The story behind Zadro: A journey of innovation and resilience

This article talks to how Felicity Zadro has managed the development and growth of communications and brand agency Zadro.

By Alexandra Harrison

In 2007, Felicity Zadro had a vision, one that would redefine how businesses approach communication. Frustrated by the fragmented process of hiring a copywriter here, a designer there, and a web developer somewhere else, she knew there had to be a better way. Armed with a Master’s in Communication, a deep understanding of integrated strategic communications, and a fierce determination, she took a bold leap.

Turning passion into impact

At just 29, Felicity left her job, keeping her employer as Zadro’s first retained client, a partnership that lasted an incredible 13 years. From the very beginning, her goal was clear: to build an agency that not only delivered exceptional communication strategies, but also provided a workplace where professionals felt respected, supported, and inspired to keep learning and growing.

Since then, Zadro has evolved, expanding into PR and training while skilfully navigating the digital era. Through economic shifts, the rapid rise of mar-tech, the social media explosion, and even the pandemic, the agency has remained steadfast in its belief: true strategic communication isn’t just about a single channel – it’s about seeing and shaping the bigger picture.

Felicity’s impact hasn’t gone unnoticed. She was recognised as one of Australia’s most influential female entrepreneurs and was honoured with the EEAA Unsung Hero Award in 2019 for her contributions to the business events industry. But if you ask her, success isn’t measured by accolades but in building strong relationships, making a difference, and pushing the industry forward.

Of course, success has come with its share of challenges. When the pandemic struck, Zadro lost 85% of its client base in just 10 days. Faced with the question of whether to rebuild, Felicity and her team took time to reflect. With the unwavering support of their clients and colleagues, they relaunched with a renewed philosophy—and today, they stand stronger than ever.

Empowering leaders and elevating voices

For Felicity, effective leadership starts with clear objectives rooted in purpose, not just profit. She firmly believes leaders need to communicate, in ways that their people need, not in the way they themselves prefer. Most leaders are direct, want the short version and can understand and make decisions quickly, deal with conflict on the spot and move on. But their teams often need more detail, repetition and time to adapt.

Real change, Felicity says, happens when leaders slow down, provide context, and build genuine trust that can weather the storm. And managing storms is what good leaders know how to do. Felicity knows that 80% of crisis communications happens long before the crisis hits – through planning, strong branding, an intentional culture, and authentic relationships that ensure resilience when challenges arise.

At its heart, Zadro is about integrity, honest communication, and empowering others, especially women in marketing and communications. Felicity is passionate about helping professionals articulate their value, negotiate with confidence, and lead with purpose. Strategic communication professionals have never been more vital, and Felicity is adamant that they deserve a seat at the boardroom table because communication isn’t just about messaging; it’s about managing the very essence and reputation of the business

Strategic communications doesn’t just make businesses more profitable – it makes them stronger, more resilient and more human.