PDPR acquired by Zephyr PR; Lessons from a successful business sale
The path to success is rarely a straight line. However when you take the time to prepare for the outcome you want, you give yourself the best chance of success when opportunity comes knocking. And that was certainly the case for female founders Briana Cicchelli and Annika Launay when the opportunity to sell their business PDPR arose.
PDPR Marketing and Creative, a firm with a 15-year legacy of delivering dynamic communications campaigns, was acquired by Zephyr PR in February 2025. The move marks an exciting new chapter for both companies, opening the door to greater opportunities, expanded reach, and enhanced service capabilities. But behind this acquisition lies a deeper lesson: the power of trusting your instincts in business.
Knowing When It’s Time for Change
After years of building a respected brand, working with clients like Lendlease, JLL, Mirvac, and KFC, and leading transformative marketing campaigns, Launay and her Co-Director Briana Cicchelli found themselves at a crossroads. Growing a business requires constant evolution, and sometimes, the best decision is to let go and step into a new phase.
“For over a decade, PDPR has worked with some of Australia’s most influential brands to shape narratives, build reputations, and drive commercial outcomes,” said Launay. “Joining forces with Zephyr PR allows us to take that expertise even further, working alongside a team that shares our vision for building one of the most respected independently owned communications groups in Australia.”
This decision didn’t come lightly. Selling a business—especially one built with passion and years of dedication—requires a mix of logic and intuition. It’s about recognizing when an opportunity aligns with your long-term goals and having the confidence to take the leap.
The Role of Instincts in Big Business Decisions
Entrepreneurs often rely on data, financials, and strategy when making decisions. But intuition plays an equally crucial role. Studies show that gut feelings, when combined with experience and knowledge, lead to sound business judgments. Successful entrepreneurs know when to trust their instincts, especially in times of uncertainty.
For Launay and Cicchelli, trusting their instincts meant recognizing that the acquisition by Zephyr PR wasn’t just a business deal—it was a strategic move that would allow their team, clients, and legacy to continue thriving under a larger, well-aligned agency.
“With the combined strengths and experience of our teams, we’re ready to set a new benchmark in strategic PR,” said Zephyr PR’s CEO, Rebbecca Davis. “Coming together gives us the chance to reach more people, strengthen our media connections, and step into a new era of brand storytelling.”
Key Takeaways for Female Founders
Whether you're considering an acquisition, a pivot, or a bold new direction for your business, here are some lessons from PDPR’s journey:
Listen to Your Inner Voice – Data and expert advice are essential, but your instincts often reveal what spreadsheets cannot. If an opportunity excites you and aligns with your values, trust that feeling.
Surround Yourself with the Right People – Having a strong network of mentors, partners, and advisors can help you refine your intuition and make confident decisions.
Embrace Change as a Growth Opportunity – Every transition, even a challenging one, can lead to new possibilities. Instead of fearing change, see it as a chance to evolve.
Know When to Let Go – Holding onto something for too long—whether it’s a business, a strategy, or a role—can limit future success. Recognizing when to step into a new chapter is a powerful skill.
Resilience is Key – Success isn’t about avoiding challenges but about how you respond to them. Staying adaptable and optimistic can turn uncertainty into opportunity.
A note on exits
Strategic business coach Fleur Madden, founder of The Ginsburg Firm, worked with the team at PDPR to both prepare the business for sale and to assist in brokering the deal. Fleur shared some thoughts on preparing your business for an eventual sale.
Your buyer is often within your business network OR MINE.
Do what Briana and Annika did and ensure you spend the time to prepare for a sale so you have the best chance of achieving your goal.
SELLING a business is a strategic move, you need to put time and money into it to achieve the end result, just like you would to achieve growth.
There are lots of ways to achieve a successful outcome and it’s about being flexible so both sides have a win and you get the sale across the line.
New Chapter, A Stronger Future
Selling a business is never just about numbers—it’s about legacy, growth, and trusting that the next step is the right one. As PDPR integrates into Zephyr PR, it serves as a reminder that success isn’t just about the destination, but also about making the right decisions along the way.
For female founders navigating their own pivotal moments, the message is clear: trust your instincts, embrace change, and know that every challenge is an opportunity in disguise. And as Fleur highlights: preparation is the key to achieving the success you desire.
