Welcome to the Chair: Introducing Nicole Reaney as IPREX APAC Regional President
Nicole Reaney, Founder and Director of InsideOut PR in Sydney, Australia & IPREX APAC Regional President
Nicole Reaney, Founder and Director of InsideOut PR in Sydney, Australia, has been an IPREX partner since 2015, building relationships, contributing to the community and championing the value of independent agencies across the APAC region. Now, she steps into her first IPREX leadership role as incoming APAC Regional President, taking over from the outgoing Anu Gupta of APRW in Singapore. We sat down with Nicole to find out what this moment means to her, what she brings to the role and what she's looking forward to as she leads the region into its next chapter.
On her agency and her roots
Q: Nicole, tell us about InsideOut PR and what your agency is known for in the Australian market?
Nicole Reaney:InsideOut PR was established 20 years ago – and the very premise of our agency is to elevate brands in the market and make them famous. We are full-service across internal and external PR and are best known for our ability to deliver extensive exposure for brands through media, influencers and experiential. We work across varying segments from Tech, Health, Aged Care, FMCG, Food, Retail, Lifestyle and more. We were also the first micro-influencer agency, #AsSeenOn.
Q: Sydney is such a vibrant hub for communications — what's the landscape like for independent agencies there right now?
Nicole Reaney: Independent agencies are seeing success through our ability to be agile in offering and campaigns.
Q: What makes InsideOut PR distinctive and what are you most proud of as an agency leader?
Nicole Reaney: Our agency values are: Client Addiction, Improvement Junkies, Demonstrating Value, Industry Savvy and Good People. We genuinely care for our clients and I’m actively involved in campaigns as I love what I do and enjoy seeing our clients succeed. We always go above and beyond to ensure we exceed our clients’ expectations and with that have a strong track record of campaign results across a diverse portfolio.
On her journey with IPREX
Q: InsideOut PR has been part of IPREX since 2015 — that's over a decade in the network. What first drew you to joining?
Nicole Reaney: I have always been connected to industry networks and was previously a board member of Australia’s industry association PRIA.
Q: How has your relationship with IPREX evolved over those ten years?
Nicole Reaney: I have built relationships and friendships over the years and really enjoy the connection and opportunity to share experiences with a trusted professional community.
Q: What has being a long-standing member given you that you perhaps didn't expect when you first joined?
Nicole Reaney: A trusted professional community that has your back. You can confide, get advice, give advice and know that you are all in it together.
Q: Who in the network has influenced or inspired you most over the years?
Nicole Reaney: Alex Mayhew – she is a dynamite. Love our Aussie connection but also Alex is a positive, capable and agile leader. Anu Gupta – she is so caring, personable, a great communicator and a successful leader in her ability to build strong international connections and navigate the world clock!
Q: After more than a decade as a member, what made now feel like the right time to step into a leadership role?
Nicole Reaney: I’m ready to make a contribution, foster new relationships and elevate APAC in IPREX and the global PR landscape.
On becoming APAC Regional President
Q: How did it feel when you were asked to take on the role of APAC Regional President?
Nicole Reaney: Genuinely thrilled, there are big opportunities and I look forward to connecting with the global board and making an impact.
Q: You're following in the footsteps of Anu Gupta, who has been a brilliant regional leader — what does she leave behind that you're excited to build on?
Nicole Reaney: Anu builds great rapport and celebrates her peers. I’m looking forward to continuing in that path and supporting the IPREX vision.
Q: What do you think the APAC region brings to the wider IPREX network that is truly unique?
Nicole Reaney: APAC offers a rich mix in culture, innovation, entrepreneurial vision and distinct sector success from manufacturing to health.
Q: How would you describe the relationships between IPREX partners across the APAC region — and how do you hope to strengthen them?
Nicole Reaney: It’s the work family – there are partners who have known each other for a long time and I hope to build greater connections to the brilliant operators within IPREX.
Q: This is your first leadership role within IPREX — what kind of Regional President do you want to be?
Nicole Reaney: Focused, strategic and nurturing. I hope to be someone my peers can confide in while creating impact and opportunities.
Q: What values will guide you in how you lead the region?
Nicole Reaney: Vision, Trust, Courage, Empathy and Respect.
On IPREX as a people network
Q: IPREX is fundamentally a network built on relationships — after ten years, what does that mean to you personally?
Nicole Reaney: The very premise of PR and Communications is relationships. I’m looking forward to meeting more of the partners and fostering new opportunities together.
Q: What's the most memorable connection or experience IPREX has given you?
Nicole Reaney: The AGC in Athens was such a memorable experience – I wasn’t quite sure what to expect, but everyone was so welcoming and genuinely interested in getting to know you. A brilliant balance of personal and professional.
Q: What would you say to an independent agency leader in the APAC region who is on the fence about joining IPREX?
Nicole Reaney: There are many advantages to being part of IPREX. Spend time meeting a few of the partners, ask questions and be clear about your intent.
Looking ahead
Q: What are you most excited about as you step into this role?
Nicole Reaney: Building on the great work of past APAC leaders, fostering new relationships and bringing APAC to the forefront.
Q: What does success look like for the APAC region at the end of your tenure?
Nicole Reaney: Growth and a stronger presence – the APAC landscape has a lot to offer.
Q: What do you hope partners across the region — and the wider IPREX network — feel when they think about the APAC community?
Nicole Reaney: We don’t have the most aligned timezone! I hope IPREX partners see APAC as a mighty opportunity to support their clients and also learn from the distinct cultures, approaches and business landscapes.
Nicole Reaney brings something rare to this role: the deep understanding that only comes from over a decade of genuine investment in a network and its people. As she steps up as IPREX APAC Regional President, she does so as someone who has lived the IPREX experience from the inside, built real relationships across the community and understands what independent agencies truly need to grow. We are thrilled to welcome her into this new chapter and excited to see the APAC region flourish under her leadership.
To find out more about IPREX and our global network of independent agencies, visit https://www.iprex.com/.