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Becoming — a book launch, a pop-up shop and a new partnership

Partnerships / Experiences / Cross-sector

What is it about?

This session will explore the partnership that launched Michelle Obama’s book, Becoming. New media company gal-dem and publisher Penguin Random House joined forces to open a pop-up book shop focusing exclusively on works by women and non-binary people of colour.

With two very different organisations working on the same project challenges and successes arose. Learn why each company wanted to be involved. Discover what they were aiming to get out of the partnership. Mariel and Amelia will give an honest account of the partnership, what the outcomes were and how they each measured success.

What will I gain?

— An understanding of the campaign and objectives

— Advice on how to make partnerships work between large and small brands

— Clear guidance on how to produce experiences for women & non-binary people of colour

Who is it for?

This session is for those interested in partnership working and building relationships with different sectors.

View more information on AMA conference 2019 and book your place.


Mariel Richards | Head of Strategy | gal-dem

Mariel has worked with gal-dem for the last 3 years, and in media and marketing for 5 years.

Before joining gal-dem full time to work on strategy and brand partnerships, she worked at Mindshare as a director in global media partnerships across clients such as HSBC, Facebook, Amnesty, and WWF.



Amelia Fairney | Communications Director | Penguin Random House

Amelia has worked in publishing and bookselling for twenty-five years including stints at Waterstones, WH Smiths, The Women’s Press and Little Brown.

She has been Penguin General’s Communications Director since 2011 and has worked on award-winning campaigns for Charles Dickens: A Life by Claire Tomalin and Becoming by Michelle Obama amongst many others. She has long championed brand and organisational partnerships at Penguin Random House, and aims to put social purpose at the heart of her campaigns.