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Ritika Garg Avance PR What inspired you to start your own PR agency, and what were some of the early challenges you faced in setting up and sustaining the business in a competitive industry like communications?
Starting Avance PR was driven by my innate entrepreneurial spirit and a desire to build something impactful. The idea took root during my college years, where I realized I was inclined toward creating my own path rather than following a conventional one. My academic background in science taught me analytical thinking, while my MBA introduced me to the dynamic world of business and marketing. A pivotal moment came during my time at Ogilvy, where I discovered a deep passion for public relations—its blend of storytelling, strategy, and human connection resonated with me deeply.
The early days of Avance PR were filled with challenges. Being new to the business, it was difficult to earn client trust—especially when we didn’t have a portfolio of past work to showcase. With limited expenses and a lean setup, we had to prove our value through relentless effort and consistent results. Managing cash flow, building a reliable team, and securing consistent business were all major hurdles. There were long days and sleepless nights, but each obstacle became a stepping stone. By staying focused on nurturing relationships, delivering real value, and empowering my team, we gradually carved out a niche for ourselves and turned those early struggles into the foundation of our success.
- As your agency grew, how did you balance creative excellence with business expansion and team building? What were some turning points in your growth journey?
As Avance PR began to grow, balancing creative excellence with business expansion and team building became both a challenge and a priority. From the outset, I was clear that growth should never come at the cost of quality. To maintain this balance, I focused on hiring people who not only had strong skills but also shared our core values—curiosity, accountability, and creativity. We built a culture where ideas could thrive, and every team member felt empowered to contribute, which helped us maintain our creative edge even as we scaled.
One major turning point was when we landed our first few retainer clients. This provided the financial stability to invest in talent and infrastructure without compromising on campaign quality. Another milestone was expanding into new industries and geographies—especially our partnership in the Philippines, which pushed us to adapt and innovate. We also introduced internal learning initiatives, like regular PR masterclasses and brainstorming sessions, to keep the team sharp and inspired.
What made a real difference was staying close to the work. Even as a CEO, I remained hands-on with strategy, mentorship, and client relations, ensuring that our standards stayed high while the business expanded. That consistent involvement helped bridge the gap between creativity and growth
- How have client expectations evolved over the years, and how does your agency stay agile in adapting to these changing demands, especially in a digital-first world?
Client expectations have evolved significantly over the years, especially with the shift to a digital-first world. Today’s clients are looking for more than just traditional media coverage—they expect integrated strategies that deliver measurable outcomes across digital, social, and influencer platforms. There’s a greater demand for speed, transparency, and real-time adaptability. Clients also want to see the why behind every campaign, not just the what—they’re looking for partners who understand their business objectives and can translate them into compelling narratives with real impact.
At Avance PR, staying agile is part of our DNA. We regularly upskill our team to stay ahead of trends, whether that’s in digital storytelling, influencer marketing, or analytics. We also adopt a collaborative approach with clients, involving them early in the strategy phase to ensure alignment. Tools like social listening, performance tracking, and flexible content formats help us pivot quickly when needed.
Our agility is also supported by our startup mindset—we’re not afraid to experiment, and we move fast. Whether it’s exploring emerging platforms, adapting messaging to cultural shifts, or recalibrating campaigns mid-way, we stay nimble so our clients remain relevant and visible in a constantly evolving landscape.
- What kind of leadership culture have you tried to build within your agency, and how do you ensure the team remains aligned with the agency’s long-term vision?
At Avance PR, I’ve focused on building a leadership culture rooted in trust, collaboration, and continuous learning. We operate not just as a team but as a family—where every voice matters, and each person feels genuinely supported. I make it a point to connect with everyone on a personal level, whether it’s checking in on their well-being, guiding them through challenges, or celebrating their wins. This creates a sense of belonging that fuels motivation and loyalty.
To ensure alignment with our long-term vision, we hold regular strategy and reflection sessions, encourage open dialogue, and share clear goals across the team. We also invest in training and growth opportunities so everyone evolves alongside the agency. This culture of care, communication, and shared ambition helps us stay united, even as we grow and take on bigger challenges.
- What’s one piece of advice you’d give to communication professionals who aspire to start their agency or take the entrepreneurial leap in PR?
For anyone looking to start their own PR agency or take the entrepreneurial leap, my biggest advice is: “Don’t wait for the perfect moment—build as you go. In PR, your integrity, agility, and ability to tell stories that matter will take you further than a flashy start ever will. Stay curious, stay consistent, and trust the process.”
When I started Avance PR, I didn’t have all the answers or a long list of clients—but I had clarity of purpose and the willingness to put in the work. The journey isn’t always linear, but if you lead with passion and resilience, you’ll find your space and make an impact. It’s about staying grounded, building trust, and continuously evolving with the industry.