Dynamic Duos: The rise from probation to partnership
In this week's Dynamic Duos, we hear from Agent99's founder and director, Sharon Zeev Poole, and senior managing director Nicole Robertson.
In Dynamic Duos, Mumbrella each week asks two colleagues with a professional and personal affiliation to share with readers the importance of workplace relationships in an increasingly hybridised world of work.
Sharon Zeev Poole:
Nicole (Nic) came into Agent99 as an AC, 11 years ago. She’ll hate me saying this, but we almost didn’t make it through the first three months.
I was a tough manager with high standards and expectations, and coming over from radio to PR had a huge learning curve attached to the transition, that I am just not sure she was quite ready for, despite knocking the initial interview process out of the park. I remember one pivotal conversation about whether this role was right for her or not, and if it was, what I needed to see next. The turnaround after this was remarkable. Quickly, developed through the ranks and became indispensable.
Over time, we have gone through so much together — life’s highest highs and deepest lows. We’ve supported each other through the births of our children, the heartbreak of losing parents, the excitement of marriages, Covid lockdowns, Agency Excellence Awards, economic downturns, and every curveball business and life can throw at you in between.
Our bond has been forged through experience, loyalty, and an unshakeable belief in each other’s strengths and capabilities. The kind of resilience we’ve built together isn’t taught — it’s lived.
Our relationship is rooted in shared values — honesty, transparency, delivering tangible and impactful results, passion for creativity, and above all, a genuine drive to make people happy. Whether it’s our clients, the team, or each other, we both believe in showing up with heart, clarity, and commitment.
There’s an unspoken understanding between us. Often, one look is enough, we know exactly what the other is thinking without a word being said. That kind of connection is rare, and I don’t take it for granted. As business leaders, we share the same traits that keep Agent99 sharp and ahead — grit, emotional intelligence, intuition, and a relentless pursuit of excellence.
We’re both direct communicators with a strategic mind, but we also lead with humour, humility, and kindness. We don’t shy away from tough conversations, and we never let ego get in the way of what’s best for the agency or our people. We balance each other out beautifully, when one of us needs to sprint, the other holds the fort, and vice versa.
After 11 years, what we have is more than a working relationship. It’s a deep, mutual respect and trust that’s been earned through every challenge and triumph. Nic is not just a senior leader in our business, she’s my right hand, my thought partner, and an essential part of Agent99’s soul.
Nicole Robertson:
Sharon and I met 11 years ago, when I applied for an account coordinator role. Having quit my FM breakfast radio producing job in pursuit for something easier on the body (goodbye 3am wake ups!), I thought PR could combine my love of pop culture and fast paced environments, with my broadcast and media knowledge.
I remember going into the interview pretty confident. I thought I knew what PR was, having dealt with publicists for years in my radio job, but I quickly realised how wrong I had been. Sharon’s rapid-fire questions about the difference between a press release and a media angle, or my knowledge when it came to paid/owned/earned, caught me off guard.
I walked away feeling like a deer in headlights, but humbled by how little I actually knew about PR. Back then I put it down to me being too overconfident (and maybe it was some of that!) but when I reminisce now, I realise it’s because she has always been a visionary, and someone who cares so much, both about the agency as a whole and each team member as an individual.
Fast forward a year or so (because the first year was tough, and we’d both agree that I was almost fired on quite numerous times…) and I started to find my groove. From there, the more I learnt, the more I wanted to learn, and Sharon and I bonded over that love of learning and pushing ourselves to be the best versions of ourselves, both personally and professionally.
We’re so different in so many ways, but also very similar. We’re both results driven, dedicated, honest (sometimes to a fault), try to see the positives in everything and have laughs wherever we can, and are fiercely loyal. In a day and age where people can be so transient and are quick to jump ship and move on to the next job or industry, I find a huge amount of comfort in knowing that we have each other’s back no matter what.
Having gone through so much together has built this level of trust that is really powerful. I can propose the most pie-in-the-sky creative concept for a client and know that she’ll back me 100%, and likewise for whatever she proposes to me, and that’s something you can’t beat.
It’s been more than a decade since that initial interview, and I still don’t think I’ve met anyone as passionate about their job as Sharon.
Sharon on Nicole:
Most memorable moment with Nicole: As an agency, we have been driving an excellence and awards agenda for several years now. One of those moments that I will never forget sharing with Nic was in 2021 when we took out CPRA’s Boutique Agency of the Year Award, several category awards as well as being highly commended at Mumbrella CommsCon’s Mid-Sized Agency of the Year Award category.
There was a specific moment during one of the awards nights where we won two big categories. Nic and I looked at each other and just screamed “We did it!!”
There was such a huge sense of camaraderie and teamwork that accentuated a phenomenal year of business, unity and success. It was a huge pat on the back and recognition of the hard work we had put in alongside our team, and it was a beautiful moment to share with her!
Best word to describe her: Eternal-optimist.
Most annoying habit or endearing behaviour she has: When Nic shares her updates with me at the end of the day, there is always a sweet personal message at the end. It makes me smile and no matter how tough my day has been, I know the next one will be better. It’s such an incredible quality because it doesn’t matter where she’s at personally, she still finds space to take an interest in everyone’s life. She truly lifts your spirit, especially when you need it most. I love that about her.
Nicole on Sharon:
Most memorable moment with Sharon: This story is a bit of a downer, but it’s one I’ll never forget. I was only a few years into my time at Agent99 when my mum passed away quite suddenly. When most bosses probably would have told me to take more leave or had me share tasks with other team members in case I was struggling to keep on top of things, Sharon did the opposite. Knowing how my work brought me joy and purpose, when I returned to work, she trusted me with what back then, was the biggest campaign of my career. It wasn’t just a professional milestone; it was a deeply personal act of belief and trust, and something that has stayed with me all these years.
At the time it meant so much to me, and these days it means even more, because now being a leader myself I can appreciate how much easier it would have been to give it to another team member where there was zero risk of error. Instead, she chose to lead with both compassion and conviction, and the campaign was wildly successful, if I do say so myself!
Best word to describe her: Empowering.
Most annoying habit or endearing behaviour she has: I find it so endearing that Sharon can walk into any room and command it with a perfect balance of expertise and warmth. Her presence is magnetic, she makes everyone feel valued and heard, and people instantly tune in to how incredibly informed she is. Guiltily, over the past 11 years I have asked her to join meetings at the last moment many times — with people from a huge variety of sectors — and even unprepared she is often the most knowledgeable person in the room.
It’s rare to find someone who can be both deeply respected and genuinely loved, but Sharon embodies that effortlessly. Watching her in action is both inspiring and empowering, and it makes me incredibly proud to work alongside her.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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