“A reputation for a thousand years may depend upon the conduct of a single moment”

- Ernest Bramah

IN EQUESTRIAN SPORT

Abby has always been fantastic to work with, whether it’s a discussion around an athlete, an event or a new idea. She is always open and hugely creative in her approach, sees your point of view and does her best to accommodate all parties – a true collaborator!

Stuart Denard | British Olympic Association

This agency is bold, fearless and has opened many doors for their past and present clients. Their results over many years speak for themselves and I am delighted to have worked with them on several opportunities. They are trusted by riders and brands around the world and I have always had a good experience when working with them.

Geoff Billington I Olympic Showjumper - Great Britain

The first contact and cooperation with this agency in the context of the CHIO Aachen 2021, was very nice and professional. Along with their riders, the whole team helped us to significantly increase the reach on our channels and to achieve good results in the area of social media. We are looking forward to further joint projects in the future!

Alina Gotzeina | Medien & Kommunikation - CHIO Aachen

 

Abby is an unusual agent because she first replies promptly, and then tries to balance the need of her client with that of the broadcaster. I strongly recommend her and her company.

Charles Balchin | Head of Programmes at IMG

I have had the pleasure of working with Abby and her agency since early 2017. Abby is an absolute professional and is so easy to work with – she is super friendly, organised, supportive and generous with her expertise and time. I look forward to every event that we create together as I know it will always be a fun and memorable experience.

Leesa Murray - Equinesque Events - Australia

I have been working with EMA for several years now and Abby has introduced me to a whole host of new avenues and gained me several new sponsorships which really help my competitive career. She is one of the most energetic and passionate people I have met and has built something quite special here at EMA and I feel glad to be part of the team, as I continue to ride internationally and for my country.

Alice Oppenheimer | Elite British Dressage Rider

IN PUBLIC RELATIONS

Abby is a star. She excelled in PR when she joined us in New York to train in the field.
She took everything on, no holds barred. Abby is daring and the sky is the limit as far as she is concerned. She gets people management and has built a beautiful, successful business. It was clear she was a winner from the very start!

Sally Fischer – President SFPR, New York City, USA

“Newell reveals herself to Eurodressage as a stand-out from other professionals in this space with what seems to be a relentless energy and commitment to achieving her goals”

Astrid Appels - Eurodressage

IN ENTERTAINMENT

I worked with Abby for over a year whilst I was Marketing Director at Simon Cowell’s then Syco Entertainment in London. Abby is a commercially savvy and strategic thinker with a good eye for smart ideas and getting projects off the ground. She is very well connected and great to work with – balancing the needs of the project/brief with a strong team spirit. I would recommend Abby to anyone, as she is a very sharp business woman and lovely to work with.

Mark Hardy | Marketing Director, Syco Entertainment

I have had the pleasure of knowing Abby for about 10 years. Her two greatest loves are music and her horse! She’s an absolute delight to be around and I’d hire her in a heartbeat if she ever knocked on the door..

Jane Shaw | Director, Internal Communications and Culture, Warner Bros. Entertainment (& IoIC Board Director)

I had the pleasure of dealing with Abby when she was at Sony Music on numerous occasions, she is always a pleasure to deal with and no task is too big! Abby is very efficient and knows her stuff when it comes to music rights and also recommending music, a great contact to have.

Pretti Hanumara | Music Supervisor - Love Island. ITV

There really aren’t many people like Abby!  From her unparalleled drive and energy through to her incredible passion for people and above all else, just doing great work! Over the years I have had the chance to know Abby in both a working capacity and subsequently as a friend. In any capacity, Abby’s creativity and abilities push brands and boundaries to what may have been thought of as not possible, breaking barriers and achieving some incredible successes. I wish Abby all the very best, she deserves all of the success she achieves and I am more than confident anyone that has the opportunity to work with/for her, will have nothing other than a positive experience.

Max Fellows | Growth Specialist

Abby is one of the hardest working and most driven people I know. Given that comes with a commitment to deliver excellence for her team and her clients that adds up to a pretty amazing package. I think great things await for her.

Paul Bursche | Communications Director, Sony Music Entertainment

Tenacious business woman is the first phrase that comes to mind when I think of Ms Newell. She is very much a ‘doer’ and wastes no time thinking how to get a task started. I was glad to have her be a part of my team during our years at Sony Music and would definitely have her in my team again if that opportunity ever comes around again.


Mervyn Lyn | Managing Director, Strategic Partnership Solutions

I first worked with Abby while she was with Sony Music and I was working with Ricall Ltd. At the time her industry knowledge and contact base were impressive and both have grown into an invaluable source! If and when Abby ever says to you “I have someone who you should meet.” take the meeting!!
She has never let me down, as her business contacts are always influential and relevant to my project and she is a good person to have on your side

Martin Hasselbring | Managing Director, Jimmy Turner Agency

Abby is a total dream to work with. We dealt with different things at Sony (synch and Digital) but she was excellent and picking up the digital side of things and clearly a pro at what she does. Very fun to be around too and the most bubbly of personalities!

Alex Vlassopulos | Android Partnerships Lead, Google and Founder and CEO of Kitche

While at Sony Music I have had the pleasure to be a HR contact for Abby. Abby has always been a reliable colleague to work alongside and support. There have been many occasions in which Abby has supported the business internally, when it comes to new initiatives we create, as she represents continuous improvement due to her always seeking to make a positive impact on her role, team and wider business. Abby is an extremely inspiring individual and her passion for her work and hardworking nature is exemplary. Abby is someone who gives her 110% to whatever she puts her mind to and encourages others to do the same. This was clearly evident from her strong mentoring skills while providing invaluable support to a number of Internship schemes we developed. With Abby’s shining character and bubbly personality I cannot think of anyone who wouldn’t enjoy working with her. She would be a wonderful asset to any team and I am sure many would be able to vouch for that!

Raksha Rathod | Human Resources Manager, Live Nation

Abby Newell is an absolute gem. I co-managed the band Scouting for Girls and our whole team loved her. Abby was one of the best Creative Synch Licensing Managers I have ever worked with in my years as an artist manager. She is professional, highly motivated, really knows her craft and is very personable. Abby consistently gets the best results in her projects and has a way of being persistent and charming at the same time – she always achieves more than one expects! She is the kind of person who will succeed in whatever she decides to do and is fun to work with as well – perfect!

Diane Wagg | Recording Artist Manager

FOUNDER - FULL BIOGRAPHY - Abby Newell

Following graduation from a leading University in England, where she studied both in the UK and in Spain, Abby moved to New York City in 2003, where she learnt the art of Marketing and Public Relations under the expert guidance of Sally Fischer, CEO of SFPR. On her return to the UK, she moved to London and spent over eight years working in the music business; from music publishing for major companies such as BMG and Universal, to moving onto major record label, Sony Music where she remained in a senior role for four years. She was a member of the Synch team, pitching and licensing recorded music to clients in advertising, film, television and gaming, which allowed her to gain an in depth knowledge and contact base across multiple sectors, including within the world’s of advertising, film and television, both in London and Los Angeles.

Working closely alongside with the Strategic Partnerships team, Abby was integral in securing many strategics partnerships with recording artists including Kasabian’s partnership with the English Premier League.

A contract role within the Home Entertainment division at Warner Brothers Film followed, leading her to a two year stint at a Creative Advertising Agency, that specialised in the marketing and advertising of some of the most prolific entertainment IP in the world, including Downton Abbey, the Bond franchise, Hunger Games and many more. The work of the agency still entertains millions of eyes everyday, and it is this experience and understanding of crafting such strategic campaigns that allowed Abby to introduce the power and effectiveness of creative communications to the sectors of sport, entertainment, and a multitude of brands with whom she has worked with since.

Equestrian Management Agency has continued to grow year on year since its inception, attracting some of the most promising athletes from around the world onto its roster and continues to consult for brands and events, as well as creating the companies own event IP with world class riders both here and internationally.

In 2020, she made a return to study and completed a Brand Management course with the London Business School.

Abby classes her work as a lifestyle, traveling the world and growing her knowledge and network regularly.  She is thoroughly committed to growing the brands and talent that she works with, and helping her clients achieve their ambitions. 

Education

University of Manchester

  • Bachelor Honours Combined Studies

  • Spanish, American Studies, Drama Theory

Universidad Complutense de Madrid

  • Spanish and Iberian Studies

London Business School

  • Brand Management

  • The Course and Modules

  • Aligning Business, Brand and Behaviour

  • Brand Purpose and Experience

  • Brand Design and Delivery

  • Brand Leadership and Alignment

  • Brand Practices and Engagement

  • Brand Metrics and Returns

University of London

  • Principles of the English Legal System