At META Advisory, we work every day to ensure our clients receive the best possible advice and support – and behind that is always our people. Over the coming months, we’ll introduce our consultants more closely: what they do, what they’ve done, and how they think.
Ann Hiiemaa
1. If you go back 10 years to 2016, when you had just joined META Advisory, what surprised you most? And how has that shaped the way you work today?
What surprised me most was the culture. There was real psychological safety. You weren’t expected to be fully formed. You were expected to think. To learn. To grow. It was okay to test ideas, make mistakes, and improve.
That environment shaped me early. I learned that the best results don’t come from control or fear, they come from trust, clarity, and ownership. When someone believes in you – sometimes more than you believe in yourself – you rise to the level of that trust.
Today, I still believe that the people who move forward fastest are those who take responsibility, stay curious, and are willing to do the work.
2. What has been your biggest achievement – the one you’re most proud of?
One of the most impactful projects I’ve been part of was launching Swedbank’s Kogumispäevik (Savings Diary). Today it has nearly 55,000 members and has genuinely helped people manage their finances more consciously. For me, it’s a clear example of how communication can influence behaviour – not just create visibility.
But beyond projects, I’m most proud of the growth of people and the team. Leadership has taught me more than any title ever could, about responsibility, resilience, and stretching beyond my own limits.
And in a broader sense, I’m proud of what META represents today. Not just an agency, but a team of smart, curious, demanding professionals who are willing to think deeply and take ownership.
3. What is the biggest lesson you’ve learned from 10 years in a PR agency?
Success doesn’t happen by accident. If you truly want to move forward, you have to want it more. You have to be willing to put in the effort, consistently.
At the same time, sustainable success requires more than hard work. If the work doesn’t genuinely interest or motivate you, your energy will eventually run out. Agency life has taught me to look for the intersection of ambition and curiosity, where effort isn’t just discipline, but internal drive.
“If you truly want to move forward, you have to want it more. You have to be willing to put in the effort, consistently.”
And perhaps the most important lesson: very little in business is black and white. With experience, you learn to see nuance, context, and complexity. That perspective changes how you lead, decide, and communicate.
#teamtour
