Mia Vicary fearlessly launched Media In Action solo in 2019 at just 24 years old. The Central Coast native now owns Media In Action, which consists of three other divisions named Owned Media, Paid Media and Earned Media. We spoke to Mia about what advice she has for anyone wanting to take the leap of faith and be their own boss in 2025.
Sydney is notoriously competitive to launch a business in, especially within the media, marketing and communications industry. Tell us your story of starting your company Media In Action (M.I.A).
My marketing journey began with a deep love for journalism and working with people. As the industry evolved, I saw an opportunity to blend traditional skills with digital tools like SEO, social media, and AI to connect with audiences meaningfully.
At 21, I started in PR, mentored by a fierce female media leader who shaped my early business perspective. Inspired by her and the changing media landscape, I launched my agency at 24, with a mission to blend the credibility of traditional media with the reach and agility of digital platforms. Today, my agency bridges that gap, empowering clients to secure impactful rewarding to see this model work and I’m incredibly proud of the results we’ve achieved.
Can you share what gave you the confidence to take such a leap of faith?
People often talk about having a burning desire to chase their dreams. For me, it felt like something deep inside was constantly urging me to create something I could be proud of. Being so young, I was admittedly naïve about the realities of life and business, which, in hindsight, made the journey feel a bit easier. I also believe that when you put your ambitions out into the world, you become accountable to follow through. Once I started on my path, turning back was never an option – it was forward or nothing.
What advice would you give to aspiring entrepreneurs looking to start their own business in 2025?
While I am a huge advocate for chasing your dreams, I believe it’s crucial to learn about the reality of how challenging it is for entrepreneurs to succeed. Without a celebrity name or a huge budget, even great businesses can be overlooked. I’ve seen incredible products struggle simply due to lack of visibility, which drives my passion for marketing and education. We need honest education, showing what really happens behind glossy social media posts and big launches. So, my biggest advice is to educate yourself on what is required to successfully launch a business, and surround yourself with people who will help with this journey.
What have you learned since founding M.I.A, and how has it shaped your approach to business?
One key lesson I’ve learned is the importance of aligning values with the key decision-maker. No matter how great your service is, if your core values don’t match, it becomes difficult to succeed. I now ensure my business aligns with the values of both the company and its decision-makers to avoid unnecessary conflict.
Lastly, I only take advice from people whose lives I admire. Seeking too many opinions used to leave me overwhelmed. Now, I focus on trusted mentors, helping me make clearer, well-informed decisions that align with the life I want to build.
M.I.A now encompasses three divisions. What truly represents success to you?
Success, to me, is about making a meaningful impact and inspiring others. It’s showing that building a business is possible with hard work and a commitment to learning. By using my platform to uplift and guide others, I hope to help them realise their potential, because no one should have to do it alone.
Learn more about M.I.A here.
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