Since the beginning, Agency H5 has been special because of its people. We’ve been lucky to work with many incredible minds and growing PR pros over the years and are proud to have a culture that honors our employee’s humanness and creates a workplace where people want to stay… or boomerang back.
In honor of our 25th anniversary, we talked to one of our longest standing team members, Michelle Cammenga (12 years), and one of our newest team members, Natalie Bone (1.5 years), about their experience working at H5, what values-driven work means to them and how they see PR and marketing evolving in the future.
Both of you started at H5 as interns. What do you remember about your first day at H5?
Michelle Cammenga: I was equally nervous and excited. But after having meetings with colleagues, I just felt so energized! I knew this wasn’t going to be a “sit on the sidelines” kind of internship. That I’d truly be involved in the work, and I was ready to go.
Natalie Bone: My first day at H5 was full of so many emotions. Kickstarting my professional career in a new city was not easy, but as soon as I stepped into the H5 doors, I was welcomed with enthusiasm, optimism and knowledge. It was clear that the team was not only passionate about their work, but passionate about being part of the H5 family – eager to teach and guide me through this transition in my life!
What made you want to pursue a career in PR?
MC: Even as a kid, I loved anything creative – from writing classes to planning themed events for friends. Loyola University Chicago gave us real-life experiences beyond a textbook, so I was lucky knowing that I wanted to make PR/marketing a career early in college.
NB: I have always been fascinated by the power of a strong campaign – how a single idea sparked in a brainstorming session can grow into meaningful visibility and impact for a client. The fact that PR is foundationally rooted in earned media, where success comes from strategy, storytelling, and a creative hook rather than a paid capacity has only deepened my curiosity for client services.
What is one of your favorite memories from your time at H5?
MC: There have been so many. One core memory was my first solo business trip to NYC for client desksides (IYKYK), which was shortly after I was hired full time. It was baptism by fire to the PR world and the best way I could have learned out of the gate. My team trusted me and that trip made me trust my own instincts as well.
NB: One of my favorite memories has to be traveling with my team to an in-person new business meeting. This was a new experience for me, and we used the commute to refine our ideas, sharpen our strategy, and prepare for the discussion ahead. I felt incredibly energized by the opportunity to strengthen my presentation skills and contribute, and that’s the kind of experience you get at H5! It also brought our team closer together, united by one shared goal – demonstrating how we can deliver the strongest possible results for our client.
Describe H5’s culture in 3 words.
MC: Scrappy. Spirited. Storytellers.
NB: Determination. Authenticity. Passion.
What is something invaluable you’ve learned from a colleague or client?
MC: Keep it simple. From ideating campaign moments to drafting a press release, the simplest way to do or say things is often the best way. Don’t overcomplicate it.
NB: You never know where an idea will come from. Always remain curious and speak up -- you will be pleasantly surprised to find what you are capable of.
What do the H5 values mean to you?
MC: They are a north star for our people and how we run business. Values can just be a slogan on a wall for some companies, but they really mean something at H5.
NB: Showing up every day for your friends, colleagues, clients, family, and yourself – even on the hard days. The H5 values represent what it means to be a villager, knowing that if you provide unconditional support, it will be reciprocated to you in ways you would never expect.
Something you are proud of?
MC: Kicking butt with good people. It’s not every day that you get to accomplish extraordinary things in your career, let alone to do it alongside people who are genuinely wonderful. That makes me very proud.
NB: I am proud of my ability to always stay curious and have a continuous mindset of learning. H5 supports this idea of growth for its employees in many ways, and I am proud to call myself an H5er.
How do you think PR will evolve in the next 5 years?
MC: AI is a given, not just for PR but every industry. It’ll never replace the human side of storytelling in PR/marketing, but it’ll be a major part of enhancing our work. The industry must embrace it as a part of the creative process, not combat it.
NB: In an ever-evolving industry, it seems unconventional to know exactly where PR will be in 5 years – but I can’t wait to continue to learn and adapt along the way!