m with them for one project or for seasons, I have become far more confident, leaning into my wealth of experience and knowledge, with a greater belief in my abilities.
What are the three main work habits that you rely on week-to-week to maintain momentum, focus and creativity?
- I used to plan my week on a Monday morning, but now I do this on a Sunday evening (and take a walk with my husband on Monday mornings instead). To be able to wake up fresh on Monday with a plan gives me greater clarity for the week ahead.
- Routine is a big one for me. I’ve always been driven by routine and when this is off kilter I feel it. So I time block every task, project, event, workout in my calendar and keep tabs on my working time through an app called Harvest. I can’t always stick to it, because life, but it keeps me focused and feeling in control.
- Since working with Sarah Reid of Embodyme I have been on a proper wellness journey, which I will forever be grateful to her for. Amongst many many wellness modalities she has taught me, my main one is getting into nature. I know that sounds easy, but if you don’t carve out time for it it is easy to fall by the way. Nature is my medicine whether that be a walk along the water at first light or playing a round of golf with girlfriends, it’s incredible what that can do for your mindset to maintain focus and spur creativity.
What are the most popular services your clients are using you for at the moment?
Each client is very different in their business needs however most of my work falls into the realm of strategic planning for brands – but that can be at any stage of their lifecycle whether it be a launch phase, a growth phase, a repositioning phase, or a ‘what’s next?’ phase. With that almost always comes storytelling which is my specialty, where I work across PR, influencer work and social campaigns. Additionally I work on the production side whether that be events (such as working alongside Marissa Findlay to bring Zambesi 2023 NZ Fashion Week show to fruition which was a huge career highlight) or brand campaign shoots which I have done for La Tribe and more recently Elle & Riley Cashmere. That is a true happy place for me as I can work on my creativity.
How has the recent economic downturn affected your business, both good and bad?
Everyone is stretched, everyone. There are less people who are being asked to do more, so that affects me and my workload across the board. However, I strive for excellence in everything I do so it makes me that much more tenacious. When life is easy, it’s easy for opportunities to be ignored. But in this economic environment every lead is an opportunity for my clients that simply cannot be ignored – so I chase them. And who knows where that chase might lead? Perhaps to something greater!
What’s a standout customer interaction/piece of feedback you’ve received recently?
An esteemed local fashion editor and stylist told me last year I was a true storyteller. I felt very proud at that moment. Essentially, that is my role and what I set out to do in my work – to tell other people’s stories for them, so they can be seen by the very people who might just need their brand in their life whether that be for a new designer shoe or outfit that brings joy to an occasion, a piece of jewellery that speaks to a personal journey, a pantry product that can be shared over dinner with loved ones, or a beauty brand that reminds you to carve out precious moments for yourself. All the brands I work with have a great ethos and I love being able to tell their stories.
Who is a business figure you’d love a power lunch with and what would you grill them about?
Tough question, as I admire so many – particularly women. I have always been fascinated by Whitney Wolfe Herd, Bumble founder. Whether reality or perception, tech has always been a scary ‘man’s world’ for me so I would grill her on how to “make the first move” – in business, not love.