International Women’s Day may be behind us, but celebrating the contributions of women—in our industry and beyond—shouldn’t be confined to just one day.

We’re keeping the conversation going by highlighting industry leaders whose insights, experiences, and leadership continue to make an impact.

Next up, we catch up for a talk with Anna Patterson, Founder and Chief Amazement Officer at Sight Agency.

When asked what drew her to the industry, Anna told us, “What drew me to the events industry wasn’t just the spectacle, the lights, or the meticulously planned schedules, it was the potential to create moments of connection, to orchestrate experiences that resonated deeply with people.”

The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?

Having spent my career navigating male-dominated spaces, I’ve seen how often women’s voices are muted, their ideas dismissed, their potential capped. This theme, then, isn’t just an abstract ideal; it’s a personal mission.

When I speak of empowerment, I’m not talking about superficial gestures. I mean the kind of empowerment that ignites a woman’s inner fire, allowing her to claim her space, her voice, her agency. It’s about dismantling the internal and external barriers that whisper “you can’t” and replacing them with a roar of “I will.”

For me personally, as the mother to a bright young 11-year-old boy, empowerment means instilling in him the understanding that true strength lies in supporting and uplifting others. It’s about teaching him to recognize and challenge power imbalances, to be a steadfast ally, and to understand that a woman’s empowerment benefits everyone.

When I speak of empowerment, I’m not talking about superficial gestures. I mean the kind of empowerment that ignites a woman’s inner fire, allowing her to claim her space, her voice, her agency.

What first drew you to the industry? Was there a defining moment or experience that shaped your path?

Always from a young age, I loved creating environments in theme and loved events, parties, live music etc. It all came together in my career ultimately but I dabbled in food and beverage, restaurants and also nightclubs which melded music, fashion, art, etc in the early 90’s.

What drew me to the events industry wasn’t just the spectacle, the lights, or the meticulously planned schedules, it was the potential to create moments of connection, to orchestrate experiences that resonated deeply with people. It was the thrill of transforming a blank canvas into a vibrant, living story, where every detail contributed to a larger, shared emotion.

My defining moment was probably working on parts of the Olympic social program in Sydney in the year 2000 and loving events so much I made a real focus to develop myself more around events as marketing and activations started to meld more into experiences.

Is there a person or persons who inspired you professionally on your career journey?

Yes – my first boss in my first event agency job. She was a powerhouse, especially as a woman in a male-dominated field. Beyond her creative vision, she instilled in me the importance of genuine care. She understood that exceptional events weren’t just about logistics, but about the people behind them.

She prioritized looking after her team, fostering a supportive environment where everyone felt valued. This extended to the crew on events too, no matter how long the hours, there was always a hot meal and a moment to check in.

She was a powerhouse, especially as a woman in a male-dominated field. Beyond her creative vision, she instilled in me the importance of genuine care.

Her passion extended to the creative, particularly her love of food. She saw events as immersive experiences, not just tasks to complete. She’d emphasize storytelling, weaving narratives into every detail, from the lighting, furniture, stage design to the menu. Food, for her, was a crucial part of creating a memorable experience and she made sure everyone was well-fed. Her mum used to create these amazing melting moment cookies we would leave clients as gifts – those jars were legendary!

She taught me that good events were about emotional connections, leaving lasting impressions, and that empathy and creativity were the cornerstones of truly impactful work. She was an incredible role model, demonstrating that leadership and genuine care could coexist, and that a love of good food was a vital part of looking after people.

What’s a key lesson you’ve learned in your career that has shaped how you work today?

No matter what name is on the door, this industry is about people. The power of genuine connection is the most important thing.

I’ve learned that building authentic relationships creates a foundation for success far stronger than any task-oriented approach. This means actively fostering inclusive environments, practicing empathy-driven decision-making, and understanding that trust is built on transparency and reliability.

I’ve learned that building authentic relationships creates a foundation for success far stronger than any task-oriented approach.

I focus on crafting experiences that resonate emotionally, creating moments of shared connection rather than just logistical perfection. By leading with authenticity, I acknowledge that people are individuals with unique needs and perspectives. I aim to build collaborative environments where everyone feels comfortable being themselves, contributing their best, and ultimately, experiencing something meaningful.

This focus on genuine connection transforms work from a series of tasks into a network of human interactions, driving both personal and professional growth.

How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?

Mentorship has been an invaluable thread woven throughout my career, acting as both a guiding light and a source of immense personal fulfillment. Early on, I was fortunate to have mentors who saw potential in me that I didn’t always see myself. They offered not just practical advice, but also unwavering encouragement, pushing me to step outside my comfort zone and embrace challenges.

These relationships provided a safe space for vulnerability, where I could ask questions, make mistakes, and learn without judgment.

I frequently remind my team that while our work is demanding, it’s ultimately about creating joy and connection.

Learning from a few mentors the power of mistakes and the power of proactive versus reactive has been very important. This is what I tell my team and how we grow and become solutions focused.

I frequently remind my team that while our work is demanding, it’s ultimately about creating joy and connection. We’re not performing life-or-death procedures; we’re crafting experiences. Our focus should be on infusing our work with fun and enthusiasm, because that energy is contagious. When we genuinely enjoy what we do, that positive spirit translates directly to our clients, ensuring they have an equally exceptional and memorable experience.

How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?

As a female-founded agency, leading by example has always been important to me and the impact I wish to make in the industry and beyond. Sight has implemented a range of effective strategies to integrate DEI into the DNA of the company.

Examples include:

• A four-day work week and flexible work arrangements to support career progression and work-life balance, particularly for those with caregiving responsibilities.
• Flexible return-to-work options and mentorship programs to support women returning to the workforce after career breaks
• CSR team building activities that represent equality and inclusion – we’re looking forward to collaborating with Grace at Work this year – the first CSR team building orientated company in Singapore.

Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?

When reflecting on my career, it’s not always the grandest or most high-profile projects that stand out.

Often, it’s those that presented unique challenges, fostered deep connections, or resulted in a truly meaningful impact that takes the most pride in. Probably the most recent one was for a childhood long loved brand – in fact the first movie I ever saw and me retelling the client of this experience at the end of the pitch.

When reflecting on my career, it’s not always the grandest or most high-profile projects that stand out.

We were not the biggest agency pitching OR the most qualified but they told me later how touched they were that I shared something so personal and special and genuine. We won the job and are looking forward to working with the client on multiple projects and helping them internally build their team here in Singapore – and that’s definitely a pinch me moment or two!

Quick Hits:

A trend you are excited about:

Loving Destination Dupes at the moment – finding that unexpected location (second tier or not first choice city) and delighting a partner with something off the beaten track and unexpected.

Favorite creative campaign that has most inspired you:

Always Loved Dove’s real beauty campaign which stretches back 20 years – but this one really gets me i.

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A quote that guides you:

“She believed she could, so she did.”

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