ILSPA recently had the pleasure of interviewing Lucy Brazier OBE, a globally recognised advocate for administrative professionals and the CEO of Marcham Publishing. In this inspiring conversation, Lucy shares the story behind Executive Support Magazine, her passion for elevating the assistant profession, and her vision for the future of administrative work in an era of AI and global change.

What inspired you to focus your career on advocating for administrative professionals?
It began as a publishing project but quickly became a calling. When I acquired Executive Secretary Magazine (as it was then) back in 2010,  I started travelling and meeting assistants all over the world. What I found shocked me. Here was a group of professionals responsible for holding organisations together, influencing culture, communication, and productivity, yet their role was so misunderstood.

In conversation after conversation, assistants told me they wanted to make a difference, but no one had ever shown them how to articulate their value. Once I realised how much untapped potential there was, I knew my purpose was to help change that and to ensure assistants everywhere were recognised and respected as the essential business partners they are.

Can you share the story behind founding Marcham Publishing and launching Executive Support Magazine?
Marcham Publishing was created to produce a magazine but it very quickly became about creating a platform that would raise the standard of training and education for assistants worldwide.

When we rebranded Executive Secretary to Executive Support Magazine, the focus shifted from administrative tasks to professional growth and leadership. I wanted the publication to reflect the reality that being an assistant is not about service; it is about partnership.

That vision expanded quickly. The magazine became a community, then a movement. From there came Executive Support LIVE, The Modern-Day Assistant training course, and a global network of conferences, events, and resources. Everything we do today at Executive Support Media still comes from that same goal: to help assistants grow into their full professional potential.

How did it feel to be honoured with an OBE for your services to office professionals?
It was one of the proudest and most emotional moments of my life. I have spent years advocating for a profession that deserves far more visibility and respect than it receives, so the OBE felt like recognition for the entire community.

When I accepted that honour, I did so on behalf of every assistant who has ever been underestimated, overlooked, or told they do not belong at the table. It was a reminder that what we are building together matters and that this profession has a rightful place in the leadership conversation.

In your view, how has the role of administrative professionals evolved over the past decade?
The change has been profound. In the past, assistants were often defined by their task list. Today, the most successful assistants are defined by their impact.

In my book, The Modern-Day Assistant, I talk about the shift from reactive support to proactive partnership. Modern assistants do not wait to be told what to do; they anticipate, influence, and lead through relationships. What has really driven that shift is visibility. Assistants are starting to recognise that they are leaders, not because of their title, but because of their mindset and the trust they build with those around them.

What are the key skills you believe modern-day assistants should cultivate to excel in their careers?
Everything starts with three pillars: business intelligence, emotional intelligence, and technical intelligence.

• Business intelligence means understanding your organisation, how it makes money, what its goals are, and where your executive fits into that picture. When you understand strategy, you can align your actions with outcomes that matter.
• Emotional intelligence is the heartbeat of the role. Assistants must read a room, build trust, manage conflict, and communicate with empathy.
• Technical intelligence is about confidence with technology. Whether it is AI, data, or automation, technology should be your ally, not your threat.

Those who build all three types of intelligence become the kind of assistants organisations cannot function without.

How do you envision the future of the administrative profession, especially with advancements in technology and AI?
AI is going to transform the profession, but it will not replace assistants; it will enhance them. What is being automated are the repetitive tasks, not the human insight that assistants bring.

The assistant of the future will be a strategic integrator, someone who uses technology to streamline operations while applying judgement, emotional intelligence, and creativity to complex problems. AI will handle the 'what' and the 'how', but assistants will remain essential for the 'why'.

The role is changing to managing admin rather than doing admin. This is why I say to every assistant, learn the tools, understand how to prompt, and use AI to reclaim your time. Then reinvest that time in higher-value work, the thinking, planning, and partnership that only you can do.

You have had the opportunity to speak at conferences all over the world. How do the challenges and expectations of administrative professionals differ across different regions, and what common themes have you observed globally?
Each region has its own nuances. But the universal truth is that wherever I go, assistants want to feel seen, respected, and invested in. They want their executives to understand the strategic potential of their role. They want opportunities to grow.

Across all cultures, I see the same drive, intelligence, and hunger for change. That is why I believe the profession’s future lies in global unity, one profession, one voice.