An example of life before Animate, while working for publishers Hodder & Stoughton, founder Emma was tasked with running the publicity campaign for Tracy Borman's book; Thomas Cromwell: The Untold Story of Henry VIII's most Faithful Servant. The aim was to drive sales of the book as well as to raise the profile of historian Tracy Borman.
Emma launched the book with a hardback publicity campaign, securing news stories followed by a national and regional media campaign plus a UK wide events tour. This laid the groundwork for the paperback publication of the book, which was published to coincide with the BBC's production of Hilary Mantel's Wolf Hall. Emma positioned Tracy as the historical expert and 'talking head' in the media coverage around the show, which included multiple features by Tracy in national newspapers and an interview on BBC Radio London with Anne Boleyn actor Claire Foy.
Driven by the publicity and events campaign, high book sales propelled Tracy's book into the Sunday Times bestseller list. In the weeks after the campaign she received interest from documentary producers during the PR campaign.