As part of our month-long International Women’s Day celebration, our co-founder, Madeleine Weightman, sat down with Amanda Powell-Smith, CEO of Forster Communications, to discuss purpose-driven leadership, career inspiration, and her advice for aspiring leaders.

Read the full piece below.

Reflecting on your career to date, what do you feel is your greatest achievement and why?

I’m incredibly proud of leading Forster Communications. We are an agency with a very clear purpose — using the power of communications to protect and improve lives. That was the reason we were founded, and nearly 29 years later, we are still committed to that mission. We push ourselves to act in a way that aligns with our values, not just in the services we provide but in how we operate as a business.

Finding that balance between running a successful agency and staying true to our mission of protecting people and the planet is something I take immense pride in. We were one of the UK’s founding B Corps, but beyond the certification, we continually challenge ourselves to try new things. That’s the advantage of being a smaller agency—we have the flexibility to experiment, learn, and share those insights to help drive the movement forward.

On a more personal level, I believe true achievement is about partnership. None of us can make meaningful change alone—it’s about how we collaborate, both internally within our agency and externally with clients, suppliers, and our wider network. Building relationships and partnerships that drive real change is something I feel particularly strongly about.

What has inspired your career journey and shaped your leadership style?

Early in my career, I worked in mainstream agencies, honing my PR skills. As I moved further into corporate responsibility, I was fortunate to join Forster Communications, which is entirely focused on this area.

A significant influence on my journey has been Jilly Forster, our founder. She showed me that you can align your business with your personal values and beliefs, and that doing so doesn’t mean compromising on success. She gave me the opportunity to be part of this mission, and I’ve now been at Forster for over 20 years.

A key lesson from my experience is the power of creativity to drive engagement. Effective leadership isn’t just about using traditional PR tools; it’s about thinking creatively to inspire action. That approach has shaped how I lead and how we work at Forster today.

What advice would you give your younger self?

Don’t be afraid of networking.

I know networking can feel daunting, especially early in your career. There’s often a misconception that it means walking into a crowded room and being the most charismatic person there. But networking is really about making genuine connections with people who interest you — chances are, they’ll find you interesting too.

There’s no one-size-fits-all approach. Some people thrive in large networking events, while others (like me) prefer one-on-one coffees or smaller, more meaningful conversations. What matters is finding your own style and embracing it. Also, don’t limit yourself to your own industry — some of the most valuable insights come from connecting with people in completely different sectors.

What advice would you give to young women aspiring to leadership?

Be a problem solver. Leadership isn’t about having all the answers — it’s about stepping up, getting involved, and finding solutions. If you consistently put your hand up to help tackle challenges, you naturally develop leadership skills.

Another key value is generosity. Be open to sharing your knowledge, supporting others, and giving your time when you can. It fosters strong relationships and, ultimately, creates a positive and collaborative work culture. Leadership isn’t just about personal success — it’s about lifting others up along the way.

How do you think the industry has changed over the years, particularly in terms of leadership diversity?

There have been significant positive changes, but there’s still work to do. One major shift that I believe would make a real impact is reframing childcare as a parental, rather than just a maternal, responsibility. More balanced parental leave policies would help to level the playing field in leadership roles.

For the industry to truly progress, we need to create environments that support diverse leadership — not just in terms of gender but across all areas of diversity. That means fostering cultures that allow people to thrive without having to choose between career progression and personal responsibilities.