Supporting Creativity: The Art of Assisting Creative Professionals

What’s the most rewarding part of working with creative professionals, and how do you help them stay focused despite the unpredictability?

Tanya: The most rewarding part of working with creative professionals is the variety of work we do. One day you're on set, the next you’re organising a shoot with the PRs, then speaking to the fitness team about well-being and the nutritionist about on-set requirements. It’s also the collaboration with our artists and actors, who often lean on us for personal or business-related advice or help getting from A to B. We’re usually their first point of contact for most things.

Ellie: The most rewarding part for me is being able to watch, read, or listen to their work, knowing I played a part in helping them achieve it. There are always challenges, but providing clients with a ‘regular to-do list’ and supporting them in other aspects of their lives helps them stay focused on their work.

Layla: The most rewarding part is seeing unique ideas come to life, witnessing the impact of creativity, and knowing I played a role behind the scenes. By offering flexibility, regular check-ins and support I'm able to stay in the loop about my client's day-to-day and make sure everything runs smoothly for them.

How do you stay ahead of each client’s needs while ensuring their work remains uninterrupted?

Tanya: I rely on my iCal religiously; it tells me when clients are travelling, performing, or in production. I use this to gauge when clients will need me, what I need to book, and when. It’s a bit like running a PR campaign.

Ellie: Staying one step ahead of a client is a must, and that’s only possible by knowing them so well. I’m their ears and eyes, understanding how they react in situations. Handling their daily tasks and life admin helps them stay focused on their work.

Layla: I stay ahead of client needs through open communication, setting clear expectations, and regular updates. By managing time well and anticipating challenges, I make sure their work remains uninterrupted and that any issues are addressed quickly.

Can you share a challenging problem you solved for your client, and what was the outcome?

Tanya: Many years ago, during the Ash Cloud incident that grounded flights, I had a very anxious client desperate to get home to her kids after a 12-week shoot. Everything was cancelled, but I didn’t give up. I had a lightbulb moment and managed to get her on the only flight out of London. I’d love to say it was all pure genius, but it was a combination of luck and the determination not to give up.

Ellie: Problems arise daily; it's the biggest part of the role! I’ve solved many recently by being proactive and quick to react. Whether it’s cancelled flights or meetings not going to plan, there’s always a way to fix it!

Layla: As Ellie mentioned, our work often involves dealing with problems like missed flights, tight schedules, last-minute rescheduling, or preparing clients for upcoming events. To resolve any issues involving these situations, it's crucial to stay calm, think quickly, and explore all possible solutions. 

What qualities make a great personal assistant for a creative person, and how do you balance supporting their vision with managing practical tasks?

Tanya: Staying calm under pressure and not reacting immediately. It's important to remain positive and manage expectations.

Ellie: Creative people need to be surrounded by other creative people, so having that flair to understand them is key. You also need focus, flexibility (as things are always changing), problem-solving skills, and attention to detail (you are their eyes!). On a personal level, kindness is crucial; you're dealing with people's worlds, so empathy and compassion are vital. The chemistry between the PA and the client is also incredibly important. You need to have a bond on both sides for a smooth working relationship.

Layla: You should bring creativity, flexibility, and a forward-thinking mindset to every project, upcoming event, and schedule. I support their vision by managing both practical and creative tasks from start to finish. I fully engage with each schedule, taking the time to understand the task, listen to their needs, and ensure everything runs smoothly, even when things don’t go as planned.