Leading with Purpose: Mia Hadrill on Building Aim Agency into a People-First, Impact-Driven Firm”

Mia Hadrill, founder of Aim Agency, has built a boutique PR and communications firm that prioritises people, purpose, and impact. Known for her strategic approach to branding and her hands-on leadership, Mia has cultivated a culture where creativity meets measurable outcomes. In this exclusive Q&A, she shares the origins of Aim Agency, her approach to leadership, and her vision for the future of agency work.

Mia Hadrill founder of Aim Agency

Mia Hadrill, founder of Aim Agency, has built a boutique PR and communications firm that prioritises people, purpose, and measurable impact. Known for her strategic approach to branding and hands-on leadership, Mia has cultivated a culture where creativity meets results. In this exclusive Q&A, she shares the origins of Aim Agency, her approach to leadership, and her vision for the future of agency work.

Mia, you founded Aim Agency with a vision to challenge the way brands approach digital communication. What inspired you to take that leap?

I noticed a gap in the PR world. While freelancing, clients followed me personally rather than the agency, showing that relationships are built between people, not logos. Later, working in a traditional London agency, I saw volume of output valued over outcomes. I started Aim with no external funding, backed by a few clients who believed in me. That foundation still shapes us: focused leadership PR, people-led delivery, no drama.

Which experiences shaped your approach to branding and marketing?

Studying social anthropology taught me to look at behaviour, influence, and context—key to PR. Living and working abroad also helped me navigate cultural nuance, which is vital for our clients across London, the US, Europe, and the Gulf. At Aim, that translates into practical, people-first advice.

What was the biggest challenge in establishing Aim Agency?

Early Aim was like a restaurant with delicious food but terrible décor—great clients, no website or logo. The hardest part was building the agency structure while running day-to-day operations. I prioritised looking after clients, managing cash flow, and making decisions we wouldn’t regret years down the line. Growth was controlled, with quality always at the forefront.

How would you describe your leadership style?

I lead by example—empathetic, fair, and clear. My role has shifted from doing everything myself to knowing when to step in and when to step back. Day-to-day, we make decisions collaboratively, while I keep the vision aligned and standards high.

How do you balance creativity with commercial focus?

I work with intelligent, creative people who shine in their own areas. We set clear KPIs for clients and ensure every piece of work is bespoke but strategically grounded. It’s about letting people excel in what they do best while staying aligned with objectives.

What values underpin Aim Agency’s culture?

Simple values: do what you say, share wins, communicate clearly, think internationally, trust instincts (and check them). Practically, this means being selective with clients, avoiding unnecessary drama, and treating reputations with care.

How do you foster collaboration internally and with clients?

Internally, people feel safe to disagree and challenge. Flat structures ensure clients are always the priority, and juniors are encouraged to speak up. With clients, collaboration means partnership: understanding their world, asking tough questions, and providing honest guidance.

How does Aim stay ahead while maintaining authenticity?

We stay current with trends but are selective. AI is used behind the scenes, but all public-facing decisions are human-led. Nuance, taste, and judgment remain irreplaceable.

How do you define success for a campaign?

Success is client-specific: being trusted by journalists, strengthening authority in a market, or helping secure a publishing deal. Often, the real win is enabling clients to take their first step in a new venture confidently.

A campaign you’re proud of?

John B. Quinn’s podcast Law, Disrupted. Strategy was integrated with his wider leadership profile. It passed one million streams but, more importantly, strengthened his authority and created long-term impact.

Trends shaping brand storytelling?

:Leaders as careful publishers of their own platforms. Consistency, transparency, and evidence-led communication will matter more than chasing hot takes. Aim helps leaders show up thoughtfully in a chaotic landscape.

Challenges and proudest moments as a female founder?

Subtle misinterpretations in meetings are common in the industry. I’m proud Aim is fully independent, that leaders trust us with their public profile, and that my team feels supported and stretched, not burnt out.

What keeps you grounded and motivated through entrepreneurial highs and lows?

My life outside work—friends who know me as Mia, not “the businesswoman.” Swimming and sauna sessions are non-negotiable, and I genuinely enjoy working with clients and a team I respect.

How do you nurture creativity and wellbeing?

Late nights are rare. We focus during the day and respect time outside work. Flexibility is key—I have team members working from France and Miami. Travel and change of scene fuel creativity.

Who has influenced your leadership philosophy?

“Be the change.” I aim to lead with empathy, clarity, and integrity, inspired by both clients and personal experience with leadership I didn’t want to replicate.

Why is purpose-driven business important to you?

Projects like Aim Plastic Free, Aim Wild, and my children’s book on leprosy show how communication can create change. Purpose guides client selection, project pride, and how we treat each other.

What does real impact mean?

Real impact is helping clients leave lasting legacies—stronger voices, reputations that withstand scrutiny, and opportunities that compound because of consistent, thoughtful engagement.

Advice for young creatives or aspiring agency founders?

Understand your responsibility. Decisions affect clients, employees, and suppliers. Use AI smartly, but never outsource ethics or judgment. Choose clients whose work you can stand behind, and be deliberate about boundaries and reputation.

Vision for Aim Agency over the next five years?

To be the go-to partner for leaders building lasting legacies, expanding globally while remaining boutique. Achieving B Corp certification is a milestone we aim for to formalise our standards.

The legacy you hope Aim will leave?Helping people be seen clearly, amplifying clients’ strengths, and showing that a serious, principled, independent agency can thrive. Authenticity, integrity, and impact are what I hope will endure.