Emma Pascoe-Watson Q&A
Emma joined Cardew in 2022 as a Consultant, working across both Public Affairs and Communications. Since then, she’s progressed to the role of Associate Director. Here, she shares more about what life at Cardew is like:
Tell me a bit about your background and how it’s helped you to be where you are?
I began my career with an internship at a corporate affairs agency during my university summer break, knowing very little about the industry. Those few months proved to be incredibly formative and sparked a genuine interest in pursuing a career in communications.
While studying for my Master’s, I worked at a healthcare communications agency, which gave me a strong foundation in the sector. Whilst working there, I was fortunate to be offered an exceptional opportunity – to join the political leadership campaign for then-Foreign Secretary Liz Truss. After her victory, I was offered a role as a communications Special Adviser in No.10.
It was, admittedly, a daunting leap for a wide-eyed 23-year-old but it was also one of the most transformative experiences of my career to date. I gained first-hand insight into the inner workings of government, developed the ability to operate under intense pressure (and in crisis situations!), and had the privilege of working alongside some very talented and driven individuals – even if not for very long! It gave me not only a deep understanding of the political landscape, but a unique perspective and resilience that continues to shape how I work today.
What’s the best thing about working at Cardew?
One of the best things about working at Cardew is the variety. Whether it's the range of sectors we work across or the different types of clients we support, the breadth of experience you gain here is second to none.
What really sets Cardew apart, though, is the calibre of people. You're surrounded by smart, driven, and genuinely collaborative colleagues who are always willing to share their expertise and support each other. The flat hierarchy means that everyone, no matter their level, has a voice and is encouraged to contribute, which creates a really energising environment where good ideas can come from anywhere.
I also really value the boutique-agency mindset we have. There’s a strong sense of shared purpose – we’re all building something together, and there’s a real team spirit that runs through everything we do. It’s fast-paced and challenging, but also incredibly rewarding. And we know how to have fun along the way!
What makes Cardew different?
Everyone brings real specialist knowledge in their sector, and just as importantly are eager to share it. Whether it’s through lunch-and-learns, sector teach-ins, or informal conversations, the culture is one of constant learning, where no day feels the same. More than that, I’ve never felt so empowered to push myself. From formal training to being trusted with big opportunities, Cardew fosters growth, rewards ambition, and supports you every step of the way.
What would you say is the most important thing to succeed in this role?
I think the most important thing to succeed in this role is a combination of a strong work ethic, a solid understanding of politics and communications, and a genuinely positive attitude.
The pace can be intense and the subject matter complex, so being willing to roll up your sleeves and stay focused is essential. At the same time, having a deep understanding of both the political and media landscape and effective communications strategy allows you to add real value to clients.
Just as important is attitude: staying positive, solutions-focused, and being a team player makes all the difference, especially in a fast-moving environment. Clients and colleagues alike respond well to people who bring energy and optimism to the table.
How would you describe the culture?
The culture at Cardew is collaborative, supportive and full of energy. It’s a place where people genuinely enjoy working together, celebrate each other’s successes and push each other to be the best we can be.
There is a real sense of camaraderie – when things get tough, everyone mucks in and supports each other. It’s not just about getting the job done, but doing it as a team. It is also a fun and exciting environment to be a part of, where people take their work seriously but don’t take themselves too seriously. That balance makes it an amazing place to grow, both professionally and personally.
What does a normal day look like for you?
A typical day in the office starts early – I usually head to the gym while catching up on emails and tuning into the Today Programme, a routine I started a few years ago that’s firmly stuck! Once I’m at my desk, it’s straight into coffee and client work: replying to emails, scanning the news for relevant developments, and flagging anything important. From there, no two days are quite the same. It might be analysing a new policy to understand its implications for a client, drafting media statements or Q&As, or preparing for stakeholder engagement. Client calls are a regular feature – a chance to align on actions and keep momentum on deliverables. Throughout the day, I always make time to catch up with colleagues. There’s huge value in sharing ideas, and the energy of the office makes those conversations – both professional and personal – really rewarding!
What are the opportunities you’ve had while at Cardew?
I’ve had opportunities at Cardew that I genuinely don’t think I’d have experienced anywhere else. From flying to Dubai for a high-stakes pitch to supporting the communications on a campaign to save a factory, the range and depth of work has been really exciting. I’ve had the privilege of working with clients where our support makes a tangible difference – including some of the UK’s biggest and most high-profile companies – and that sense of impact is incredibly rewarding. I’ve helped manage one of the most significant corporate crises in recent memory and played a role in protecting around 2,000 jobs through a local campaign that really mattered. But above all, I’ve been lucky enough to work alongside some truly brilliant people – colleagues who’ve inspired me to be bolder, trust my instincts, and always push for better.