# Earned First > Powering the next era of PR intelligence. Part of the PRomise Foundation. Public Ghost content for AI and LLM tooling. This file includes a bounded export of public pages first, then recent public posts. Append `.md` to any post or page URL to get the content in Markdown (for example, `/example-post.md`). ## Pages ### About Earned First URL: https://www.earned-first.com/about/ Last updated: 2026-08-20T06:00:40.000Z *'A good reputation is hard to earn'* Earned First is a groundbreaking media and events community dedicated to elevating public relations and corporate affairs professionals across Asia-Pacific, the Middle East, and Africa. Born from recognizing a critical gap in the industry, Earned First aims to be the definitive voice for PR practitioners in regions that represent over 75% of the world's population — establishing them as thought leaders, rather than followers, on the global stage. As Western economies turn inward, the APACMEA region is rapidly emerging as a crucial source of innovation, creativity, and cultural intelligence for the global public relations sector. Despite this shift, these regions have historically been underserved by Western-centric media platforms that fail to understand their unique communications cultures and challenges. Since launching in May 2025, Earned First has established significant momentum. Our weekly [newsletter](https://www.earned-first.com/about/#/portal/) and [podcast](https://www.earned-first.com/earned-first-podcast/) have built a reputation for unusually high engagement among senior industry leaders globally. On the events side, **PRAXIS** has debuted internationally to sold-out crowds in [Singapore](https://www.earned-first.com/praxis-asia-pacific/) and [Abu Dhabi](https://www.earned-first.com/praxis-mena/), while we are also delivering programming at the World Economic Forum in Davos, the [Cannes Lions](https://www.earned-first.com/tag/cannes/) festival and [Africa PR Week](https://africaprweek.com/?ref=earned-first.com). Our research portfolio includes the [Consultancy Performance Index](https://www.earned-first.com/tag/consultancy-performance-index/) along with the [Reputation Capital Council](https://www.earned-first.com/research-reputation-capital-council/), and the [PR 2030 Transformation Study.](https://www.earned-first.com/pr-2030-examining-how-public-relations-must-transform-across-apacmea/) And we've launched the [Earned First Awards](https://earnedfirstawards.com/?ref=earned-first.com) to recognise and elevate public relations work that prioritises strategy and judgment over spend and spectacle. Earned First is led by respected industry journalist and founding editor [**Arun Sudhaman**](https://www.earned-first.com/about/#about-arun-sudhaman), alongside research and insights editor [**David Blecken**](https://www.earned-first.com/about/#about-david-blecken) in Tokyo, associate directors [**Sarika Chavan**](https://www.earned-first.com/about/#about-sarika-chavan) and [**Ameeta Vadhera**](https://www.earned-first.com/about/#about-ameeta-vadhera) in Mumbai and Delhi, respectively, and **Shusha Lamoon** in Bengaluru. We operate in conjunction with [The PRomise Foundation](https://promisefoundation.com/?ref=earned-first.com) — best known for its acclaimed PRAXIS community platform. In addition to operating The PRomise Foundation’s events and properties outside India, Earned First serves as a crucial voice for PR markets across the world, providing industry analysis, research/consulting, thought leadership and peer networking. Earned First is not just another industry platform — it's a movement to rebalance the global PR narrative, spotlight innovation from emerging markets, and create meaningful connections across the fastest-growing communications markets in the world. Ultimately, our shared community will be built on the enduring truth that underpins the resilience and vibrancy of these regions: trust, influence and reputation must be 'earned first'. ## Sign up for Earned First Powering the next era of PR intelligence. Subscribe Email sent! Check your inbox to complete your signup. No spam. Unsubscribe anytime. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE001.jpg) ## About Arun Sudhaman Arun is a global media entrepreneur, journalist and industry analyst with a unique track record of connecting the PR and communications sector across established and emerging markets. You can [contact him here](mailto:arun@promisefoundation.com). [In addition to his roles](https://www.linkedin.com/in/arunsudhaman/?ref=earned-first.com) as PRomise Foundation CEO and **Earned First founding editor**, Arun serves as a non-executive chair at ICCO, ambassador for the Asian Communications Network, a trustee of the Institute for Public Relations and strategy advisor for the Asia-Pacific Association of Communication Directors. He's also a member of the Folgate Advisors collective. Over two decades, Arun has built and led international media platforms that serve the public relations and marketing sectors, including 14 years transforming PRovoke Media into the industry's foremost source of insight and analysis. As CEO & Editor-in-Chief of PRovoke Media, Arun led the company's evolution from its Holmes Report origins into a modern digital-first platform. This journey included launching industry-defining products like the Influence 100, Global PR Agency Rankings, and the flagship Global PR Summit - featuring speakers from Jen Psaki to Sir Martin Sorrell to Marc Pritchard. Arun's career has taken him from Hong Kong to London, Singapore to New York, and many points in between — giving him unique insight into the crucial intersection between culture, reputation and communications. He has built enduring relationships with PR leaders across markets like India, China, Southeast Asia and Africa, while maintaining strong connections with global industry hubs in New York, London, Washington DC and Brussels. This distinctive perspective has informed his commentary for media outlets including the BBC, Washington Post and Guardian, along with speaking engagements at events such as the Cannes Lions and World Economic Forum in Davos. Prior to PRovoke Media, Arun held senior editorial roles at Haymarket Media across Asia and Europe, after starting his career at the South China Morning Post. Industry recognition includes becoming the youngest-ever inductee into the ICCO Hall of Fame (2015) and being named PRCA Asia-Pacific Journalist of the Year (2022). As a rapper, meanwhile, Arun is a member of both the Site Access and Underbelly collectives from Hong Kong, and is a founding DJ and core team member for [Lovewillsavetheday.fm](https://lovewillsavetheday.fm/?ref=earned-first.com). You can find his regular [Underbelly Mixtape shows here](https://www.mixcloud.com/waxxmatic/?ref=earned-first.com). --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DB-2025-2-1.jpg) ## About David Blecken David joined Earned First in February 2026 as **research and insights editor**. In this role, he takes on responsibility for Earned First’s insights and research agenda, overseeing proprietary studies, industry benchmarking, awards programmes, features/analysis and partner-led research initiatives across the world. David has reported on the business of media and marketing communications since brands made their first uncertain steps on social media. He spent more than a decade as an editor at Campaign magazine, where he launched a bilingual Japanese edition in Tokyo. He later worked as APAC correspondent for PRovoke Media and was a contributing writer for the Economist Intelligence Unit. Most recently, David also worked in the consultancy world, spending five years at The Hoffman Agency as Content Director. From England, David has lived in Germany, Italy, the US and Hong Kong, and now lives in Tokyo with his wife and young son. Inspired by visual things as well as words, David enjoys drawing, photography and art. He also likes to get out to the mountains for skiing, hot springs and fresh air as often as he can. --- ## About Sarika Chavan Sarika Chavan is a public relations and social impact professional with over two decades of experience across corporate communications, reputation management, and purpose-led initiatives. She currently serves as director of social impact at The PRomise Foundation, **associate director at Earned First**, and is the co-founder of Sparkle Gift Cards, a social impact gifting platform that enables individuals and organizations to support NGOs and charitable causes. Sarika holds a postgraduate diploma in communications from the Xavier Institute of Communications and a postgraduate diploma in marketing management from the Welingkar Institute of Management. Over the course of her career, she has held senior leadership roles at leading PR firms including Weber Shandwick, Adfactors PR, Archetype, and Perfect Relations. She is also a co-author of *Spark*, *Shine*, and *Surge* \- a trilogy documenting the journeys of Indian PR leaders and writes one of the longest-running monthly book review columns for Reputation Today. Sarika is based in Mumbai. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/08/AmeetaV-1.jpeg) ## About Ameeta Vadhera Ameeta Vadhera brings more than a decade of professional experience, including seven years in PR and corporate communications. She holds a Master's degree in Human Resources and began her career in HR, gaining valuable experience at PwC before transitioning into the communications sector. Over the years, she has worked across strategic communications, content development, event management, stakeholder engagement, and brand-building initiatives, bringing a people-centric perspective to every project. She is passionate about creating meaningful impact through purpose-led communications. --- ## About Shusha Lamoon Shusha Lamoon is a CRM and operations professional with nearly two decades of experience coordinating cross-functional teams and building the systems and strategies that keep organisations running efficiently. She currently serves as Associate Director, Operations at Earned First, where she oversees financial administration, HR and customer service. Her background spans the media, legal, and NGO sectors across London, Hong Kong, and Bangalore, giving her a versatile perspective on building operational infrastructure — from lean, fast-moving teams to larger, more complex organisations — with measurable efficiency gains. ## Sign up for Earned First The PR intelligence platform for high-growth markets. Subscribe Email sent! Check your inbox to complete your signup. No spam. Unsubscribe anytime. ### Events & Partnerships URL: https://www.earned-first.com/events/ Last updated: 2026-06-05T09:20:17.000Z Earned First & PRomise Foundation 2026-27 events include: **3 February 2026:** PRAXIS made its Middle East debut at the Saadiyat Rotana in Abu Dhabi, in partnership with the Mubadala Abu Dhabi Open. [Full coverage here](https://www.earned-first.com/praxis-mena/). **22-26 June 2026**: Earned First will be at the Cannes Lions festival. [More here](https://www.earned-first.com/tag/cannes/). **26-28 August 2026:** PRAXIS Africa will hold its inaugural edition, in partnership with the [Africa PR Week](https://africaprweek.com/?ref=earned-first.com) in Nairobi. The PRAXIS Africa segment will take place on the afternoon of 26 August. **7 October 2026:** PRAXIS, the world's biggest PR conference returns for its [second Asia-Pacific edition](https://www.praxisonline.world/apac?ref=earned-first.com) after last year's international launch. The region's definitive gathering for public relations and communications leaders will focus on the theme 'The Earned Imperative'. [Early bird tickets available here](https://www.praxisonline.world/apac?ref=earned-first.com). **11-13 November 2026**: ICCO Global Summit in Milan. **18-22 January 2027**: Earned First will again be at the World Economic Forum in Davos. [View the 2026 Reputation Capital Council launch here](https://www.earned-first.com/davos-ceos-warn-of-business-risk-from-reputation-shortfalls/). *To discuss these and other partnerships, please* [*contact us here*](mailto: arun@promisefoundation.com)*.* ### Partners URL: https://www.earned-first.com/partners/ Last updated: 2026-05-08T11:37:04.000Z ## Premier Anchor Partner ![Zeno Group - Premier Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/06/Zeno_Logo_Green.png) Zeno Group Premier Anchor Partner ## Lead Anchor Partners ![CARMA - Lead Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/12/CARMA-Stacked-Positive-Logo@2x.png) CARMA Lead Partner ![The Hoffman Agency - Lead Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/05/The-Hoffman-Agency_Stacked_Grey_Blue_Lime.png) The Hoffman Agency Lead Partner ## Anchor Insight Partners ![Ruder Finn - Insight Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/06/Ruder-Finn.png) Ruder Finn Insight Partner ![Sandpiper - Insight Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/Sandpiper-R-I-Logo.png) Sandpiper Insight Partner ## Associate Anchor Partners ![Kaizzen - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/12/Kaizzen-Logo-4.png) Kaizzen Associate Anchor Partner ![We Communications - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/06/We-Logo_RGB_Positive-Deep-Plum-3-1.png) We Communications Associate Anchor Partner ![Finn Partners - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/05/FINN-logo_CMYK.jpg) Finn Partners Associate Anchor Partner ![PROI Worldwide - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/PROI_Logo-01-1.png) PROI Worldwide Associate Anchor Partner ![Yefira Group - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Yefira-Blue-RGB.png) Yefira Group Associate Anchor Partner ![Edelman - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/Edelman_Logo_Color.png) Edelman Associate Anchor Partner ![Ashbury - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/11/Ashbury-logo_with-name.jpg) Ashbury Associate Anchor Partner ![Burson - Associate Anchor Partner](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/05/Burson_Wordmark_Pure_Black_RGB_-1-.png) Burson Associate Anchor Partner ### The Earned First Podcast URL: https://www.earned-first.com/earned-first-podcast/ Last updated: 2025-08-06T15:33:30.000Z [Earned First | RSS.com](https://rss.com/podcasts/earned-first?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Consultancy Performance Index URL: https://www.earned-first.com/consultancy-performance-index/ Last updated: 2026-05-18T03:14:18.000Z Please select the region for your submission. Africa Asia-Pacific ### Advisory Council URL: https://www.earned-first.com/advisory-council/ Last updated: 2026-07-27T05:23:46.000Z Council members (ex-agency and in-house) act as strategic advisors, thought leaders, and champions for the Earned First mission. Current Earned First Advisory Council members are: - [Baxter Jolly](https://www.linkedin.com/in/baxter-jolly-b374953/?ref=earned-first.com), ex-Weber Shandwick Asia-Pacific chairman and CEO - [David Tiltman](https://www.linkedin.com/in/david-tiltman-5a2a6614/?ref=earned-first.com), chief content officer, WARC - [Emily Poon](https://www.linkedin.com/in/emilypoon80/?ref=earned-first.com), CEO, Singapore Institute of Directors - [Jamie McLaughlin](https://www.linkedin.com/in/jamiemclaughlin/?ref=earned-first.com), founder and CEO, Monday Talent - [Julia Hood](https://www.linkedin.com/in/julia-hood-17559b1/?ref=earned-first.com), newsroom AI lead & executive editor, Business Insider - [Sukhi Sahni](https://www.linkedin.com/in/sukhisahni/?ref=earned-first.com), educator, builder, advisor ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/Baxter-Jolly.jpeg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/David-Tiltman.png) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/11/Emily-Poon-2023.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/Jamie-McLaughlin.jpeg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/Julia-Hood.jpeg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/07/Sukhi-Sahni-profile_2026--1--1.jpg) ### PRAXIS Asia-Pacific URL: https://www.earned-first.com/praxis-asia-pacific/ Last updated: 2025-11-03T15:38:15.000Z [Run towards the fire 🔥At the inaugural PRAXIS Asia-Pacific in Singapore, more than 200 communicators examined how their industry must adapt to new pressures — from boardroom reinvention and AI disruption to the changing nature of credibility and geopolitics.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-15.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/251014_PRAXIS-APAC_EE041-1.jpeg)](https://www.earned-first.com/run-towards-the-fire/) [Podcast: PRAXIS Asia-Pacific review with James Brasher & Joyce LiongPresented by Finn Partners, this Earned First podcast episode unpacks PRAXIS Asia-Pacific’s key themes—from comms as strategic partner to the rise of AI, credibility, and empathy—and how leaders can build data fluency, business acumen, and agility without sacrificing culture.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-18.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/Finn-Partners-Podcast-episode---Rectangle.png)](https://www.earned-first.com/podcast-praxis-asia-pacific-review-with-james-brasher-joyce-liong/) [PRAXIS A-P: How communicators become business leadersAt the inaugural PRAXIS Asia-Pacific in Singapore, former Rolls-Royce president Bicky Bhangu urged communicators to move from reactive counsel to proactive strategy, embedding communications into business decisions from the outset.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-2.png)Earned FirstRahul Sachitanand![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/251014_PRAXIS-APAC_EE005-1.jpg)](https://www.earned-first.com/praxis-a-p-how-communicators-can-become-business-leaders/) [PRAXIS A-P: “It’s all about wanting proof, not promises”Facing pressure to prove impact, leaders from Haleon, Heineken, Kellanova and Airwallex told PRAXIS Asia-Pacific that corporate affairs is being reinvented — from message control to strategic impact and resilience, even if that means losing control.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-3.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/PRAXIS-AP-2025-APACD-1.jpeg)](https://www.earned-first.com/praxis-a-p-its-all-about-wanting-proof-not-promises/) [PRAXIS A-P: Communicators face 2030 reality checkNew research from Zeno Group, unveiled at PRAXIS Asia-Pacific, set the stage for a candid discussion on how AI, automation and shifting skills are reshaping communications — and how teams can prepare for what’s next.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-16.png)Earned FirstRahul Sachitanand![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/251014_PRAXIS-APAC_EE033-3-1.jpg)](https://www.earned-first.com/praxis-a-p-communicators-face-2030-reality-check/) [PRAXIS A-P: “Earned media’s currency is credibility”As cultural fragmentation collides with AI-driven content pollution, communications leaders at PRAXIS argued that credibility now demands more empathy, cultural intelligence and independent voices.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold.png)Earned FirstRahul Sachitanand![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/251014_PRAXIS-APAC_EE068-1.jpg)](https://www.earned-first.com/praxis-a-p-earned-medias-currency-is-credibility/) [PRAXIS A-P: “No perfect solution” to geopolitical complexity, say public affairs leadersAs the world fractures into competing regulatory spheres, companies are being explicitly forced to decide which governments take priority, even at the cost of market access elsewhere.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-1.png)Earned FirstRahul Sachitanand![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/251014_PRAXIS-APAC_EE053-2-1.jpg)](https://www.earned-first.com/praxis-a-p-no-perfect-solution-to-geopolitical-complexity-say-public-affairs-leaders/) [PRAXIS A-P: “Communicators can’t just be tool pushers”AI is reshaping the job market, and communicators must move quickly to stay relevant in a fast-changing landscape.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-17.png)Earned FirstRahul Sachitanand![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/251014_PRAXIS-APAC_EE098-1.jpg)](https://www.earned-first.com/praxis-a-p-communicators-cant-just-be-tool-pushers/) [Asia-Pacific Consultancy Performance Index 2025 — Champions Revealed 🏆Golin took top honours across the inaugural Earned First Index, unveiled at PRAXIS Asia-Pacific in Singapore yesterday, alongside Adfactors, Havas Red, The Hoffman Agency, MSL China, Ogilvy PR, Poem, Sandpiper, SenateSHJ, and Vero.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-4.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/CPI-1600x900.jpg)](https://www.earned-first.com/asia-pacific-consultancy-performance-index-2025-champions-revealed/) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE001-4.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE006-1.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE033-1.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE041-4.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE053-4.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE064-1.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE121-1.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE129-1.jpg) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/10/251014_PRAXIS-APAC_EE158-1.jpg) More PRAXIS Asia-Pacific photos here: [https://bit.ly/PRAXISAPACPICS](https://bit.ly/PRAXISAPACPICS?ref=earned-first.com) [Comms at the crossroads: PRAXIS heads to SingaporeWith Dr Bicky Bhangu OBE leading a programme built around influence, reputation, and leadership, the first international PRAXIS signals Asia-Pacific’s role as a force leading global public relations transformation.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-5.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/Praxis-AP-horizontal.png)](https://www.earned-first.com/comms-at-the-crossroads-praxis-heads-to-singapore/) ### Reputation Capital Council URL: https://www.earned-first.com/research-reputation-capital-council/ Last updated: 2026-01-14T08:23:41.000Z - ![](https://test.avignyata.com/earned-first/img/Abhinav.jpeg) ### Abhinav Kumar Global CMO TCS ![](https://test.avignyata.com/earned-first/img/Addy.jpeg) ### Addy Frederick Group Head of Corporate Affairs Admiral Group - ![](https://test.avignyata.com/earned-first/img/Alan_Vandermolen.jpg) ### Alan VanderMolen Senior Vice President & Deputy CCO ADNOC Group ![](https://test.avignyata.com/earned-first/img/Alex_Aiken.jpeg) ### Alex Aiken Communications Advisor Former UK Government - ![](https://test.avignyata.com/earned-first/img/Alex_Malouf.jpeg) ### Alex Malouf Senior Director, Public Relations & Media ROSHN ![](https://test.avignyata.com/earned-first/img/Andy_Pharoah.jpeg) ### Andy Pharoah VP Corporate Affairs & Sustainability Mars - ![](https://test.avignyata.com/earned-first/img/Angela_Balakrishnan.jpeg) ### Angela Balakrishnan Executive Director, Strategic Communications & Public Affairs Information Commissioner’s Office ![](https://test.avignyata.com/earned-first/img/Arnab-Roy-Choudhury.jpeg) ### Arnab Roy Choudhury Communications Advisor USSEC - ![](https://test.avignyata.com/earned-first/img/Arpana-Kumar-Ahuja.jpeg) ### Arpana Kumar Ahuja EVP & Head, Corporate Brand & Communications Jindal ![](https://test.avignyata.com/earned-first/img/Bella-Ling-Nair.jpeg) ### Bella Ling-Nair Senior Director, Communications & Patient Advocacy, JAPAC Edwards Lifesciences - ![](https://test.avignyata.com/earned-first/img/Caroline-York.jpeg) ### Caroline York Marketing Director APAC Serotonin ![](https://test.avignyata.com/earned-first/img/Charlotte-West.jpeg) ### Charlotte West Vice President, Global Corporate Communications Lenovo - ![](https://test.avignyata.com/earned-first/img/Craig-Young.jpeg) ### Craig Young Managing Director, Research & Insights Sandpiper ![](https://test.avignyata.com/earned-first/img/Damon-Jones.jpeg) ### Damon Jones Chief Communications Officer P&G - ![](https://test.avignyata.com/earned-first/img/Dan-Billings.jpeg) ### Dan Billings Asia Regional Head of Corporate Communications Invesco ![](https://test.avignyata.com/earned-first/img/Dimple-Raisurana Kapur.jpeg) ### Dimple Raisarana Kapur EVP & Head - Corporate Brand, Communications & Sustainability Star Health & Allied Insurance - ![](https://test.avignyata.com/earned-first/img/Hussein-M.-Dajani.jpeg) ### Hussein Dajani Group Chief Marketing & Customer Centricity Officer Petromin ![](https://test.avignyata.com/earned-first/img/ilana-ostrin.png) ### Ilana Ostrin Head of Global Communications PPTA Global - ![](https://test.avignyata.com/earned-first/img/Jai-Tolani.jpeg) ### Jai Tolani Senior Director, Corporate Communications DAMAC Properties ![](https://test.avignyata.com/earned-first/img/Jane-Lawrie.jpeg) ### Jane Lawrie Global Head of Corporate Affairs KPMG - ![](https://test.avignyata.com/earned-first/img/Jasmine-Mobarek.jpeg) ### Jasmine Mobarek Head of Communications, International Markets HP ![](https://test.avignyata.com/earned-first/img/Jay-Cooney.jpeg) ### Jay Cooney Chief Communications & Marketing Officer Enviri - ![](https://test.avignyata.com/earned-first/img/Jeff-DeMarrais.jpeg) ### Jeff DeMarrais SVP Global Marketing & Chief Communications Officer Cognizant ![](https://test.avignyata.com/earned-first/img/Jon-Harris.jpeg) ### Jon Harris EVP, Chief Communications & Networking Officer Cognara - ![](https://test.avignyata.com/earned-first/img/Jonathan-Adashek.jpeg) ### Jonathan Adashek SVP Marketing & Communications IBM ![](https://test.avignyata.com/earned-first/img/Jonathan-Hirasawa-Ashton.jpeg) ### Jonathan Hirasawa Ashton Head Marketing & Communications MEA KROHNE Group - ![](https://test.avignyata.com/earned-first/img/Junaidah-Dahlan.jpeg) ### Junaidah Dahlan Senior Communications Leader GE Healthcare ![](https://test.avignyata.com/earned-first/img/Kelly-Johnston.png) ### Karen Wong Chayavirabood Regional Director Public Affairs APAC Abbott - ![](https://test.avignyata.com/earned-first/img/Kelly-Johnston.png) ### Kelly Johnson Global Chief Operating Officer Sandpiper ![](https://test.avignyata.com/earned-first/img/) ### Kate Cronin Chief Marketing Officer Medtronic Diabetes - ![](https://test.avignyata.com/earned-first/img/Kenneth-Hong.jpeg) ### Ken Hong Head Corporate Communications & PR Americas Hisense ![](https://test.avignyata.com/earned-first/img/Kym-White.jpeg) ### Kym White Chief Corporate Affairs Officer Generate:Biomedicines - ![](https://test.avignyata.com/earned-first/img/Lavanya-Mandal.jpeg) ### Lavanya Mandal GM - Head PR & Internal Communications Aster DM Healthcare ![](https://test.avignyata.com/earned-first/img/Lavanya-Wadgaonkar.jpeg) ### Lavanya Wadgaonkar Chief Communications Officer Nissan - ![](https://test.avignyata.com/earned-first/img/Lavinia.jpeg) ### Lavinia Rajaram Director, Global Brand Communications Expedia Group ![](https://test.avignyata.com/earned-first/img/Lena-Goh.jpeg) ### Lena Goh Managing Director Temasek - ![](https://test.avignyata.com/earned-first/img/Leonard-Lin.jpeg) ### Leonard Lin EMEA President & Global Head Public Affairs Shein ![](https://test.avignyata.com/earned-first/img/Lynne-Mulholland.jpeg) ### Lynne Mulholland GM Group Corporate Affairs Hong Kong & Shanghai Hotels - ![](https://test.avignyata.com/earned-first/img/Michael-Rinaman.jpeg) ### Michael Rinaman Managing Director Strategy Sandpiper ![](https://test.avignyata.com/earned-first/img/Michael-Stewart.jpeg) ### Michael Stewart Chief Corporate Affairs & Communications Officer Unilever - ![](https://test.avignyata.com/earned-first/img/Michelle-Samuel.jpeg) ### Michelle Samuel Global Director Communications Mondelez ![](https://test.avignyata.com/earned-first/img/Mike-Fernandez.jpeg) ### Mike Fernandez SVP & Chief Communications Officer Enbridge - ![](https://test.avignyata.com/earned-first/img/Miki-Hirasawa-Ashton.jpeg) ### Miki Hirasawa-Ashton Senior Adviser GlobeScan ![](https://test.avignyata.com/earned-first/img/Nadim-Hasbani.jpeg) ### Nadim Hasbani Director Corporate Affairs Strategy Eli Lilly - ![](https://test.avignyata.com/earned-first/img/Natalie-Faulkner.jpeg) ### Natalie Faulkner Director of Communications Property Finder ![](https://test.avignyata.com/earned-first/img/Neda-Shelton.jpeg) ### Neda Shelton Group Head Communications Solutions Plus - ![](https://test.avignyata.com/earned-first/img/Nicholas-Ionides.jpeg) ### Nicholas Ionides VP Communications & Corporate Affairs Marina Bay Sands ![](https://test.avignyata.com/earned-first/img/Nicola-Green.jpeg) ### Nicola Green Chief Communications Director Virgin Media-O2 - ![](https://test.avignyata.com/earned-first/img/Nikhil-Kharoo.jpeg) ### Nikhil Kharoo Director Global Head PR Razer ![](https://test.avignyata.com/earned-first/img/Omar-Zaafrani.jpeg) ### Omar Zaafrani Global Head Corporate Affairs & ESG Puma Energy - ![](https://test.avignyata.com/earned-first/img/Ophira-Bhatia.jpeg) ### Ophira Bhatia Vice President Mondelez ![](https://test.avignyata.com/earned-first/img/Paul-Marriott.jpeg) ### Paul Marriott Global Head People & Engagement Macquarie Group - ![](https://test.avignyata.com/earned-first/img/Peter-O'Sullivan.jpg) ### Peter O’Sullivan Director Group Communications Woolworths Group ![](https://test.avignyata.com/earned-first/img/Priyanka-Tanwar.jpeg) ### Priyanka Tanwar Global Head Corporate Affairs Hero MotorCorp - ![](https://test.avignyata.com/earned-first/img/Puneet-Pal-Singh.jpeg) ### Puneet Pal Singh Strategic Communications Leader ByteDance ![](https://test.avignyata.com/earned-first/img/Ramya-Chandrasekaran.jpeg) ### Ramya Chandrasekaran Chief Communications Officer QI Group - ![](https://test.avignyata.com/earned-first/img/Rimmi-Harindran.jpeg) ### Rimmi Harindran Senior Director Corporate Affairs AMEA Mars ![](https://test.avignyata.com/earned-first/img/Rishi-Basu.jpeg) ### Rishi Basu Associate VP Global Corporate Comms Infosys - ![](https://test.avignyata.com/earned-first/img/Ross-R..jpeg) ### Ross Rowbury Co-Head Group Corporate Communications Nomura ![](https://test.avignyata.com/earned-first/img/Sameer-Bajaj.jpeg) ### Sameer Bajaj SVP Corporate Communications MakeMyTrip - ![](https://test.avignyata.com/earned-first/img/Sarah-(Robson)-James.jpeg) ### Sarah James Head of Communications Asia Sun Life ![](https://test.avignyata.com/earned-first/img/Serene-Koh.jpeg) ### Serene Koh Director Communications Thales - ![](https://test.avignyata.com/earned-first/img/Shalini-Gupta.jpeg) ### Shalini Gupta Head Internal Communications UKIMEA Arup ![](https://test.avignyata.com/earned-first/img/Shorbani-Roy.jpeg) ### Shorbani Roy Regional Head Communications Asia & India Lockheed Martin - ![](https://test.avignyata.com/earned-first/img/Shweta-Shukla.jpeg) ### Shweta Shukla Head Corporate Affairs ASEAN Haleon ![](https://test.avignyata.com/earned-first/img/Stacey-Zolt-Hara.jpeg) ### Stacey Zolt Hara EVP Workplace & Purpose Burson - ![](https://test.avignyata.com/earned-first/img/Stephen-Forshaw.jpeg) ### Stephen Forshaw Chief Representative ANZ Airbus ![](https://test.avignyata.com/earned-first/img/Su-Min-Sng.jpeg) ### Su Min Sng Head of Communications Grab - ![](https://test.avignyata.com/earned-first/img/Sujit-Patil.jpeg) ### Sujit Patil CCO Godrej Industries ![](https://test.avignyata.com/earned-first/img/Toby-Doman.jpeg) ### Toby Doman Head External Communications PPF Group - ![](https://test.avignyata.com/earned-first/img/Tom-Blackwell.jpeg) ### Tom Blackwell CCO Nebius ![](https://test.avignyata.com/earned-first/img/Torod-B.-Neptune.jpeg) ### Torod Neptune Assistant Professor UNC Chapel Hill - ![](https://test.avignyata.com/earned-first/img/Umesh-Nair.png) ### Umesh Nair Communications & CSR Director Alstom ![](https://test.avignyata.com/earned-first/img/Valerie-Tan.jpeg) ### Valerie Tan SVP Corporate Communications Emirates - ![](https://test.avignyata.com/earned-first/img/Zoe-Hibbert.jpeg) ### Dr Zoe Hibbert Chief of Corporate Affairs Prudential ### PRAXIS MENA URL: https://www.earned-first.com/praxis-mena/ Last updated: 2026-02-13T03:22:36.000Z [Momentum brings responsibility ⚖️At PRAXIS MENA in Abu Dhabi, senior communicators argued that rapid growth and confidence across the region must now be matched by courage, cultural intelligence and a sharper focus on tangible impact.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-64.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/DSC08966-1.JPG)](https://www.earned-first.com/momentum-brings-responsibility/) PRAXIS MENA 2026 highlights [PRAXIS MENA: CCO role recalibrates as strategy, data & judgement convergeMubadala CCO Brian Lott and former UK government communications chief Alex Aiken highlighted how communications leadership is evolving toward greater visibility, judgement and strategic responsibility.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-42.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/Kate-Brian-Alex.png)](https://www.earned-first.com/praxis-mena-cco-role-recalibrates-as-strategy-data-judgement-converge/) [Podcast: PRAXIS MENA review with Iman IssaNorth Seventy Five co-founder Iman Issa joins the Earned First podcast to discuss the key ideas and themes that shaped the inaugural PRAXIS MENA summit in Abu Dhabi.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-60.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/Iman-Issa-EF-podcast-169.png)](https://www.earned-first.com/podcast-praxis-mena-review-with-iman-issa/) [PRAXIS MENA: Middle East communicators urged to reinvent their roleSenior communications leaders at PRAXIS MENA argue the industry must prove its value in a more integrated ecosystem by moving beyond legacy roles and “building new models.”![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-41.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/DSC08056-1.JPG)](https://www.earned-first.com/praxis-mena-middle-east-communicators-urged-to-reinvent-their-role/) [PRAXIS MENA: Context and earned trust vital to strengthening UAE reputationDespite a broadly positive perception, the country must find a way to combat “conspiracy theories” and win over neutral observers around the world.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-38.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/DSC08576-1.JPG)](https://www.earned-first.com/praxis-mena-context-and-earned-trust-vital-to-strengthening-uae-reputation/) [PRAXIS MENA: Why brands can’t buy relevanceBrand and agency leaders argued that relevance cannot be bought through spend or scale alone, pointing instead to culture, consistency and earned trust as the real drivers of attention.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-58.png)Earned FirstDavid Blecken![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/DSC09580-1-1.JPG)](https://www.earned-first.com/praxis-mena-why-brands-cant-buy-relevance/) [PRAXIS MENA: Trust in healthcare is no longer institutionalHealthcare leaders described a future in which trust, information and decision-making increasingly sit with the individual.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-57.png)Earned FirstDavid Blecken![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/DSC09449-1.JPG)](https://www.earned-first.com/prxis-trust-in-healthcare-is-no-longer-institutional/) [PRAXIS MENA: “AI forces agencies to have honest conversations with clients”As AI compresses time and cost across communications, agencies and clients are being forced into difficult conversations about what value really looks like in an automated world.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-39.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/DSC09836.JPG)](https://www.earned-first.com/praxis-mena-ai-forces-agencies-to-have-honest-conversations-with-clients/) [MENA Consultancy Performance Index 2026 — Champions Revealed 🏆Current Global took top honours in the Middle East’s first Earned First Index, unveiled at PRAXIS MENA in Abu Dhabi yesterday, alongside Action Global and Weber Shandwick.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-40.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/CPI-1600x900-3.jpg)](https://www.earned-first.com/mena-consultancy-performance-index-2026-champions-revealed/) [MENAT Consultancy Performance Index: Scorecards & analysisFull scorecards and analysis from Earned First’s 2026 Middle East Consultancy Performance Index, benchmarking PR firms across business, creativity, innovation and culture to identify the region’s top-performing consultancies.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-65.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/Slide15-1-1.jpeg)](https://www.earned-first.com/menat-consultancy-performance-index-scorecards-analysis/) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC09196-1.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC08052.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC08574.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC09894-3.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC08966-4.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC09580-2.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/Winner---4-1.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC08457-1.JPG) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC09449-2.JPG) 📸 You can find [PRAXIS MENA photos here](https://www.dropbox.com/scl/fo/npj6992o4hki9rl2tdicu/AHwQsQKk53esJEMfeshIh34?rlkey=l4jial625o2qw6njv57y8wn6r&st=jir8iax0&dl=0&ref=earned-first.com) ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/22-1-partner-copy.jpg) ## Posts ### Weathering outrage in India's new culture wars URL: https://www.earned-first.com/weathering-outrage-in-indias-new-culture-wars/ Last updated: 2026-09-04T06:08:33.000Z For the last few days, I have been getting messages from friends asking me if the GIVA Raksha Bandhan ad was a deliberate ploy to create controversy and get eyeballs. It is an innocent enough question and could have been answered with one word but considering that it seems to be on the minds of many people, a longer, more calibrated response feels appropriate. For those unfamiliar with the matter, GIVA, a relatively young jewellery brand in India, recently launched a Raksha Bandhan campaign featuring Bollywood actor Kriti Sanon. The light-hearted ad was meant to highlight the evolution of the festival that celebrates not only the bond between brothers and sisters, but also ties with loved ones, including pets. But then rumblings from the right wing began on social media about the cultural appropriateness of the outfit worn by Kriti in the ad. An actor-turned-politician amplified this groundswell of opinion, and the resulting backlash questioned not just the actor’s clothes, but the inclusion of a pet in the celebration. In response to escalating criticism and alleged threats of violence, GIVA withdrew the ad, even if it subsequently extended support to its brand ambassador and stood by the essence of the campaign. _This post is for subscribers only._ ### Margin over momentum 🌏 URL: https://www.earned-first.com/margin-over-momentum/ Last updated: 2026-09-03T10:30:27.000Z This week, we published the second annual [Asia-Pacific shortlist](https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/) for Earned First’s Consultancy Performance Index. Everyone loves a list, no doubt, but we are especially encouraged by the data this exercise produces. Curated from more than 60 submissions and consultancy meetings, these metrics tell us much more about how the profession is evolving in this part of the world. Before that, some context is probably helpful, because this year’s Index lands at a critical juncture for the communications profession. Amid significant economic volatility, restructuring and organisational redesign, the Asia-Pacific PR market appears to be stabilising, despite continued geopolitical turbulence, economic headwinds and automated uncertainty. That stabilisation, however, masks a highly polarised landscape. Larger, legacy network agencies are grappling with consolidation fatigue, shrinking budgets and structural complexity. Nimble independent and mid-sized consultancies are posting record growth on the back of senior counsel, integrated digital and creator offerings, and unified P&L structures. The shared truth, whatever the numbers say, probably lies somewhere in between. Agency finance directors, who have waited long enough for an edition of their own, may offer differing interpretations. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Tyler Kim leaves Weber Shandwick URL: https://www.earned-first.com/tyler-kim-leaves-weber-shandwick/ Last updated: 2026-09-03T04:52:46.000Z Tyler Kim has left Weber Shandwick, Earned First can reveal, following the firm's [restructuring under Omnicom PR](https://www.earned-first.com/omnicom-pr-names-joanne-wong-as-asia-pacific-ceo/) earlier this year. Kim joined Weber Shandwick to launch the firm's Korean operation in 2009, which has since grown to 80+ people. After becoming North Asia MD in 2018, he was named Asia-Pacific CEO in 2021, overseeing one of the region's biggest and most-awarded PR networks. _This post is for subscribers only._ ### Asia-Pacific Consultancy Performance Index: 2026 Shortlist URL: https://www.earned-first.com/asia-pacific-consultancy-performance-index-2026-shortlist/ Last updated: 2026-09-03T05:29:02.000Z We're happy to reveal the shortlist of leading consultancies identified by Earned First's second Asia-Pacific Consultancy Performance Index, which aims to benchmark and recognise the industry's most impactful and innovative PR firms. We saw a significant increase in entries this year, with more than 60 consultancies submitting their credentials, data and other key information, helping us throughly assess the state of play among PR firms across the Asia-Pacific region. Shortlisted consultanices have been grouped according to the geographic and excellence categories featured below. **One** **Index Champion for each category** will be revealed and awarded at the [Earned First Awards reception](https://www.praxisonline.world/apac/tickets/earned-first-awards-only?ref=earned-first.com), taking place in Singapore on 6 October, one day before PRAXIS Asia-Pacific. The shortlist revealed below follows evaluation of firms across five key performance areas: Business Performance (25%) | Creative Impact & Client Outcomes (25%) | Innovation & Thought Leadership (20%) | Talent & Culture (20%) | Industry Leadership (10%). Talent & Culture scores, in particular, have been heavily weighted towards those firms that participated in Earned First's [Workplace Monitor](https://www.earned-first.com/introducing-earned-firsts-workplace-monitor/), an employee experience survey which drew participation from multiple consultancies. **Scorecards for shortlisted consultancies will be published after PRAXIS Asia-Pacific**, examining each firm's performance as per the above criteria. As ever, we're incredibly thankful for the support the industry has provided for this initiative, along with the transparency and insights that help us better understand and benchmark what truly drives consultancy success in an era of immense change. _This post is for subscribers only._ ### Earned First Awards: Asia-Pacific finalists revealed URL: https://www.earned-first.com/earned-first-awards-asia-pacific-finalists-revealed/ Last updated: 2026-08-31T11:27:09.000Z Finalists for the inaugural Earned First Awards have been revealed, ahead of the awards ceremony on 6th October evening in Singapore. Judging for the Awards' first edition, which covers Asia-Pacific, took place over the past six weeks. [Jurors](https://earnedfirstawards.com/jury?ref=earned-first.com) evaluated approximately 150 entries in total against four criteria: impact, outcomes and measurement (35%); earned first thinking and execution (25%); creativity and strategy (25%); and, degree of difficulty (15%). **The full list of finalists across categories** [**can be found here**](https://earnedfirstawards.com/earned-first-awards-asia-pacific-finalists-2026?ref=earned-first.com). The Hoffman Agency leads the way with 12 finalists, ahead of We.Communications (7), MSL (6), Edelman and Finn Partners (4 each). Other firms with multiple finalists include Burson, McKinsey, Ellerton & Co, Alexander PR, Golin, FWD Group and Northbourne Advisory. Finalists are structured across 19 categories in five groups: Campaign & Craft; Innovation & Measurement; Trust, Reputation & Strategy; Confidential & Specialist; and, Leadership, with the latter two groups judged by Earned First's editorial team. Two categories were removed: one (Collaborative Earned Strategy) because jurors opted against selecting an award winner from the entries, and the other (AI-Enabled Earned Strategy & Innovation) consolidated into the Earned Innovation category. The **Grand Prix**, selected from a shortlist of winners, will be revealed at the Earned First Awards Ceremony, a cocktail reception taking place at **Cool Cats in Singapore from 6pm on 6 October**, the evening before PRAXIS Asia-Pacific at Singapore's National Gallery. **Tickets for the awards reception, which will reveal and showcase winners, are** [**available here**](https://www.praxisonline.world/apac?ref=earned-first.com#registration). Entries were assessed specifically on strategic problem-solving, the role of earned and owned media in achieving outcomes, degree of difficulty, and the credibility of results. Campaigns that succeeded because they were well-funded or structurally advantaged were not favoured over those that navigated resistance, scrutiny or complexity. The **Earned First Leadership** category, meanwhile, aims to recognise individuals who have materially advanced the practice, influence and strategic value of earned communications, through vision, innovation, team development, and demonstrable impact on organisational reputation or performance. Five finalists have been shortlisted from entrants: Caroline Hsu (The Hoffman Agency), HS Chung (Burson), James Brasher (Finn Partners), Nitin Mantri (We. Communications) and Ong Hock Chuan (Maverick). [Earned First Awards: Asia-Pacific Finalists 2026](https://earnedfirstawards.com/earned-first-awards-asia-pacific-finalists-2026?ref=earned-first.com) The Earned First Awards will also recognise [Asia-Pacific Consultancy Performance Index](https://www.earned-first.com/tag/consultancy-performance-index/) winners, for which the shortlist will be published later this week. ### Why Africa needs a "narrative revolution" 🌍 URL: https://www.earned-first.com/why-africa-needs-a-narrative-revolution/ Last updated: 2026-08-28T08:09:18.000Z Better storytelling shapes markets, diplomacy and confidence, but is not enough to reshape Africa's global reputation. _This post is for subscribers only._ ### Africa Consultancy Performance Index 2026: Champions & Scorecards 🏆 URL: https://www.earned-first.com/africa-consultancy-performance-index-2026-champions-scorecards/ Last updated: 2026-08-28T09:56:37.000Z Retroviral has taken top overall honours as **Africa Index Champion** in our inaugural Africa [Consultancy Performance Index](https://www.earned-first.com/africa-consultancy-performance-index-leaders-shortlist/). This announcement marks the culmination of a research exercise that benchmarked and recognised the industry's most impactful and innovative PR firms across the region. Firms were evaluated across five key performance areas: Business Performance (25%) | Creative Impact & Client Outcomes (25%) | Innovation & Thought Leadership (20%) | Talent & Culture (20%) | Industry Leadership (10%). Top performers were [shortlisted](https://www.earned-first.com/africa-consultancy-performance-index-leaders-shortlist/) in three categories — with **Index Champions** reflecting the highest scores in each particular category. The rankings and scorecards, revealed below, follow our [analysis of trends derived from the Index](https://www.earned-first.com/resilience-is-africas-competitive-advantage/), which found that the continent's strongest PR consultancies are pairing sustained commercial performance with more sophisticated advisory, measurement and AI capabilities. _This post is for subscribers only._ ### PRAXIS Africa: The case for reversing the global blueprint 🌍 URL: https://www.earned-first.com/praxis-africa-the-case-for-reversing-the-global-blueprint/ Last updated: 2026-08-27T17:25:46.000Z The global blueprint is no longer fit for purpose, argued communications leaders from across the Global South as [PRAXIS made its African debut](https://www.earned-first.com/praxis-comes-to-africa/) in partnership with Africa PR Week in Nairobi earlier this week. Neither is better localisation the fix that global corporates might assume, heard delegates at the event. "Africa must not continue taking the top down approach," said Lilian Nganda, Maersk IMEA head of customer communications and events, while detailing a common frustration with MNC PR plans. "I want to be in a room where we're saying we've worked on the blueprint for Kenya or for Nigeria, and that is picked up and grown into the global blueprint." Not only are global frameworks viewed as culturally insensitive, but they also risk undermining strategy in local markets as complexity and nuance become ever more important. "Too many organisations confuse consistency with uniformity," noted Ramya Chandrasekaran, chief communications officer at QI Group. "The local teams, wherever they are, are not units at the end of the chain. They are the sources of your strategy." What headquarters should supply is "a very strong spine, not a straitjacket," added Chandrasekaran, noting that messaging can be "technically perfect but still culturally wrong." For example, she pointed out that countering misinformation in parts of West Africa through rebuttals issued from headquarters had proved markedly less effective than working through local partners and existing stakeholder relationships. "Reputation may travel across the border, but legitimacy has to be earned market by market." Building communications strategies from the ground up, however, may not be quite as straightforward as it appears. The Practice Group CEO Girish Balachandran pointed out that effective public relations is better designed from a community rather than for one. "When we design for a community, we're already walking in with a pre-tested solution," he said, noting that focus groups are far less effective than "actually listening at chai shops, in farmlands and urban slums." "Context is not a constraint," added Balachandran. "Context is the content." > **"Learn to talk like humans"** That mindset, importantly, requires an understanding that the messenger is often as important as the message. In Global South markets, in particular, communications is often about trusted relationships before information. "We don't just put out a message," said Balachandran. "We also put out a messenger who is trusted and believed by the community." "It's very simple to submit a message," agreed Global Energy Alliance Africa communications director Benson Kibiti, who is charged with making climate science more understandable at a grassroots level. "You can have a very good message, but the person you choose to pass that message to really matters." Fewer than 5% of the world's population, said Kibiti, reads the UN's climate reporting, which is often couched in vocabulary that is difficult to understand. "When someone talks about decarbonisation, that's pure jargon," he said. Working with mini-grid developers in Nigeria, Kibiti's teams stopped talking about emissions altogether. Instead, solar and battery installations were pitched on what they deliver locally, in terms of power for clinics and refrigeration for vaccines. "Learn to talk like humans," he said. In conversation with We.Communications MD Sarah Gooding, meanwhile, Nganda discussed why media fragmentation and GEO make the case for local authorship more urgent. We's Future of Communications put consumption of social and video news across Africa above 65%, up from 52% in 2020, with 46 of the top 50 global news sites losing direct traffic to feeds, video streams and messaging apps. "Decentralised communication still needs a central point," explained Nganda. "Your press release needs to survive the WhatsApp groups. It needs to survive the age of screenshots." Nganda was similarly unsentimental about the industry's enthusiasm for unscripted leadership, amid the finding that 44% of audiences prefer executives who speak off the cuff. "Let's not mistake authenticity for spontaneity," she said. "Authenticity means not shying away from the hard questions." Through the Red Sea disruption and the Strait of Hormuz crisis, her team collected close to 100 customer questions and answered them on a live call. "Where we didn't have an answer, we were honest." ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/08/2A2A8479.jpg) Lilian Nganda & Sarah Gooding ### Caroline Hsu to leave the Hoffman Agency URL: https://www.earned-first.com/caroline-hsu-to-leave-the-hoffman-agency/ Last updated: 2026-08-27T05:33:41.000Z Caroline Hsu is leaving the Hoffman Agency, Earned First can reveal, after leading the firm to record-breaking Asia growth over the past nine years. Hsu, who joined Hoffman as Asia-Pacific MD in 2017, helped oversee Hoffman's expansion from $7m in fee income to more than $20m, accounting for approximately half of the firm's $40m in global revenue. She is expected to exit the independent tech PR firm in Q4 of this year. _This post is for subscribers only._ ### Podcast: Why corporate affairs pros want change URL: https://www.earned-first.com/podcast-why-corporate-affairs-pros-want-change/ Last updated: 2026-08-24T10:41:03.000Z GlobeScan CEO Chris Coulter joins the Earned First podcast to break down findings from the latest Oxford-GlobeScan Global Corporate Affairs Report. Now in its seventh edition, the study draws on nearly 300 senior practitioners across 51 countries, and offers a wealth of insight into the opinions, trends, and challenges facing corporate affairs teams worldwide. In conversation with Earned First's Arun Sudhaman, the episode explores why corporate affairs heads want their functions revised, and why that appetite is for change is especially high in Asia-Pacific. We also discuss how geoeconomics is reshaping priorities, the woeful state of corporate affairs measurement, the latest on the ESG backlash, and much more. [Why corporate affairs pros want change, with Globe | RSS.com](https://rss.com/podcasts/earned-first/3091590/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Adfactors acquires Australia's SenateSHJ URL: https://www.earned-first.com/adfactors-acquires-australias-senateshj/ Last updated: 2026-08-20T02:30:10.000Z India's biggest PR firm makes its first acquisition of significance, taking a majority stake in 35-person social change consultancy. _This post is for subscribers only._ ### Darren Burns departs Golin Ketchum URL: https://www.earned-first.com/darren-burns-departs-golin-ketchum/ Last updated: 2026-08-20T02:30:39.000Z Darren Burns has confirmed his departure from Golin Ketchum, bringing a close to a 26-year career with Interpublic Group after its [restructuring under Omnicom PR](https://www.earned-first.com/omnicom-pr-names-joanne-wong-as-asia-pacific-ceo/). Burns started his Golin career in Taipei in 2000, shifting to sister firm Weber Shandwick for 15 years across China and Singapore, prior to rejoining Golin as regional president in 2020. _This post is for subscribers only._ ### PR 2030: AI adoption has outrun AI readiness URL: https://www.earned-first.com/pr-2030-ai-adoption-has-outrun-ai-readiness/ Last updated: 2026-08-18T06:16:51.000Z Gone, it seems, are the days when PR practitioners could succeed on their wits, connections and a knack for good storytelling. Responses to the PR 2030 Transformation Study, a collaboration between Earned First, IPR and Ruder Finn examining the future of communications in Asia-Pacific, Middle East and Africa, indicate that AI literacy and integration has become a core professional requirement in the regions. The ability to understand, adopt and strategically apply AI tools to communications work is seen as the single most important capability that PR practitioners will need over the next three to five years. AI overshadowed data analytics and measurement, business and strategic skills, adaptability and talent development and overall professional quality. Though all these were seen as important, the capacity for "building with AI", as one respondent termed it, seems set to be a determining factor in the trajectory of individual careers and by extension, functions and consultancies. As reported in [last week's PR 2030 instalment](https://www.earned-first.com/pr-2030-strategic-perception-belies-functional-reality/), just 9% of in-house respondents say the function has primary or full responsibility for it, while among agency respondents describing client organisations, 6% report primary responsibility and none report full responsibility. The capability practitioners rank as most critical to their futures is, for now, largely being decided elsewhere in the business. _This post is for subscribers only._ ### PRAXIS A-P 2026: The Earned Imperative begins at the top URL: https://www.earned-first.com/praxis-a-p-2026-the-earned-imperative-begins-at-the-top/ Last updated: 2026-08-17T09:58:03.000Z By now, we are all fairly familiar with the "seat at the table" conversation that the public relations industry has been having for decades. Communications is more strategic than ever, the CEO finally understands reputation, and the function is one good crisis away from permanent boardroom standing. That's the theory, anyway, even if it has become a somewhat circular discussion. Our new [PR 2030 research](https://www.earned-first.com/pr-2030-strategic-perception-belies-functional-reality/), for example, finds a profession that is strategic in its self-perception but still under-resourced, underfunded and under-consulted by the business functions that matter. At the very least, there are three forces making this disconnect urgent rather than just perennial. AI-generated content is eroding trust at scale, geopolitical fractures are redrawing narrative battlegrounds, and reputation has become unmoored from its traditional groundings, thanks to sceptical stakeholders who require cultural proof of an organisation's licence to operate, much less lead. [PRAXIS Asia-Pacific 2026](https://www.praxisonline.world/apac?ref=earned-first.com), which **returns to Singapore on 7 October** after its sold-out debut last year, will aim to bring plenty of clarity to these issues, thanks to the first set of headline speakers that we are happy to unveil: - **Stephen Forshaw**, Airbus' chief representative for Australia, New Zealand and the Pacific, and one of the few comms leaders to make the leap into P&L leadership - **Emily Poon**, CEO of the Singapore Institute of Directors, who previously led Ogilvy PR Asia-Pacific - **Lavanya Wadgaonkar**, chief communications officer of Nissan, a fierce advocate for communications effectiveness in the C-suite - **Lena Goh**, managing director of public affairs at Temasek, a defining example of a company that has built its operations around trust - **Siew Ting Foo**, a CMO veteran who is fresh from the Cannes main stage, where she argued that Chinese brands are increasingly ready to take on the world There will be many more speakers announced soon, of course, across a lineup that also features such agency leaders as Zeno global CEO **Barby Siegel**, Ruder Finn global chief growth officer **Elan Shou**, We.Communications APAC president **Nitin Mantri**, Sandpiper CEO **Emma Smith**, Real Chemistry Asia-Pacific growth president **Emma Thompson**, Rice/Finn senior partner **Agung Ongko**, GR Company senior advisor **Jasmeet Kaur**, The Hoffman Agency's **Isabelle Demaude** and **Andrew Nicholls** from CARMA Asia. With less than two months to go, we're happy to confirm that the bulk of the agenda is ready, reflecting a specific focus on our **Earned Imperative** theme. The **Comms in the Boardroom session**, for example, will discuss how communicators move from access to authority, as geopolitical volatility and stakeholder scrutiny intensify. Several sessions, furthermore, will feature new data and insights that help us better understand the moment of reckoning facing corporate communicators. Zeno's **Clarity 2030 study**, for example, will unveil **new findings on CMOs** in this region, exploring increasing competition with communications functions across reporting lines, budget, and such areas as generative engine optimisation. Our **PR 2030 research** with IPR and Ruder Finn, meanwhile, will underpin a discussion on what agencies and in-house teams need to do to close the gap between strategic reputation and actual influence. Specific studies from We.Communications and Sandpiper, both in partnership with Earned First, will examine the **future of influence and reputation capability frameworks**, respectively. **Reputation's drift from messaging to culture** also forms a distinctive element of the agenda, including specific sessions on how the region's technology sector is building the kind of trust that translates into commercial and regulatory goodwill; the friction between global HQs and local nuance; and, the case for cultural intelligence as a business capability in an AI-saturated world. A **special AI experience zone**, meanwhile, will demonstrate how new technologies are revolutionising communications across the world. If the **PRAXIS** sessions help us understand how earned influence is reshaping the region, the day before will bring a unique lens on what serious communications practice looks like today. The inaugural Asia-Pacific **Earned First Awards** takes place on the evening of 6 October, benchmarking and recognising public relations work that solves business problems, shapes reputations, influences decision-making and builds trust in complex environments, often without fanfare and paid amplification. [Tickets for PRAXIS and the Awards are now available](https://www.praxisonline.world/apac?ref=earned-first.com#registration), and there are discounts available via all of our partners, including supporting associations AMEC, APACD, ICCO, IPR, PRCA, PRCAI, PRSP, PRHK, PRSJ, Perhumas and PRASL. Massive thanks, as always, to our partners: Zeno, CARMA, Finn Partners, The Hoffman Agency, Ruder Finn, Burson, Kaizzen, Rothman & Roman, Sandpiper, Real Chemistry, Vero and We.Communications. If you'd like to be involved, just [let us know](mailto://hello@earned-first.com). [BOOK PRAXIS TICKETS NOW](https://www.praxisonline.world/apac?ref=earned-first.com) ### Korea's winning bet | Partner Content URL: https://www.earned-first.com/partner-content-copy/ Last updated: 2026-08-17T03:37:34.000Z In a monthly column called [***Independents' Day***](https://www.earned-first.com/tag/independents-day/), Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In the 11th instalment of Independents' Day, David Ahn, VP of PR ONE, reflects on how Korea's communications industry has been remade by digital transformation — and why the global rise of K-culture has fundamentally changed what clients ask of an independent agency. 1. **PR ONE has grown into one of Korea's leading independent agencies over time, but growth rarely follows a straight line. What were the important inflection points in the agency's evolution, and what drove them?** PR ONE was founded in 2006 with a commitment to independence and strategic agility. At that time, agencies with 20 to 40 staff couldn’t compete with larger ones, so we focused on fragmented, niche projects. From the start, we launched PR ONE as a large consultancy with over 100 people, aiming to break through those structural limitations and capitalise on economies of scale. However, as we grew rapidly, we hit a bottleneck where our expansion outpaced our capabilities. This ‘growing pain’ period required time to stabilise. These operational lessons shaped our evolution, defined by three major inflection points. First, by building our reputation through early public campaigns, we increased our brand's awareness and successfully scaled our services from public institutions to general businesses. This expansion built our comprehensive IMC capabilities. Second, while most PR firms focused on traditional media relations, PR ONE proactively planned and executed modern digital marketing campaigns to meet growing market demands. Most recently, we achieved another milestone by becoming PROI Worldwide’s exclusive Korean partner. This connection brought our deep local expertise to a powerful global network. Each inflection point was driven by a single imperative: staying ahead of how stakeholders consume information and make decisions. 1. **Korea's communications landscape is shifting fast, towards digital-first audiences, platform fragmentation, shrinking traditional media influence. Which of those changes has had the most fundamental impact on how you structure clients' work?** Historically, the Korean PR market revolved around traditional corporate public relations (CPR). However, the rapid shift towards platform fragmentation and digital-first audiences fundamentally restructured our business. Recognising this shift early on, PR ONE made a bold move a decade ago by establishing digital advertising teams and investing heavily in digital capabilities. While many other agencies remained focused on traditional media, our early digital transformation propelled growth as the market expanded. This early shift allowed us to successfully expand our portfolio from traditional CPR into marketing PR (MPR). MPR enabled us to participate and grow our footprint across broader markets without the limitations of ad agency and PR firm boundaries. We’ve become an agency renowned for exceptional campaign execution. Today, as audiences consume information across a growing ecosystem of niche digital platforms and social channels, traditional media is no longer the sole source of brand and corporate reputation. Consequently, we’ve fundamentally restructured client work into an “always-on omnichannel” framework. This architecture creates dynamic messaging ecosystems where earned, owned and paid media converge in real-time. 1. **K-content and Korean consumer brands have reshaped how the world perceives Korea, and that creates both opportunity and complexity for communications. How has the global rise of Korean cultural influence changed what clients ask of you?** The global surge of K-culture has transformed client expectations from "how do we communicate locally in Korea?" to "how do we scale a Korean brand's narrative authentically on the global stage?" Clients no longer seek standard localisation; they crave global cultural relevance. For example, past PR ONE campaigns like those we created for Coca-Cola incorporated Korean-style nuances into their content. This approach was successfully implemented across European and Asian markets and regional bridge organisations. LEGO’s children’s and adult-targeted campaigns showcased unique local trends and received widespread praise. Drawing on K-culture insights, our creative ideas have been adopted as official campaigns in several countries demonstrating Korea’s positive influence on global marketing. We navigate intricate cross-border narratives and bridge cultural nuances across diverse regions such as Southeast Asia, Japan and the US. Our Korean-led creativity enhances the power of global campaigns. This evolution from a national PR agency to a global brand strategy navigator allows us to connect local authenticity with international appeal. 1. **AI and data are reshaping agency economics everywhere, but the pressure points differ by market. Where is that shift creating the most immediate change inside PR ONE, and where are you more deliberate about the pace of adoption?** Within PR ONE, AI and data are revolutionising reputation analytics, trend forecasting and media monitoring efficiency. We’ve seen rapid adoption in areas where quantitative data fuels insights such as our pioneering work in reputation metrics and data-driven sentiment tracking. However, we approach creative ideation and final strategic positioning with greater deliberation and caution. While AI is a powerful accelerator, the core of strategic empathy, cultural nuance, and high-stakes crisis counselling still requires deep human judgment. Technology powers our speed, but human intuition defines our precision. 1. **Korean chaebols and multinationals entering Korea both represent significant client segments, but they come with very different communications needs and decision-making cultures. How do you navigate that?** Navigating between Korean chaebols and multinational corporations, demand a delicate balance between two distinct operational cultures. Chaebols typically prioritise rapid responsiveness and comprehensive stakeholder alignment within their hierarchical structures. They also need to navigate Korea’s unique regulatory and public opinion ecosystems. Conversely, multinationals often focus on global compliance, structured governance and localised adaptation of global brand guidelines. We bridge these worlds as cultural and strategic translators. For chaebols, we introduce global best practices and digital-first agility. For multinationals, we provide hyper-localised ground-level intelligence ensuring their global messaging resonates authentically in Korea. 1. **PROI membership gives independent agencies global reach without sacrificing local identity. In practical terms, what has the network unlocked for PR ONE — and what does Korea's perspective contribute back to PROI that wouldn't otherwise be there?** For PR ONE, PROI membership has unlocked a valuable borderless network. This enables us to support Korean clients expanding overseas and assist international brands entering Korea with trusted on-the-ground partners worldwide. In return, Korea contributes a vibrant and dynamic market perspective grounded in cutting-edge digital infrastructure, rapid trend adoption and the global phenomenon of K-content and consumer innovation. It serves as a powerful testing ground for next-generation communications strategies, giving PROI partners a front-row seat to trends shaping the future of global marketing. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### PR 2030: "Strategic" perception belies functional reality URL: https://www.earned-first.com/pr-2030-strategic-perception-belies-functional-reality/ Last updated: 2026-08-14T05:40:40.000Z Recognising that something is important does not always translate to the practical embrace of it. That gap presents no small challenge for a communications industry striving for greater relevance, as the inaugural **PR 2030 Transformation Study** reveals in considerable detail. A landmark collaboration between Earned First, the Institute for PR (IPR) and Ruder Finn Asia, the research examines the future of communications and barriers to progress in under-researched markets across Asia-Pacific, the Middle East and Africa. Crucially, the insights extend beyond self-serving narratives by drawing on the experience of in-house and agency leaders in countries that are often misunderstood when viewed through a Western-centric lens. The research finds that communications is increasingly viewed as a strategic function in these regions, but many practitioners still lack access and influence where it matters most. In-house communicators, in particular, present a largely positive picture in terms of their perception, but one that is tempered by the way in which they are engaged. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Jeremy Seow steps down from Allison URL: https://www.earned-first.com/jeremy-seow-steps-down-fallison-asia-pacific-coo/ Last updated: 2026-08-13T02:10:30.000Z Jeremy Seow has left Allison, Earned First can reveal, after more than six years with the Stagwell firm in Singapore. Seow, who joined Allison as Asia-Pacific MD of growth and innovation in 2020, became regional chief operating officer and head of client experience in 2022\. His departure follows the [arrival of Margaret Key](https://www.earned-first.com/stagwell-taps-margaret-key-for-dual-asia-pacific-leadership-role/) as Allison's Asia-Pacific CEO last year. _This post is for subscribers only._ ### The age of a single global reputation is over | Partner Content URL: https://www.earned-first.com/the-age-of-a-single-global-reputation-is-over-partner-content/ Last updated: 2026-08-10T11:36:11.000Z Communications professionals have spent decades helping brands speak consistently across borders. The assumption was straightforward: build one strong reputation, then adapt the messaging for local markets. Today, this no longer holds. A global brand can be admired in one market, questioned in another and barely recognised in a third - not necessarily because its business has changed, but because entirely different information worlds are shaping how it is understood. I see this constantly in the rooms I work in, briefing executives who still assume a single reputation travels intact across borders. AI is accelerating the problem. As generative AI becomes an increasingly common starting point for research, recommendations and decision-making, brands are discovering that their reputation is no longer built from a single body of evidence. Instead, AI is surfacing the very different information worlds that have always existed across markets, making those differences impossible to ignore. For communications leaders, this is no small change. The challenge is no longer simply ensuring messages translate across cultures. It is understanding how trust itself is interpreted across different cultural and digital worlds. In other words, cultural awareness is no longer enough. Organisations need cultural intelligence. Recent events illustrate why. Lululemon's attempt to celebrate Chinese culture with a yoga event on the Great Wall quickly unravelled when a ceremonial drum featured in the campaign was identified as Japanese rather than Chinese. In South Korea, Starbucks launched a promotional tumbler on the anniversary of the Gwangju Uprising, using a campaign name and slogan that unintentionally echoed one of the country's darkest historical moments. Both efforts show how easily cultural context gets overlooked - and how quickly trust evaporates when it is. **One brand, multiple reputations** I saw this laid bare in research we conducted at The Hoffman Agency, comparing how leading Chinese and Western AI models describe the same global brands. Chinese AI models typically described Chinese companies through the lens of innovation, resilience and national achievement. Western AI models often framed those same organisations around governance, security and geopolitical questions. The opposite pattern emerged for Western brands operating in China. The differences were not simply matters of tone or emphasis. Across 775 unique online sources cited by the AI models, fewer than eight percent appeared in both Chinese and Western AI worlds. Each system was constructing its answers from an almost entirely separate universe of evidence. That statistic should give every communications leader pause. For years, organisations have talked about managing a global reputation. It's now doubtful such a thing exists at all. Instead, brands increasingly operate across multiple reputational worlds, shaped by different media environments, cultural assumptions and now different AI models. Those worlds occasionally overlap, but they no longer converge into a single narrative. This also changes how brands recover from mistakes. When Adidas suffered an AI-generated mistranslation that spread rapidly across Xiaohongshu (otherwise known as Rednote), it resisted the temptation to quietly withdraw the content. Instead, it embraced the joke, producing limited-edition T-shirts featuring the now-famous phrase. What could have become a reputational crisis became an example of cultural fluency instead. Mistakes still matter of course, but what matters more is the ability to recover from them - through honest self-reflection and cultural intelligence. **Why localisation is no longer enough** Many organisations have invested heavily in localisation. They employ local communications teams, adapt campaigns and translate content for different audiences. These remain essential capabilities. But localisation traditionally assumes audiences begin with roughly the same understanding of a brand. That's less and less true. When two AI systems answer the same question using almost entirely different sources, they are doing more than presenting different perspectives. They are constructing different versions of reality. Reputation management can no longer focus solely on what a company says about itself. It must also consider the source worlds from which those reputations are being assembled. Indeed, the challenge is becoming less about translation and more about interpretation. **From cultural awareness to cultural intelligence** This is where cultural intelligence becomes strategically important. For years, cultural awareness has largely meant recognising differences between markets and avoiding obvious mistakes. That remains necessary. It is no longer enough. In my own training work, I define cultural intelligence as something more demanding: the ability to understand how trust is created in different contexts, recognise which aspects of a brand should remain constant, and identify where adaptation strengthens rather than weakens identity. Pop Mart offers a compelling example. As the company expanded internationally, it stayed disciplined about what could and couldn't change. The blind-box experience, artist-led intellectual property and emotional storytelling were non-negotiable. Everything else could adapt. Local teams developed characters and experiences that resonated culturally without diluting the brand's identity. That's cultural intelligence in practice - not a different brand for every market, but the same identity, expressed differently depending on where trust needs to be earned. Indeed, Pop Mart’s beloved Labubu has done this so well, it made it to as global a stage as this year’s FIFA World Cup. This has implications far beyond campaign development. Communications teams increasingly occupy a unique position inside organisations, sitting at the intersection of leadership, markets and brand. They're often the first to recognise when a decision that seems perfectly reasonable internally will be read very differently elsewhere. And they're among the few functions able to translate those external signals into language that shapes business decisions before reputational damage occurs. This makes cultural intelligence less a communications skill than a leadership capability. The organisations that navigate global markets most successfully won't necessarily be the ones with the biggest communications budgets or the most sophisticated AI strategies. They'll be the ones that understand trust was never universal to begin with. It is earned, differently, in every market it's asked of. Telling an organisation's story well is still the job. The harder job now - and the one which I personally believe will determine the future of our industry - is understanding how differently that story will be heard, depending on where, and through what, the world is listening. *Isabelle Demaude is head of executive training and development, APAC, The Hoffman Agency. This article is* [*Partner Content*](https://www.earned-first.com/tag/partner-content/)*, produced in collaboration with* [*The Hoffman Agency*](https://www.hoffman.com/?ref=earned-first.com)*.* ### Podcast: Culture, Cannes & cockroaches with Charlotte Mceleny 🎙️ URL: https://www.earned-first.com/podcast-culture-cannes-cockroaches-with-charlotte-mceleny/ Last updated: 2026-08-03T05:58:36.000Z Charlotte Mceleny returns to discuss Cannes Lions 2026: the creator economy's growing dominance, the industry's fixation on "culture," and renewed momentum behind CCOs and organisational trust. The conversation turns to GEO and AI search's parallels with early SEO, before closing on the Gen Z-led political movements reshaping communications across Asia. [Culture, Cannes & cockroaches with Charlotte Mcele | RSS.com](https://rss.com/podcasts/earned-first/3034666/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### The battle for GEO URL: https://www.earned-first.com/the-battle-for-geo/ Last updated: 2026-08-03T04:18:48.000Z Nuance is often the first casualty of headline writing, and describing any corporate trend as a battle might strike some as a tad overwrought. But, several conversations across multiple cities in recent weeks, including an illuminating [upcoming podcast with Charlotte Mceleny](https://rss.com/podcasts/earned-first/3034666?ref=earned-first.com), suggest that functional responsibility for generative engine optimisation (GEO) is likely to represent another defining moment for the corporate communications function. By now, the theory is clear. The PR industry has been quick to extol the GEO opportunity, thanks to the disproportionate influence wielded by earned and owned media on AI search results. The logical conclusion, they would argue, is that public relations practitioners are best placed to oversee GEO strategies, given their core currency of third-party validated sources. For an industry that has long craved proof of its value, the emergence of GEO could not be better timed. As Wadds Inc's mid-year review of public relations research concludes, "no other discipline can claim that structural advantage." From an in-house perspective, however, it seems unlikely that things will unfold as neatly as predicted above. Many communications leaders I have spoken to, in Cannes and beyond, have noted that marketing functions are beginning to exert a stronger gravitational pull over corporate GEO plans and budgets. Neither is it especially difficult to understand their case, resting as it does on brand visibility, content optimisation and demand generation. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Mainardo de Nardis steps down as Edelman president & COO URL: https://www.earned-first.com/mainardo-de-nardis-steps-down-as-edelman-president-coo/ Last updated: 2026-07-30T15:56:32.000Z Mainardo de Nardis is stepping down as Edelman's global president and chief operating officer, Earned First can reveal, after less than a year in the role. Reporting to CEO Richard Edelman, [de Nardis succeeded Matt Harrington](https://www.earned-first.com/edelman-names-new-president-as-matt-harrington-becomes-executive-vice-chairman/) in October 2025, taking on responsibility for Edelman's operations, large clients, geographies and integration. He will remain a board member for the DJE Holdings parent group, a position he has held for more than five years. _This post is for subscribers only._ ### Zeno snaps up ex-Axicom leaders to bolster growth URL: https://www.earned-first.com/zeno-snaps-up-ex-axicom-leaders-to-bolster-growth/ Last updated: 2026-07-28T12:21:00.000Z Zeno has moved quickly to hire ex-Axicom leaders Matt Lackie, Lisa Sullivan and Jake Green to help support the independent PR firm's growth after crossing the $150m barrier last year. The trio, who oversaw growth and innovation at Axicom in recent years, arrive after parent firm Burson integrated the tech firm's operations with its own tech practice, leading to [the exit of several senior Axicom executives](https://www.prweek.com/article/1954853/burson-reorganizes-axicom-leaders-depart?ref=earned-first.com). Lackie, previously Axicom global CEO since 2021, is named Zeno's president for international strategy and global technology. Reporting to Zeno global CEO Barby Siegel, he will aim to advance the consultancy's international strategy in conjunction with its regional heads across North America, Latin America, Europe and Asia-Pacific. _This post is for subscribers only._ ### ⌛️ Early Bird ends on 31 July | PRAXIS Asia-Pacific URL: https://www.earned-first.com/early-bird-ends-on-31-july-praxis-asia-pacific/ Last updated: 2026-07-28T09:00:11.000Z ### Less than one week left to secure your early bird ticket After selling out Singapore's National Gallery for our inaugural edition in 2025, [PRAXIS Asia-Pacific](https://www.praxisonline.world/apac?ref=earned-first.com) returns on 7 October 2026, bringing together PR and communications leaders from across the region for a day of conversations, connections and ideas shaping the future of the industry. In a world saturated with manufactured content and algorithm-driven influence, authentic credibility is no longer a virtue, but a business necessity. Influence that is engineered will erode; trust that is merely claimed will collapse. Only what is genuinely earned will last. That's the case PRAXIS Asia-Pacific 2026 will make, building on last year's sold-out debut and 14 years of PRAXIS credibility in India, under **the Earned Imperative** theme. This year's sessions span trust, risk & the boardroom; AI & the machine era; cultural intelligence & influence; workforce & leadership; and impact & accountability. Headline speakers include: - Stephen Forshaw, chief representative for Australia, New Zealand and the Pacific, Airbus - Emily Poon, CEO, Singapore Institute of Directors - Barby Siegel, global CEO, Zeno Group - Siew Ting Foo, CEO, Soul for Profit Advisory *and many more to be announced soon.* Don't miss your chance to connect with the people driving the industry forward. ⏰ Less than one week left. Early Bird rate of US$99 until 31 July. [REGISTER NOW](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) We look forward to seeing you in Singapore. Please note that PRAXIS will be preceded by the Earned First Awards on the evening of 6 October. More details on that soon. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/07/23-7-partners-1600x900-02.jpg--1--1.jpeg)](https://www.praxisonline.world/apac?ref=earned-first.com) ### The government dividend 🇮🇳 URL: https://www.earned-first.com/the-government-dividend/ Last updated: 2026-07-24T02:30:54.000Z It started as a joke. That might well explain the remarkable emergence of India's Cockroach Janta Party (CJP), which must be the first viral meme account to turn into a nationwide political movement. It is a story that is now attracting [global interest](https://www.bbc.com/news/articles/c9d8p88lyjdo?ref=earned-first.com), as it should, demonstrating how Asian youth culture can force itself onto the political agenda of the world's largest democracy. The intensifying protests in Delhi have taken many by surprise, given the challenges that face any new social movement. Not least one that represents young people who are systematically disenfranchised by a political landscape in which seniority and entrenched interests dominate. If, like me, you're fascinated by India's biggest political story of the moment, you could do worse than read [our earlier analysis](https://www.earned-first.com/of-cockroaches-credibility/) of how the CJP's utterly authentic, platform-native communications approach underpinned its dramatic rise to prominence. But it also arrives at a telling moment for an industry that has come to rely on its own government dividend. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### PR in Cannes: Exploring the era of relationship capital URL: https://www.earned-first.com/pr-in-cannes-exploring-the-era-of-relationship-capital/ Last updated: 2026-07-17T13:20:39.000Z ICCO's PR in Cannes event helped provide a natural focal point for the communications sector during the 2026 Cannes Lions. A special roundtable, supported by Kaizzen, brought together five senior voices from across the PR and research industries to discuss what the group termed "the era of relationship capital", exploring how trust is migrating from institutions to networks in an increasingly febrile information landscape. 🎬 [Watch the Roundtable here](https://youtu.be/ylNB7--zC8g?si=vv37y96BHQB431Ed&ref=earned-first.com) The session drew on [ICCO's World PR Report 25/26](https://iccoglobal.com/icco-world-pr-report/?ref=earned-first.com), which argues that as geopolitical tension, AI-driven disruption and societal fragmentation erode trust in institutions, the relationships organisations hold with clients, partners, employees and communities become a correspondingly more valuable, and more measurable, form of capital. **Panel** - **Massimo Moriconi**, president, ICCO & CEO, Omnicom PR Group, Italy - **Julia Omini**, senior insight consultant, YouGov - **Candace Steele Flippin**, VP, thought leadership & professional development, Page Society - **Vineet Handa**, CEO, Kaizzen & treasurer, ICCO - Arun Sudhaman, moderator, ICCO non-executive chair _This post is for subscribers only._ ### Resilience is Africa's competitive advantage 🌍 URL: https://www.earned-first.com/resilience-is-africas-competitive-advantage/ Last updated: 2026-07-16T11:26:52.000Z Earned First's inaugural [Africa Consultancy Performance Index](https://www.earned-first.com/africa-consultancy-performance-index-leaders-shortlist/) has seen encouraging transparency from PR firms across the continent, giving us a useful set of metrics to benchmark the state of the industry. Topline performance statistics from 2025 point to a sector defined by robust growth and high client satisfaction despite a complex, uneven economic environment. Overall industry fee income growth rate among reporting firms was relatively strong, despite challenging economic conditions. This is partly driven by markets like Nigeria, which are recovering from a period of intense currency volatility. Even excluding these high-growth outliers, a core group of established consultancies maintained a healthy growth average of roughly 17%. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Africa Consultancy Performance Index: Leaders' Shortlist URL: https://www.earned-first.com/africa-consultancy-performance-index-leaders-shortlist/ Last updated: 2026-07-16T14:02:10.000Z We're happy to reveal the shortlist of leading consultancies identified by Earned First's inaugural Africa Consultancy Performance Index, which aims to benchmark and recognise the industry's most impactful and innovative PR firms. A huge thank you to the many firms that submitted their credentials, data and other key information, helping us throughly examine the state of play among PR firms in key African markets. Shortlisted consultancies have been grouped according to the categories featured below. **One** **Index Champion for each category** will be revealed and awarded at [PRAXIS Africa](https://www.praxisonline.world/africa?ref=earned-first.com), taking place during Africa PR Week in Nairobi on 26 August. The shortlist revealed below follows evaluation of firms across five key performance areas: Business Performance (25%) | Creative Impact & Client Outcomes (25%) | Innovation & Thought Leadership (20%) | Talent & Culture (20%) | Industry Leadership (10%) **Scorecards for shortlisted consultancies will be published after PRAXIS Africa**, examining each firm's performance as per the above criteria, alongside industry analysis of key metrics and trends. I'm incredibly thankful for the support the industry has provided for this initiative, along with the transparency and insights that help us better understand and benchmark what truly drives consultancy success in an era of immense change. _This post is for subscribers only._ ### Brazen hires Angeline Tan to lead Asia-Pacific expansion URL: https://www.earned-first.com/brazen-hires-angeline-tan-to-lead-asia-pacific-expansion/ Last updated: 2026-07-16T04:26:26.000Z Middle East PR firm Brazen has hired Angeline Tan as general manager to oversee its Asia-Pacific launch via new offices in Singapore and Kuala Lumpur. Owned by [Raiyn](https://www.earned-first.com/cannes-learns-context/), Brazen is best known for its work across luxury, lifestyle, hospitality, fashion and beauty sectors, under the leadership of managing partner Louise Jacobson in Dubai. Tan joins Brazen after two years at Publicis Groupe, where she was regional business lead and, formerly, GM of Malaysia operations. Her career also includes senior roles at Oliver Agency, Reprise Digital and Naga DDB. _This post is for subscribers only._ ### Earned First Awards: Final extension ⌛️ URL: https://www.earned-first.com/earned-first-awards-final-extension/ Last updated: 2026-07-08T01:00:14.000Z Sometimes, exceptional work deserves a little more time. In response to requests from across the region, we've made one final extension to the registration deadline for the Earned First Awards Asia-Pacific 2026. This is your last opportunity to showcase the campaigns, ideas and teams that have made a lasting impact over the past year. **Final Deadline: 20 July 2026** **Entry Fee: US$350 per entry** Whether you're recognising breakthrough creativity, strategic excellence, measurable business impact or the people behind outstanding work, this extension gives you one final chance to submit your strongest entries. **After 20 July, entries will close and no further extensions will be offered.** Enter now **👉** [**www.earnedfirstawards.com**](https://earnedfirstawards.com/?ref=earned-first.com) Please note that Asia-Pacific Consultancy Index submissions are [made separately here](https://www.earned-first.com/enter-now-asia-pacific-consultancy-performance-index-2026/). [SUBMIT YOUR WORK](https://earnedfirstawards.com/category?ref=earned-first.com) For any queries please [contact us here](mailto:hello@earned-first.com). ### Finn Partners acquires Australia's Honner URL: https://www.earned-first.com/finn-partners-acquires-australias-honner/ Last updated: 2026-07-07T20:30:58.000Z Finn Partners has acquired Honner, a 25-person financial and corporate communications agency based in Sydney, marking the independent firm's first office in the Australian market. The deal extends Finn's Asia-Pacific footprint to Sydney and Melbourne, taking its global office count to 37 and Asia-Pacific headcount to approximately 250\. The agency will operate as "Honner, A Finn Partners Company." Finn Partners CEO Peter Finn confirmed there would be no change in Honner's leadership, and that the acquired firm would eventually transition to the Finn Partners branding. "We don't want people to view us as a holding company," said Finn. "We're not a holding company. We're an agency." _This post is for subscribers only._ ### Edelman appoints APAC production and studio leaders URL: https://www.earned-first.com/edelman-appoints-apac-production-and-studio-leaders/ Last updated: 2026-07-07T06:53:27.000Z Jack Shillito and Edmund Quah join the global content and production hub. _This post is for subscribers only._ ### Silent abandonment a bigger brand risk than public outrage, says Ogilvy URL: https://www.earned-first.com/silent-abandonment-a-bigger-brand-risk-than-public-outrage-says-ogilvy/ Last updated: 2026-07-07T03:53:45.000Z Research finds more than 90% of APAC consumers disengage from brands that let them down without posting anything about their experience online. _This post is for subscribers only._ ### Real Chemistry launches APAC hub via Spurwing acquisition URL: https://www.earned-first.com/real-chemistry-launches-apac-hub-via-spurwing-acquisition/ Last updated: 2026-07-06T23:00:51.000Z Real Chemistry has acquired Spurwing Communications, Earned First can reveal, giving the world's biggest healthcare communications firm its first hub in Asia-Pacific. Launched 11 years ago by founder Emma Thompson, Spurwing's approximately 12-strong team will retain its existing leadership and team under MD Emma Jenkins-Lee, with the name changing to Real Chemistry over time. Thompson becomes president of Asia-Pacific growth at Real Chemistry, reporting to Kath Harrison, the firm's group president of international growth in Dubai. "APAC is fast becoming one of the most dynamic and strategically important regions for healthcare innovation and access to life-improving therapies," Harrison said. _This post is for subscribers only._ ### We Communications names corporate and AI and data advisory leaders for APAC URL: https://www.earned-first.com/we-communications-names-corporate-and-ai-and-data-advisory-leaders-for-apac/ Last updated: 2026-07-06T02:00:48.000Z The appointments aim to help businesses with transformation challenges and to derive better results from AI usage. _This post is for subscribers only._ ### We owe the media more than this URL: https://www.earned-first.com/we-owe-the-media-more-than-this/ Last updated: 2026-07-03T06:10:24.000Z If you spent last week in Cannes, you might have heard several prolific PR industry CEOs talking up "the renewed importance of earned" in the LLM era. Their logic is straightforward. Research suggests that earned media fuels what LLMs say about a company, brand or topic, which of course makes pitching the press more valuable than ever. But, as I heard the readout from a number of these Cannes panels, I found them tone-deaf to a structural reality: as agencies pitch more pitching, the journalistic outlets they rely on for success are steadily eroding. Roughly 58.5% of U.S. searches now end without a single click to an external website, as AI‑driven interfaces increasingly answer queries without sending traffic back to publishers. Meanwhile, the news industry lost an estimated 6,900 jobs in 2025 alone — an 8% decline in a single year. “The renewed importance of earned" is a good sales story for agency executives seeking a new angle. It’s also disrespectful. Our industry is grounded in our relationships with journalists, yet these leaders are directly monetising the source of journalism's collapse — by asking for more, and more, and more from outlets who won’t see a financial reward. _This post is for subscribers only._ ### Julianna Richter exits Ogilvy PR URL: https://www.earned-first.com/julianna-richter-exits-ogilvy-pr/ Last updated: 2026-07-03T07:25:39.000Z Julianna Richter is leaving Ogilvy after six years as global CEO of the WPP agency's PR operations. In an internal memo seen by Earned First, WPP creative CEO Jon Cook notes that "Richter will be leaving to pursue a new role outside of WPP." Richter also served as chief marketing and communications officer for WPP's Open X, the agency built to service Coca-Cola. An Ogilvy spokesperson confirmed the exit, noting that Richter's successor "would be announced in the new future." _This post is for subscribers only._ ### Earned First Awards: Less than one week left ⌛️ URL: https://www.earned-first.com/earned-first-awards-less-than-one-week-left/ Last updated: 2026-07-02T09:10:46.000Z ### The countdown is on... There's less than one week left before the **Entry Deadline** for the **Earned First Awards Asia-Pacific 2026** closes on midnight (IST) **7 July 2026**. This is your opportunity to showcase the campaigns, teams and ideas that have made an impact through earned-first thinking and strategic communications. Whether you've delivered exceptional work in reputation, creativity, influence or innovation, now is the time to put your best work forward. **Entry Deadline:** **7 July 2026** **Submit your entries today and earn recognition among Asia-Pacific's finest.** **👉** [**www.earnedfirstawards.com**](https://earnedfirstawards.com/?ref=earned-first.com) Please note that Asia-Pacific Consultancy Index submissions are [made separately here](https://www.earned-first.com/enter-now-asia-pacific-consultancy-performance-index-2026/), by 3 July. [SUBMIT YOUR WORK](https://earnedfirstawards.com/category?ref=earned-first.com) For any queries please [contact us here](mailto:hello@earned-first.com). ### Cannes learns context 🦁 URL: https://www.earned-first.com/cannes-learns-context/ Last updated: 2026-07-13T05:32:24.000Z There is no singular Cannes experience. It's worth bearing that in mind as you sift through the inevitable deluge of think pieces that accompany the festival's conclusion. From star-studded affairs in Cap D'Antibes to backstreet podcasts in makeshift studios, Cannes is increasingly defined by a multitude of perspectives. This, for those of us that remember the festival's glaring lack of diversity, is no bad thing. Cannes is a far more heterogeneous place these days, although the skew towards the privileged remains hard to miss. A variety of views cannot ever hurt, even if it makes a convenient, overarching narrative more difficult to discern. Against that refracted prism, though, one thing that united punters of all stripes last week was the oppressive heat. Indeed, Europe's battle with record temperatures offered some easy symbolism, of the real world finally intruding on the festival's rather more manicured landscapes. Thankfully, that sense of reality was not limited to weather conditions alone, reflecting how Cannes has evolved from an advertising-first worldview to something that better reflects the full tapestry of stakeholder relationships. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### From creativity to the C-suite: comms themes that emerged from Cannes URL: https://www.earned-first.com/from-creativity-to-the-c-suite-comms-themes-that-emerged-from-cannes/ Last updated: 2026-07-02T01:18:08.000Z Live discussions at and around Cannes Lions 2026 pointed to a meaningful shift, not just for PR people but for the festival itself. Not surprisingly, AI was the dominant theme. Earned First asked CARMA to track coverage across the festival week. It found AI occupied 41%, ahead of entertainment (27%), creators (25%) and fashion (6%). In contrast to the issues around AI evident in mainstream coverage, AI was in a bubble at Cannes. Conversations were positive, practitioner-led and focused on things like production workflows, creative scale and CMO accountability. As CARMA notes, Cannes is one of few places where the AI discourse remains almost entirely upbeat. Yet while AI was everywhere, what was more striking was the festival's changing identity. CMOs were the most talked-about people, appearing in 58% of coverage. But CEO and founder-level titles featured in 52%, a narrowing gap that suggests a change in Cannes Lions' reason for existence. The 'festival of creativity' is becoming a boardroom conversation about growth, technology and business transformation. Entertainment is also more important than ever for brands. Variety's presence was testament to this, and also to an event that is becoming more outward-looking and diverse in terms of participants. CARMA sees the festival being read more as a "cultural moment" than another industry gathering. Within all of this, the PR industry's presence has evolved significantly since the time I last attended more than a decade ago. Comms leaders did not go as big on the topic of AI as one might have expected, except at a [roundtable](https://www.earned-first.com/cannes-why-human-judgement-matters-more-than-ever-in-an-ai-world/) that Earned First hosted with Penta Group. But there was a real sense that the sector is at last making the leap from managing messages to taking responsibility for business outcomes, or at the very least helping to architect them. Whether weighing up the changing nature of communications leadership roles, the vacuum in space storytelling or the reputational volatility of prediction markets, a recurring theme was that earned trust is the most durable currency in a world that is becoming both more fragmented and insular. 🦁 You can find all of [our Cannes coverage here](https://www.earned-first.com/tag/cannes/). _This post is for subscribers only._ ### Cannes: Relationships over algorithms URL: https://www.earned-first.com/cannes-relationships-over-algorithms/ Last updated: 2026-07-01T10:43:25.000Z As Cannes Lions 2026 drew to a close, Earned First and Zeno Group convened a small group of senior marketing and communications leaders to discuss the insights they are taking away from this year's festival. The discussion was framed in part by Zeno's Clarity 2030 research, which examines how CMO mandates and attitudes to reputation are shifting. Participants brought perspectives from technology, media, non-profit and professional services sectors, and several geographies. The conversation ranged across AI adoption, the CMO-CCO relationship, brand trust in an era of LLMs, and changing media consumption habits. All remarks are unattributed under Chatham House rules. Participants: - Abhinav Kumar, CMO, TCS - Anusha Alikhan, chief communications officer, Wikimedia - Arun Sudhaman, founding editor, Earned First - Barby Siegel, CEO, Zeno Group - Dr Candace Steele Flippin, VP, thought leadership & professional development, Page Society - Dani Siemon, SVP, consumer technology, Zeno Group - David Blecken, research & insights editor, Earned First - Ellen Ryan Mardiks, chair, Golin Ketchum - Nishita Virkar, acting director of strategic communications, DCT Abu Dhabi - Prerna Suri, VP, communications Asia & Middle East, Sony Music Entertainment - Rebecca Wagstaffe, head of business development Europe, Zeno Group - Thomas Bunn, chief client impact officer, Zeno Group _This post is for subscribers only._ ### Cannes Podcast: Chris Foster on creative shifts, earned momentum and acquisition lessons URL: https://www.earned-first.com/cannes-podcast-chris-foster-on-creative-shifts-earned-momentum-and-acquisition-lessons/ Last updated: 2026-07-01T10:38:44.000Z Earned First's Cannes podcast series concludes with Omnicom PR CEO Chris Foster, who joins Arun Sudhaman for a wide-ranging conversation about creativity, culture, CCOs and consolidation. Foster reflects on what he sees as a shift in creativity toward influence, and what that means for earned media in an AI-driven landscape. He also examines the growing prominence of CCOs at Cannes, the relationship between geopolitics and market access, and what the best creative work of the week tells us. Seven months into the creation of the new Omnicom PR, he also opens up about the lessons of integration, on communication, culture and what it takes to make a network feel like more than the sum of its parts. [Cannes: Chris Foster on creative shifts, earned mo | RSS.com](https://rss.com/podcasts/earned-first/2953399/?ref=earned-first.com) The [Earned First Cannes podcast](https://www.earned-first.com/earned-first-podcast/) is produced by Reel Films. Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Cannes Podcast: Craig Buchholz on the PR Grand Prix, the CCO's rise and more URL: https://www.earned-first.com/cannes-podcast-craig-buchholz-on-the-pr-grand-prix-the-ccos-rise-and-more/ Last updated: 2026-07-01T07:28:28.000Z Craig Buchholz, US CEO of Burson, joins Earned First at Cannes Lions 2026 the day after the agency's Kit Kat Heist campaign won the PR Lions Grand Prix. He discusses what made it work: a crisis reframed as cultural opportunity, bravery as a prerequisite for award-winning ideas, and the "culture up" philosophy that sits at the heart of Burson's earned-first approach. The conversation also covered the CCO's evolving role in the C-suite: from brand protector to enterprise growth advisor, and the degree to which that elevation turns on individual relationships as much as institutional structure. Buchholz, a former CCO at both General Motors and Procter & Gamble, also addresses what it takes to keep a seat at the table once it's secured, the growing presence of investors and private equity at Cannes, and what it signals about where the communications industry is heading. [Cannes: Burson's Craig Buchholz on the PR Grand Pr | RSS.com](https://rss.com/podcasts/earned-first/2953395/?ref=earned-first.com) The [Earned First Cannes podcast](https://www.earned-first.com/earned-first-podcast/) is produced by Reel Films. Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Cannes: This year's communications themes URL: https://www.earned-first.com/cannes-this-years-communications-themes/ Last updated: 2026-07-14T04:57:33.000Z Earned First editors Arun Sudhaman and David Blecken recap 2026 Cannes Lions themes, including the emergence of CCOs and the PR sector's increasing confidence on the Croisette. _This post is for subscribers only._ ### Cannes Podcast: We's Nitin Mantri on community, crisis and counsel URL: https://www.earned-first.com/cannes-podcast-wes-nitin-mantri-on-community-crisis-and-counsel/ Last updated: 2026-07-06T10:41:44.000Z Recorded at Cannes Lions 2026, We.Communications Asia-Pacific president Nitin Mantri discusses how brands such as Adidas and ITC have built genuine community participation rather than advertising-driven attention, and why measuring community value means tracking behaviour change and outcomes rather than campaign activity. He also addresses why startups in India are especially crisis-prone, the uneven influence of the CCO role relative to other markets, and the pressure on comms fees despite rising demand for senior counsel. The conversation closes with a regional view across India, China, Singapore, Australia and Malaysia, and the geopolitical headwinds facing Brand India. [Cannes: WE's Nitin Mantri on community, crisis and | RSS.com](https://rss.com/podcasts/earned-first/2953706/?ref=earned-first.com) The [Earned First Cannes podcast](https://www.earned-first.com/earned-first-podcast/) is produced by Reel Films. Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Cannes Podcast: Jim O'Leary on agency upheaval, AI myths & Cannes' transformation URL: https://www.earned-first.com/cannes-podcast-jim-oleary-on-agency-upheaval-ai-myths-cannes-transformation/ Last updated: 2026-06-30T10:46:09.000Z Newly-installed Penta gobal CEO Jim O'Leary joins the Earned First podcast at Cannes to argue that legacy agency models are buckling under client demands they weren't built for, and that most firms are far better at marketing AI than deploying it. He traces the disruption to three converging forces — AI transformation, geopolitical risk, and a fracturing media landscape — and explains why private equity is moving into PR just as some legacy networks pull back. The conversation closes on Cannes itself, which O'Leary describes as splitting into two festivals: a fading legacy version built around advertising, and a tech- and creator-economy-driven version steadily taking its place. [Cannes: Jim O'Leary on agency disruption, AI trans | RSS.com](https://rss.com/podcasts/earned-first/2953394/?ref=earned-first.com) The [Earned First Cannes podcast](https://www.earned-first.com/earned-first-podcast/) is produced by Reel Films. Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Cannes: Why human judgement matters more than ever in an AI world URL: https://www.earned-first.com/cannes-why-human-judgement-matters-more-than-ever-in-an-ai-world/ Last updated: 2026-06-30T10:50:59.000Z The AI narrative that confronts PR practitioners every day tends to be one of total transformation. Yet the reality for most large organisations is cautious, pilot-driven implementation. Enterprise-scale transformation is still rare, with only a small percentage of companies feeling they have reached an advanced stage of AI adoption. This was the issue that comms leaders sought to unpack in a roundtable discussion sponsored by **Penta Group** at Cannes last week. Led by Arun Sudhaman, founding editor of **Earned First**, the group included: - Abhinav Kumar, global CMO, Tata Consultancy Services - Caitlin O'Neill, director of corporate communications, IBM - Damon Jones, CCO, P&G - Eleanor Hawkins, head of policy communications, Reflection.ai - Jamie McLaughlin, founder and CEO, Monday Talent - Jeff Donald, communications lead, R&D / regulatory medical, safety and compliance, Bayer - Jim O'Leary, CEO, Penta Group - Michelle Masek, founder and CEO, Honeyjar - Nidhi Sinha, executive director of global communications, Boston Consulting Group - Nishita Virkar, head of strategic communications, Abu Dhabi Department of Culture and Tourism - Paul Millman, creative marketing lead, Commonwealth Fusion - Tina McCorkindale, president and CEO, IPR _This post is for subscribers only._ ### International president Ed Williams departs Edelman URL: https://www.earned-first.com/international-president-ed-williams-departs-edelman/ Last updated: 2026-06-29T15:47:44.000Z Ed Williams is leaving Edelman after 15 years with the firm, most recently as international president — a role in which he oversaw all of Edelman's operations outside the US. Williams took on the role in 2023, after previously serving as EMEA CEO since 2019\. He joined Edelman as UK and Ireland CEO in 2011, following senior communications roles with the BBC, Reuters and Brunswick. _This post is for subscribers only._ ### Cannes Podcast: Zeno's Barby Siegel and Thomas Bunn on the CMO-CCO growth gap URL: https://www.earned-first.com/cannes-podcast-zenos-barby-siegel-and-thomas-bunn-on-the-cmo-cco-growth-gap/ Last updated: 2026-06-28T10:51:10.000Z In the first our Cannes podcasts, Zeno global CEO Barby Siegel and chief client impact officer Thomas Bunn examine the firm's Clarity 2030 research, which studies CMO attitudes toward reputation, earned media, and AI discoverability. The duo discuss why marketing leaders acknowledge the value of reputation but struggle to embed it earlier in the growth process, or to fund the earned media strategies most likely to build it. The data points to another persistent structural problem: comms holds the broader stakeholder mandate, yet marketing claims more CEO influence on reputation and external positioning by a significant margin. Siegel and Bunn explore what it would take for communications to move from late-stage risk manager to early growth input, and where business acumen fits into that shift. [Podcast: Zeno's Barby Siegel and Thomas Bunn on th | RSS.com](https://rss.com/podcasts/earned-first/2947292/?ref=earned-first.com) The [Earned First Cannes podcast](https://www.earned-first.com/earned-first-podcast/) is produced by Reel Films. Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Edelman bets on holding company disruption for growth URL: https://www.earned-first.com/edelman-bets-on-holding-company-disruption-for-growth/ Last updated: 2026-06-26T18:26:07.000Z Richard Edelman says geopolitics, not competition, cost the firm growth in the first half of the year. _This post is for subscribers only._ ### Cannes: KitKat wins PR Grand Prix for 'Heist' URL: https://www.earned-first.com/cannes-kitkat-wins-pr-grand-prix-for-heist/ Last updated: 2026-06-24T17:27:19.000Z KitKat has won this year's PR Grand Prix at Cannes Lions for its ['KitKat Heist](https://www.theguardian.com/world/2026/mar/28/kitkat-stolen-italy-f1-bar?ref=earned-first.com)', jointly developed by Burson and VML in London. The work, which turned the apparent theft of a lorry carrying more than 400,000 chocolate bars into a promotional campaign, stood out as a rare example of a brand responding creatively and opportunistically to a crisis. Dana Tahir, chief executive of Havas Red Middle East, who served as PR jury president, said at a press conference that the work "checked all the boxes" from earned media to community engagement. She called it a "recipe for marketing that actually moves the needle", driving purchase intent and sales. She added that it challenged traditional crisis communication by creating a cultural moment instead of merely managing a problem, "choreographing" risk. _This post is for subscribers only._ ### Nestlé names sustainability chief as CCO URL: https://www.earned-first.com/nestle-names-sustainability-chief-as-cco/ Last updated: 2026-06-18T12:09:35.000Z Nestlé has named Antonia Wanner as chief communications and sustainability officer, succeeding CCO Lisa Gibby. Gibby, who has effectively held the top comms role for six years, is to return to the US, according to a company statement. Wanner, who will also join Nestlé's executive board, takes on a new role that unites communications and sustainability oversight from the start of September. _This post is for subscribers only._ ### Cannes bubbles rise again 🫧 URL: https://www.earned-first.com/cannes-bubbles-rise-again/ Last updated: 2026-06-18T08:30:33.000Z As Cannes hovers into view once again, I find myself thinking of the ways in which we suspend our disbelief, often in service of a greater goal. This might, for example, involve AI-manipulated content intended to simulate genuine news coverage and campaign results, as in the case of [DM9’s ‘Efficient Way to Pay’ campaign](https://www.adweek.com/creativity/unpacking-the-cannes-lions-2025-award-scandals/?ref=earned-first.com). The scandal came to light after CNN Brasil filed a formal complaint regarding fabricated footage in the Grand Prix-winning case film. Quite remarkably, it appears that the manipulation of news coverage for “illustrative purposes” was a relatively common practice among Cannes entries. Or it might reflect questionable sales data and effectiveness claims, as demonstrated not only by [last year’s PR Lions Grand Prix winner](https://www.earned-first.com/plus-ca-change/), but by several other award-winning initiatives too. Cannes Lions responded to these issues by withdrawing DM9’s Grand Prix and [rolling out sweeping integrity reforms](https://www.prweek.com/article/1960835/cannes-lions-boss-new-awards-rules-if-not-use-them-falling-last-hurdle?ref=earned-first.com), but they reflect broader concerns about a festival where inspiration and ideas often take precedence over measurable outcomes. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### The CCO's unsteady ascent 📈 URL: https://www.earned-first.com/the-ccos-unsteady-ascent/ Last updated: 2026-06-18T09:28:30.000Z For some, SpaceX's $75 billion IPO last week will underscore their belief that a coherent corporate communications function is overrated, if not unnecessary. For years, Elon Musk has defied gravity on his journey to becoming the world's first trillionaire without giving professional communicators a look-in. At the same time, a [recent article](https://www.wsj.com/cmo-today/the-revenge-of-the-publicists-how-comms-execs-stormed-the-c-suite-28bc8cb3?ref=earned-first.com) asserts that top-level communications counsel is in higher demand than ever. According to the Wall Street Journal, chief communications officer (CCO) roles are proliferating and commanding much higher pay, with once languishing PR people now "front and center in the C-suite". Understandably, many in the industry have seized on this as validation of the essential nature of their work: that companies are at last recognising that the CCO is one of the most valuable roles in an entirely unpredictable world. In other words, the communications function has finally "arrived". _This post is for subscribers only._ ### Podcast: Tetsuya Honda on Japan Inc's global comms challenges URL: https://www.earned-first.com/podcast-tetsuya-honda-on-japan-incs-global-comms-challenges/ Last updated: 2026-06-16T11:59:36.000Z Tetsuya Honda spent nearly 20 years at Fleishman Hillard before leaving to build Honda Office, a strategy-only consultancy operating without permanent staff or execution mandates. Earlier this year he extended that model across six Southeast Asian markets with [the launch of PR Collective Asia](https://www.earned-first.com/new-advisory-collective-takes-on-japan-incs-se-challenge/), a network of individual specialists serving Japanese companies with regional ambitions. In this conversation with David Blecken, research and insights editor of Earned First, Honda examines why Japanese companies — despite strong brand equity and long-established regional presence — continue to under-invest in communications strategy in Southeast Asia. He discusses the structural gap between Tokyo headquarters and local subsidiaries, why Korean competitors have developed more sophisticated international communications, the case for integrating corporate and product brand strategy, and where AI can and cannot help Japanese companies move faster. [Tetsuya Honda on Japan Inc's global comms challeng | RSS.com](https://rss.com/podcasts/earned-first/2919350/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Vietnam's long game | Partner Content URL: https://www.earned-first.com/vietnams-long-game-partner-content/ Last updated: 2026-06-15T07:44:45.000Z In a monthly column called [***Independents' Day***](https://www.earned-first.com/tag/independents-day/), Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In the tenth instalment of Independents' Day, **Arthur Do**, partner – CEO of Vietnam's Pioneer Marketing & Public Affairs reflects on two decades of building one of Vietnam's leading independent agencies, and why success can be the hardest thing to see past. 1. **Vietnam's communications industry has evolved rapidly alongside the economy, but that evolution hasn't always been straightforward. What has been the hardest phase of building Pioneer, and what did it teach you about running an agency in an emerging market?** The hardest phase came about ten years ago, when it became clear that the client base which had helped build Pioneer was no longer aligned with where the agency needed to go. For many years, we had built a strong reputation serving multinationals entering Vietnam, international organisations, and leading local corporations. Because that model had worked well, the shift was not immediately obvious. Over time, however, the signals became harder to ignore: margins declined, marketing generated fewer new clients, procurement-led buying made pitching more difficult, and lower-cost competitors entered the market. None of these changes alone seemed dramatic, but together they indicated a gradual loss of competitive edge. That period taught us one of the most important lessons of building an agency in an emerging market: success can reduce sensitivity to change if you are not careful. You have to continuously reassess where your value lies, how you differentiate, and which market segments you are best positioned to serve. In Vietnam, change rarely arrives suddenly - it more often appears as a slow drift, and if you do not recognize it early, you risk reacting too late. 1. **International brands entering Vietnam often arrive with assumptions about how communications work here. Where do those assumptions most commonly break down, and what does “getting it right” actually require?** The most common mistake international brands make is assuming Vietnam can be approached with a regional playbook and light localisation. On the surface, the country appears straightforward - young, highly digital, and fast-growing - but in reality, it is one of the most complex communications environments in the region. Vietnamese audiences form opinions through a dense and fast-moving mix of traditional media, social platforms, online communities, experts, and peer networks. Information does not flow linearly; narratives can shift as they move across platforms, meaning brands no longer fully control how they are perceived. At the same time, the operating environment is distinct and constantly evolving across government, media, and business. This makes execution less about applying global best practices and more about navigating local complexity with precision. Getting it right requires entering with curiosity rather than certainty - investing in local understanding, listening carefully to stakeholders, and adapting strategy accordingly. In Vietnam, communications is no longer primarily a challenge of reach, but of building and sustaining trust. 1. **PROI's Southeast Asia footprint is still developing relative to its presence elsewhere. What does joining that network mean for Pioneer, and what does Pioneer bring to PROI that wasn't there before?** Joining PROI gives Pioneer the opportunity to bring Vietnam’s perspective into a global network of independent agencies, which is increasingly valuable as client challenges span multiple markets and stakeholder groups. At the same time, Pioneer contributes a strong local advantage. Vietnam’s continued high growth is drawing greater attention from international companies, and with over two decades of on-the-ground experience, we are well positioned to support PROI partners navigating this market. Our strength lies in helping organizations manage complex stakeholder environments, craft credible narratives, and operate effectively in fast-changing conditions. We see the relationship as a genuine exchange: PROI expands our global reach and perspective, while Pioneer contributes insight from a market that often sits at the forefront of rapid economic, digital, and behavioral change. 1. **Vietnam has one of the youngest, most digitally active populations in the region. How has that shaped the kind of work clients actually need from you, versus what they think they need when they first walk in?** Many clients initially come to us looking for visibility - viral campaigns, media coverage, or influencer reach. But in Vietnam’s highly connected environment, building visibility is just the beginning. Audiences here actively shape narratives. They interpret, share, and challenge content, meaning a brand message is only the starting point of a broader conversation. As a result, what clients need is not just message distribution and crafting narratives, but the ability to guide and participate in those conversations effectively. This requires strong narrative development, clear understanding of influence networks, and credible engagement with stakeholders. It also shifts the role of communications toward building trust through reputation management, stakeholder engagement, and thought leadership. In Vietnam, attention can be generated quickly, but trust is what sustains long-term value. Our role is increasingly to help clients move from pursuing visibility to earning credibility. 1. **AI is reshaping agency economics globally, but the pressure points differ by market. Where is AI creating the most immediate operational change inside Pioneer, and where are you more cautious about how quickly you move?** AI is already driving significant operational change inside Pioneer. We use it extensively for research, media monitoring, information synthesis, content development, and workflow optimisation. This allows our teams to process information more efficiently and focus on higher-value strategic work, while also expanding overall capacity and productivity. However, we are more cautious in areas that depend on judgment, context, and relationships. AI can identify patterns and accelerate execution, but it is less reliable in interpreting stakeholder intent, predicting reactions, or navigating complex cultural and business dynamics - capabilities that are essential in areas such as reputation management, crisis communications, and public affairs. We are also careful not to underestimate the importance of relationships. In Vietnam, trust remains a core business currency, built through long-term engagement with media, policymakers, and industry stakeholders. These dynamics cannot be replicated by technology alone. Ultimately, competitive advantage will not come from using more AI, but from combining AI-driven efficiency with human judgment, strategic foresight, and relationship-building. Technology can enhance execution, but trust and credibility remain fundamentally human - and in a relationship-driven, fast-evolving market like Vietnam, that balance will be the key differentiator. 1. **You've built Pioneer from the ground up in Vietnam. What does entrepreneurial leadership look like in a market where talent pipelines, client expectations and the competitive landscape are all shifting simultaneously?** Entrepreneurial leadership in Vietnam is not just about scaling a business - it is about building conviction in a market where many of the rules are still being written. From the beginning, the challenge has included not only growing Pioneer commercially, but also helping shape the communications profession: developing talent, educating clients, and building a culture that can adapt as the market changes. Even today, the environment remains fluid. Talent pipelines are still maturing, client expectations continue to evolve, and industry standards are not always fully aligned with international norms. This requires a more hands-on leadership approach - one that relies on judgment in the absence of established systems, invests ahead of immediate returns, and stays close enough to the market to anticipate change early. That balance between ambition and patience is critical. Entrepreneurial leadership in an emerging market is as much about stewardship as it is about strategy: creating clarity amid uncertainty, setting standards before they are demanded, and maintaining consistent direction while the environment shifts. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Earned First at Cannes 2026 🦁 URL: https://www.earned-first.com/earned-first-at-cannes-2026/ Last updated: 2026-06-11T16:43:02.000Z Earned First will be on the ground at Cannes all week with a full production crew — recording video podcasts with senior industry leaders, hosting roundtables, and capturing vox pops along the Croisette. All of it feeds [our coverage](https://www.earned-first.com/tag/cannes/) of how PR's role at Cannes keeps evolving. You can find specific details and request to join our events below, or [contact us here](mailto:hello@earned-first.com). ## AI Reality Check Roundtable **Monday 22 June · 10:00–11:30am · BBC House, Cannes** In partnership with Penta and Page, Earned First brings together senior in-house communications leaders for an honest examination of a crucial question: what is AI actually doing to the comms function right now? Hosted by Earned First founding editor Arun Sudhaman and Penta CEO Jim O'Leary, the conversation steers clear of theory and hyperbole to candidly assess an environment where the economics are challenging, the tools aren't always working as promised, and AI narratives are not always universally welcomed. The discussion is limited to a select group of in-house leaders. **Request invite below** --- ## Uncertainty is Rising — Will CMOs & CCOs Finally Align? **Thursday 25 June · 7:30–9:30pm · Fred l'Écailler, Cannes** An intimate evening of conversation, connection and exceptional dining, hosted by Earned First and Zeno Group, with Page. Join Arun Sudhaman, alongside Zeno global CEO Barby Siegel and global chief client impact officer Thomas Bunn, for an engaging discussion of how unchartered modern times are reshaping leadership structures and business strategy — and whether marketing and communications leaders can finally close the gap between their two functions. Seats are limited to a select group of CMOs and CCOs. **Request invite below** ### Golin Ketchum takes flight URL: https://www.earned-first.com/golin-ketchum-takes-flight/ Last updated: 2026-06-11T04:11:10.000Z Golin Ketchum has officially launched its new brand and leadership team, after the [two firms merged earlier this year](https://www.earned-first.com/oprs-umbrella-takes-shape/) under the Omnicom PR umbrella. Estimated at upwards of 2,000 people and $600m, Golin Ketchum will remain led by CEO Matt Neale, supported by president Tamara Norman and chairman Ellen Ryan Mardiks. In terms of significant departures, Golin president and COO Gary Rudnick has retired, while North America co-president Cori McKeever joined the American College of Surgeons in April. _This post is for subscribers only._ ### Japan's domestic playbook is no longer enough URL: https://www.earned-first.com/japans-domestic-playbook-is-no-longer-enough/ Last updated: 2026-06-10T15:58:21.000Z --- ### ⚡️ Learned first on Earned First ⚡️ ### Burson names Jonty Summers to senior Middle East role ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/06/Jonty-Summers-1-1.jpg) Burson has hired former Hanover Middle East head Jonty Summers to oversee the firm's corporate affairs offering in the region, Earned First can reveal. The appointment comes after Earned First [reported Summers' departure](https://www.earned-first.com/jonty-summers-to-depart-hanover-middle-east/) from Hanover last week. Summers reports to Burson MENAT CEO Fouad Bou Mansour, who took charge of the WPP agency last year, amid a [series of senior departures](https://www.earned-first.com/ex-burson-menat-leaders-launch-paritee-backed-firm/). The arrival of Summers, after 10 years with Hanover, [follows the appointments](https://www.earned-first.com/burson-menat-makes-senior-hires-in-dubai/) of Sana Ali Khan as chief client officer and Claire Lawson as head of its Dubai office. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: Burson's Red Surtida on GEO's 'credibility paradox' URL: https://www.earned-first.com/podcast-bursons-red-surtida-on-geos-credibility-paradox/ Last updated: 2026-06-10T08:08:24.000Z In this episode, Burson's Asia-Pacific head of intelligence and transformation Red Surtida joins Earned First founding editor Arun Sudhaman and research and insights editor David Blecken to explore the findings of the 'Credibility Paradox', a study that examines how AI answer engines assess and surface brand content. The conversation covers why corporate leadership content is underperforming as a credibility signal, how employee experience is emerging as a reputation asset in the GEO era, the channel dynamics that vary significantly across industries and markets, and what it means that business decision-makers find AI-generated answers more believable than the general population does. [Burson's Red Surtida on GEO's 'credibility paradox | RSS.com](https://rss.com/podcasts/earned-first/2900163/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Omnicom PR's Asia-Pacific lineup takes shape URL: https://www.earned-first.com/omnicom-pr-creates-asia-pacific-leadership-lineup/ Last updated: 2026-06-05T06:19:45.000Z A number of agency leaders from FleishmanHillard, Golin and Weber Shandwick have taken on newly-created roles at Omnicom PR, after the group installed a new structure led by Joanne Wong as Asia-Pacific CEO and local market leaders across the region. [As revealed by Earned First](https://www.earned-first.com/omnicom-pr-names-joanne-wong-as-asia-pacific-ceo/), Omnicom PR will be led by Weber Shandwick leaders Elizabeth Bae and Carolyn Devanayagam in Korea and Singapore, respectively. In China, Hong Kong and Japan, three of the key markets where OPR owns multiple agency brands, Yisi Liu (FH/China), Carol Yeung (Golin/HK) and Ryo Kanayama (FH/Japan) will take on the top OPR jobs. Those decisions eliminated local market agency leadership roles for several existing executives, many of whom have now taken on new positions within Omnicom PR. The appointments were confirmed by an internal memo distributed by Wong earlier this week, after Omnicom PR CEO [Chris Foster told Earned First](https://www.earned-first.com/omnicom-pr-names-joanne-wong-as-asia-pacific-ceo/) that discussions were underway about new roles. _This post is for subscribers only._ ### Leadership lacks credibility in GEO era, Burson study finds URL: https://www.earned-first.com/leadership-lacks-credibi-in-geo-era-burson-study-finds/ Last updated: 2026-06-03T11:18:31.000Z The emergence of 'zero-click' search presents a new conundrum for corporations: how to be credible as well as visible. New research from Burson into generative engine optimisation (GEO) presents some stark findings for PR practitioners, most notably that corporate leadership is largely ineffective in building reputation in this context. Across 10 industries including aerospace, automotive, consumer, energy, finance, health, media, technology, telecommunications, industrial and infrastructure, leadership was found to be the least compelling contributor to reputation. AI-generated narratives about management teams, vision and posture consistently fell to the bottom of believability rankings. The study found that where leadership claims were credible, it was because they were rooted in an "evidence ecosystem" of third-party validation, strategic consistency and clearly visible outcomes. _This post is for subscribers only._ ### Ex-Sodali leaders establish capital markets advisory firm URL: https://www.earned-first.com/former-sodali-leaders-launch-capital-markets-advisory-firm/ Last updated: 2026-06-04T09:58:20.000Z Christian Sealey and Sean Langdon have launched Alleato, an Australian capital markets advisory firm that is planning to expand into Japan, Korea and Hong Kong within the next year. The leadership duo have established the new consultancy after [departing Sodali & Co](https://www.earned-first.com/pe-vs-pr/) (formerly Morrow Sodali), where Sealey was CEO international and Langdon was senior MD. They have also attracted a number of strategic advisors for a firm that already counts 35 staffers and 30 active client mandates, including the acquisition of Sydney design agency Rifle Media. _This post is for subscribers only._ ### Former Allison affiliates launch new consultancy brands URL: https://www.earned-first.com/former-allison-affiliates-launch-pr-agency-brands/ Last updated: 2026-06-02T09:54:52.000Z Alkimyx Global's launch in India comes after Hyper M in Korea, both led by former Allison affiliates. _This post is for subscribers only._ ### Jonty Summers to depart Hanover Middle East URL: https://www.earned-first.com/jonty-summers-to-depart-hanover-middle-east/ Last updated: 2026-06-01T12:30:18.000Z Jonty Summers is stepping down as MD of Hanover Middle East after almost a decade in the role, Earned First has learned. Summers established Hanover's Middle East presence in 2017, after arriving from Edelman. He has been based in the region since 2009\. He is expected to move into another senior role in the region. _This post is for subscribers only._ ### Of cockroaches & credibility🪳 URL: https://www.earned-first.com/of-cockroaches-credibility/ Last updated: 2026-06-01T05:03:49.000Z Who’s afraid of cockroaches? Well, me for one, thanks to a childhood spent in Hong Kong, a city that strikes fear into all right-thinking cockroach sceptics. But I may have to make my peace with the reviled insect, thanks to its emergence as the unlikely mascot of an explosive digital movement in India, which reflects how political expression is being reshaped in the Gen Z era. The idea began as a reactive meme — after India’s chief justice Surya Kant compared unemployed young people to cockroaches and parasites in their drift towards journalism and activism. Enter the Cockroach Janta Party (CJP), the brainchild of Boston University student Abhijeet Dipke, named as a parody of the ruling Bharatiya Janata Party (BJP). Rather than positioning itself as a formal political party, the CJP’s membership criteria instead includes being unemployed, lazy, chronically online and having "the ability to rant professionally". In classic meme fashion, owning the insult has struck a significant chord, attracting more than 22m Instagram followers, not only well ahead of both the BJP and Congress, but also making the CJP one of the fastest-growing and biggest political accounts ever to grace the social platform. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### KKR expands A-P comms team with new appointments URL: https://www.earned-first.com/kkr-expands-a-p-comms-team-with-new-appointments/ Last updated: 2026-05-31T05:47:53.000Z KKR has appointed Jinal Parekh as assistant VP of Asia-Pacific communications, the latest in a series of hires that expand the global investment firm's corporate affairs team in the region. Parekh, who remains based in Mumbai, joins from Welspun One, where she was head of corporate communications and public relations since 2024\. She previously spent almost five years with Adfactors. _This post is for subscribers only._ ### Cheering at the wake URL: https://www.earned-first.com/cheering-at-the-wake/ Last updated: 2026-06-01T05:05:40.000Z "Earned media is back", "citation is the new click". If you have spent any time on PR LinkedIn this past month, you have seen some version of these lines circulating, mostly in response to Google's announcement at I/O 2026 that Gemini 3.5 Flash would become the default model inside AI Mode and that the experience would expand globally across nearly 200 countries and 98 languages. Following the news, the online PR community slipped into one of its periodic moods of self-congratulation. For a discipline that has spent most of the last decade losing share to paid channels and watching its media-relations heritage shrink alongside the media that once supported it, the celebration is understandable. I also think the celebration is premature, and that it tells us something uncomfortable about how our industry is reading its own situation. _This post is for subscribers only._ ### The hard road from disruptor to respected sports brand URL: https://www.earned-first.com/the-hard-road-from-disruptor-to-respected-sports-brand/ Last updated: 2026-05-27T05:30:32.000Z When 34-year-old American swimmer Cody Miller won his second race at the inaugural Enhanced Games in Las Vegas on Sunday, his winnings were as big a talking point as his performance. "Half a million dollars in one night of swimming, the biggest prize pool we've ever seen in the sport," intoned the official commentary. "A good night in Vegas," Miller agreed in an interview with a host, looking dazed. He proceeded to offer public thanks to "our CEO" Maximillian Martin, the event's co-founder, who responded by bounding down from the stands to congratulate him. Scenes like this would seem surreal at many sporting events, but not at the Enhanced Games. Backed by tech billionaire Peter Thiel, the contest promises to push the boundaries of athleticism and earning potential but has been widely condemned by sports bodies and athletes long before it got off the ground. Meanwhile, another ambitious capital-focused competition is flagging. Earlier this month, Saudi Arabia's Public Investment Fund (PIF) [pulled the plug](https://www.ft.com/content/89eb4731-c1fa-459c-b6bb-0ffd677c3af4?syn-25a6b1a6=1&ref=earned-first.com) on its funding for LIV Golf, the perennially troubled league that has both rattled and polarised the world of golf since it emerged in 2022\. The tumultuous experience of both competitions to date could be seen as an inevitable part of the journey for 'disruptors'. Neither has hidden its desire to challenge the stuffiness of the sporting establishment. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Introducing Earned First's Workplace Monitor URL: https://www.earned-first.com/introducing-earned-firsts-workplace-monitor/ Last updated: 2026-05-31T06:06:38.000Z Earned First is launching the **Workplace Monitor 2026**, a new research initiative designed to assess what PR agencies and in-house communications departments across Asia-Pacific are really like to work at. The Workplace Monitor aims to provide the communications industry with a rigorous, data-driven benchmark around workplace culture, leadership, career development, remuneration, wellbeing, AI adoption and diversity practices — alongside broader employee sentiment and retention indicators. Participating organisations can receive comparative insight into how employees perceive their workplace across a wide range of areas including: • Workplace culture and leadership • Manager quality and team dynamics • Career development and progression • Remuneration and benefits • AI and technology adoption • Flexible working and wellbeing • DEI and local market empowerment The research will also explore open-ended themes including leadership quality, AI’s practical impact on communications work, future skills gaps, and which organisations are viewed as the sector’s most desirable employers. For PR consultancies, participation in the Workplace Monitor will inform the Talent & Culture category within Earned First’s Consultancy Performance Index. Participation will link directly to eligibility for certain top honours within the index process. **Survey structure** • Each participating organisation will receive a dedicated survey link hosted via Fillout • Agencies & in-house departments may request participation links via [hello@earned-first.com](mailto:hello@earned-first.com) The survey process will remain open for five weeks, with a target closing date of **10 July 2026**. **Participation requirements** There is no minimum employee participation threshold. However, higher participation rates will improve the robustness of results and increase the likelihood of recognition. Entries must represent entire organisations rather than individual offices or markets. In-house communications departments are also encouraged to participate in the Workplace Monitor, with separate benchmarking and index category development currently under consideration for future editions. Participation in the Workplace Monitor does not carry any cost. The study begins in Asia-Pacific, before expanding to the Middle East later this year and Africa in 2027\. We believe the communications industry has lacked meaningful independent benchmarking around workplace quality, employee experience and organisational culture for too long. The Workplace Monitor is intended to help identify the organisations building the strongest, healthiest and most future-ready communications environments across the region. To participate, or for any questions, please contact [hello@earned-first.com](mailto: hello@earned-first.com). ### Vector rethinks global push as founder loses control URL: https://www.earned-first.com/vector-rethinks-global-push-as-founder-loses-control/ Last updated: 2026-05-26T01:24:38.000Z Vector Inc, a Japanese PR agency with diversified business interests ranging from startup consulting to taxi advertising, aspired to overtake Edelman as the world's biggest PR firm. Its future is now in question following a governance scandal and leadership transfer. With around 50 subsidiaries, Vector ranks as the biggest PR agency in Japan and as one of the world's top 15 in terms of PR fee income, with offices in China, Hong Kong, Taiwan, South Korea, Thailand, Malaysia, Vietnam and the US. It operates Japan's largest PR distribution platform, PR Times, as well as offering video, advertising and branded content distribution, digital and direct marketing, HR and recruiting services, startup investment and incubation, and web solutions and systems integration. Vector listed on the Tokyo Stock Exchange in 2012 and has roughly doubled in size domestically over the past decade, driven by M&A activity. With Japan accounting for around 97% of revenue, the company was planning to use sizeable cash reserves to follow a similar strategy internationally. Despite the weak yen, this appeared to be a sensible long-term bet, particularly when set against little overseas activity from domestic rivals and a client base with global aspirations of its own. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: Holding groups, CMOs & Cannes with Charlotte Mceleny URL: https://www.earned-first.com/podcast-holding-groups-cmos-cannes-with-charlotte-mceleny/ Last updated: 2026-05-21T11:09:16.000Z Charlotte Mceleny has seen the PR and marketing industry from both sides, through 15 years as a journalist, then inside a holding group at Monks. In this conversation, she and Arun Sudhaman work through what's actually happening to the holding group model, why PR keeps failing the measurement test, what the CMO role is becoming under CFO pressure, and whether Cannes still means what it once did. [Holding groups, CMOs & Cannes with Charlotte Mcele | RSS.com](https://rss.com/podcasts/earned-first/2843075/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Omnicom PR names Joanne Wong as Asia-Pacific CEO URL: https://www.earned-first.com/omnicom-pr-names-joanne-wong-as-asia-pacific-ceo/ Last updated: 2026-05-21T11:17:53.000Z Omnicom PR has named regional leadership for Asia-Pacific, EMEA and Canada, as part of its plan to streamline operations across its agency brands outside the US and UK — resulting in the elimination of several senior roles, Earned First can reveal. In Asia-Pacific, FleishmanHillard CEO Joanne Wong is elevated to Omnicom PR APAC CEO, with Weber Shandwick EMEA CEO Hugh Taggart and Weber Shandwick Canada CEO Greg Power moving into corresponding roles in their respective regions. The appointments are effective from 1 July. _This post is for subscribers only._ ### Enter Now: Asia-Pacific Consultancy Performance Index 2026 🌏 URL: https://www.earned-first.com/enter-now-asia-pacific-consultancy-performance-index-2026/ Last updated: 2026-08-06T03:49:34.000Z Earned First's [Consultancy Performance Index](https://www.earned-first.com/consultancy-performance-index/) is now accepting submissions from PR consultancies across Asia-Pacific, as it enters its second year as the region's most rigorous independent benchmarking initiative. PR and communications consultancies in Asia-Pacific markets may now begin their submissions for the Index, which will culminate in Earned First Index Champions being recognised across specific markets and categories at the Earned First Awards (Asia-Pacific) in Singapore on 6 October. The Index identifies and recognises the industry's most innovative and impactful consultancies through comprehensive analysis of business metrics, client outcomes, market influence, and strategic capabilities. Last year's inaugural edition saw [Golin named overall Asia-Pacific champion](https://www.earned-first.com/a-p-consultancy-performance-index-scorecards-analysis/) alongside category winners including Sandpiper, Havas Red, Adfactors, Vero, The Hoffman Agency, SenateSHJ, MSL and Ogilvy PR. Alongside Asia-Pacific, the Consultancy Index has also been completed in the [Middle East](https://www.earned-first.com/menat-consultancy-performance-index-scorecards-analysis/), with [Africa currently underway](https://www.earned-first.com/enter-now-africa-consultancy-performance-index/) — and has revealed [crucial data and trends](https://www.earned-first.com/five-forces-shaping-asia-pacific-consultancies-in-2025/) produced from the research. Submissions, which do not carry any cost, will be evaluated across five key performance areas, informing published scorecards for consultancies that are shortlisted for further recognition: - Business Performance (25%) - Creative Impact & Client Outcomes (25%) - Innovation & Thought Leadership (20%) - Talent & Culture (20%) - Industry Leadership (10%) **The deadline for Asia-Pacific submissions is 13 August 2026**. You may edit a completed submission at any point before this date via the link in your confirmation email. For partially completed submissions, your progress is automatically saved as long as you resume from the same browser/device. [Enter Earned First's Consultancy Performance Index now](https://www.earned-first.com/consultancy-performance-index/) For any queries, please [contact us here](mailto:hello@earned-first.com). We're hopeful that these data-driven insights will help us better understand and benchmark what truly drives consultancy success in today's fast-changing communications sector. The Consultancy Performance Index is a separate research process from the [Earned First Awards](https://earnedfirstawards.com/?ref=earned-first.com), which recognises campaign work. ### Nomura names international corporate comms leader URL: https://www.earned-first.com/nomura-names-corporate-comms-leader-for-aej/ Last updated: 2026-05-15T10:18:35.000Z Nomura Holdings has hired Fritz Quinn as managing director and head of Asia ex-Japan corporate communications. He replaces Mitch Hayes, who has held the role in Hong Kong for the past decade. Quinn is the former vice president and head of corporate affairs and communications at American Express. He spent 17 years at the payments company, working across Australia, New Zealand, Greater China and Southeast Asia. _This post is for subscribers only._ ### Japan's SSU to integrate with entertainment firm Akatsuki URL: https://www.earned-first.com/japans-ssu-to-integrate-with-entertainment-firm-akatsuki/ Last updated: 2026-05-15T07:51:26.000Z Akatsuki, a Japanese entertainment company with a focus on mobile gaming, has launched a bid to acquire Sunny Side Up Group (SSUG), Japan's second-largest PR firm by revenue. Framed as a strategic management integration, the deal would see Akatsuki acquire SSUG shares at 1,320 yen per share, a figure nearly 45% above the six-month average. _This post is for subscribers only._ ### Weber Shandwick names new CEO URL: https://www.earned-first.com/weber-shandwick-names-new-ceo/ Last updated: 2026-05-14T17:00:09.000Z Weber Shandwick has named Karen Pugliese as the firm's new CEO, ahead of current chief Susan Howe's retirement in September. The announcement comes amid the departure of global president and North America CEO [Jim O'Leary to become CEO of Penta](https://www.earned-first.com/jim-oleary-to-depart-weber-shandwick-for-penta/). Pugliese also served as global president of Weber Shandwick since December 2024, following a 15-year career with the Omnicom PR firm. _This post is for subscribers only._ ### Jim O'Leary to depart Weber Shandwick for Penta URL: https://www.earned-first.com/jim-oleary-to-depart-weber-shandwick-for-penta/ Last updated: 2026-05-14T11:21:31.000Z Jim O'Leary is departing his position as Weber Shandwick global president and North America CEO to take charge of corporate advisory firm Penta, in one of the PR consultancy sector's more significant moves of recent years. O'Leary, who joined Weber Shandwick in early 2023, joins Penta after the firm was acquired by Shamrock Capital last year. His move takes him from one of the world's top 3 PR firms, with fee income estimated in the $800m range, to a $100m player that employs approximately 400 people. But O'Leary told Earned First that his decision is down to the "massive generational shift" currently underway in the communications world. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### AI CEO avatars are inevitable URL: https://www.earned-first.com/ai-ceo-avatars-are-inevitable/ Last updated: 2026-05-14T02:54:36.000Z Question: What do the Terminator, Pinocchio, Count Dracula, Frankenstein’s monster, an elf, a zombie from The Last Of Us, the aliens in Star Wars and Generative AI all have in common? Answer: Apart from having great potential to appear together in a movie franchise, they can all be described as simulacra of humans. In other words, they’re human-like, but not quite human. They can physically or visually resemble humans to a great or lesser extent. We can interact with them. With the possible exception of zombies, we can form close bonds with them (zombies, of course, love forming close bonds with humans). _This post is for subscribers only._ ### PRAXIS comes to Africa URL: https://www.earned-first.com/praxis-comes-to-africa/ Last updated: 2026-05-08T11:52:15.000Z Earned First, the media and events community dedicated to elevating communications professionals across Asia-Pacific, the Middle East, and Africa, today announces a strategic partnership to launch a PRAXIS-branded programme segment at Africa Global PR Week 2026 in Nairobi this August. The partnership marks PRAXIS' launch on the African continent. Born in India in 2012, PRAXIS spent more than a decade establishing itself as the subcontinent's foremost forum for senior communications leadership before expanding internationally in partnership with Earned First — [debuting at Singapore's National Gallery in October 2025 ](https://www.earned-first.com/praxis-asia-pacific/)and following with [PRAXIS MENA](https://www.earned-first.com/praxis-mena/) in Abu Dhabi in early 2026\. Its arrival in Africa represents a significant further step in Earned First's mission to amplify the full diversity of the Global South’s communications voices, placing APACMEA PR practitioners at the centre of the global conversation rather than at its margins. The PRAXIS Africa segment, presented as part of the second edition of [Africa Global PR Week](https://africaprweek.com/?ref=earned-first.com) (AGPRW), will convene senior PR and communications leaders for the kind of high-level, substantive dialogue that has defined PRAXIS across fourteen years and three continents. The 2026 edition of AGPRW takes place around the theme *Redefining Africa: Africa as a Brand,* which resonates directly with Earned First's core conviction that the world's fastest-growing communications markets are no longer content to be defined by others. "The arrival of PRAXIS in Africa is both timely and transformative," said Mary Njoki, chair of Africa Global PR Week. "For too long, African communicators have contributed to global narratives without equal access to the platforms that shape them. This partnership signals a shift, one where African voices are not just included, but are central to defining the future of our industry. "By bringing PRAXIS to Africa Global PR Week, we are creating space for deeper dialogue, stronger collaboration, and a more confident articulation of Africa’s role as both a market and a meaning-maker in global communications." The partnership reflects a broader structural shift underway in the global PR industry. As Western economies turn inward, the APACMEA region — representing over 75% of the world's population — is increasingly recognised as a crucial source of communications innovation, cultural intelligence, and market growth. Earned First was founded to rebalance a communications landscape that has historically underserved these markets, and the Africa partnership extends that mandate to numerous dynamic and underrepresented markets. Africa Global PR Week 2026 takes place in Nairobi on 26-28 August 2026\. Further details on the PRAXIS segment programme will be announced in the coming weeks. "It has been less than a year since PRAXIS went international with an edition each in the Middle East and Asia-Pacific thanks to Arun Sudhaman joining forces with the PRomise Foundation," added PRAXIS founder Amith Prabhu. "We have grown from strength to strength and move beyond the continent now, with the first edition in Africa taking place in August." ### Podcast: Mazen Nahawi on conflict, communications and courage in the Middle East URL: https://www.earned-first.com/podcast-mazen-nahawi-on-conflict-communications-and-courage-in-the-middle-east/ Last updated: 2026-05-08T11:12:53.000Z Mazen Nahawi, founder and group CEO of CARMA and RAIYN, joins the Earned First podcast to assess the communications landscape of the ongoing US-Iran conflict. Drawing on CARMA's media intelligence data, he argues that the largely neutral view of Gulf countries reflects a deficit in terms of incomplete storytelling rather than active hostility, and one that Iran's disciplined communications strategy is effectively exploiting. Nahawi also reflects on building two global holding groups out of the Middle East, the cultural and operational advantages that emerging-market businesses bring to the industry, and why the gap in communications today is less about capability than courage. [Mazen Nahawi on conflict, communications and courage in the Middle East](https://rss.com/podcasts/earned-first/2802247?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Hong Kong CEO exits Burson URL: https://www.earned-first.com/hong-kong-ceo-exits-burson/ Last updated: 2026-05-07T06:52:53.000Z Simeon Mellalieu is leaving Burson after less than two years in charge of its Hong Kong office. _This post is for subscribers only._ ### Industry vibe check 🌡️: one year on URL: https://www.earned-first.com/industry-vibe-check-2/ Last updated: 2026-05-06T09:45:32.000Z Against an ever more turbulent backdrop, Earned First revisits the five trends that helped launch its presence 12 months ago. _This post is for subscribers only._ ### Clarity is the differentiator | Partner Content URL: https://www.earned-first.com/clarity-is-the-differentiator-partner-content/ Last updated: 2026-05-06T04:28:34.000Z In a monthly column called [***Independents' Day***](https://www.earned-first.com/tag/independents-day/), Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In the eighth instalment of Independents' Day, **Louise Mezzina**, partner – PR at Mojo, discusses how building Mojo around brand-led integration and cultural rigour has shaped a distinctly independent approach to communications in the MENA market. 1. **You built Mojo around integrated communications at a time when most MENA agencies were still siloed. What convinced you that was the right model for this market specifically — and what did you get wrong early on?** The market drove the model. In the Middle East, brand, reputation, stakeholder dynamics, cultural nuance and commercial reality are rarely separate, so siloed thinking never felt right. We built Mojo with brand at the centre, not just in terms of expression, but in terms of strategy, positioning and meaning. Communications, brand identity, content, advertising, digital and reputation were never intended to sit as disconnected services. They were designed to work as different expressions of the same core thinking. The partners’ collective experience also shaped that view. Together we bring more than 100 years’ experience across communications, brand identity, advertising, consumer, FMCG, healthcare, digital and corporate work, and more than 30 years in the region. What we got wrong early on was assuming integration could be solved by structure alone. It cannot. The real value is not simply joining up disciplines but getting to the real problem beneath the brief and giving clients radical clarity on what actually matters, not just creatively, but for the business behind the brief. That is much closer to how we describe Mojo today. 1. **Cultural fluency is easy to claim but hard to operationalise. How does Mojo actually build it into client work, and where do you see regional agencies still falling short?** For us, cultural fluency starts at the beginning. It is not translation at the end, adaptation, or a final sense-check. It sits in the questions asked at the start, the assumptions challenged early, the language chosen carefully and the judgement applied before anything goes live. That judgement is grounded in rigour. We start with intelligence, not instinct. That means understanding the environment the work needs to land in because this market is not one audience, one pace or one set of cultural codes. We use a mix of research, stakeholder insight, and real-world data from search, social and media to see how a topic is already being understood, or misunderstood. We have worked across every sector, including with governments across the region, and have introduced concepts so new to this market that the Arabic glossary had to be developed from scratch. Where agencies still fall short is depth. Work is still too often imported, lightly adapted, or flattened into something generic. The gap is not creativity. It is the rigour behind the thinking, and the ability to recognise what actually belongs in this market. Most work doesn’t fail because it’s bad. It fails because it doesn’t belong. 1. **Independent agencies often face pressure to affiliate with global networks for credibility. What's your case for staying independent, and has that calculus shifted as the market has matured?** We don’t see independence and scale as opposing ideas. They do different jobs, and good clients know when they need each. Many global clients are tied to network agencies for valid reasons, including media buying scale, procurement structures and international alignment. But many of those same clients still come to us, usually because scale does not solve everything. In the Middle East, the work often needs judgement, nuance, creativity and a genuine understanding of how the region operates. What independence gives us is clarity. We are not processing a brief through a system with multiple layers. We stay close to the real issue and move quickly on what actually matters, with clear intention and direction. At the same time, independence does not mean isolation. We are proud to be the UAE partner for PROI and have been part of the network for the past decade. It has created real opportunity in both directions and gives us reach and trusted connections without diluting independent thinking. The Middle East market has matured, certainly. Clients know when they need scale, and when they need judgement. Mojo tends to be brought in for the latter. 1. **The MENA communications landscape is shaped by government-linked entities, family conglomerates and a fast-growing startup ecosystem — quite different client mixes. How does Mojo adapt its approach across those, and does integration look different depending on the type of client?** The principle stays the same. The application changes. We always start from the same place. What does the brand stand for, what does the business need, who matters around it and what wider context is shaping decisions? Government-linked entities tend to require a stronger understanding of mandate, public meaning, stakeholder alignment and institutional credibility. Family businesses and conglomerates often bring legacy, trust, internal dynamics and personal reputation into the mix. Startups move faster and are often more experimental, but they still need a clear position, a credible point of difference and a brand that resonates before communications can do anything useful. What changes from one client type to another is not the belief in integration, but the power dynamics around the work. For us, integration is making sure brand, business and communications move in step, in a way that reflects the specific realities of the client and the outcomes they need to shift. 1. **What does the next five years look like for independent PR in the Gulf specifically, and what structural changes in the market keep you up at night?** The next five years should favour independents that are clear about where they add value. The market is becoming noisier. There have been many new entrants with strong optics, and a lot of visibility being mistaken for substance. Some of that is deserved. Some of it reflects a market that can still reward visibility before value. The risk is not competition. It is the gap between noise and capability. Momentum and self-promotion do not always translate into better judgement or better outcomes. Mojo has never been the loudest, and that is intentional. What matters, and what clients feel when the work becomes complex, is deep regional insight, long-standing contribution to the development of this market, trusted stakeholder relationships and the ability to bring clarity and make the right call when the stakes are high. AI will intensify the divide between output and judgement. There will be more content, more speed and more pressure to produce. The differentiator will be clarity. That is where we are focused. Senior, partner-led counsel, sharper thinking and helping clients get to the point where the right move becomes clear, and hard to ignore. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Treat AI as another channel at your peril URL: https://www.earned-first.com/treat-ai-as-another-channel-at-your-peril/ Last updated: 2026-05-06T04:14:48.000Z There’s a pattern in public relations I’ve seen play out over nearly four decades, and once you see it, it’s hard to ignore. Every time a new wave of media or technology emerges, we rush toward it. We learn its mechanics, optimise for its algorithms, and shape our messages to fit its format. We get very good at working the medium and the channel. But, in doing so, we narrow our relevance. We saw it with mass media, where the perceived value we offer became synonymous with coverage. We saw it with the internet, where visibility and search became the game. Then social media arrived, and we reorganised around platforms, our content cadence, influencer approach and engagement metrics. Each time, the same pattern: an over-focus on channels, and an under-focus on the reputation pillars that matter to your business and how to influence these at an executive and board level. Once again, as AI reshapes the communication landscape, the industry is moving quickly toward GEO and AI visibility. If we’re not careful, AI will simply become the next channel we optimise for - another medium that traps us in a cycle of shaping messages for distribution rather than shaping the decisions that truly matter to reputation. _This post is for subscribers only._ ### Roundtable: The Narrative Crisis URL: https://www.earned-first.com/roundtable-the-narrative-crisis/ Last updated: 2026-05-01T07:02:09.000Z If narratives are now co-authored by algorithms, activists, employees, AI summaries, and geopolitical context, often faster than organisations can process or respond, what does it mean to lead communications? It's the kind of question that has been vexing many of our brightest communications minds in recent times, including 20 senior in-house marcomms leaders convened by Zeno Group and Earned First in Singapore earlier this week. The discussion was led by **Bridget O'Donovan**, head of communications at Meta; AmCham Singapore CEO **Hsien-Hsien Lei**, and **Khushil Vaswani**, managing director of Zeno Group Singapore. Three data points from Zeno's Clarity 2030 research study helped set the scene. 67% of Asia-Pacific communicators believe AI engines will have the greatest impact on shaping audience trust by 2030, above corporate leaders, algorithms, and creators. Four in five say earned media is now more important than before. And while 81% expect their roles to require entirely new skill sets, only one third feel their organisations are ready for that transformation. ### The 'perma-crisis' question Every generation of communicators has faced a version of this moment, whether in terms of the rise of 24-hour news, the emergence of social media, or the fragmentation of media ownership. But today's information revolution is striking in its speed and impact, even the panel was circumspect about the word "crisis" itself. "When everything is a crisis, nothing's a crisis," said Vaswani. The fundamentals of communication, he argued, have not changed: narratives were always going to be interpreted differently by different audiences, brands were always going to struggle to control the conversation once it left their hands. What has changed is visibility. "For many, many years, we didn't have full visibility of how that narrative was seen. Now we do." That visibility cuts both ways. "The fragmentation is exhausting because it's scattered and it's everywhere and it's the speed," said O'Donovan. "Things are happening, and it gets repurposed, AI remixes it, there's more commentary, more opinion. The volume of content is overwhelming." The first instinct, she observed, is to push back, to counter, to accelerate. The more useful response is almost the opposite: "to take a moment, look at who's important and be really focused and intentional about what we're doing." ### Narratives in the age of LLMs The algorithmic era, whether Facebook's suppression of organic reach or LinkedIn's opaque distribution model, forced comms teams to think in terms of platform optimisation. The LLM era is doing something different, and potentially more consequential, by reshaping how audiences discover and evaluate information, often without any visibility into the weighting being applied. The early evidence suggests earned media has a stronger signal in AI-powered discovery than other media types. In theory, this is good news for communications professionals. But we are yet to understand why, or how durable that advantage is, even as paid content begins to enter AI-mediated environments. When Google emerged, noted Lei, people read and believed everything on the first page. Over time they learned to distinguish reputable sources from noise. "I think AI is going through the same thing, especially because now at the very top of our search page is an AI summary." The generation most exposed to AI-generated content, she argued, is also the most sceptical of it. "Gen Z, they're not freaked out at all. They're much more savvy than we are." The implication is that the credibility crisis around AI-mediated information may be self-correcting, but not yet, and not on any timetable useful to organisations navigating it today. For Vaswani, owned channels need to be "airtight but adaptable," and the logic of who tells the story matters as much as the story itself. "People are less likely to listen to brands than individuals," he said, pointing to engagement patterns on LinkedIn that consistently favour personal profiles over corporate pages. For comms teams, that means relying on employees, executives, and external creators, requiring both a loosening of narrative control alongside a clearer focus on key stakeholders. "I only want to talk to policymakers in Indonesia that care about this, or parents of teens in Malaysia," said O'Donovan, capturing the shift towards extreme audience precision. "These audiences are getting so tight and so focused. If we're going to think about what is really going to change or impact our business, I need to find who is important to that audience. It's not the volume game anymore. It is those direct conversations." ### Geopolitical load Communicators in Asia-Pacific have long been accustomed to navigating regulatory complexity and cultural variance across multiple markets. But current geopolitical turmoil now brings a different complexion to what were once straightforward decisions, such as which industry events to attend, which causes to publicly support, and how to respond to government requests. For multinationals operating in Asia while managing intensifying scrutiny from Washington, more intelligence is required. Knowing which decisions carry geopolitical weight, and when, requires a level of local understanding that not every organisation has developed. "Now is the time to work really closely with your policy, your legal, and your local partnerships," said O'Donovan. "You have to keep being that voice of our region." Lei, who represents nearly 700 companies at AmCham Singapore — roughly a third of them non-American — offered a useful distinction. Clear-cut cases exist: when a company like Palantir takes a public stance on the use of its own product, the logic is relatively legible. "But taking a stance becomes much more difficult when it's something very, very specific," she said. In those cases, she argued, there is often safety in collective voice, through a chamber, a trade association, an industry body, rather than an individual corporate statement. The broader phenomenon, in terms of "strategic silence", also carries risks, particularly when silence itself can be construed as a stance. Whether this reflects a genuine recalibration of the corporate voice, or a calculation about backlash, remains uncertain. ### The employee paradox Clarity 2030 ranks employees alongside traditional journalists as future trust shapers. Accordingly, the employee toolkit era is over. Pre-written social posts distributed to staff for copy-and-paste amplification score low on every credibility metric that matters. Required instead are flexible frameworks, trusted relationships, and the willingness to let employees speak in their own voice. "Guardrails need to be in place," said Vaswani. "But at the same time, you hire them for a reason. Everyone's got an opinion, but everyone also should be an adult and be able to recognise the consequences that come with it." Meanwhile, Lei noted that executive visibility is often framed in terms of big ticket items like broadcast interviews and major conferences. But, decisions are often influenced in smaller settings. "Every meeting you show up at, every time somebody posts something about the company is also an opportunity for the leaders to represent in some way," she said. "I'm thinking more in terms of these smaller opportunities that build up to something bigger than making a big splash on CNBC." Personal accounts and corporate reputations, furthermore, are now structurally entangled in ways that governance frameworks have not caught up with. That is also amplified by AI tools enabling executives to draft and publish their own communications with less oversight. While O'Donovan believes the shift makes sense, she also pointed to risks. "I feel like we might have unleashed a bit of a beast." ### Territorial disputes The question of how communications and marketing should relate to each other is not new. Twenty years ago, we talked about turf wars. A decade ago, there were predictions of full integration. Neither outcome has fully materialised. What the discussion suggested is that the integration question has been somewhat superseded by a more practical one: where does disciplined, data-informed thinking live, and who owns it? Marketing has historically held a structural advantage here, thanks to clearer metrics, closer ties to commercial outcomes, and more sophisticated audience segmentation. Communications, meanwhile, has focused on narrative, relationships, and credibility. The gap between them, as AI and measurement tools improve, is narrowing. Whether that leads to more competition or collaboration may well be down to organisational design. "There's so \[many ways\] for us to work better with them," said O'Donovan. "If we can figure out where those happy places are, we will have a much more impactful campaign, and we'll probably save money." ### Three takeaways The panel closed with a question: one specific, actionable thing for a communications leader navigating this moment. Vaswani's advice sounded simple but requires discipline: listen more, speak less, but with greater impact. Put your ears to the ground before reaching for the megaphone. Lei's was about measurement. The communications profession has tolerated fluffy metrics for too long, she said, partly because of a high degree of tolerance from the industry as a whole. AI tools that improve analytics and attribution capabilities represent an opportunity to close the gap with marketing, improving the communications function's credibility. But that calls for communicators to become far more fluent in data and analytics. O'Donovan focused on judgment as a "superpower" in the AI era. Communicators, she noted, are trained to operate calmly while the building is on fire. In an environment of genuine fragmentation and accelerating complexity, that is a significant skill around which to reshape the function. *The Narrative Crisis was convened by Zeno Group and Earned First on 29 April 2026 in Singapore. The* [*PRAXIS Asia-Pacific conference*](https://www.praxisonline.world/apac?ref=earned-first.com) *returns to Singapore on 7 October 2026.* [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) ### The mighty status quo URL: https://www.earned-first.com/the-mighty-status-quo/ Last updated: 2026-04-30T10:00:33.000Z It is easy to lose sight of the bigger picture when it comes to the communications sector, such are the short-term pressures afflicting the function. Across numerous conversations with Asia-Pacific in-house leaders over the past couple of weeks, via partner events with [We.](https://www.earned-first.com/we-are-all-responsible-ai-in-healthcare-roundtable/), [Zeno](https://www.linkedin.com/posts/arunsudhaman%5Fjudgment-data-listening-three-key-lessons-activity-7455193312333897728-kVHG/?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAAAUGj4BqzaGEf3-0qsfwNJXAgdQtGWj9Jw) and [APACD](https://www.linkedin.com/posts/stevenokun%5Fasia-comms-leads-imperative-in-integrating-activity-7450391463906971649-m-eP?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAAAUGj4BqzaGEf3-0qsfwNJXAgdQtGWj9Jw), the portrait remains notably constant: comms execs report consistent pressure to resize, reshape and, in many cases, reinvent their capabilities. Belying these trends, though, are broader movements we have documented in considerable detail over the past year. As Earned First nears its first anniversary next week, we will aim to update the popular [industry vibe check](https://www.earned-first.com/industry-vibe-check/) that launched our efforts 12 months ago. For now, however, I would like to focus your attention on new findings that demonstrate why regional comms leaders are increasingly desperate for change. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: AI and the future of women in the workplace URL: https://www.earned-first.com/podcast-ai-and-the-future-of-women-in-the-workplace/ Last updated: 2026-04-26T06:13:23.000Z Christine Fellowes, founder of Nineby9, and Jane Morgan, chief client officer at Ashbury Communications, join Earned First to discuss Nineby9's latest research report, AI and the Future of Women in the Workplace. The conversation covers the exposure women face as AI reshapes the workforce, with women overrepresented in the roles most at risk of displacement and underrepresented in the roles being created. Fellowes and Morgan also examine how women's more measured approach to AI adoption, while a genuine organisational asset, can go unrecognised in workplaces that reward speed over outcomes. The episode looks at the structural changes needed in how organisations design learning, align HR and technology functions, and rethink entry-level talent investment, and what individuals can do in parallel. [AI and the future of women in the workplace](https://rss.com/podcasts/earned-first/2763724?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Vero acquires majority stake in SEA's Mad Hat Asia URL: https://www.earned-first.com/vero-acquires-majority-stake-in-seas-mad-hat-asia/ Last updated: 2026-04-23T04:07:53.000Z Vero has acquired a majority stake in Malaysian-headquartered Mad Hat Asia, lifting fee income to $13.5m and consolidating its position among Southeast Asia's biggest PR firms. The deal adds Mad Hat Asia's operations in Malaysia and Singapore to Vero's existing presence across seven Southeast Asian markets, taking combined headcount to more than 300\. It comes after Vero grew by 11.5% in 2025, when it was named Southeast Asia champion in the [Asia-Pacific Consultancy Performance Index](https://www.earned-first.com/a-p-consultancy-performance-index-scorecards-analysis/). _This post is for subscribers only._ ### When signals fade URL: https://www.earned-first.com/when-s/ Last updated: 2026-04-23T11:15:49.000Z Since war with Iran broke out, the Trump administration has taken its typically combative cultural stance in a new direction. First came the videos, one of which enlisted SpongeBob SquarePants, designed to make real death and destruction look like a [video game](https://www.ft.com/content/02b5b54a-364b-4869-a6ff-1bc2d9950aa1?syn-25a6b1a6=1&ref=earned-first.com). Then came the AI-generated images of the US president as the [pope](https://x.com/WhiteHouse/status/1918502592335724809?ref=earned-first.com) and, apparently, as [Jesus himself](https://www.ft.com/content/d3ba0017-981e-4ef8-b0e9-fc3276d5161b?syn-25a6b1a6=1&ref=earned-first.com) (Trump claimed it depicted him as a doctor). Up to this point, Trump had made an effort to appealing to the Christian right by appearing to do the 'virtuous' thing, however insincere that may have been. Locked in a war of words with Pope Leo XIV and others who oppose America's poorly planned attack on Iran, he has gleefully cast aside the need to seem virtuous and leaned into his sense of 'vice'. Of course, courting controversy has always been part of Trump's playbook. But his antics are usually calculated to appeal to the home team while angering progressive liberals. By contrast, the most recent round of 'vice signalling' has [upset people](https://www.theguardian.com/us-news/2026/apr/19/trump-religious-right-pope-feud-ai-jesus-posts?ref=earned-first.com) whose support he depends on. The benefits of vice signalling — which essentially denotes a public show of rebellion and rejection of moderate social norms — are often unclear. Nevertheless, it appears to be on the rise in politics from America to Asia, with some spillover into business. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Presence without performance: Gulf internal comms study URL: https://www.earned-first.com/presence-without-performance-gulf-internal-comms-study/ Last updated: 2026-04-22T08:16:27.000Z Nine in ten Gulf organisations have an internal communications (IC) function, but fewer than one in three think it is highly effective or better. That is the central finding of Sage XP's second annual Gulf IC&C Landscape study, which surveyed 179 companies across the region between February and March 2026\. The profound gap between IC presence and perceived effectiveness — wider still for corporate culture, where 86% have initiatives but only 26% rate them effective — points to a function that has been built out rapidly without the structural foundations to deliver consistent performance, says Kateryna Byelova, CEO of Sage XP. _This post is for subscribers only._ ### PR isn't dead. It just keeps getting mistaken for marketing URL: https://www.earned-first.com/pr-isnt-dead-it-just-keeps-getting-mistaken-for-marketing/ Last updated: 2026-04-22T07:40:12.000Z When Sir Martin Sorrell infamously told BBC Radio 4 that "there's no such thing as PR anymore", the industry [rallied fast to respond](https://www.earned-first.com/spectres-at-the-feast/). About how reputation matters and that trust beats reach. The rebuttals were fair, and mostly correct. But they missed the more useful argument buried inside his line. Sorrell didn't just get PR wrong. He got it wrong in the specific way companies have been getting it wrong for 30 years: by collapsing the discipline into its channels. Press releases. Media placements. Or now, in his telling, flooding TikTok and Google with content. If that's the whole job, of course it looks redundant. That version of PR should be redundant. _This post is for subscribers only._ ### "We are all responsible": AI in Healthcare Roundtable URL: https://www.earned-first.com/we-are-all-responsible-ai-in-healthcare-roundtable/ Last updated: 2026-04-22T06:20:15.000Z Few industries will be as profoundly disrupted by AI as healthcare. To examine what that disruption means for communicators and public affairs leaders across the region, We.Communications and Earned First convened a roundtable of senior practitioners in Singapore last week — drawing on findings from We's Future of Communications 2026 APAC Report. The backdrop makes the stakes clear: a projected global shortfall of 11m health workers by 2030; more than a quarter of APAC patients hospitalised due to delays in reaching a doctor; average specialist wait times of forty-seven days; and McKinsey's estimate of $60–110 billion in annual economic value from AI in the sector. Meanwhile, Asia-Pacific clinicians are the most optimistic about AI of any region globally, with daily clinical adoption doubling over the past year — raising significant questions about whether regulation, training and institutional culture can keep pace with the technology. The group around the table voiced similar concerns in practice: roughly half had audited what AI overviews say about their own companies and therapies, and most found inaccuracies, with no clear mechanism to correct them. The discussion that followed was candid and wide-ranging, covering regulatory fragmentation, the AI information environment, accountability, and the organisational cultures that will ultimately determine whether the region's optimism is warranted. The consensus that emerged was that the industry cannot wait for regulation to catch up. What follows is that conversation, edited for length and clarity. _This post is for subscribers only._ ### Ashbury adds senior talent in Asia and Middle East URL: https://www.earned-first.com/ashbury-adds-senior-talent-in-asia-and-middle-east/ Last updated: 2026-04-15T02:14:27.000Z Ashbury has appointed **Jane Morgan** and **Saima Farooqi** to senior roles in Singapore and the UAE, respectively, as double-digit growth propels the independent financial comms firm's investment across Asia and the Middle East. Morgan, who left FTI Consulting last year, becomes the firm's first chief client officer and will also oversee Singapore advisory, while ex-JP Morgan exec Farooqi is named head of UAE advisory, Earned First can reveal. The moves, along with the firm's continued investment in analytics, reflect Ashbury founder Adam Harper's belief that the boutique model can outcompete global networks in specialised markets. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: QI Group's Ramya Chandrasekaran on AI, culture & the evolving role of the CCO URL: https://www.earned-first.com/podcast-qi-groups-ramya-chandrasekaran-on-ai-culture-the-evolving-role-of-the-cco/ Last updated: 2026-04-14T22:52:54.000Z Ramya Chandrasekaran, chief communications officer at QI Group, joins Arun Sudhaman to discuss how AI has moved from experiment to embedded practice inside her team, why geopolitics has fundamentally expanded the scope of the CCO role, and what it takes to build communications that actually land across 17-plus markets. She also shares an honest account of how she won a seat at the table, and why building relationships with the lawyers might matter more than you think. [QI Group's Ramya Chandrasekaran on AI, culture & t | RSS.com](https://rss.com/podcasts/earned-first/2735439/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Introducing the Earned First Awards URL: https://www.earned-first.com/introducing-the-earned-first-awards/ Last updated: 2026-04-14T04:30:16.000Z The [Earned First Awards are open for entries today](https://earnedfirstawards.com/?ref=earned-first.com), launching across Asia-Pacific — the first region in what will become an international programme. I want to explain why we built this, and why we built it the way we did. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) Across the industry, awards have multiplied, in terms of categories, shortlists, ceremonies. But recognition has not kept pace with the kind of work that increasingly defines and elevates serious public relations practice: work that solves business problems, shapes reputations, influences decision-making and builds trust in complex environments, often without paid amplification or fanfare. The [Earned First Awards](https://earnedfirstawards.com/?ref=earned-first.com) exist to recognise communications work where credibility is earned, not bought. Where strategy, judgement and trust matter more than scale, spend or spectacle. **How we evaluate** What makes this programme different is not just what it celebrates, but how it evaluates. Entries are assessed specifically on: strategic problem-solving, the role of earned and owned media in achieving outcomes, degree of difficulty, and the credibility of results. Campaigns that succeeded because they were well-funded or structurally advantaged are not favoured over those that navigated resistance, scrutiny or complexity. How we judge is published openly, before you enter: - Impact, outcomes and measurement: **35%** - Earned first thinking and execution: **25%** - Creativity and strategy: **25%** - Degree of difficulty: **15%** [The jury brings together senior industry leaders](https://earnedfirstawards.com/jury?ref=earned-first.com) from across Asia-Pacific, representing diverse markets, sectors and career experience. Their standard of scrutiny will bring focus and gravity. **22 categories** We have structured 22 categories across five groups — Campaign & Craft; Innovation & Measurement; Trust, Reputation & Strategy; Confidential & Specialist; and, Leadership. Each one exists because it reflects a real and under-recognised dimension of modern communications practice: from behavioural change and corporate transformation, to cross-border cultural intelligence, crisis credibility, leadership and high-stakes specialist work. We also appreciate that some of the most influential communications work today never appears on a stage. For that reason, selected categories allow for confidentiality — and **one award is judged solely by the Earned First editorial team**, with no public disclosure of client or campaign details. The Grand Prix cannot be entered; it is selected from all category winners, after deliberation. There is just one per edition. **Why winning signals something specific** An Earned First Award signals that the work stood up not just creatively, but strategically. That it delivered impact without shortcuts. That it reflects the kind of communications capability increasingly valued by boards, CEOs, regulators, investors and societies, not just by juries. For agencies, it is recognition that goes beyond volume or visibility. For in-house teams, it is validation of influence at the decision-making table. For leaders, it is acknowledgement that earned communications can shape organisations, not just narratives. **Enter now** There are 22 categories. Early Bird pricing is open: **US$250 per category until** **6 June**. From 7 June, the regular rate is US$300\. Full entry guidelines and category criteria are at [**earnedfirstawards.com**](https://earnedfirstawards.com/?ref=earned-first.com). The final entry deadline is 7 July. Shortlists will be announced on 31 August. The ceremony, more of a reception than a formal dinner, takes place in Singapore on 6 October. The Earned First Awards are intentionally selective. Not everyone will take home a trophy. Because recognition, like trust, only matters when it is genuinely earned. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/03/13-3-africa-copy-1.jpg) ### Enter now: Africa Consultancy Performance Index 🔬 Earned First's [Consultancy Performance Index](https://www.earned-first.com/consultancy-performance-index/) is now accepting submissions from PR consultancies across Africa, as part of its landmark initiative to identify and recognise the industry's most innovative and impactful PR consultancies — which will culminate in Earned First Index Champions being recognised across specific markets and categories. The Index addresses the industry's need for transparent, comprehensive benchmarking that goes beyond traditional criteria to evaluate the full spectrum of consultancy performance, including client impact, innovation capabilities, business growth and industry leadership. [Asia-Pacific Champions](https://www.earned-first.com/asia-pacific-consultancy-performance-index-2025-champions-revealed/) and [MENA Champions](https://www.earned-first.com/mena-consultancy-performance-index-2026-champions-revealed/) have already been revealed, alongside [crucial data and trends](https://www.earned-first.com/five-forces-shaping-asia-pacific-consultancies-in-2025/) produced from the research. Submissions, which do not carry any cost, will be evaluated across five key performance areas, informing published scorecards for consultancies that are shortlisted for further recognition. **The deadline for Africa submissions is 1 May 2026**. [More details here](https://www.earned-first.com/enter-now-africa-consultancy-performance-index/). [Enter Earned First's Consultancy Performance Index now](https://www.earned-first.com/consultancy-performance-index/) --- ### No ordinary sale URL: https://www.earned-first.com/no-ordinary-sale/ Last updated: 2026-04-13T14:26:59.000Z Regular Earned First readers will not be especially surprised to learn that [WPP has enlisted Goldman Sachs](https://www.thetimes.com/business/companies-markets/article/wpp-explores-sale-of-public-relations-arm-dvrk58qx2?ref=earned-first.com) to help sell its public relations unit, effectively consisting of Burson and subsidiary players such as GCI Health and Axicom. The holding group's divestment plan had been heavily trailed for several months, with recent impetus added by a [turnaround strategy](https://www.wpp.com/en/news/2026/02/strategy-update-and-2025-preliminary-results?ref=earned-first.com) that suggested a PR consultancy like Burson was no longer a "core business", to use WPP CEO Cindy Rose's terminology. I cannot help but recall my podcast with Harold Burson in 2013, when the late, great, industry legend openly weighed the benefits and drawbacks of public ownership. Burson-Marsteller was 60 years old by that point, but had only become part of WPP in 2000\. After 13 years at WPP, Harold was prescient enough to recognise that the decade ahead would not be kind to PR firms within holding group structures. _This post is for subscribers only._ ### Notes from the AI front lines URL: https://www.earned-first.com/notes-from-the-ai-front-lines/ Last updated: 2026-04-09T12:01:05.000Z The pre-AI era, one suspects, will soon appear as quaint for today's public relations professionals as fables of fax machines were for previous generations. It may have been three years since I collaborated with Sandpiper on the industry's first study into generative AI usage, but less than 12 months have passed since we were debating the technology's status as potential [industry "enemy"](https://www.earned-first.com/the-enemy-we-cant-avoid/). At the ICCO Global Summit in Mumbai six months ago, meanwhile, industry leaders submitted their [clearest indications yet](https://www.earned-first.com/laboratories-of-resilience/) on how AI would reshape the profession. Today, barely a week passes without new tools, products, or platforms, all promising to reinvent everything we thought we knew about how public relations works. After a fairly lackadaisical start, it appears that the consultancy world has swung towards AI adoption at a pace that can sometimes appear breathtaking, even if [in-house departments continue to lag](https://www.bcg.com/publications/2026/corporate-comms-catch-up-on-ai-leaders-show-the-way?utm%5Fsource=substack&utm%5Fmedium=email). The assembled cast at Mumbai was broadly aligned on the scale of the shift. Weber Shandwick global president Jim O'Leary described the next five years as representing more change than the previous five decades, citing BCG research that found 80% of communications work sitting within the "AI sweet spot." But "implementing AI itself is not a strategy," noted Burson chief innovation officer Chad Latz, with specific value lying entirely in how firms apply it. On that question, however, agreement tends to dissolve, reflecting broader questions about AI's various applications. According to Matt Collette, founder of AI platform Sequencr, 72% of marcomms teams [struggle to turn data into action](https://funnel.io/blog/state-of-marketing-intelligence?ref=earned-first.com#:~:text=Funnel%E2%80%99s%20research%20found%20that%2072%25%20of%20in%2Dhouse%20and%2055%25%20of%20agency%20marketers%20struggle%20to%20turn%20data%20into%20actionable%20insight); 56% [lack the time](https://funnel.io/blog/state-of-marketing-intelligence?ref=earned-first.com#:~:text=55%25%20of%20agency%20marketers%20struggle) to analyse all the data they hold; and 55% [feel overwhelmed](https://www.stackedmarketer.com/data-stories/are-online-marketers-overwhelmed/?ref=earned-first.com#:~:text=while%2055%25%20feel%20overwhelmed%20by%20the%20channels%20they%20have%20to%20manage) by the sheer number of channels they manage. With that in mind, the opportunity AI represents may be about more than just improving efficiency, but about processing and acting on information that currently sits unused. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### When data isn't enough | Partner Content URL: https://www.earned-first.com/when-data-isnt-enough-partner-content/ Last updated: 2026-04-07T09:19:26.000Z In a monthly column called [***Independents' Day***](https://www.earned-first.com/tag/independents-day/), Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In the seventh instalment of Independents' Day, **Doy Roque**, founder and CEO at M2.0 Communications, examines where data genuinely improves communications decision-making, where it falls short, and why imagination may be the industry's most underrated capability in an AI-driven world. 1. **The industry talks constantly about being "data-driven," yet much of communications still relies on instinct and experience. Where do you think data genuinely improves decision-making — and where is it being overstated?** The gap between talking about data and actually using it is more revealing than either side of your question. I run a data-driven agency. I built a media analytics platform. And I can tell you honestly that we fail at placing data at the center of our decisions more often than I would like to admit. The resistance isn't a market problem or a skills problem. It lives inside my own organisation, in every strategy session, in the friction between what the numbers say and what experienced people feel. That is not a failure of intelligence. It is something older than that. When we say AI can't empathise, or that clients buy from people not machines, these aren't really arguments. They are epicycles, the same move Ptolemy's successors made when inconvenient data started accumulating. Just add another layer of complexity and keep the old model turning a little longer. Humanism, in its current form, placed individual human genius at the center of meaning-making. Communications inherited that belief completely. The celebrated strategist, the instinctive account lead, the award-winning creative director: these are humanist archetypes. And we are, right now, in the mourning phase that every previous generation went through when their archetype was displaced. Where does data genuinely help? Media monitoring that catches a narrative shift before it becomes a crisis. At M2.0 we have used this repeatedly to get clients ahead of stories that pure instinct would have missed entirely until it was too late. Audience parsing that challenges assumptions: who clients think is listening to them and who actually is are consistently different populations, and that gap matters enormously for strategy. We have experimented with message testing, though honestly not enough of it. What little we have done suggests that what clients want to say and what their audiences actually need to hear are often two completely different things. That gap alone justifies more rigorous testing than most agencies, including ours, currently practice. Where is it overstated? Start with the thing everyone finds hardest to admit: nobody has figured out how to reliably predict what will move people emotionally. Whether a story will resonate, whether a campaign will feel true rather than manufactured, whether an audience will care. Agencies that claim their models can do this are overselling. Cultural nuance is another honest limitation, particularly in markets like the Philippines where a relationship built over years carries more weight than any index, and where the data infrastructure to capture those dynamics simply doesn't exist yet. And then there is crisis judgment. When things are moving fast, data lags. You need a human in the room who can read the temperature, make a call, and live with the consequences. 1. **How has the rise of analytics changed the way you think about strategy, not just reporting and measurement?** The honest answer to this question has less to do with strategy frameworks and more to do with anxiety. I have always been an anxious person. There is a long family history of it. And for many years, the way that anxiety expressed itself professionally was through a kind of instinct-driven certainty: I know what this campaign needs, I know what this client should do, I know what story will land. That certainty felt like confidence. Looking back, it was mostly ego with nowhere to put its doubts. What data did, gradually and somewhat painfully, was give those doubts somewhere to go. I want to be careful about how I describe this because it was not a clean or comfortable process. My journey toward genuinely data-driven thinking took more than a decade. It was punctuated by panic attacks and, I am told, some fairly memorable emotional outbursts. My colleagues at M2.0 lived through that with me and I am grateful for their patience. What I was experiencing, though I couldn't articulate it at the time, was the slow collapse of a mental model I had built my professional identity around. Every time new data presented itself and contradicted what I believed to be true, something in me resisted it physically before I could process it intellectually. That is not a rational response. But it is an honest one. Two moments stand out as pivotal, though there were many. The first was realizing that the traditional agency-client model was structurally designed to keep us small. We were captive to our clients' whims, our growth limited by their budgets and their appetite for what we could offer. The data made this visible in a way that gut feel never would have, because gut feel was too invested in the relationships to see the trap inside them. The second was harder. I realized that a significant portion of our campaign decisions were being driven by ego rather than evidence. Creative directors, clients, sometimes myself, saying "let's do this because I like that." Not because the audience data supported it. Not because the strategic logic demanded it. Because someone in the room had a preference and enough authority to make it happen. That kind of decision-making was quietly bankrupting us, in ways that only became visible when we started looking honestly at outcomes rather than outputs. What analytics actually changed, at the strategic level, was my willingness to be wrong earlier in the process. Before, strategy was built on conviction. You committed to a direction, you defended it, you measured success in ways that confirmed the original decision. Data interrupted that loop. Not always comfortably, but consistently. Audience parsing was where this showed up most starkly. Who clients believed was listening to them and who actually was turned out to be different populations almost every time. That single realisation, repeated across enough clients, reshapes how you approach the entire strategic conversation. You stop starting from the message and start starting from the listener. Media monitoring added another layer. Narratives shift in ways that feel invisible until they become crises. Having the infrastructure to watch those shifts in real time meant we could bring clients intelligence rather than just coverage. That is a different kind of strategic conversation entirely. Data, done honestly, is humbling in a way that is ultimately liberating. It keeps redistributing your certainty to where it actually belongs, rather than letting it pool around your preferences. The strategic shift analytics produced in me was not really about tools or workflows. It was about learning to treat my own instincts as a hypothesis rather than a conclusion. That sounds simple. It took me the better part of twenty years. 1. **In emerging markets like the Philippines, what are the biggest barriers to meaningful data-led communications — access, skills, client expectations, or something else?** My answer is something else entirely. The biggest barrier to data-led communications in the Philippines, and I suspect in most emerging markets, is imagination. In 2002 I was working at a PR agency called EON. One day I suggested to my boss that delivering clip reports by CD through a messenger was an idea whose time had passed, and that we should consider building an online media monitoring service instead. The suggestion was rejected almost immediately. I was devastated at the time. It eventually pushed me toward starting my own companies, which is a story for another day. Looking back, I don't think my boss was being obstinate or short-sighted in any simple sense. I think he genuinely could not picture the future that the idea pointed toward. And that is a completely human response. The capacity to look at something ordinary, a CD in a messenger's bag, and see in it the outline of a different and better system, is not a faculty that most people operating under the daily pressure of running a business can easily access. Imagination, in that specific forward-looking sense, is rarer than we acknowledge. The second barrier is related but distinct. Most people in this industry, and I include myself in this, are not naturally wired to treat assertions as hypotheses. We are trained, in schools, in agencies, in client relationships, to project confidence. To say "this campaign will work" rather than "we believe this campaign will work and here is how we will find out if we are wrong." Data culture requires that second orientation completely. It requires being comfortable with uncertainty in rooms where uncertainty is professionally costly. That is not a function of ignorance. It is a function of training and, honestly, of time. Most communications professionals are simply too busy defending their current positions to interrogate them. There is also something worth naming that is specific to the Philippine context. In a culture where relationships and face-saving carry genuine social weight, presenting data that contradicts a senior person's belief is not just intellectually uncomfortable. It is socially risky. The data doesn't merely challenge an idea. It challenges a relationship, sometimes a long and carefully built one. That is a barrier that no amount of infrastructure investment or skills training will resolve on its own. It requires a different kind of organisational courage, and that courage has to come from the top. Access and skills are real constraints, particularly in markets where data infrastructure is still developing. Client expectations are a genuine challenge, particularly among clients who have been told for years that communications is an art rather than a discipline. But these are problems that investment and education can address over time. Imagination is harder. And the willingness to be wrong in public is harder still. Those are the barriers I spend most of my energy on, twenty years into this journey, and I am still not sure I have solved them. 1. **There's growing pressure to quantify reputation and trust. What can data measure well in this space, and what do you believe remains inherently qualitative?** There is an industry assumption that trust, like most things, will eventually yield to measurement. That if we build sophisticated enough instruments, construct robust enough indices, survey enough people often enough, we will one day have a reliable number that tells us where trust stands and what it would take to move it. I am not convinced. And I say that as someone who built a media analytics platform specifically to measure things the industry said couldn't be measured. The Edelman Trust Barometer is the most ambitious attempt to quantify trust at scale that our industry has produced. Now in its third decade, surveying tens of thousands of respondents across dozens of countries, it surfaces genuinely important macro patterns. It has tracked, for instance, the steady migration of trust away from institutions and toward personal circles, neighbors, family, employers, a shift that has enormous strategic implications for how organisations communicate. But here is the honest limitation. The Trust Barometer measures declared trust. What people say they trust when asked directly in a survey. Declared trust and actual trust, the kind that governs real behavior under pressure, are often two completely different things. The instrument captures the shadow of trust remarkably well. The thing itself remains stubbornly out of reach. I learned this most vividly through a campaign early in M2.0's history. In 2010, the Philippines was about to hold its first nationwide automated election. Our client was Smartmatic, the Venezuelan company contracted to run the automation. The stakes could not have been higher. Decades of election fraud had taught Filipinos to distrust the process of democracy itself. Now they were being asked to trust a machine, operated by a foreign company, to count their votes honestly. Every data instrument we had was telling us the same thing: the negative sentiment was overwhelming, the suspicion was deep, and the window to change public perception was closing fast. What the data could not tell us was what would actually move the needle. That answer turned out to be Cesar Flores, Smartmatic's Philippine president. A man who carried himself with a warmth and an idealism that Filipinos recognised immediately as something familiar. People didn't just come to trust Smartmatic's machines because of transparency briefings or technical demonstrations, though those mattered too. They trusted them because they trusted Cesar. And they trusted Cesar because he reminded them of themselves. So what can data measure well in this space? Direction and momentum. Data is excellent at telling you whether trust is rising or falling, where the pressure points are, which narratives are gaining traction and which are losing ground. Media monitoring can catch a reputational shift before it becomes a crisis. Audience parsing can tell you whose trust you actually have versus whose trust you think you have. What remains inherently beyond measurement is the substance of trust itself. The moment of recognition between a person and an institution, or between two people representing institutions, that generates genuine belief. The cultural resonance that makes one spokesperson transformative and another forgettable. The accumulated weight of a relationship that makes an audience willing to extend the benefit of the doubt in a moment of crisis. These things can be observed in retrospect. They can be felt in real time by someone paying close enough attention. But they cannot be reliably predicted or manufactured by any model currently available, and I am skeptical that they ever fully will be. 1. **As AI accelerates insight generation, do you see a risk of over-reliance on tools at the expense of human judgment? How should leaders manage that tension?** Every significant technology humans have encountered has changed not just what we do but who we are. Fire reorganised our social lives, our sleep, our cognitive capacity. The printing press didn't just reproduce text, it rewired how humans stored and retrieved knowledge, which rewired how they thought. The car restructured cities, families, the entire geography of human existence. The internet changed how we remember, how we navigate, how we form relationships and identities. In each case, humans didn't simply adapt to the technology. They became something slightly different because of it. AI will be no different. And I say that not as a futurist but as someone currently building several AI-powered products across different domains. I am inside this technology in a very practical, daily sense. What I can tell you from that vantage point is that the transformation is already happening, and it is far more subtle than the over-reliance narrative suggests. The real risk isn't that leaders will blindly trust an AI output they know came from a machine. The real risk is that AI reasoning gradually shapes human reasoning without anyone noticing. You adopt a tool. The tool influences how you frame problems. The framing determines what solutions you consider. And at some point the judgment you believed was yours is actually a thin layer of human instinct resting on top of machine logic. That is not a failure of the tool. It is simply what happens when humans and technology coexist long enough. It has always happened. It is happening now. So the Turing dilemma, properly understood, is not really about whether AI can pass as human. It is about which human it will pass as. Because the human on the other side of this technological shift will not be the same human who walked into it. This should alarm us a little. But it should also, if we're honest about history, reassure us a little too. We are probably the most adaptable species of any meaningful size on this planet. We have survived and been transformed by every technology we have ever invented, including the ones that seemed most likely to diminish us. We came out the other side of the nuclear age. We came out the other side of the internet. We will come out the other side of AI, changed in ways we cannot fully predict but recognisably, stubbornly human. The leaders who manage this tension best will not be the ones who wall off some supposedly pure human judgment from AI influence. That is neither possible nor, I would argue, desirable. They will be the ones who remain conscious and intentional about how the technology is changing them. Who build enough reflective capacity into their organisations to notice when AI is serving their judgment versus quietly substituting for it. Who understand that the goal is not to resist the adaptation but to remain the author of it. In communications specifically, that means never letting a tool make the final call on what is true about a human situation. AI can parse audiences, monitor narratives, generate options, stress-test assumptions. What it cannot do, at least not yet, is sit in a room and feel the temperature. Read a silence. Know when the data is technically correct and humanly wrong. 1. **What capabilities do communications teams need to build now if they want to be credible strategic partners in a data-rich environment?** Our industry has an over-reliance on the creative campaign as the primary measure of excellence. It is visible in the proliferation of awards and award-giving bodies that place campaigns on a pedestal above everything else. That culture sucks the air out of the room. Air that could be used to ask harder questions about failing business models, about the gap between what we charge for and what we actually deliver, about why an industry that claims to be in the business of understanding audiences invests so little in genuine research. The deeper problem is one of identity. We have spent decades building our self-image around the consultant, the strategist, the creative visionary. We have systematically underinvested in our identity as researchers, innovators, and inventors. And that identity gap produces a specific and damaging outcome: a disdain, or at best an indifference, toward intellectual risk-taking. New ideas that threaten the existing model don't get debated. They get deflected. Or they go quiet in the room and resurface nowhere. So, the first capability communications teams need to build is not a technical one. It is the capacity to sit with intellectual discomfort long enough to think clearly about what comes next. That sounds soft. It is anything but. In an environment changing at this pace, the inability to engage seriously with uncomfortable ideas is an existential risk. It leads, at best, to slow and painful decline. The second capability is research literacy. Not data literacy in the narrow sense of knowing how to read a dashboard. A genuine understanding of what questions data can and cannot answer, how to design an inquiry, how to sit with ambiguous findings without forcing them into a predetermined narrative. This is the capability that transforms a communications team from a service provider into a strategic partner. Clients don't need agencies to execute campaigns they've already decided on. They need partners who can challenge their assumptions with evidence and help them see what they're missing. The third is what I would call temporal imagination: the ability to think seriously about futures that don't yet exist and build toward them before the market demands it. It is the capability that separates the agencies that will thrive in an AI-driven environment from the ones that will spend the next decade mourning what they've lost. PROI, at its best, is a structure for building all three of these capabilities collectively. Ninety-odd independent agencies across more than sixty countries, each with deep local knowledge and genuine entrepreneurial instinct, sharing intelligence across borders. The value of that network is not just referrals or global reach. It is the accumulated capacity to think across contexts, to stress-test local assumptions against global patterns, to borrow courage from partners who have already navigated what you are about to face. That is a rare and genuinely valuable asset in an industry that still largely thinks locally and reacts slowly. The communications teams that become credible strategic partners in a data-rich environment will not be the ones that hired the most data scientists or bought the most sophisticated tools. They will be the ones that built the emotional and intellectual infrastructure to use those tools honestly, to be wrong in public, to follow the evidence even when it leads somewhere uncomfortable. That is a harder thing to build than a dashboard. But it is the only thing that will last. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Edelman KSA CEO steps down URL: https://www.earned-first.com/edelman-saudi-ceo-steps-down/ Last updated: 2026-04-07T10:12:23.000Z Elie Azzi has stepped down as CEO of Edelman Saudi Arabia, Earned First can reveal, marking the second departure from the firm's Middle East leadership in the past six months. In a statement, an Edelman spokesperson confirmed Azzie's departure from the firm he joined at the start of 2024\. Edelman Saudi Arabia chief operating officer Alex Salem will oversee the operation on an interim basis "as we finalise longer-term leadership plans." _This post is for subscribers only._ ### FGS Global expands Asian PA offering with ex-Global Counsel hires URL: https://www.earned-first.com/fgs-global-expands-asian-pa-offering-with-ex-global-counsel-hires/ Last updated: 2026-04-01T12:49:12.000Z FGS Global has moved quickly in the wake of Global Counsel's collapse, recruiting several of the firm's Asia-based executives to expand its public affairs offering in the region, Earned First can reveal. According to sources familiar with the situation and confirmed by LinkedIn movements, FGS Global has snapped up former Global Counsel Asia director and Singapore head Andrew Yeo, who takes on the role of global policy partner at the KKR-owned communications consultancy, with an Asia-wide remit. Yeo will be joined by four former Global Counsel colleagues, including associate directors Brendan Pinto and Dedi Dinarto. In addition Earned First understands that FGS Global's Singapore operation will now be led by Harry Florry, a capital markets and IR specialist who moves from Hong Kong to succeed [Iain Twine](https://www.earned-first.com/iain-twine-leaves-fgs-global-for-in-house-role/). _This post is for subscribers only._ ### Podcast: Mary Njoki on PR transformation in Africa URL: https://www.earned-first.com/podcast-mary-njoki-on-pr-transformation-in-africa/ Last updated: 2026-04-02T10:49:24.000Z Arun Sudhaman speaks with Mary Njoki, founder and CEO of Glass House PR in Nairobi, about the findings of the [*State of PR in Africa* report](https://www.earned-first.com/state-of-pr-in-africa-ai-usage-soars-amid-concerns/) — a survey of 54 agencies representing over 6,500 professionals across the continent. The discussion covers AI adoption across the industry, the structural training gaps that are shaping how tools are being used, and the growing challenge of algorithm opacity for practitioners trying to reach targeted audiences. The conversation also explores the broader trajectory of African PR: how the industry has evolved from being conflated with events and press releases into a recognised strategic discipline, and what Njoki is trying to achieve by chairing Africa PR Week — both in terms of building a continental professional community and placing African communications on the global stage. And we touch on the importance of the Africa's [Consultancy Performance Index](https://www.earned-first.com/enter-now-africa-consultancy-performance-index/), which is now open for submissions. [Mary Njoki on PR transformation in Africa | RSS.com](https://rss.com/podcasts/earned-first/2676831/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) 🔮 ****PR 2030: How is PR transforming across APACMEA?** Industry execs are invited to take part in a new study on how communications is evolving across Asia-Pacific, the Middle East & Africa. [Take the 10-minute survey here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) and help us provide a more realistic picture of how comms is changing. ### Last chance: Help define how public relations is changing URL: https://www.earned-first.com/last-chance-help-define-how-public-relations-is-changing/ Last updated: 2026-03-31T08:30:44.000Z Communications leaders across Asia-Pacific, the Middle East & Africa are urged to contribute to a study examining how the function is evolving, ahead of the extended survey deadline of **2 April**. Led by Earned First in partnership with the Institute for Public Relations (IPR) and Ruder Finn Asia, PR 2030 focuses on the structural barriers limiting communications influence across APAC and MEA, from global HQ control models to talent gaps and geopolitical pressure. It also assesses what capabilities teams must build over the next three to five years if they are to earn greater authority inside organisations. In-house and agency executives can participate at: [**https://www.surveymonkey.com/r/PR2030Transformation**](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) Findings from *PR 2030: The Transformation Study* will be released later this year. [Last chance: Participate here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) ### New advisory collective takes on Japan Inc's ASEAN challenge URL: https://www.earned-first.com/new-advisory-collective-takes-on-japan-incs-se-challenge/ Last updated: 2026-06-08T08:19:56.000Z A new advisory network has launched to help major Japanese companies build brand reputation and trust more effectively in Southeast Asian markets, marking the latest example of how decentralised agency models are building on the expertise of independent PR practitioners. PR Collective Asia, launched by former Omnicom PR veteran Tetsuya Honda, president and CEO of Honda Office, aims to not only separate strategic planning from execution, but also encourage the integration of corporate communications and marketing. The network comprises senior communicators from six markets: Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### All aboard the multipolar express URL: https://www.earned-first.com/all-aboard-the-multipolar-express/ Last updated: 2026-03-26T06:00:00.000Z As the war in West Asia rumbles on towards an uncertain conclusion, it is worth weighing up the latest state of play for communicators charged with navigating these choppy currents. After all, geopolitics has emerged as [the top priority for corporate communications leaders](https://www.earned-first.com/america-first-reputation-next/) in recent years, even if few of them would have imagined that matters could escalate even further in 2026. Still, as ever in public relations, we play the hand we are dealt. The onset of the America First era already promised to reshape the world. Tariffs aside, this may not be a bad thing for those that have long sought a more balanced global order. Even so, the sheer speed of movement away from a unipolar environment remains unsettling, particularly in terms of its implications for MNCs and domestic brands alike. In theory, a more multipolar world suggests that opportunities will flower for those well-versed in cultural nuance and intelligence. Or perhaps not. Instead, we are seeing this broader shift devolve towards insularity and nationalism, reflecting a populist environment where vice is sometimes more appealing than virtue. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Beyond 'business as usual' URL: https://www.earned-first.com/beyond-business-as-usual/ Last updated: 2026-03-19T10:00:16.000Z "Business as usual" is a common refrain in cities like Dubai as burning debris from missile interceptions continues to rain from the sky. As Earned First [recently noted](https://www.earned-first.com/when-stability-is-the-brand/?ref=earned-first-weekly-newsletter), the government response from Gulf states to Iran's attacks has largely been clear, timely and well managed. The UAE, for instance, is realistic about the fact that Iranian rockets and drones present an ongoing threat, but has emphasised its ability to protect its residents. Even as some expats flee, many others feel relatively secure staying put. Even so, the reality for most corporations is that operations are far from usual. And they have a significant responsibility to communicate the nuances of the situation clearly to their people. The question in the Gulf today is whether their internal communications efforts are improving a fraught situation. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Five ethics blind spots that could undermine PR's AI future URL: https://www.earned-first.com/five-ethics-blind-spots-that-could-undermine-prs-ai-future/ Last updated: 2026-03-18T11:04:51.000Z It started, as the best professional conversations often do, completely by accident. David Gallagher - former Omnicom executive, Folgate Advisors co-founder, and one of the more influential connectors in the global PR community runs a WhatsApp community of 1,200 communications and PR professionals. One of its groups focuses on education and research. On a Sunday morning, Katerina Tsetsura, professor at the Gaylord College of Journalism and Mass Communication in the US posted a question about AI and ethics. Nothing formal. Stuart Bruce, founder of Purposeful Relations in the UK responded. Then Ana Adi who is professor at Quadriga University of Applied Sciences in Berlin. The thread started moving. Watching it unfold, I did what felt like the natural next step in 2026: I tasked my AI research agent to find every AI ethics code, framework, and guidance document it could locate across the global PR and communications profession. Not a literature review scheduled for next quarter. Not a commissioned report. A spontaneous research sprint, triggered by a Sunday morning WhatsApp thread among professionals who were simply curious. What came back was impressive in volume and thought-provoking in what it consistently had yet to cover. _This post is for subscribers only._ ### SEC Newgate launches in Japan URL: https://www.earned-first.com/sec-newgate-launches-in-japan/ Last updated: 2026-03-17T07:00:25.000Z SEC Newgate has expanded its Asia-Pacific network with the opening of an office in Tokyo led by Mai Mizuta as managing partner. The firm will offer corporate affairs support to Japanese and multinational businesses including financial institutions and private equity companies. Services will include reputation and crisis management, financial and cross-border M&A communications, stakeholder engagement, and shareholder activism defence. _This post is for subscribers only._ ### Upbeat media coverage of AI outpaces public opinion URL: https://www.earned-first.com/upbeat-media-coverage-of-ai-outpaces-public-opinion/ Last updated: 2026-03-17T04:29:42.000Z Optimism is the dominant sentiment in global media coverage of AI, but the wider public remains more cautious of the technology, research from CARMA finds. Analysis of global media coverage and public opinion in a study titled 'Hype, hope or harm?' highlighted that nearly 60% of media stories about AI in 2025 were positive, with a focus on the opportunity embodied in breakthroughs such as generative AI assistants and AI search. The dominant narrative centres on automation and operational efficiency. _This post is for subscribers only._ ### Enter Now: Africa Consultancy Performance Index 🌍 URL: https://www.earned-first.com/enter-now-africa-consultancy-performance-index/ Last updated: 2026-04-28T03:34:18.000Z Earned First's [Consultancy Performance Index](https://www.earned-first.com/consultancy-performance-index/) is now accepting submissions from PR consultancies across the Africa, as part of its landmark initiative to identify and recognise the industry's most innovative and impactful PR consultancies. PR and communications consultancies in Africa markets may now begin their submissions for the Index, which will culminate in Earned First Index Champions being recognised across specific markets and categories. The Index addresses the industry's need for transparent, comprehensive benchmarking that goes beyond traditional criteria to evaluate the full spectrum of consultancy performance, including client impact, innovation capabilities, business growth and industry leadership. [Asia-Pacific Champions](https://www.earned-first.com/asia-pacific-consultancy-performance-index-2025-champions-revealed/) and [MENA Champions](https://www.earned-first.com/mena-consultancy-performance-index-2026-champions-revealed/) have already been revealed, alongside [crucial data and trends](https://www.earned-first.com/five-forces-shaping-asia-pacific-consultancies-in-2025/) produced from the research. Submissions, which do not carry any cost, will be evaluated across five key performance areas, informing published scorecards for consultancies that are shortlisted for further recognition: - Business Performance (25%) - Creative Impact & Client Outcomes (25%) - Innovation & Thought Leadership (20%) - Talent & Culture (20%) - Industry Leadership (10%) **The deadline for Africa submissions is extended to 15 May 2026**. You may edit a completed submission at any point before this date via the link in your confirmation email. For partially completed submissions, your progress is automatically saved as long as you resume from the same browser/device. [Enter Earned First's Consultancy Performance Index now](https://www.earned-first.com/consultancy-performance-index/) For any queries, please [contact us here](mailto:hello@earned-first.com). We're hopeful that these data-driven insights will help us better understand and benchmark what truly drives consultancy success in today's fast-changing communications sector. ### Podcast: Margaret Key on why she left Publicis & what comes next for PR networks🎙️ URL: https://www.earned-first.com/podcast-margaret-key-on-why-she-left-publicis-what-comes-next-for-pr-networks/ Last updated: 2026-03-14T04:13:09.000Z Margaret Key, Asia-Pacific CEO at Allison Worldwide and executive director at Stagwell, joins the Earned First podcast to discuss why she left one of the most successful holding groups in the business, what consolidation is really doing to PR's standing inside holding companies, and why she thinks the next decade will look nothing like the last. Key also talks about Korea's underrated role in the regional comms landscape, the unbundling of senior talent into independent and fractional practices, and what still needs to change for women at the top of the industry. [Stagwell's Margaret Key on why she left Publicis & | RSS.com](https://rss.com/podcasts/earned-first/2622561/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) 🔮 ****PR 2030: How is PR transforming across APACMEA?** Industry execs are invited to take part in a new study on how communications is evolving across Asia-Pacific, the Middle East & Africa. [Take the 10-minute survey here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) and help us provide a more realistic picture of how comms is changing. ### Alex Malouf launches MENA comms consultancy URL: https://www.earned-first.com/alex-malouf-launches-mena-comms-consultancy/ Last updated: 2026-03-13T10:59:53.000Z Middle East communications veteran Alex Malouf has departed KSA real estate company Roshn to launch his own consultancy, Earned First can reveal. Narrative Shapers will aim to support storytelling, media training and event preparation for executives and organisations in Saudi Arabia and the Gulf region, particularly in terms of international audiences. Led by Malouf, who has been based in KSA for the past four years, the firm's launch comes amid numerous initiatives — including Vision 2030 — to attract tourism and investment to the Kingdom. _This post is for subscribers only._ ### Keeping up with China Inc's global ambitions URL: https://www.earned-first.com/keeping-up-with-china-incs-global-ambitions/ Last updated: 2026-03-12T06:23:10.000Z Five years ago, few analysts in the Western hemisphere bet that the aspirationally named Build Your Dreams (BYD) would soon overtake Tesla as the world's top electric vehicle (EV) maker. Last year, it sold [2.26 million battery-electric cars](https://electrek.co/2026/01/02/byd-crushes-tesla-all-electric-sales-for-2025-secures-global-bev-crown/?ref=earned-first.com), handily beating Tesla's 1.63 million. BYD's rise, as well as the expansion of other EV brands like Nio, platform companies like Tencent, ByteDance and Shein, and hardware producers such as Xiaomi and DJI (a drone maker that has captured over 70% of the global consumer market), highlight that the 'Chinese brands going global' narrative is at last becoming reality. It has happened despite an ongoing trade war with the US, restricted access to advanced technology, and generally weak worldwide economic momentum. The domestic market's slide since the pandemic has been a catalyst. For emerging sectors such as EV, mobile technology and renewable energy, "going global is a must", says Qu Hong, Greater China president at DJE Holdings, which houses Edelman and Zeno China Consulting. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### How independents scale | Partner Content URL: https://www.earned-first.com/how-independents-scale-partner-content/ Last updated: 2026-03-10T15:18:30.000Z In a monthly column called [***Independents' Day***](https://www.earned-first.com/tag/independents-day/), Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In the sixth instalment of Independents' Day, James Brasher, managing partner at RICE, discusses building across five culturally distinct APAC markets, the values that held the firm together, and the real trade-offs of joining a global network. 1. **RICE built its APAC footprint across Singapore, Hong Kong, Thailand, Myanmar and the Philippines — markets with genuinely different media cultures and client expectations. What has managing that regional diversity actually looked like in practice?** It’s certainly not been a one-size-fits-all approach. The diversity in the markets we operate in is considerable. There’s always a risk when entering a new market that you assume a formula that’s worked elsewhere will simply work there. While efficiency and alignment have benefits, you also have to adapt to each market’s maturity, culture and expectations. I believe that leadership is about people. Each of the markets we operate in obviously has its own media and business landscape, pace, and communication style, so we’ve never approached APAC as something that can be managed in a standardised way across markets. Instead, a big part of the job is listening closely to our local leaders and teams, understanding what success looks like in each market, and then giving them the support and flexibility to operate in a way that makes sense locally. 1. **"Independent" means different things across APAC — in some markets it signals agility, in others it raises questions about scale. How do you make the independence narrative land credibly with large regional clients who have options?** Most clients know that the success of any partnership ultimately comes down to the people working on their account. There are strong teams in both network and independent agencies, and while using the same agency across multiple markets can create efficiency and consistency, what clients ultimately care about is whether you can deliver at scale, across markets, and with the quality and consistency they need. Clients should choose the team that’s the best fit for them and their needs in any given market, regardless of whether it’s independent or part of a network. Fortunately for our clients, as part of PROI we have access to a global network of strong agency partners, in addition to FINN Partners’ own network. Where independents have an advantage is in the freedom to operate with more agility. One of the key reasons RICE has retained large regional clients over many years is our ability to listen and adapt quickly. Decisions can be made faster, and solutions can be shaped around what the business and client actually need rather than having to be forced through layers of bureaucracy. That can be harder to achieve in environments where leaders have less flexibility to respond to what clients really need. 1. **The FINN Partners model allows affiliates to retain identity while gaining global network access. What has that meant for RICE day-to-day — what's changed, and what has deliberately stayed the same?** The benefit of joining FINN Partners was the opportunities it opened up for our team and clients. Day to day, the biggest changes are our network of offices has grown and we have access to expertise, tools and capabilities we didn’t have previously. This has created new opportunities to collaborate and given us a greater ability to bring clients more integrated support when they need it. One of the key reasons we became part of FINN Partners was the cultural and values alignment. Because of that, what hasn’t changed is our culture, our leadership style, our understanding of APAC markets, and the way we build client relationships. FINN Partners gives leaders a lot of autonomy to manage the business in a way that makes the most sense for the market and context. That means the qualities that made RICE successful in the first place, our identity, entrepreneurialism and deep local understanding, have not just been preserved, but strengthened. 1. **For other independent APAC agencies considering a similar partnership — what's the honest case for it, and what are the genuine trade-offs they should think through?** Obviously it’s different for every agency, but if you’re at a stage where the opportunities for your team and clients would be significantly accelerated by being part of something bigger, then it’s worth considering. The trade-off is that you won’t have the autonomy you once had. You become part of a larger organisation with its own policies, norms and ways of doing things, so there’s potential for disruption and discontent. That’s why chemistry and values alignment matter so much. When those things are in place, it reduces the risk of having to change the way you operate and people feeling this isn’t what they signed up for. Key is finding a partner that respects the value you’ve built and understands how you built it. The partnership should be about combining your local identity and capabilities with broader global reach, while still allowing you to operate in a way that is true to who you are. If that’s not in place, the trade-offs could outweigh the benefits. 1. **Culture is invoked constantly in agency life but rarely measured rigorously. How do you actually know your people-centred approach is working — what are the indicators you trust?** We look at things like retention, team and client tenure, career progression, and feedback tracked through our staff surveys. You can see strong culture reflected in client outcomes, which then show up consistently in the bottom line over time. Beyond the numbers, there are other indicators like whether people feel they can speak up honestly, how teams work together without politics, and whether leaders are accessible. Being genuinely people-centred creates teams that are more committed, lower on ego, better at collaborating, and more willing to go the extra mile for colleagues and clients. In short, it’s a combination of the numbers and how people show up. 1. **Which market in your current footprint do you think is most underestimated by international PR observers right now, and why?** We operate in a number of countries where there’s plenty of opportunity, not to mention Southeast Asia as a whole. I think many markets in the region are viewed from the outside as being secondary, when in fact they offer significant opportunity, have large populations and developing economies, and are culturally rich. The Philippines is a clear example of this. It has a dynamic communications environment, a large population, and is one of the more digitally engaged markets in the region, where influence and reputation are shaped by a strong local mix of traditional and social channels. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### State of PR in Africa: AI usage soars amid concerns URL: https://www.earned-first.com/state-of-pr-in-africa-ai-usage-soars-amid-concerns/ Last updated: 2026-03-10T09:29:13.000Z A new industry report finds artificial intelligence deeply embedded in African public relations practice, even as concerns rise about the technology's impact on authenticity, algorithms and training. The *State of PR in Africa 2026*, produced by Kenya's Glass House PR, surveyed 54 agencies across 16 countries representing more than 6,500 professionals. 81.5% of senior practitioners, according to the study, describe themselves as "very familiar" and actively using AI tools. ChatGPT and Gemini dominate, deployed primarily across content creation, campaign planning, media monitoring, and crisis management. " AI is revolutionising PR; with the shift from SEO to GEO; as PR practitioners, we can no longer write for clicks but we have to write for citations," Glass House PR CEO Mary Njoki told Earned First. _This post is for subscribers only._ ### When stability is the brand 🏙️ URL: https://www.earned-first.com/when-stability-is-the-brand/ Last updated: 2026-03-05T06:34:35.000Z In times of war, public relations can seem inconsequential. But it shouldn't. As most readers of this missive know only too well, public emergencies require an intrinsic commitment to well-planned and articulated communications, as a non-negotiable element of any country's social contract with its residents. Of course, as the pandemic reminded us, this does not always proceed as smoothly as it should. The public sector is not immune to the jaundiced regard in which communications investment is sometimes held, and crisis situations regularly remind us of the perils of poor preparation. But the unfolding conflict in the Middle East offers a salutary reminder of the critical role that communications plays when it comes to emergency situations. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### PR 2030: Help define how public relations is changing URL: https://www.earned-first.com/pr-2030-help-define-how-public-relations-is-changing/ Last updated: 2026-04-23T10:56:20.000Z Communications leaders across Asia-Pacific, the Middle East & Africa are urged to contribute to a study examining how the function is evolving, ahead of the extended survey deadline of **2 April**. Led by Earned First in partnership with the Institute for Public Relations (IPR) and Ruder Finn Asia, PR 2030 focuses on the structural barriers limiting communications influence across APAC and MEA, from global HQ control models to talent gaps and geopolitical pressure. It also assesses what capabilities teams must build over the next three to five years if they are to earn greater authority inside organisations. In-house and agency executives can participate at: [**https://www.surveymonkey.com/r/PR2030Transformation**](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) Findings from *PR 2030: The Transformation Study* will be released later this year. [Participate here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) ### Out of control URL: https://www.earned-first.com/out-of-control/ Last updated: 2026-03-03T07:31:52.000Z It’s time to rethink corporate net zero targets and communications _This post is for subscribers only._ ### Political comms gets personal in Japan 🇯🇵 URL: https://www.earned-first.com/political-comms-gets-personal-in-japan/ Last updated: 2026-02-27T07:34:21.000Z Think of traditional Japanese politics and politicians, and a host of monochromatic words and images may come to mind. Colour and clarity probably do not. Yet those are two of the new prime minister's hallmarks. Sanae Takaichi's straight-talking, no-nonsense personal style has the potential to renew interest in politics among a disconnected generation of voters. It could also change the way other politicians address their stakeholders — for better or worse. The Liberal Democratic Party (LDP) has only lost power twice in Japan's post-war history, but that doesn't mean that it has kept voters inspired. It has long been seen as the 'realistic' choice, a bit like the adage that no-one ever got fired for buying IBM. With Takaichi's arrival, it has suddenly become much less boring. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Iain Twine leaves FGS Global for in-house role URL: https://www.earned-first.com/iain-twine-leaves-fgs-global-for-in-house-role/ Last updated: 2026-02-25T11:11:22.000Z Iain Twine has left his role as partner at FGS Global in Southeast Asia after nearly three years to lead marketing and communications for Dali Everyday Grocery, a discount supermarket chain operating across Southeast Asia. Twine initially worked with Dali as a client at FGS. In a personal post announcing his move, Twine described Dali as "one of the fastest-growing hard discount retailers in the world". _This post is for subscribers only._ ### Khushil Vaswani named MD of Zeno Singapore URL: https://www.earned-first.com/khushil-vaswani-named-md-of-zeno-singapore/ Last updated: 2026-02-24T06:46:44.000Z Zeno Group has appointed Khushil Vaswani as its new managing director for Singapore, replacing Swyn Evans, who led the office between 2023 and 2025. According to Zeno, Vaswani will lead the Singapore office as the hub for the agency's Asia-Pacific business amid the expansion of its corporate and fintech accounts. _This post is for subscribers only._ ### Podcast: Gil Bashe on healing the healthcare system 🎙️ URL: https://www.earned-first.com/podcast-gil-bashe-on-healing-the-healthcare-system/ Last updated: 2026-02-22T07:42:38.000Z In this episode of the Earned First podcast, **Gil Bashe**, chair of health and purpose at Finn Partners, argues that healthcare’s most urgent crisis is no longer innovation or access, but institutional credibility. Speaking during a visit to India, Bashe draws on his new book, Healing the Sick Care System: Why People Matter, to explain how healthcare systems have become optimised for process, compliance, and risk management—often at the expense of patient belief and human connection. The conversation explores increasing scepticism towards healthcare institutions is, how health influencers are filling a trust vacuum left by institutions, and why misinformation has become a symptom of credibility failure. Bashe also addresses the depth of public anger directed at insurers, the global legitimacy gap between institutions and community voices, and what healthcare communicators must unlearn in a low-trust environment. [Gil Bashe on the healthcare sector's trust crisis](https://rss.com/podcasts/earned-first/2560563?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) 🔮 ****PR 2030: How is PR transforming across APACMEA?** Industry execs are invited to take part in a new study on how communications is evolving across Asia-Pacific, the Middle East & Africa. [Take the 10-minute survey here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) and help us provide a more realistic picture of how comms is changing. ### Making sense of mergers 🧩 URL: https://www.earned-first.com/making-sense-of-mergers/ Last updated: 2026-02-20T06:00:12.000Z When people wonder why agency mergers are treated with suspicion, it may be worth pointing out that such occasions are hardly unfamiliar anymore. Once upon a time, a Weber Group combining with Shandwick and BSMG — for example — was enough to spark a measure of surprise. These days, the news that two of the world's top 10 PR firms are coming together is greeted with more of a collective shrug. After BCW, FGS, Burson, MSL and myriad other marcomms agency mergers, we have become increasingly conditioned to expect consolidation at the bigger end of the scale. Golin and Ketchum, one suspects, will not be the last example of this trend — even if the gradual disappearance of storied PR brands can be a difficult pill to swallow. The financial logic that underpins publicly-held holding groups tells us as much. Simplification is the name of the game these days, with investors seeking a clear story around AI, data and technology. If scale does still matter, then it makes sense to get bigger as quickly as possible — bringing whatever benefits still accrue in terms of branding, capabilities and investment. Crucially, we are also familiar with the results of agency mergers, and they are not often pretty. There are plenty of studies that tell us why [so many mergers fail](https://dealroom.net/blog/reasons-why-mergers-and-acquisitions-fail?ref=earned-first.com). In the consultancy world, where people remain the primary asset, the risks appear to be exponentially magnified. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Communications in 2026: fewer shortcuts, higher stakes URL: https://www.earned-first.com/communications-in-2026-fewer-shortcuts-higher-stakes/ Last updated: 2026-02-19T04:06:02.000Z *Katie Clift, founder of Maybe Agency, and Alex Martin, managing director of Formative, share five key takeaways from the latest Comms Lunch Club - a post-Davos reflections roundtable held in London.* In London recently, a group of senior communicators gathered to do what Davos itself rarely makes time for: slow down and talk candidly. The Comms Lunch Club, co-hosted by may:be and Formative, brings together cross-sector leaders spanning corporate communications, PR, content and marketing to reflect on the key themes emerging from this year’s World Economic Forum in Davos and what they mean for our industry. Here, Clift and Martin share their top five takeaways from the conversation. _This post is for subscribers only._ ### Podcast: One Plus One's Kelly Bennett 🎙️ URL: https://www.earned-first.com/podcast-one-plus-ones-kelly-bennett/ Last updated: 2026-02-17T04:14:42.000Z In this episode of the Earned First podcast, **Kelly Bennett**, founder and managing director of New Zealand's One Plus One, explains how he has built and grown an independent PR firm through a prolonged economic downturn. He details the operating choices behind that performance, including disciplined growth, leadership depth and a strong emphasis on qualitative factors such as curiosity, judgment and interpersonal capability over narrow functional or quantitative skills. The conversation also draws on Bennett’s experience inside Omnicom, where he observed multiple cycles of restructuring, consolidation and brand retirements. He discusses how holding-company turbulence affects agency culture and leadership, and what independent founders can learn from watching established network brands expand, contract or disappear altogether. [Kelly Bennett on PR talent, independence & life after Omnicom](https://rss.com/podcasts/earned-first/2552350?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) 🔮 ****PR 2030: How is PR transforming across APACMEA?** Industry execs are invited to take part in a new study on how communications is evolving across Asia-Pacific, the Middle East & Africa. [Take the 10-minute survey here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) and help us provide a more realistic picture of how comms is changing. ### Amazon consolidates India PR with two firms URL: https://www.earned-first.com/amazon-consolidates-india-pr-with-two-firms/ Last updated: 2026-02-16T11:47:55.000Z Amazon India has consolidated its corporate and consumer PR assignments with two firms following a competitive review, Earned First can reveal. The ecommerce giant has selected **Weber Shandwick** to handle communications for its corporate and operations activity, which include sustainability and CSR, workplace, executive comms, policy, issues and Amazon Pay. In addition, **Avian WE** will continue to oversee Amazon's consumer PR mandate. The two firms were chosen after a pitch that featured as many as eight PR firms, including fellow Amazon India incumbents Adfactors and Burson. Prime Video and Amazon Web Services were not included in this review, which nevertheless ranks as one of India's biggest PR remits. _This post is for subscribers only._ ### OPR's umbrella takes shape ☂️ URL: https://www.earned-first.com/oprs-umbrella-takes-shape/ Last updated: 2026-02-12T10:05:40.000Z Two months after Omnicom acquired Interpublic, we finally have some answers as to how Chris Foster plans to structure the $3.2bn+ in PR agency assets under his control. Opportunities of this scale do not present themselves often, so there is logic in moves to reshape the mammoth portfolio. Weighing in at more than 5,000 in headcount, it is worth noting that Omnicom PR (OPR) is not only the industry's biggest P&L, but the biggest ever assembled. There seems little doubt that a less unwieldy state of affairs will encourage growth, something that the OPR CEO [indicated at PRAXIS India](https://www.earned-first.com/chris-foster-prs-resistance-to-change-threatens-unique-architects-of-meaning-role/) last year. In merging Ketchum and Golin, while integrating Porter Novelli as a brand within FleishmanHillard, OPR now appears to control three of the world's five biggest PR networks in Weber Shandwick, FleishmanHillard and the yet-to-be-renamed Golin Ketchum. As to whether this kind of scale remains [as competitive an advantage](https://www.earned-first.com/welcome-to-omnicom-public-relations/) as it might once have been, remains to be seen. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### MENAT Consultancy Performance Index: Scorecards & analysis URL: https://www.earned-first.com/menat-consultancy-performance-index-scorecards-analysis/ Last updated: 2026-02-11T11:27:00.000Z Last week's announcement of the 2026 [MENAT Index Champions](https://www.earned-first.com/mena-consultancy-performance-index-2026-champions-revealed/) marked the culmination of a research exercise that benchmarked and recognised the industry's most impactful and innovative PR firms across the Middle East. Firms were evaluated across five key performance areas: Business Performance (25%) | Creative Impact & Client Outcomes (25%) | Innovation & Thought Leadership (20%) | Talent & Culture (20%) | Industry Leadership (10%). Top performers were shortlisted in three categories — with [**Index Champions**](https://www.earned-first.com/mena-consultancy-performance-index-2026-champions-revealed/) reflecting the highest scores in each particular category. Please find below full scorecards for all shortlisted consultancies, accompanied by analysis for the top 10, reflecting the depth of insight and transparent benchmarking that Earned First aims to bring to PR consultancy evaluation. _This post is for subscribers only._ ### Indian agency collective expands with On Purpose investment URL: https://www.earned-first.com/indian-agency-collective-expands-with-on-purpose-investment/ Last updated: 2026-02-10T07:05:27.000Z Zachariah James and Rishi Seth have made a significant investment in Girish Balachandran's On Purpose, creating a formal collaboration with The PRactice — the independent PR firm that the duo backed in 2024. Much like James and Seth's investment in The PRactice, the duo will aim to strengthen On Purpose's leadership depth and operating model. "I'm getting some serious help to strengthen what we've built so far and really scale our capabilities and client solutions," said Balachandran, who founded On Purpose in 2017. _This post is for subscribers only._ ### Podcast: PRAXIS MENA review with Iman Issa URL: https://www.earned-first.com/podcast-praxis-mena-review-with-iman-issa/ Last updated: 2026-02-09T03:32:57.000Z In this episode of the Earned First podcast, Arun Sudhaman is joined by Iman Issa, co-founder and managing partner of North Seventy Five, to examine the key ideas and tensions that shaped the inaugural PRAXIS MENA summit in Abu Dhabi. The conversation moves beyond optimism to examine why the Middle East communications market feels different right now, from the importance of culture and talent, to the growing influence of government reputation, institutional diplomacy, and the region’s unusually confident outlook amid global uncertainty. Issa reflects on what this means in practice for senior communicators: why authenticity and judgment still matter in an AI-accelerated world, how agencies should defend the value of “brain power” as automation reshapes pricing models, and why PR risks irrelevance if it continues to position itself as the final execution layer rather than a creative and strategic lead. The discussion also explores the rise of homegrown consultancies, the capital reshaping the regional agency landscape, and what it really takes to build influence in one of the world’s fastest-moving communications markets. [PRAXIS MENA review with North Seventy Five's Iman Issa](https://rss.com/podcasts/earned-first/2526680?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) 🔮 ****PR 2030: How is PR transforming across APACMEA?** Industry execs are invited to take part in a new study on how communications is evolving across Asia-Pacific, the Middle East & Africa. [Take the 10-minute survey here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) and help us provide a more realistic picture of how comms is changing. ### From power brokers to bit players URL: https://www.earned-first.com/from-power-brokers-to-bit-players/ Last updated: 2026-02-10T05:07:23.000Z *Financial Times* economics commentator Martin Wolf [recently described](https://www.ft.com/content/cd68b35f-f00d-4a7d-a9be-56c639dd6b91?shareType=nongift&ref=earned-first.com) a 2026 revival of the mercantilist worldview that dominated diplomacy in the 17th and 18th centuries. “Mercantilists’ underlying belief was that international economic policy is primarily a tool of state power,” Wolf writes. “Since power, unlike prosperity, is relative, mercantilists think of international economic engagement as ‘zero sum’: you win, I lose.” China, Wolf asserts, has long been more-or-less open in its geopolitically strategic use of industrial sectors such as EVs, solar technologies, and rare earth metals. It’s plain to see that the Trump administration now also uses tariffs, export controls, investment restrictions, industrial policy, and supply‑chain realignment as core instruments of American power. The rest of the world has yet to fully shift, but when the two dominant economic powers deploy economic policy in similar ways, the global system inevitably tilts with them. When economic policy and corporate behaviour become subordinate to the strategic geopolitical goals of nation states, this neo-mercantilist environment will reshape the role and impact of corporate communications in three important ways. Contrary to the [renewed need for communications](https://www.earned-first.com/davos-the-end-of-business-as-usual-for-global-companies/) voiced by many PR practitioners at the recent World Economic Forum’s annual meeting in Davos, each will serve to diminish the importance of communications practitioners to their companies while – adding insult to injury – making their work even more challenging. _This post is for subscribers only._ ### Momentum brings responsibility ⚖️ URL: https://www.earned-first.com/momentum-brings-responsibility/ Last updated: 2026-02-06T11:43:50.000Z The Middle East is a region on the move. That much was clear from Tuesday's inaugural edition of [PRAXIS MENA](https://www.earned-first.com/praxis-mena/) in Abu Dhabi, which brought together more than 150 communications specialists to explore how the sector is evolving 'from message to mission', as the event theme put it. But even that observation risks reducing a complex, fast-moving collection of countries into something too superficial. And, if there was one thing that the conversations at PRAXIS MENA revealed above all else, this is a region that rewards commitment and close study. Yes, there is a vibrancy that is — rather refreshingly — at odds with the tenor of many industry conversations over the past 12 months, not least last year's [ICCO Summit](https://iccopr.com/wp-content/uploads/2025/12/ICCO%5FTheChangeAgenda%5F2025%5FMumbaiGlobalSummit.pdf?ref=earned-first.com) and [PRAXIS Asia-Pacific](https://www.earned-first.com/praxis-asia-pacific/) events, where a sense of uncertainty often dominated proceedings. In Abu Dhabi, instead, there was considerable positivity about the prospects for comms pros, as the industry continues to expand in terms of both breadth and depth. But there was also, thankfully, plenty of honesty about the steps required if public relations is to evolve from tactics to strategy, outputs to outcomes, and promotion to policy. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Why communicators must shape decisions | Partner Content URL: https://www.earned-first.com/why-communicators-must-shape-decisions/ Last updated: 2026-02-06T11:23:13.000Z In a monthly column called ***Independents' Day***, Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In the fifth instalment of Independents’ Day, Adfactors PR founder and CEO Madan Bahal reflects on building a firm around reputation, risk and earned influence, arguing that in a slowing, AI-disrupted market, strategic depth and judgment matter more than scale or service sprawl. 1. **You’ve built Adfactors around complex business and reputational challenges rather than consumer-style storytelling. Why do you think this focus has endured in a rapidly changing market?** A good PR firm can thrive in any segment it chooses to operate in because there is tremendous opportunity across the spectrum of practices and sectors. This is even more true for a market like India. Each firm makes its choices based on its legacy, strengths and aspirations. We have a strategic fit with reputation and critical issues, driven by a foundational strength of earned influence. This focus has helped us over a long period of time. Of course, there are significant changes in every aspect of this work – we have to continuously adapt to stay relevant. Survival itself is at stake – market forces will drive the change. 1. **As India’s economy and capital markets deepen, how are corporate and reputational risks evolving — and how should communications leaders respond?** There is an explosion of business risks in the post-pandemic, post-war, post-climate, post-ChatGPT and post-Trump world. Each of the business risks represents inherent reputational risks. So there is a plethora of risks to mitigate. Communication leaders now have to be adept in understanding risks and providing counsel and programs in mitigating or addressing those risks. There is another aspect that the risks can originate anywhere in the world. Firms therefore need to have resourcefulness and agility to provide solutions across key markets of the world. Adfactors PR is a partner of PROI Worldwide – the largest network of independent PR firms. PROI helps us to expand our service footprint in most of the key markets of the world. 1. **Many agencies chase growth through breadth. You’ve emphasized depth. What are the trade-offs of that approach, especially in a hyper-competitive market like India?** One has to make choices – give up a few things to do some other things very well. We have chosen a battlefield that represents a significant opportunity for our limited ambitions. The trade-offs are giving up low-margin, commodity-type marketing communications work which is increasingly under threat in an AI-driven environment. 1. **Crisis preparedness is often discussed, rarely practiced. What distinguishes organizations that genuinely manage reputational risk well from those that merely react?** This is actually quite amazing – many businesses actually wake up only after the crisis hits and they pay a heavy price for previous inaction. Organizations that manage reputation risk well are fundamentally driven by self-aware and conscientious leadership. Good corporate behaviour contributes to 90% of reputation. That said, crisis can come from unexpected quarters at the most unexpected time even to good businesses. Hence, the simple rule is being prepared. Reputation and crisis audits must be bi-annual features in any good organization. Communication folks must work close with the Chief Risk Officers and have a good sense of what boards are maintaining in the risk register. 1. **What skills or mindsets do young professionals need if they want to work on complex, high-stakes communications rather than surface-level narratives?** Besides good communication skills, an understanding of business, risk and the media environment is important to get started. One needs the ability to quickly make sense of a situation – thus, a basic research and an analytical orientation is important. Good consultants must be well read and have analytical competence to make sense of data points that point to problems. They must also have an ability to do original whiteboard thinking to draw customized plans - because each complex problem is unique. Templates and good English alone don’t work here. 1. **Having shaped the industry for decades, what worries you most about the future of public relations in India — and what gives you confidence?** We have played a humble part in the Indian context – there were many wonderful firms like Genesis, Perfect Relations, Hanmer and Sampark who shaped the industry in the 90s and the following decade. Like Eklavya in *Mahabharata*, we learned a lot from them. But the world has changed irreversibly and the impact on the PR industry has been visible since 2023\. The combined effect of pandemic, wars, geopolitics, climate, AI and societal polarization has created an unusual level of complexity. The rate at which the PR profession and the industry are adapting is relatively quite poor. We are witnessing growth stagnation around the world. What gives me confidence is the scale of the problems to be solved and the inherent opportunity. Finally, I am confident that the industry will evolve to fill the void. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### PRAXIS MENA: Trust in healthcare is no longer institutional URL: https://www.earned-first.com/prxis-trust-in-healthcare-is-no-longer-institutional/ Last updated: 2026-02-09T08:46:49.000Z The role of healthcare providers and the way they create trust among patients are both undergoing a profound shift, according to healthcare communications leaders who assembled at PRAXIS MENA in Abu Dhabi on Tuesday. Where healthcare systems established in the 20th century focused on diagnosis and treatment of acute disease, they must reckon with the fact that chronic disease is now at the centre of the global healthcare burden, explained Sophie Smith, founder and CEO of Dubai-based Nabta Health, during a panel discussion moderated by Finn Partners managing partner Aman Gupta. This means treating "the whole person" rather than isolating an ailment. In parallel, the way people access healthcare information is changing, from generic and centrally controlled to individually tailored. "The nexus of trust is shifting and is never going back," Smith said. She added: "It alters the trifecta that has created trust in healthcare systems in terms of the quality of care, cost and time it takes. When the global population knows they can access it faster, that's the expectation. If they accessing quality diagnostics themselves, trust in the established healthcare system erodes. The trust that used to be exclusively held by providers is transferring to the individual, and they will become the majority custodian of trust in healthcare settings." A positive change in the approach of healthcare providers from an individual perspective is greater attention to disease prevention, observed Dr David Bearss, CEO of Halia Therapeutics. "The future of medicine is keeping people healthy," he said. "It's changing the idea of waiting for you to get sick. We don't know that much about why people stay healthy because we've mostly studied how people get sick." Bearss said through the Department of Health, Halia identifies and contacts people it determines are at risk of disease based on factors such as genetics and invites them for screening. That is the first step. Beyond that, effective communication is vital to ensure patients look at a treatment holistically — something that a diet of social media information is unlikely to support. "Conversations have moved from scientific to social media," said Aman Gupta, managing partner of SPAG Finn Partners. "You have experts talking about obesity and what needs to be done. It's become more of a social conversation." This carries challenges. "If people don't couple obesity drugs with lifestyle changes, they will regain the weight they lost within 14 months," noted Smith. She likened upholding health to a car MOT, and said that "in this socially motivated environment, government-backed support is really critical". The fact that healthcare remains tightly regulated means there are limits on the provision of information, Maysoun Ramadan, global head of patients and society at Roche, reminded the audience. "We want to invite people for screening and create good contact but let's not forget... there are background considerations. Not all levels of information can be shared in healthcare." The challenge for communicators is balancing scientific rigour with the need to reach the right people. "In medicine, if it sounds too good to be true, it is," said Bearss. "These medicines \[such as weight-loss drugs\] always have profound implications. There's always going to be a cost associated with it. You're competing with a sensationalist who says, give yourself a shot and lose all this weight." He noted that podcasts are a key source of medical information for many. But whatever the channel, the information needs to be readily understandable and balanced. "Putting it in the right context is important, and telling both sides of the story... \[As a patient\] you've got to be able to make a decision: is the cost worth it for me." For communicators, it's also important to recognise that treatments are not universally effective. A treatment that worked in the US, for instance, proved ineffective in Saudi Arabia, Smith pointed out, while even in the US, "the top 10% of drugs only work for a fraction of the population because of genetics. We need to be conscious that we are making assumptions that are only true for a small percentage of the population." Ramadan highlighted the need for healthcare providers to partner with governments to disseminate information to all who need it, especially those living in rural areas. "Your options are determined by where you live," said Bearss. "You may not have access to the things that could heal you. It's not just a question of cost. But people can use their voice. It should be a basic human right that we have access to healthcare, and that will has to come from the bottom up." ### PRAXIS MENA: Why brands can’t buy relevance URL: https://www.earned-first.com/praxis-mena-why-brands-cant-buy-relevance/ Last updated: 2026-02-06T06:03:36.000Z As a big brand, it's easy to assume that money can achieve anything and everything, including command attention. In an interview with Maclean Brodie, CEO of MSL Middle East, at PRAXIS MENA in Abu Dhabi on Tuesday, Mira Medhat, head of marketing for Gulf Beverages at Pepsico, reminded industry leaders that it can't. "The biggest mistake \[around how relevance is created\] is that people think you can buy attention," she said. "You need to earn attention. Culture is a way to earn attention... An algorithm can help you get the reach, but you need to have earned the attention of consumers to begin with." Medhat offered an explanation of how Pepsi builds relevance in the Middle East as a global brand. "Pepsi's passions are music, food and sports, so how we get into each market is to build on those passion points" in a way that connects with local interests, she said. She gave the example of launching Pepsi's 'Wild Cherry' drink in the UAE shortly after it had debuted in the UK. The move was prompted by the sudden popularity of cherries in the market in 2025 and drew on the appeal of various local influencers and the Untold Dubai music festival. "We did not go with a mass launch but went to content creators who represent what the brand is... People trust people more than brands so if you go to a person who is the right fit the engagement is much higher than if you launch the product alone." Brodie pointed out that too often, brands take a heavy-handed approach when trying to be on the same level as consumers."So many brands want to be in the room like the Kool Aid man," he said. "They bust down the wall and then it feels awkward." To try to avoid this, Medhat said Pepsi doesn't "just sponsor events" but looks to provide "money-can't-buy experiences" such as backstage access to artists. She added that quantitative data only goes so far as a guide to how best to connect with consumers. "Nothing helps us understand better than face-to-face interactions. You can look at screens for as long as you want but when you sit with people in the room, this is when you get the answer to 'why'." "We need to get away from our desks," Brodie agreed. "You're either participating and helping to create the culture, or you're just another drone behind a laptop." Spending too much time in the office is one issue that hampers creative thinking. Another is the tyranny of formats. "There's a lot we \[the industry\] have to learn" about leading creativity, said Joe Lipscombe, partner of The Romans in MENA, in a conversation with Sukriti Godiwala, social media lead at Wio Bank. "We are really restricted by thinking in formats. We think format first." ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC09894-1.JPG) Lipscombe said he is energised when the response to a piece of work is, 'Is it really PR?'. "Even from a contractual perspective you can diminish the value you can have by being format-centric," he said. "Anything can be a platform for a good PR campaign and that doesn't happen here. You're teaching a generation of people to think in very confined ways. Our Ogilvy office here was ranked one of the best in the world, then it split in half, and we had a team for 10 years that had no idea what to do on social media." Godiwala noted that even today, "social sometimes sits under Brand, sometimes under Marketing, but never under PR. That to me is strange, and we are far away from where we should be." In the Middle East, procurement rules with an iron fist, Lipscombe indicated. "We meet a lot of clients where the PR team is desperate to create something original and conceptual," he said. The only answer is to adapt to the reality and as an agency, focus on craft and product and "keep barging your way through the door", sometimes by investing in a piece of work yourself to show what you are capable of. Good work has many definitions, and it need not always involve "going viral" as often as many people seem to think, Godiwala concluded. "Consistency is more important. It's an underrated principle that people forget about. You don't have to be consistently brilliant, just consistent... It helps you measure results better as you're basing your metrics on a collection of things that you did well, not just one." That emphasis on consistency also shaped how other speakers approached the question of relevance. Mubadala deputy CCO Umayma Abubakar said organisations often undermine relevance by over-indexing on long-term thinking at the expense of present needs. ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/02/DSC08839-1.JPG) "By default, our ethos is about thinking long term – but you cannot be relevant if you ignore what’s required today," she said. Impact, she added, requires alignment across disciplines. "In order to be relevant and impactful, you need the full ecosystem – deal-making, thought leadership, and brand building all working together, not just messaging." RAK Ceramics marketing head Leonardo De Muro, meanwhile, linked relevance directly to reputation and trust, arguing that listening is a prerequisite for both. "If you want to be a trustable company based on reputation, you have to listen and you have to take very seriously what is coming from others," he said. For newer or less established brands, he warned, the alternative is commoditisation. "When you are unknown and young as a brand, you have to build up your reputation, otherwise you just become one of a million companies in the market, fighting only on price." ### Emily Poon named CEO at Singapore Institute of Directors URL: https://www.earned-first.com/emily-poon-named-ceo-at-singapore-institute-of-directors/ Last updated: 2026-02-06T03:38:23.000Z Emily Poon has been named CEO of the Singapore Institute of Directors (SID), after [stepping down](https://www.earned-first.com/emily-poon-to-depart-ogilvy-pr/) as Ogilvy PR Asia-Pacific president last year. Poon will take over from Terence Quek on 1 May, after joining the the national association for company directors on 1 March as CEO-designate. She will work with SID chair Yeoh Oon Jin to advance the organisation's mission of transforming boards and empowering directors to be champions of good governance. _This post is for subscribers only._ ### Atul Sharma joins Value 360 as CEO URL: https://www.earned-first.com/atul-sharma-joins-value-360-as-ceo/ Last updated: 2026-02-05T15:37:30.000Z Atul Sharma has joined Value 360 as CEO after recently [leaving his role](https://www.earned-first.com/middle-east-india-head-atul-sharma-exits-ruder-finn/) as Ruder Finn's Middle East/India head. Sharma will oversee the Indian independent PR firm's growth, including expansion in new markets, acquisitions, new verticals and operational excellence. In addition to these duties, Sharma will lead the firm’s value proposition focusing on AI, big data and analytics, while driving integration across Value 360 Group companies including Popkorn and ClanConnect, and supporting global expansion for the Value 360 Group. _This post is for subscribers only._ ### PRAXIS MENA: CCO role recalibrates as strategy, data & judgement converge URL: https://www.earned-first.com/praxis-mena-cco-role-recalibrates-as-strategy-data-judgement-converge/ Last updated: 2026-02-06T04:50:48.000Z The multi-faceted evolution of communications leadership was brought into sharp focus at [PRAXIS MENA](https://www.earned-first.com/tag/praxis-mena/) on Tuesday, where two of the region's top specialists explored the importance of both professional judgment and data, in an era marked by disorientation around AI, disinformation and geopolitical complexity. In separate sessions at the Abu Dhabi event, former UK government communications head Alex Aiken and Mubadala CCO Brian Lott discussed why comms leaders cannot shirk their responsibility to speak up inside executive rooms, despite what Aiken described as a "reluctance to meet the future" across the public relations industry. Not that organisations must respond to everything. "Sometimes strategic silence is more effective than saying something," noted Aiken. But neither should communicators forget the crucial value they can bring to their organisation's overall policy and strategy objectives. "Yes, be data-driven and knowledgeable about what you’re going to talk about, but don’t forget your intuition," said Lott, during a conversation with outgoing MEPRA chairperson Kate Midttun. "If you know something is in the best interest of your institution, don’t stay silent. You may not win the argument, but at least you will have said your piece. That’s why people look to you for an answer." Aiken, meanwhile, warned that the industry continues to fall short in terms of strategy. Quoting a British Army maxim that "strategy is when the ends, ways and means come together", he noted that it fails "when the ends and means are out of sync".In response to audience questions, he indicated that as communicators, being able to present compelling numbers as part of a strategy or story "increases your credibility tenfold". While numbers are crucial, Lott reminded a room full of industry leaders that "intuition is what got all of us here," while outlining the broad shifts he has seen during his eventful 14-year tenure as Mubadala CCO. In particular, Lott pointed to the rise of what he called "institutional diplomacy", a model in which communications leaders move from behind-the-scenes advisors to visible representatives of their organisations in the world. "I always believed the CCO is best in the shadows of conversations — that has completely changed," he said. "What I underestimated is your representation of the brand as you interact with partners both during work hours and after work hours. Particularly here, you can really inhabit the brand in terms of your own personal behaviour." There is, added Lott, "a power in that as the communications head that executives don’t have," which is reshaping how influence is exercised inside and outside the organisation. That ability to influence corporate discourse is becoming increasingly critical in the region, noted Aiken. "We tell some great stories in the Emirates," he said, while suggesting that relentless positivity can be counterproductive. "Accepting that a good story has a challenge and confrontation is an important part of telling that story." Strong storytelling, continued Aiken, remains the most powerful "antidote to disinformation". "If you tell your story well, it gives you a fighting chance against bots and trolls," he said, adding that in the UAE, "the pace of improvement in communications is quickening", driven by its emergence as a global centre. For Mubadala, that evolution is being underpinned by a significant elevation in local communications capability. Lott said the biggest change over the past 15 years has been the sophistication of talent built inside the Emirate. Two-thirds of his team are now Emirati nationals, he noted, capable of operating at the highest global level. "These are world-class communicators who can go to a place like Davos and hold their own with the top hundred companies in the world." Developing that human capital is both a professional and a national imperative, Lott added, explaining that it is what drew him to the UAE and what continues to keep him there. "Why I came here and what keeps me here is developing that human capital for the next generation," he said. In a small country with a limited population, he argued, the ability to build elite communications capabilities at home is essential, particularly as international companies increasingly turn to the UAE for partnership and support. "What we’re building here isn’t like anywhere else in the world," Lott said. "It’s not only a vision for a diversified economy." ### Edelman posts 4% revenue decline in 2025 URL: https://www.earned-first.com/edelman-posts-4-revenue-decline-in-2025/ Last updated: 2026-02-04T17:00:57.000Z Edelman has reported a third consecutive year of declining revenue, down 4% to $950m in 2025, on a constant currency basis. The fee income fall at the world's biggest PR firm comes after global revenue declined 4.9% in 2024 and 3.7% in 2023, prior to which Edelman had become the world's first billion-dollar communications consultancy in 2022. The firm's 2025 performance was hampered by difficult trading conditions in the US, Richard Edelman told Earned First, where fee income dropped 8.1% to $541m. Outside the US, Edelman was down approximately 1.5% — with EMEA ($243m) effectively flat thanks to growth in the Middle East, and Asia-Pacific declining 1.7% to $87m after growth in the second half of the year. _This post is for subscribers only._ ### PRAXIS MENA: Context and earned trust vital to strengthening UAE reputation URL: https://www.earned-first.com/praxis-mena-context-and-earned-trust-vital-to-strengthening-uae-reputation/ Last updated: 2026-02-06T11:44:28.000Z As media coverage of the UAE increases, the country must work to address negative sentiment and missed opportunities to highlight its appeal. That was the message from Mazen Nahawi, founder and group CEO of CARMA, to attendees of PRAXIS MENA in Abu Dhabi on Tuesday. Nahawi detailed findings from CARMA's latest [UAE reputation report](https://share.hsforms.com/1W2paMAhkTM-tOJOBJrpiAA4d2kp?ref=earned-first.com), which assessed the nation's standing in mainstream and social media and public opinion across 19 markets. Journalistic coverage of the UAE rose 8% in 2025 compared to the previous year to 175k articles, with business and economy and diplomacy and governance the main drivers respectively. This contrasted notably with social media, where tourism, culture, sports, media and religion were the dominant themes with 49% share. Nahawi expressed surprise that these areas and in particular human capital and society received relatively little attention from journalists (35% and 12% respectively). "If you're a UAE government member, \[those numbers\] have to change," he said. But he added that it would be a mistake to see either journalism or social media alone as representative of reputation. "You have to combine them." Overall, discussion around the UAE was positive: 81% of mainstream media stories and 73% of social media posts were favourable. But Nahawi warned that the UAE must not ignore negative sentiment and its drivers, which include the perception of civil rights and political freedom. "A lot of negativity comes from there even though it's only 2% of coverage," he said. "We need to find a way to make that change." Particularly on social platforms like TikTok, "powerful conspiracy theories are going to the heart of the country's reputation," Nahawi warned. "I've never seen anything like it and it's a real danger to the country." Taxation is increasingly likely to contribute to negative sentiment, he predicted. Crime has also become a bigger topic with a 5% share of media coverage. For communicators telling the UAE's story, it's vital to provide context around these themes, which are part and parcel of the country's maturation as a first world economy. "The contextual story is not told clearly enough, and the more of that there is, the better," he said. The Ministry of Economy emerged as a key driver of coverage. Yet while the ministry itself was present in 54% of coverage, ministers themselves accounted for just 1%. "A lot of the country's reputation is driven institutionally, not through force of personality," he noted. In terms of public awareness and perception of the UAE, 28% know next to nothing about the country, a finding Nahawi called "astounding". Twenty-two percent showed a high level of knowledge, with the five best informed countries all from Asia. People's willingness to do business in the UAE and relocate there stood at 57% and 43%, "lower than five years ago". Public positive perception was also lower than in the media at 58% — a 23 percentage-point disparity. "As a communicator, you have to address that; know what the reasons are and take care of it," he urged, adding that personal experience is the top source of positive perception at 61%. By contrast, despite receiving considerable investment, influencers "are among the least effective credibility and reputational drivers for the country" at 33%. Blog posts and advertising similarly fail to influence public opinion. Nahawi said it was important to cultivate those with a neutral stance on the UAE. "Any percentage point of people you can win over to your side could translate to billions in GDP." At the same time, it is crucial to find a way to break "untrue" and negative narratives about the UAE, which influencers — ironically — play a much bigger role in spreading. He expects paid efforts to strengthen the UAE's reputation to have a decreasing level of impact over time. "Trust is not something you can buy," he said. "The truism that you have to earn it remains true. We build trust by sharing wisdom and judgement, and paid media simply cannot do that." ### PRAXIS MENA: "AI forces agencies to have honest conversations with clients" URL: https://www.earned-first.com/praxis-mena-ai-forces-agencies-to-have-honest-conversations-with-clients/ Last updated: 2026-02-04T04:30:57.000Z As AI compresses time and cost across communications, agencies and clients are being forced into difficult conversations about what value really looks like in an automated world. _This post is for subscribers only._ ### MENA Consultancy Performance Index 2026 — Champions Revealed 🏆 URL: https://www.earned-first.com/mena-consultancy-performance-index-2026-champions-revealed/ Last updated: 2026-02-04T04:30:38.000Z Yesterday, at PRAXIS MENA in Abu Dhabi, we revealed the Index Champions in our inaugural MENA [Consultancy Performance Index](https://www.earned-first.com/mena-consultancy-performance-index-leaders-shortlist/). This announcement marked the culmination of a research exercise that benchmarked and recognised the industry's most impactful and innovative PR firms across the region. Firms were evaluated across five key performance areas: Business Performance (25%) | Creative Impact & Client Outcomes (25%) | Innovation & Thought Leadership (20%) | Talent & Culture (20%) | Industry Leadership (10%). Top performers were [shortlisted](https://www.earned-first.com/mena-consultancy-performance-index-leaders-shortlist/) in three categories — with **Index Champions** reflecting the highest scores in each particular category. _This post is for subscribers only._ ### Podcast: Ashbury's Adam Harper on the Gulf's strategic communications shift URL: https://www.earned-first.com/podcast-ashburys-adam-harper-on-the-gulfs-strategic-communications-shift/ Last updated: 2026-02-04T02:23:22.000Z As capital, talent and political relevance increasingly converge in the Gulf, the Middle East is emerging as one of the world’s most important financial and geopolitical crossroads. In this episode of the Earned First Podcast, Adam Harper, founder and CEO of Ashbury, explains how the UAE is benefiting from growing Asia–Middle East capital flows, diversification away from the US dollar, and a global search for stable, trusted hubs. Harper also explores what this shift means for communicators: from navigating neutrality between the US and China, to using AI to understand relevance and discoverability, and to helping organisations align with national strategies without losing commercial focus. Drawing on Ashbury’s expansion into the region and its work with global financial institutions, he reflects on how trust, soft power and strategic counsel are becoming central to reputation building in a more fragmented world. [Ashbury's Adam Harper on the Gulf's strategic comm | RSS.com](https://rss.com/podcasts/earned-first/2514798/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) 🔮 ****PR 2030: How is PR transforming across APACMEA?** Industry execs are invited to take part in a new study on how communications is evolving across Asia-Pacific, the Middle East & Africa. [Take the 10-minute survey here](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) and help us provide a more realistic picture of how comms is changing. ### APCO names new MENA leadership URL: https://www.earned-first.com/apco-names-new-mena-leadership/ Last updated: 2026-02-03T12:04:53.000Z Samer El Hachem has been named president of APCO MENA, with longtime regional leader Mamoon Sbeih taking on new roles as chief international business development officer and regional chairman. El Hachem takes on the top position after spending the past four years as deputy president and COO of APCO MENA. In addition, Faten AlMasri is promoted to deputy president from her previous role as executive director, after more than a decade with the firm. _This post is for subscribers only._ ### PRAXIS MENA: Middle East communicators urged to reinvent their role URL: https://www.earned-first.com/praxis-mena-middle-east-communicators-urged-to-reinvent-their-role/ Last updated: 2026-02-03T10:57:14.000Z Senior communications leaders at PRAXIS MENA argue the industry must prove its value in a more integrated ecosystem by moving beyond legacy roles and "building new models." _This post is for subscribers only._ ### PR 2030: Examining how public relations must transform across APACMEA URL: https://www.earned-first.com/pr-2030-examining-how-public-relations-must-transform-across-apacmea/ Last updated: 2026-03-03T04:58:53.000Z Earned First has partnered with the Institute for Public Relations (IPR) and Ruder Finn Asia to launch [*PR 2030: The Transformation Study*](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com), a new research initiative designed to provide a more realistic picture of how public relations is really evolving across Asia-Pacific and the Middle East & Africa. The study examines how public relations, corporate communications and public affairs are positioned inside organisations across APAC and MEA, barriers holding their progress back, and what will be required to prove relevance over the next three to five years. It targets senior in-house communications leaders and agency leadership in regions that now account for a growing share of global business, geopolitical complexity and corporate risk, yet are often assessed through North American or European benchmarks that fail to reflect local realities. *PR 2030* is designed to move away from promotional narratives and towards practical, evidence-based insight. The research will focus on how communications functions are currently valued, the extent of their strategic influence, and the specific barriers, from budget constraints and talent gaps to centralised global structures and geopolitical pressure, that limit their ability to lead inside organisations. A major emphasis will be on what actually drives transformation. The study will examine which capabilities communications teams will need to build over the next three to five years, how agencies can support that shift, and what role emerging technologies such as AI can realistically play in these markets. The research also aims to explore regional distinctions that are often obscured in global datasets, including how APACMEA markets differ from North America and Europe in expectations of communications, organisational culture, regulatory and political risk, and the commercial mandate given to PR leaders. Methodologically, *PR 2030* combines a quantitative online survey of senior in-house and agency leaders with a programme of in-depth interviews and a regional roundtable, allowing both broad benchmarking and deeper qualitative insight into transformation across the industry. Fieldwork is now open, with the survey closing on **20 March**. Senior communications executives and agency leaders across Asia-Pacific, the Middle East & Africa are invited to participate via the online questionnaire at: [**https://www.surveymonkey.com/r/PR2030Transformation**](https://www.surveymonkey.com/r/PR2030Transformation?ref=earned-first.com) "As we know too well, Asia-Pacific, the Middle East & Africa operate under very different political, commercial and cultural conditions," said Elan Shou, CEO of Ruder Finn Asia. "If public relations is going to earn greater strategic influence in these regions, it has to evolve on their terms, not by importing models designed for the US or Europe. That’s why PR 2030 matters: it’s about understanding what real transformation looks like here, not in theory but in practice." Findings from *PR 2030: The Transformation Study* will be released later this year. ### Stagwell’s Mark Penn on global expansion, Allison’s transition & PR reinvention URL: https://www.earned-first.com/stagwells-mark-penn-on-global-expansion-allisons-transition-pr-reinvention/ Last updated: 2026-01-28T10:43:24.000Z Stagwell is increasing investment across Asia and the Middle East as it seeks to rebalance a business that remains heavily weighted toward the United States, according to chairman and CEO Mark Penn, with its public relations and advocacy agencies playing a central role in that effort. Speaking to Earned First in Davos last week, Penn discussed the group’s international expansion, along with leadership changes at its flagship PR agency Allison — where founders Scott Allison, Andy Hardie-Brown, Jonathan Heit have [all departed](https://www.linkedin.com/posts/jonathanheit%5Fbig-news-after-nearly-25-years-im-moving-activity-7408949118422757376-Gl%5Fp/?ref=earned-first.com). A new slate of leaders includes global CEO Wendy Lund, Jeremy Lucas and Margaret Key, the latter two to oversee Europe and Asia, respectively. Ray Day serves as Allison executive chairman in addition to his role as Stagwell vice chair. Penn also responds to recent softness across parts of the PR sector, and how AI and political-style campaigning are reshaping the economics and practice of corporate communications. This interview has been edited for length and clarity. _This post is for subscribers only._ ### Comms beyond consensus URL: https://www.earned-first.com/comms-be/ Last updated: 2026-01-27T09:53:14.000Z It is always hard to know exactly what to make of Davos. The weeklong embrace of elitism defies easy categorisation, serving as it does as a forum for political and organisational leaders of all stripes. As former World Economic Forum stakeholder engagement head Georg Schmitt likes to say, Davos is more of a mirror than a compass, and we don’t have to like what it displays. Perhaps this idea of mirrored realities can help us make better sense of events on the Promenade. For every observation or prediction that emerges from the Forum’s frenzy of conversation, it is tempting to suggest that the opposite is also true. Thus you could conclude, for example, that Davos is either more important or less relevant to a world increasingly defined by competing interests. WEF serves as a platform to improve the state of the planet, or a convenient excuse to make deals while offering up platitudes about social progress. AI, the week’s most popular topic alongside geopolitics, is a huge opportunity for business, or a harbinger of doom for humanity. Despite a record number of sessions on climate, ESG and sustainability were barely visible as thought leadership themes. Multilateralism matters more than ever, even as the lack of Global South voices remains striking. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Earned First appoints David Blecken to senior editorial role URL: https://www.earned-first.com/earned-first-appoints-david-blecken-to-senior-editorial-role/ Last updated: 2026-01-23T08:32:10.000Z Earned First has named David Blecken as research and insights editor, stepping up its focus on rigorous analysis, credible benchmarking and long-form insight across the global public relations industry. Blecken brings almost two decades of experience covering and analysing the communications business, including senior editorial roles at Campaign Asia-Pacific, where he served as deputy editor and later launched Campaign Japan as executive editor. Since 2021, he has been content director at the Hoffman Agency, leading the editorial direction for technology clients across Asia-Pacific and the US, overseeing executive communications, research-led content and the agency’s own thought leadership platforms. During his career, Blecken has also contributed analysis and reporting to organisations including The Economist Intelligence Unit and PRovoke Media, and has worked with companies on research-led content and executive communications. In his new role, Blecken takes on responsibility for Earned First’s insights and research agenda, overseeing proprietary studies, industry benchmarking, an upcoming awards programme, analytical content and partner-led research initiatives across Asia-Pacific, the Middle East and Africa, as the business builds a more globally representative platform for the communications profession. As an equity partner, Blecken will also play a role in shaping Earned First’s long-term strategy and development, working closely with Arun Sudhaman, founding editor of Earned First. With his arrival, Earned First grows to four people, including associate director Sarika Chavan in Mumbai. "I’m lucky to have known David for almost 20 years across different roles and markets, and he has consistently stood out as one of the most thoughtful and observant minds in public relations reporting," said Sudhaman. "Beyond his experience, he brings judgement, curiosity and integrity, all of which matter enormously to how we want Earned First to grow. I’m delighted to be building this business with him." "I've always believed that the communications business deserves thoughtful, meaningful coverage and analysis," added Blecken. "Earned First offers the chance to help build something that reflects how the industry is really evolving outside traditional Western centres. It's truly exciting to be joining at this early stage and contributing to the platform's long-term vision." Blecken arrives at Earned First as momentum builds for the title, which was established in May 2025 as part of the PRomise Foundation. Earned First helped unveil [new research this week](https://www.earned-first.com/davos-ceos-warn-of-business-risk-from-reputation-shortfalls/) at the World Economic Forum in Davos, and will be convening the debut edition of PRAXIS MENA in Abu Dhabi next month, part of its broader vision to elevate public relations and corporate affairs professionals across Asia-Pacific, the Middle East and Africa. David Blecken will join Earned First at [PRAXIS MENA](https://www.praxisonline.world/mena?ref=earned-first.com) in February 2026 and remains based in Tokyo. ### Davos: CEOs warn of business risk from reputation shortfalls URL: https://www.earned-first.com/davos-ceos-warn-of-business-risk-from-reputation-shortfalls/ Last updated: 2026-01-21T11:40:43.000Z Reputational weaknesses are increasingly translating into commercial consequences, from lost revenue and valuation pressure to slower crisis recovery and talent challenges, according to new global research unveiled this week in Davos. The Reputation Capital Scorecard 2026, based on a survey of more than 3,000 C-suite executives across 27 markets, finds that 78% of CEOs say reputational weaknesses have impacted company trading over the past year, while 72% believe reputation is critical to commercial success. Yet fewer than half of organisations believe they are living up to stakeholder expectations, and only 40% say they are well prepared to manage the reputational impact of AI. [Reputation Capital Report 2026Download the report hereSP Reputation Capital Report 2026 FINAL.pdf781 KBdownload-circle](https://www.earned-first.com/content/files/2026/01/SP-Reputation-Capital-Report-2026-FINAL.pdf "Download") Led by Sandpiper Research & Insights, in partnership with Earned First and the Page Society, the research draws on input from the [Reputation Capital Council](https://www.earned-first.com/research-reputation-capital-council/), a group of more than 70 leaders from global corporate affairs, communications, marketing and sustainability functions. The findings were unveiled yesterday during a panel discussion in Davos hosted by TCS. The tensions uncovered by the research were a recurring theme during the discussion, where senior corporate affairs, communications and public affairs leaders debated whether a growing confidence gap between CEOs and communications leaders reflects optimism at the top, or a potential disconnect with reality. CEOs are almost twice as likely as CCOs to feel personally responsible for corporate reputation and are also consistently rate reputation strength, agility and alignment higher than CCOs do. "Isn’t that the job, to be the voice of doom?" asked TCS global CMO Abhinav Kumar, reacting to the finding that CEOs consistently rate reputation strength, agility and alignment higher than chief communications officers. "If you want to be more diplomatic, be the consigliere. You’re the one with line of sight on what’s happening inside the organisation and outside, and you have a responsibility to say what’s coming down the street, and what it could cost you commercially." More than one panellist argued that any disconnect is less about CEOs being naïve than about how information flows upward. Workday corporate affairs VP Chandler Morse, reflecting on time spent working for an elected official, said leaders often receive a distorted picture of reality. "No one wants to tell them the bad news," said Morse, adding that numbers alone rarely resolve that tension. "Everyone wants the metrics. ‘What are we going to get for this?’ And the honest answer is sometimes: I don’t really know. A lot of it comes down to trust — separating signal from noise, and having a relationship where the CEO will listen.'" That lack of clarity becomes more problematic, suggested Unilever chief corporate affairs and communications officer Michael Stewart, when reputation is discussed in generic terms rather than as a business lever, with many CEOs also conflating their own personal reputation with that of the company. "They project their own reputation as strong and assume the company’s is the same," said Stewart. “ We're still too generic in the reputation conversation. We need to really drill it down into the business strategy, \[how\] we're going to unlock value or protect value." The research suggests those gaps are compounded by reporting choices. Fewer than four in ten organisations currently have their chief communications officer reporting directly to the CEO, even though top reputation performers are 16 points more likely to preserve this reporting line. Even so, panellists cautioned against treating reporting lines as a perfect solution. "We make too much out of the reporting relationship," said Kumar. "At the end of the day, what matters is the culture of the company. If you have a culture of collaboration, it doesn’t matter where the role sits. Our CCO reports to me, but he works day in and day out with the CEO, with anyone in the C-suite. It’s how you operate." Others argued reporting lines are still a useful signal, but only if the capability exists. "If you don't have that mindset or the skillset to earn that seat, then you don't belong there," said Page CEO Dr Rochelle Ford. "When you report to the CEO, you’re a strategic business partner. But if you don't have the access, it doesn't matter what you know because you're not going to be able to provide that strategic counsel." Another key finding from the report is that CCOs are less likely than CEOs to be aware of bottom-line business impacts driven by reputational weaknesses. "Too often people in senior communications roles don’t have the business or financial acumen,” said Stewart. “They’re delivering work, but that’s not the same as delivering growth outcomes. CEOs know the business. That's a mindset shift, and I think we all need to skill up on that." This challenge is amplified by the finding that insights is the weakest link in reputation management. On average, companies score 55 out of 100 on insights, compared with 70 for resources, with insights emerging as the single biggest differentiator of effectiveness. "If you’re not measuring it, you cannot begin to contribute to it," said Ford, citing further research from Page. "Less than 40% of communications leaders are measuring ties to revenue, less than 25% to profit, less than 20% looking at share price. Many of them have no say in investor relationships." Unsurprisingly, AI loomed large throughout the discussion, both as a reputation risk and a business accelerator. "Search is still the most trusted channel, but AI tools are now the fastest-growing in both use and trust," said Ford, noting how AI is also turning cybersecurity, disinformation and internal data exposure into direct reputation threats. "Ransomware is reputational risk. Phishing is reputational risk. If you’re not best friends with your chief information security officer, you’re not managing for tomorrow." ### Davos: The end of ‘business as usual’ for global companies URL: https://www.earned-first.com/davos-the-end-of-business-as-usual-for-global-companies/ Last updated: 2026-01-20T12:09:39.000Z Public trust is becoming more local, more conditional and more fragmented, according to the 2026 Edelman Trust Barometer released on Tuesday in Davos. The research finds that 70% of people globally are now hesitant or unwilling to trust those who differ from them, a shift that is reshaping attitudes toward global companies, leadership and innovation. These findings prompted Richard Edelman to observe that "there is no such thing as business as usual," during a panel discussion that brought together business, policy and civil society leaders to debate the implications of a world retreating into what the research calls “insularity”. Edelman argued that companies have spent the past two years hoping turbulence would pass. Instead, he said, they must now confront this fundamental shift in public expectations. “Business has kept its head down, hoping the storm will pass,” Edelman said. “Today, there is no such thing as business as usual.” _This post is for subscribers only._ ### Six rules for PR in the AI search era URL: https://www.earned-first.com/six-rules-for-pr-in-the-ai-search-era/ Last updated: 2026-01-20T09:17:37.000Z Just before Christmas, Arun Sudhaman wrote "[Spectres at the feast](https://www.earned-first.com/spectres-at-the-feast/)," unpacking Sir Martin Sorrell's BBC Today programme commentary that "there's no such thing as PR anymore." Sudhaman's diagnosis cut deeper than Sorrell's provocation: the real problem isn't whether PR is dead, but whether the industry can reclaim authorship of its own mandate while better-resourced marketing players claim "scaled, digital storytelling" as their territory. If you work in communications, this should have landed with more of a thud than the usual industry chatter. The strategic high ground of earned storytelling, surely the very thing PR was built to own, is being contested while we're *still* explaining what we do. Rather than fuel the "dead or alive" argument, I've decided to treat this moment as a prompt. After 25+ years watching this industry evolve from "press release and prayer" (there is truth in this) to something far more sophisticated and multifaceted (which you and I both know it is), I keep returning to a simple future looking question: how do we build earned credibility that survives in a world where machines increasingly do the summarising? _This post is for subscribers only._ ### The magic mountain returns 🏔️ URL: https://www.earned-first.com/the-magic-mountain-returns/ Last updated: 2026-01-16T10:30:07.000Z The comms world will descend on Davos next week, at a time when its counsel is needed more than ever. _This post is for subscribers only._ ### Reputation Capital Council convenes corporate affairs leaders in Davos URL: https://www.earned-first.com/reputation-capital-council-brings-corporate-affairs-leaders-together-to-shape-future-of-reputation-management-2/ Last updated: 2026-01-14T10:32:49.000Z More than 70 senior leaders from global corporate affairs, communications, marketing and sustainability functions have come together to form the Reputation Capital Council. The Council has been established to support a groundbreaking research programme that examines how organisations build, manage and deploy reputation as a strategic asset, and to add weight to the industry’s voice on reputation management amid a period of rapid change for the communications and broader marketing industries. The Council supports the ongoing global Reputation Capital research, which has been led by Sandpiper Research & Insights over the past five years and is convened in partnership with Earned First. The inaugural study with the Council explores how reputation is being measured, governed and operationalised amid the rise of AI, growing geopolitical uncertainty, regulatory pressure, and stakeholder scrutiny. The Council’s role is to provide senior-level perspective, challenge assumptions and help ensure the research reflects how reputation is being managed inside large, complex organisations. Members are drawn from major companies across multiple regions and sectors, operating at group or regional leadership level with direct responsibility for reputation, trust and stakeholder relationships. Collectively, they bring experience from highly scrutinised environments, including regulated industries and markets facing heightened political, social and economic volatility. [The full group can be viewed here.](https://www.earned-first.com/research-reputation-capital-council/) Reputation Capital Council members contribute to research consultations, provide feedback on emerging findings and help contextualise the constraints, trade-offs and governance realities shaping reputation management today. Findings from the latest phase of the Reputation Capital study will be unveiled on 20 January 2026 in Davos, during the World Economic Forum, on a panel featuring speakers from Page, TCS, Unilever and Workday. The launch event will be facilitated by Sandpiper Research & Insights, Earned First and Page Society, hosted by Council member TCS at their Davos lounge. [**You can request an invite here.**](https://www.earned-first.com/reputation-capital-council-brings-corporate-affairs-leaders-together-to-shape-future-of-reputation-management/) ### MENA Consultancy Performance Index: Leaders' Shortlist URL: https://www.earned-first.com/mena-consultancy-performance-index-leaders-shortlist/ Last updated: 2026-01-14T09:01:43.000Z I'm happy to reveal the shortlist of leading consultancies identified by Earned First's inaugural MENA Consultancy Performance Index, which aims to benchmark and recognise the industry's most impactful and innovative PR firms. A huge thank you to the many firms that submitted their credentials, data and other key information, helping us throughly examine the state of play among PR firms in key Middle East markets. Shortlisted consultancies have been grouped according to the categories featured below. **One** **Index Champion for each category** will be revealed and awarded at [PRAXIS MENA](https://www.praxisonline.world/mena?ref=earned-first.com), taking place in Abu Dhabi on 3 February. The shortlist revealed below follows evaluation of firms across five key performance areas: Business Performance (25%) | Creative Impact & Client Outcomes (25%) | Innovation & Thought Leadership (20%) | Talent & Culture (20%) | Industry Leadership (10%) **Scorecards for shortlisted consultancies will be published after PRAXIS MENA**, examining each firm's performance as per the above criteria, alongside industry analysis of key metrics and trends. I'm incredibly thankful for the support the industry has provided for this initiative, along with the transparency and insights that help us better understand and benchmark what truly drives consultancy success in an era of immense change. _This post is for subscribers only._ ### FGS Global names new Asia chair URL: https://www.earned-first.com/fgs-global-names-new-asia-chair/ Last updated: 2026-01-13T06:18:44.000Z FGS Global has named Susan Ho as the consultancy's new Asia chair, Earned First can reveal, bolstering its regional leadership across China, Hong Kong, Singapore and Japan. Ho, who was previously with Brunswick Hong Kong for eight years, takes on the role after serving as Airwallex global head of corporate affairs between 2020 and 2023\. She is also a board director at Mediacorp, and previously spent more than a decade at Standard Chartered Bank. Ho will focus on driving growth, fostering collaboration among leaders, advising on governance, and serving as a senior ambassador for the firm to enhance its brand profile and client relationships across the region. She will work closely with FGS Global’s teams in Hong Kong, Beijing, Shanghai, Singapore and Tokyo, which remain led by Asia head Ben Richardson. _This post is for subscribers only._ ### Reputation Capital Council brings corporate affairs leaders together to shape future of reputation management URL: https://www.earned-first.com/reputation-capital-council-brings-corporate-affairs-leaders-together-to-shape-future-of-reputation-management/ Last updated: 2026-01-14T04:14:27.000Z More than 70 senior leaders from global corporate affairs, communications, marketing and sustainability functions have come together to form the Reputation Capital Council. The Council has been established to support a groundbreaking research programme that examines how organisations build, manage and deploy reputation as a strategic asset, and to add weight to the industry’s voice on reputation management amid a period of rapid change for the communications and broader marketing industries. The Council supports the ongoing global Reputation Capital research, which has been led by Sandpiper Research & Insights over the past five years and is convened in partnership with Earned First. The inaugural study with the Council explores how reputation is being measured, governed and operationalised amid the rise of AI, growing geopolitical uncertainty, regulatory pressure, and stakeholder scrutiny. The Council’s role is to provide senior-level perspective, challenge assumptions and help ensure the research reflects how reputation is being managed inside large, complex organisations. Members are drawn from major companies across multiple regions and sectors, operating at group or regional leadership level with direct responsibility for reputation, trust and stakeholder relationships. Collectively, they bring experience from highly scrutinised environments, including regulated industries and markets facing heightened political, social and economic volatility. [The full group can be viewed here.](https://www.earned-first.com/research-reputation-capital-council/) Reputation Capital Council members contribute to research consultations, provide feedback on emerging findings and help contextualise the constraints, trade-offs and governance realities shaping reputation management today. Findings from the latest phase of the Reputation Capital study will be unveiled on 20 January 2026 in Davos, during the World Economic Forum. The launch event will be facilitated by Sandpiper Research & Insights, Earned First and Page Society, with support by Council member, TCS. **To request an invite, please complete the form below.** ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2026/01/SP-RepCap-1080x1350-Speakers2.jpg) ### Podcast: Madan Bahal on sustaining growth through turbulence URL: https://www.earned-first.com/podcast-madan-bahal-on-sustaining-growth-through-turbulence/ Last updated: 2026-01-12T06:10:36.000Z In this episode of the Earned First podcast, Arun Sudhaman speaks with Madan Bahal, co-founder and MD of India's Adfactors PR, about what it takes to sustain consistent growth in a public relations industry marked by prolonged uncertainty. Reflecting on the pressures facing consultancies, Bahal describes this turbulence as a permanent condition that firms must learn to operate within — a mentality that has helped Adfactors grow to more than $65m in fee income over the past three decades. The conversation also explores why public relations continues to struggle to command value commensurate with its influence, particularly in India. Bahal discusses how this reality shapes agency behaviour, expectations, and leadership priorities, before turning to questions of succession, long-term continuity and his own peace of mind. [Madan Bahal on sustaining growth through turbulenc | RSS.com](https://rss.com/podcasts/earned-first/2454772/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/mena?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the Middle East's defining communications gathering — the inaugural edition of **PRAXIS MENA**, taking place ****3 Feb in Abu Dhabi**. Full agenda available now. [Register now ](https://www.praxisonline.world/mena?ref=earned-first.com) ### Middle East/India head Atul Sharma exits Ruder Finn URL: https://www.earned-first.com/middle-east-india-head-atul-sharma-exits-ruder-finn/ Last updated: 2026-01-08T03:09:05.000Z Shivaram Lakshminarayan named India MD while Malvika Sinha becomes chief client officer. _This post is for subscribers only._ ### 2026 bets & warnings 🔮 URL: https://www.earned-first.com/2026-bets-warnings/ Last updated: 2026-01-06T10:30:04.000Z Perspectives from Earned First’s Advisory Council on emerging points of acceleration and pressure shaping the marcomms world in 2026. _This post is for subscribers only._ ### 38 years of reinvention | Partner Content URL: https://www.earned-first.com/38-years-of-reinvention-partner-content/ Last updated: 2026-01-05T09:22:21.000Z In a monthly column called ***Independents' Day***, Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In our fourth instalment, we speak with Andreas Fischer, partner and co-founder of fischerAppelt, about 38 years of reinvention in communications. He reflects on what this evolution means for creative leadership, organisational trust and the growing expectation that communicators shape decisions, not just narratives. 1. **You've seen every major reinvention of marketing communications. Which shift do you think was truly transformative — and which was overhyped?** The shift from TV advertising to social first, and the evolution towards digital content and the measuring of results around performance marketing has been a major change. For PR specifically, the change has been around the transition from traditional media relations to content marketing and being more relevant in the overall marketing mix. It isn't just about new channels; it's a profound re-orientation of how brands interact with audiences. Our social first approach signifies a shift from monologue to dialogue, empowering audiences and democratising communications. Digitalisation provides unprecedented access to data, allowing for granular measurement and optimisation, transforming marketing from a purely intuitive art to data-informed science. Crucially for PR, this means elevating beyond mere press clippings. Public relations now crafts compelling narratives, builds communities and deploys content across a myriad platforms, directly contributing to overall marketing and business objectives. It's about earning attention and trust through authentic engagement, not just placing stories. **2\. fischerAppelt is among the first creative groups in Europe to institutionalise AI. What's your framework for integrating it responsibly and effectively across 700 staff?** Our approach is dual-pronged and deeply integrated. Firstly, our expert groups serve as an AI R&D hub, developing customised solutions – using AI for predictive media analysis, generating hyper-personalised content at scale, as well as sentiment analysis for crisis management. This ensures cutting-edge capabilities. Secondly, our agency prioritises agency-wide AI literacy. Training all 700 staff isn't just about familiarising them with tools; it's about creating an understanding of AI's ethical implications, data privacy, potential biases, and how it can augment human creativity rather than replace it. This ‘democratising’ of AI knowledge is preparing each one of our staff members for an AI-powered future. And by also training our clients, we have positioned ourselves as trusted advisors and partners. **3\. How do you maintain a distinct creative philosophy in an era when technology can homogenise output?** While technology and AI can plan and measure everything, we believe that great creative campaigns come with emotions that can't be created by data and numbers. We value creative thinking and excellent ideas, and winning awards serve as our proof points. This speaks to the value of human ingenuity. In an age where algorithms can optimise efficiency, there's a risk of generic content. FischerAppelt champions the human element as the ultimate differentiator. Data can illuminate paths and validate our hypotheses, but true creative breakthroughs – those campaigns that resonate deeply, evoke emotion and spark conversation – originate from intuition, cultural understanding and imaginative leaps. **4\. Germany has a proud innovation heritage – has that shaped how you think about communications strategy?** Germany has a legacy of engineering and industrial prowess which means our products' inherent quality were often sufficient for market success. This has shifted. In today's hyper-transparent and global world, differentiation is challenging, and a compelling communication strategy is now a non-negotiable. The digital age has democratised media, allowing new voices from influencers and social communities to shape narratives. For brands, this means communication is less about broadcasting and more about earning authentic engagement. It's about crafting stories that resonate, sparking conversations and building genuine relationships that ultimately capture and retain public attention – the very essence of earned media. **5\. What do you think European independents can teach global networks about creative agility?** Independent agencies are agile. Our flatter structures and direct connection to clients as well as our understanding of cultural nuances allow for quicker decision-making and a quicker response time to trends. While global networks might leverage their vast resources, independents, often by necessity, are masters at generating genuine earned media, proving that influence is built through credibility and relevance, not just bought impressions. **6\. If you were to imagine the agency model of 2035, what would it look like — and what skills will define the winners?** We envision an agency model where technology serves as an enabler, providing data-driven insights while automating repetitive tasks. This frees human talent to focus on higher-value activities. The winners of 2035 will use sophisticated AI tools to empower, rather than replace, human expertise. This elevates the roles of experts, creatives, strategists and planners whose capacity for critical thinking and innovative idea generation will be paramount. Also, the role of the client manager becomes pivotal – they have to interpret complex data, provide counsel and nurture relationships. Ultimately, success hinges on “relevance”. Agencies that can consistently connect brands with their target audiences in authentic, meaningful ways, proving their ongoing value by earning attention and trust, will truly thrive in 2035 and beyond. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Burson MENAT makes senior hires in Dubai URL: https://www.earned-first.com/burson-menat-makes-senior-hires-in-dubai/ Last updated: 2026-01-05T05:59:26.000Z Burson has made two senior hires for its MENA operations, Earned First can reveal, naming Sana Ali Khan as chief client officer and Claire Lawson as head of its Dubai office. The hires follow last year's [departures of four senior executives](https://www.earned-first.com/burson-menat-names-new-ceo-amid-senior-departures/) and the arrival of new Burson MENAT CEO Fouad Bou Mansour. _This post is for subscribers only._ ### Spectres at the feast 👻 URL: https://www.earned-first.com/spectres-at-the-feast/ Last updated: 2025-12-24T07:30:33.000Z Sir Martin Sorrell’s remarks revive familiar anxieties about the role of public relations, brought into sharper focus by the rising importance of storytelling in the GEO era. _This post is for subscribers only._ ### Thailand: When everyone looks good, no one is believed URL: https://www.earned-first.com/thailand-when-everyone-looks-good-no-one-is-believed/ Last updated: 2025-12-15T08:10:52.000Z In a system where reputation is protected by default, the PR industry must focus on proving authenticity rather than polishing image. _This post is for subscribers only._ ### Senior departures at Ruder Finn Asia URL: https://www.earned-first.com/david-ko-departs-ruder-finn-asia/ Last updated: 2025-12-12T09:35:53.000Z Two Ruder Finn leaders have departed in recent weeks, Earned First can reveal — David Ko in Hong Kong and Pamela Phua in Singapore. Ko, who stepped down last month, led the firm's AI operations across Asia-Pacific, while serving as MD of its 70-person RFI Asia digital arm. Phua, meanwhile, spent 18 months as Ruder Finn Singapore's GM after joining the firm from Ogilvy. _This post is for subscribers only._ ### Welcome to Omnicom Public Relations 🏔️ URL: https://www.earned-first.com/welcome-to-omnicom-public-relations/ Last updated: 2025-12-07T06:30:57.000Z At PRAXIS India earlier this year, [Chris Foster likened the PR industry's transformation](https://www.earned-first.com/chris-foster-prs-resistance-to-change-threatens-unique-architects-of-meaning-role/) to a challenge of “Mount Everest” proportions, while also voicing his concerns about the sector’s insidious resistance to change. It was hard not to think of these comments this week, as the newly enlarged Omnicom Public Relations, all 5,000+ in headcount, finally began to take shape. Beyond the headline numbers, several questions remain as to how the group will structure its operations. There are, of course, no prizes for guessing which of these queries has been on everyone's lips this year. It has contorted itself into various shapes, but largely remained intact. What, exactly, will be the fate of the many PR agencies involved in Omnicom’s blockbuster acquisition of Interpublic Group? [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Australia’s creative and purpose frontier | Partner Content URL: https://www.earned-first.com/australias-creative-and-purpose-frontier-partner-content/ Last updated: 2025-12-05T16:14:04.000Z In a monthly column called ***Independents' Day***, Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In our fourth instalment, we speak with Joanne Painter, managing director and co-founder of Icon Agency, whose team has helped deliver Australia’s presence at Expos Dubai and Osaka while building one of the country’s most awarded creative offerings. Painter reflects on the realities of multi-stakeholder global campaigns, how purpose becomes a creative discipline rather than a slogan, the disruptive force of AI on agency models, and why independent networks like PROI matter more than ever for ambitious work. 1. **Icon’s work for Osaka 2025 has been widely noted. What lessons did you take from a global-scale, multi-stakeholder communications effort?** Leading global PR and communications for the Australia Pavilion at Expo 2025 Osaka was a deeply rewarding experience – the kind of project that tests and strengthens every part of an agency’s capability. This was our second Expo (ICON also worked with DFAT at Expo 2020 Dubai) so we were prepared for the sheer pace, scale and complexity of the task. As with Dubai, we were fortunate to have an outstanding local PR partner, in this case leading Japanese independent agency Sunny Side Up. When working transnationally, it's essential that your local partner is entirely aligned both culturally, professionally and operationally. With Expo Osaka, the cultural and language differences, compounded by distance and a relentlessly fast-moving agenda, made collaboration essential. The two keys to success (and critical lessons) when managing communications for a global-scale event with multiple stakeholders are empathy and trust. Our clients on the DFAT Osaka Taskforce were smart, pragmatic, collaborative and trusting. Their very human approach quickly built a cohesive and united team – one where problems were solved creatively and proactively. Moreover, when everyone rallies around a clear story and mutual respect, even the most intricate ecosystem can perform as one. The results speak for themselves: a unified national narrative, seamless international cooperation, and a creative partnership that set a new benchmark for what Australian agencies can achieve on the global stage. 1. **You’ve built one of Australia’s most awarded creative teams within an independent agency model. What systems or philosophies made that possible?** One of the biggest challenges for independent PR agencies is attracting strong creative talent that instinctively understands the earned creative model. While there is no shortage of strong creative minds in Australia, many still aspire to work in a traditional advertising agency. We set out to bust this model, showcasing our distinct earned creativity model through winning major awards and targeting industry media to encourage creatives to think differently about our industry being a creative industry. Wrapping around this is a focus on crafting purpose-led work that matters – a philosophy that the big network advertising agencies struggle with due to their client profiles. Today, we have two incredible creatives, Alex Wadelton and Kenneth Parris, who joined us because of our earned-first creative model and who remained because the work we do has real purpose. 1. **Many agencies talk about purpose, but few integrate it meaningfully. How do you ensure it translates into creative excellence rather than rhetoric?** Yes it’s amusing to see agencies who claim to be purpose-led working for fossil fuel companies and junk food brands. Hard to see the purpose in killing our climate and contributing to the obesity epidemic. At ICON, we don’t really focus on purpose per se; we focus on making work with impact. Our north star is ‘Make What Matters’ – a philosophy that shapes the types of clients we choose to work with and our PR practice. I am also a big believer that when teams deeply believe in the client, when they share the client’s vision and values, they go the extra mile to find the special magic that differentiates good creative from great. 1. **Are you optimistic or cautious about AI’s influence on creative work – and how is Icon experimenting with it?** Big tech AI isn’t knocking politely at the office door. It’s kicking it in, rummaging through your data, and rewriting your business model while your staff are still updating their LinkedIn profile. There’s an old adage that says, “During a crisis, look for and move towards the helpers.” At ICON, we’re walking toward the storm. Like many, we’re formalising our AI strategy, tools and processes across communications, creative, digital, and finance. We’re training our people to work with AI, not against it. We’re integrating generative tools into workflows with expert human oversight, strategic interpretation, and a clear ethical framework. AI isn’t replacing what we do. It’s amplifying how we do it. The goal is sharper thinking, faster delivery, and smarter value for clients. Front of mind is protecting jobs by ensuring our team is enabled and encouraged to learn. The key is showing clients where the value lies: subject matter experts driving expert AIs. And we’re doing that at speed with a full AI tech stack and bespoke solutions that we’re confident will rewrite the PR model in Australia. 1. **As the industry becomes more interdisciplinary, what’s the next evolution for agency leadership and team structure?** PR’s evolution to a more interdisciplinary model goes hand-in-hand with AI. In fact, AI is accelerating it. AI isn’t just impacting the top or the bottom of the workforce – it’s hollowing out the middle. The competent. The professionals. Those with billable hours. Writers, designers, editors, coders, strategists – the backbone of the integrated agency – are watching their roles dissolve in real time. As more and more repeatable tasks become automated, there will be greater focus on the leadership’s ability to drive and shape technological transformation through the business, along with increased reliance on subject matter experts and advisory. Increasingly, our roles will be akin to conductors - overseeing hybrid human-AI solutions where AI tools allow agencies to work smarter and become more data driven. 1. **How has PROI membership influenced your creative or strategic thinking, if at all?** When we joined PROI Worldwide seven years ago it was principally to gain access to partners in international markets and in Asia-Pac, part of ICON’s strategic growth initiatives. What we hadn’t anticipated was the depth of relationships, knowledge share, trust and inspiration you gain from working with like-minded entrepreneurial agency owners, all with similar yet different experiences. Creatively and strategically, it has opened our thinking and given us an opportunity to understand how different markets and owner-run businesses approach the same challenges. These sorts of cross-cultural insights are priceless, and it has enriched our thinking and output. We would recommend an independent network to all agencies. --- ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Albert Shu takes on marcomms leadership role at SJ Group URL: https://www.earned-first.com/albert-shu/ Last updated: 2025-12-04T07:47:36.000Z Albert Shu has been named chief communications and marketing officer at SJ Group, a Temasek portfolio company headquartered in Singapore, where he reports to group CEO Sean Chiao. Shu takes on the position after departing Weber Shandwick in 2025, following 20 years with the Omnicom PR firm, most recently as Hong Kong and Singapore president. _This post is for subscribers only._ ### The quiet crisis undermining global PR | Partner Content URL: https://www.earned-first.com/the-quiet-crisis-undermining-global-pr-partner-content/ Last updated: 2025-12-01T08:49:58.000Z The communications industry has always lived in flux. But even for those of us who’ve weathered two decades of disruption, the level of unpredictability today feels different. From AI breakthroughs transforming daily life to ever present geopolitical tension, sliding budgets and shrinking newsrooms, the pace and pressure of change has never been so intense or relentless. We’re now operating in a world of compound crises and shrinking certainty, and the industry’s numbers show it. Over the past two years, brands have slashed ad production budgets by [30% to 50%](https://www.exchange4media.com/advertising-news/brands-slash-ad-production-budgets-by-half-leaving-creative-agencies-high-and-dry-148553.html?ref=earned-first.com), while PR agencies are posting the lowest growth and profitability figures in years. In 2024, North American firms reported average [net revenue growth of just 1%](https://www.odwyerpr.com/story/public/23338/2025-07-23/revenues-profits-down-at-pr-agencies.html?ref=earned-first.com). Profitability is falling too, with average operating profits down to 16.6%, the lowest since 2019, showing that budget cuts and consolidation are taking their toll. **Endangered multimarket assignments** Beneath the headlines lies a quieter, more existential threat: the slow unraveling of global and multimarket remits. These assignments once anchored international pipelines and helped drive scale and influence across networks. Today, they’re being quietly sliced into regional RFPs, scattered across siloed teams, or absorbed in-house. Flagship global campaigns are increasingly fragmented: delivered in isolation, briefed market by market, or not briefed at all. The shift hasn’t been loud, but it’s been steady. To put it starkly, we are gradually losing one of the strongest engines of agency growth and margin. If we don’t act, the industry is likely to become smaller, more fragmented — and easier to cut out of the picture entirely. Not long ago, the traditional hub-and-spoke model with strategy set at the center and local execution served many companies adequately. But today’s rapid-fire news cycle makes that structure a liability. Stories erupt, morph, and cross borders in minutes, with reputational consequences just as fast. [In a 2024 industry survey](https://journal.prowly.com/323312-exploring-stress-factors-in-the-pr-industry-a-survey-from-prowly?ref=earned-first.com), 92% of PR professionals said work-related stress had impacted their mental health, with top triggers including coverage pressure and the volatile news agenda. And volatility is now the default setting. AI has gone from concept to critical infrastructure, supply chains and reputations are being reshaped by tech bans and tariffs and political and social upheaval are the norm. Not to mention the Donald Trump effect: eleven months into his second presidential term, we’ve seen near-weekly shocks to global markets, tech regulations, and international relations. Each impulsive tweet or tariff threat can trigger geopolitical fallout and send communicators scrambling across time zones, often with little warning and even less alignment. In this world, the hub-and-spoke model is a risk we can’t afford. The bigger danger is that this chaos is chipping away at global and multimarket remits. Cracks in delivery and operations show that many agency models just aren’t built to handle the speed, complexity, or coordination that clients now need. This means briefs spanning more than two or three markets are becoming rare. Even brands that used to default to regional or global scopes now often brief country by country, citing budget restrictions and the complexity and coordination headaches of managing across borders. When big multimarket and cross-region briefs do surface, they can be more fragmented, with shorter time frames and smaller budgets. The trend is clear: truly multimarket work is getting harder to win, and even harder to hold. This is a problem, because these remits are what make agencies perform at their best in terms of unified storytelling, brand alignment and reputational risk management. They lead to stronger results and healthier margins, especially in emerging markets. In many ways, they’re the reason global agencies exist. If they dry up, what happens to the very model most international firms were built on? **New model is overdue** It’s clear that the traditional multimarket hub has outlasted its usefulness. For all the talk of global synergy we hear today, the architecture remains much the same, with legacy systems built for internal control, not integrated delivery. Agencies pitch international reach and cross-market collaboration, but once the contract is signed, the reality often looks very different. Markets revert to silos, regional leads protect margins and projects get carved up by individual P&Ls. What begins as a promise of seamless integration quickly devolves into a fragmented nightmare. If we’re honest, many ‘global’ agencies don’t really work globally at all. The trouble is that the typical agency structure pushes people apart when what’s needed is the opposite. The real advantage in a tech-accelerated, high-stakes environment isn’t just scale, it’s chemistry. Clients don’t need more vendors, rather a team that speaks the same language, moves with instinct, and knows how to shift resources and messages with precision. Like being able to reroute a planned event in Jakarta overnight when political protests erupt. Until operating models reflect that, even the sharpest strategies will fall flat. True global comms success now demands a fluid model with teams that are connected, empowered, and built for speed. The best multimarket setups don’t follow a rigid chain of command but operate like a neural network or hive, with every market switched on and working processes that enable information to flow freely and teams to act in real time. When disruption hits, you need people who already know each other and the brand — and what to do when a pivot is required. Mindset alone isn’t enough. Agility must be hardwired into the way we operate. That means faster decision-making, flexible resourcing, smarter distribution of responsibility, and a structure that supports, not stifles, collaboration — ideally with a single P&L. If we can’t operate as truly connected, multimarket teams, what’s the point of having a global network at all? We still believe in a future with multimarket RFPs, but getting there calls for fresh thinking, operating models built for speed and trust, and above all, a commitment to do the hard work of real collaboration. Global teams still matter. But only if they can act like one. The ones who figure it out won’t just win the top-drawer assignments; they’ll define what the future of this industry looks like. *Caroline Hsu is chief global officer with The Hoffman Agency. This article is* [*Partner Content*](https://www.earned-first.com/tag/partner-content/)*, produced in collaboration with* [*The Hoffman Agency*](https://www.hoffman.com/?ref=earned-first.com)*.* ### Maturity in the Middle East 🧭 URL: https://www.earned-first.com/maturity-in-the-middle-east/ Last updated: 2025-11-28T07:30:07.000Z There is no mistaking the momentum in the Middle East, particularly when it contrasts so sharply with the mood elsewhere in the PR world. But growth often brings its own set of specific challenges — accompanied, dare I say, by a broader responsibility to societal expectations that are changing fast. I was reminded of this at an event I moderated with Ashbury in Dubai on Wednesday, which featured in-house leaders from the region's financial sector, alongside agency founder Adam Harper and advisory board member Tori Cowley, who also serves as Taylor Birchwood chair after previously leading comms for HKEx and LSEG. Healthy communications spending in the Middle East, to say nothing of the bold initiatives that regularly emanate from the UAE and Saudi Arabia, encourage the notion that industry progress will proceed unfettered. Few things in life, though, unfold quite so smoothly. Where the PR sector is concerned, it is always worth keeping this in mind, especially amid the temptation to reduce this region to an attractive set of numbers on a spreadsheet. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: Joe Lipscombe on global creativity from the Gulf URL: https://www.earned-first.com/podcast-joe-lipscombe-on-global-creativity-from-the-gulf/ Last updated: 2025-11-28T07:15:24.000Z Joe Lipscombe, partner and head of MENA at The Romans, joins Arun Sudhaman to explore whether the Middle East’s boom can translate into world-class creative output — rather than just margin and headcount growth. They debate what’s really holding PR work back in the Gulf, why clients may be more ready for risk than agencies assume, and how localisation, the rise of Saudi Arabia, and the indie wave are reshaping the region’s creative potential. [Joe Lipscombe on global creativity from the Gulf | RSS.com](https://rss.com/podcasts/earned-first/2353756/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/mena?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the Middle East's defining communications gathering — the inaugural edition of **PRAXIS MENA**, taking place ****3 Feb in Abu Dhabi**. Just $99 until 12 December. [Register now ](https://www.praxisonline.world/mena?ref=earned-first.com) ### Fifty shades of grey URL: https://www.earned-first.com/fifty-shades-of-grey/ Last updated: 2025-11-27T15:33:15.000Z Pick any four public relations professionals – as we did for a panel at [ICCO’s Global Summit](https://www.earned-first.com/laboratories-of-resilience/) this November in Mumbai – and you’ll get first-hand testimony of the grey areas that get in the way of any simple judgments about the morality of public relations. Having to take a side in a fundamentally complex ethical issue. Being kept from the table while business decision-makers make bad decisions about communicating questionable behaviour. Weighing the business benefit of promoting untrammeled consumption against its negative environmental impact. You’ll also get grown-up and sensible advice about how to navigate such choppy waters. But first, the problem. Even before the US administration’s assault on DEI, the environment (and the truth), the PR industry and the communications discipline was already under increasing fire for perceived greenwashing, working with polluting companies, industries and even countries, as well as promoting unfettered consumption. In a world where corporations are pulling back from progressive public positions on the environment and diversity, equity and inclusion, and trust is eroding in public institutions, how can communications practitioners and agencies claim to be a force for good? _This post is for subscribers only._ ### HS Chung appointed Burson APAC CEO as Adrian Warr exits URL: https://www.earned-first.com/hs-chung-appointed-burson-apac-ceo-as-adrian-warr-exits/ Last updated: 2025-11-25T01:10:56.000Z Adrian Warr returns to the UK after less than 18 months as Burson's South Asia-Pacific CEO. _This post is for subscribers only._ ### Omar Qirem to depart Edelman Middle East URL: https://www.earned-first.com/omar-qirem-to-depart-edelman-middle-east/ Last updated: 2025-11-21T10:45:16.000Z Edelman's Omar Qirem is leaving the firm, Earned First can reveal, after seven years as CEO of its Middle East operations. Qirem rejoined Edelman in 2018, helping to stabilise the firm and restore growth. Under his oversight, Edelman Middle East emerged as one of the firm's geographic bright spots, trebling in five years and growing 29% in 2024 to become its second-largest EMEA market after the UK. _This post is for subscribers only._ ### Ex-Burson META leaders launch Paritee-backed firm URL: https://www.earned-first.com/ex-burson-menat-leaders-launch-paritee-backed-firm/ Last updated: 2025-11-19T11:02:44.000Z Former Burson META leaders Lisa Welsh and Iman Issa have joined forces to launch a new consultancy backed by European communications network Paritee. The new venture marks Paritee's expansion to the Middle East after [announcing a partnership](https://www.linkedin.com/feed/update/urn:li:activity:7352979015881625600/?ref=earned-first.com) with former Burson META CEO Bashar AlKadhi three months ago. Welsh, who was chief operating officer, and group MD Issa stepped down from Burson in September, as [revealed by Earned First](https://www.earned-first.com/burson-menat-names-new-ceo-amid-senior-departures/). _This post is for subscribers only._ ### Laboratories of resilience URL: https://www.earned-first.com/laboratories-of-resilience/ Last updated: 2025-11-20T02:42:54.000Z The ICCO Global Summit came to Mumbai this year with an ostensibly ambitious theme, titled 'The Change Agenda'. The conversations that followed, however, suggested that even this framing might underplay the significance of the reverberations reshaping traditional public relations practice. In truth, nothing struck me more throughout the three days, featuring more than 220 participants from 32+ countries, than the notion that what the industry really requires is a resilience agenda. Not resilience in a reactive, stoic sense, either — even if the comms sector has plenty of experience weathering setbacks with a smile. But resilience as something akin to an operating system. A capability that you either build deliberately, or risk being outpaced by a world shifting rapidly beneath you. From the very first session, the pressure lines were clear. SEC Newgate CEO Fiorenzo Tagliabue described the moment as a "period of unprecedented transformation that is marked by high uncertainty." Weber Shandwick global president Jim O’Leary warned that the next five years will bring “more change in our profession than we have had in the previous five decades.” Senior leaders talked openly about a world defined by "structural and systemic risks" and a state of "perpetual extinction events," one in which being a CEO is "more difficult than it has ever been" as the "topple rate" rises to historic levels. Adfactors’ Madan Bahal spoke of being "scared and struggling," while TCS CMO Abhinav Kumar described leadership conditions as a "constant crisis flow with no start or stop." _This post is for subscribers only._ ### GWPR study: The deepening shadow of harassment URL: https://www.earned-first.com/gwpr-study-the-deepening-shadow-of-harassment/ Last updated: 2025-11-14T12:50:19.000Z Global Women in PR’s 2025 Index finds harassment increasing and DE&I policies declining across PR, offsetting only limited progress in flexible work and gender balance in leadership. _This post is for subscribers only._ ### Podcast: Aman Gupta on the next era of influencer marketing URL: https://www.earned-first.com/podcast-aman-gupta-on-the-next-era-of-influencer-marketing/ Last updated: 2025-11-13T05:55:34.000Z Arun Sudhaman speaks with Aman Gupta, managing partner of SPAG Finn Partners, about the evolution of influencer marketing in regulated sectors — and why credibility, compliance and subject expertise now matter more than reach. Presented in partnership with Finn Partners, the conversation explores how structured scoring models can help brands identify credible voices, counter misinformation, and turn influencer investment into measurable impact. [Aman Gupta on the next era of influencer marketing | RSS.com](https://rss.com/podcasts/earned-first/2325126/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/mena?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the Middle East's defining communications gathering — the inaugural edition of **PRAXIS MENA**, taking place ****3 Feb in Abu Dhabi**. Early bird discounts available now. [Register now ](https://www.praxisonline.world/mena?ref=earned-first.com) ### The search for solid ground URL: https://www.earned-first.com/the-search-for-solid-ground/ Last updated: 2025-11-07T11:01:08.000Z As we roll through event season, there is no mistaking the sense of instability that grips the PR industry. Further proof of this comes from Davis & Gilbert's 13th annual study of industry trends, which finds that 44% of PR firms are uncertain or anxious about the future, compared to just 4% that are very optimistic. 12 months ago, D&G's study found optimism among 70% of the polled PR firms. Meanwhile, the proportion of respondents that describe themselves as 'anxious' (14%), has tripled over the past five years. The biggest concerns reported by PR firms are familiar: flat/decreasing client budgets, followed by difficulty in growing top line revenue, slow decision-making by prospective clients, and difficulties in maintaining/increasing profit margin. It should be noted that D&G's poll of 181 PR firms is considerably skewed towards North America, which accounts for almost 70% of respondents. But many of the findings will strike a chord with PR professionals across the globe. 35% predict a decrease in their 2025 revenue (up from 22% last year), reflecting an increasingly cautious financial outlook. Half predict an increase in revenue, the lowest proportion since 2021. _This post is for subscribers only._ ### Asia’s independent PR evolution | Partner Content URL: https://www.earned-first.com/asias-independent-pr-evolution-partner-content/ Last updated: 2025-11-04T04:07:43.000Z In a monthly column called ***Independents' Day***, Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In our third instalment, SPRG founder and chairman Richard Tsang reflects on three decades of transformation in Asian communications. From the rise of homegrown independents to the new generation reshaping agency culture, Tsang shares what’s driving the next wave of opportunity for the region’s PR industry. 1. **Asia’s independent agencies have grown stronger even as global networks have aggressively entered the region. What explains that resilience?** I worked at two international PR agencies before setting up SPRG, and I saw first-hand that independence is not just a structural choice — it is a strategic advantage. We value autonomy because it allows us to remain agile, responsive, and closely attuned to the needs of our clients and markets. That agility is a major strength, especially in Asia, where things shift rapidly and cultural nuance matters. We have the flexibility to capture opportunities or weather challenges as they arise, without compromising on quality or strategy. Beyond agility, owner-operated agencies often bring deeper regional networks and stronger local connections. Experienced agency owners are committed to long-term growth — they’ve accumulated operational expertise, built sophisticated business relationships, and earned high standing in the industry. That credibility fosters trust and respect among clients, which is difficult to replicate through appointed agency leaders whose tenure and investment may differ from those of owner-led agencies. Ultimately, the resilience of Asia’s independent agencies lies in their ability to combine entrepreneurial drive with deep market understanding and enduring client relationships. We understand the local culture, the market dynamics, and the challenges our clients face day-to-day — and that makes a real difference. 1. **What kind of agencies will thrive in Asia over the next decade — regional networks, hyperlocal specialists, or hybrid consultancies?** I think it is not about choosing one model — it is about being able to adapt and combine strengths depending on the client’s needs, the market they are in, and the kind of challenge they are facing. In some cases, a strong regional network is exactly what is needed. In others, a hyperlocal agency with deep cultural insight can make all the difference. That is why I believe the agencies that will thrive are those that bring together the strengths of all three — regional reach, local expertise, and strategic consultancy — while also being globally connected. To navigate the evolving landscape across Asian markets, clients need partners who can think strategically, act locally, and bring global exposure and connectivity. They will need to be flexible, collaborative, and able to plug into wider networks. Agencies that can flex across those dimensions — while staying close to the client — will be best placed to succeed over the next decade. 1. **What are the biggest shifts you’ve seen in talent expectations and agency culture — and what do you see next as Gen Z enters leadership ranks?** One of the biggest shifts we’ve seen is how talent now looks beyond just the job title or career path. People want purpose, flexibility, and a culture that supports wellbeing and personal growth. There is a stronger focus on mental health, work-life balance, and creating space for people to bring their whole selves to work. Agency culture has had to evolve — we’ve moved towards more open, collaborative environments that value trust and inclusivity. At SPRG, we strive to foster a workplace where younger generations can realise their strengths, express themselves freely, and contribute meaningfully. That’s why we launched “Grow with SPRG” — a training programme for future organisational leaders — along with internal exchange programme across our member companies that gives emerging leaders more exposure, interaction, and opportunity. We believe the new generation brings fresh perspectives, especially Gen Z. They are digital natives and socially conscious, quick to adapt to new tools and platforms. We’ve seen how they harness digital solutions to solve complex problems and bring innovation into the company. As they step into leadership roles, I think we will see even more emphasis on transparency, diversity, and authenticity. Agencies that embrace these values will be best placed to attract and retain top talent, and build a high-performing, people-centred culture. 1. **After three decades, what keeps you motivated, and how do you plan succession or continuity in a founder-led business?** What keeps me motivated, even after three decades, is the people—both inside and outside our group. I still find great energy in setting the strategic direction for the group, building meaningful relationships, and watch younger professionals grow into confident leaders. Thanks to our experienced management team, who run the PR business with dedication and excellence, I’ve had the opportunity to serve on over 100 boards, committees, and advisory roles across education, charity, religious, and public sectors. These roles give me a broader perspective and remind me of the importance of giving back. I taught for 30 years at the Chinese University of Hong Kong, and I’ve always believed in nurturing the next generation of PR professionals. That’s why we partner with universities across the region to offer internships, and why we’ve established scholarship schemes to support students pursuing communication and PR-related disciplines. Succession and continuity are essential in any founder-led business. At SPRG, we’ve built a culture rooted in mutual trust, where people are empowered to lead, express themselves, and contribute meaningfully. Our senior management team is remarkably stable — many have been with us for over 20 years or since their respective companies were founded. It is not just about passing on a title — it’s about building a team that shares the same values and vision. Their unique talents and perspectives have helped shape not just a regional PR group, but a community where we learn from one another, support each other, and grow together. 1. **How might independent networks like PROI help Asian agencies capture more global opportunities?** Independent networks like PROI Worldwide play a vital role in helping Asian agencies capture global opportunities. With 93 entrepreneurial communications firms across more than 65 countries, PROI offers a structured environment where agency owners connect to share insights, collaborate on client work, and develop joint business opportunities. Each partner is required to attend annual global and regional meetings, where we exchange market intelligence, discuss operational challenges, and share the latest industry trends. Over time, PROI partners have also developed genuine personal friendships — we often reach out to one another when visiting a partner’s market, which strengthens trust and deepens collaboration. Being part of PROI gives us access to a trusted network of experts worldwide. That means we can offer clients both local depth and global reach — supporting cross-border campaigns, navigating cultural differences, and delivering consistent messaging across markets. This independent network also allows us to work with the best local agency in each market — combining global reach with local excellence. Many award-winning campaigns are the result of this spirit of collaboration and shared expertise among partners. This kind of network also opens doors for talent development. Our team gets exposure to global perspectives, and we are able to share knowledge across borders. That is especially valuable as more Asian brands expand internationally and as global companies look to deepen their presence in Asia. ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Podcast: PRAXIS Asia-Pacific review with James Brasher & Joyce Liong URL: https://www.earned-first.com/podcast-praxis-asia-pacific-review-with-james-brasher-joyce-liong/ Last updated: 2025-11-03T15:37:25.000Z Recorded days after [PRAXIS Asia-Pacific](https://www.earned-first.com/praxis-asia-pacific/) in Singapore, this special Earned First episode —created in partnership with Finn Partners — explores what mattered and what’s next. Arun Sudhaman is joined by Finn Partners' leaders James Brasher and Joyce Liong to break down: - Moving comms from reactive “crisis saviour” to proactive strategy partner; - the in-house/agency handshake on data fluency, business acumen and learning agility; - Why credibility and empathy become the core currency in an AI-saturated ecosystem (avatars, disclosure, authenticity); - How corporate affairs leaders are reinventing roles, mentoring the next generation, and scaling consultancies without losing culture. If you care about measurement beyond vanity metrics, generational renewal, and building influence with the board, this is your field guide from Singapore’s PRAXIS debut. [PRAXIS Asia-Pacific review with James Brasher & Jo | RSS.com](https://rss.com/podcasts/earned-first/2305091/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/mena?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the Middle East's defining communications gathering — the inaugural edition of **PRAXIS MENA**, taking place ****3 Feb in Abu Dhabi**. Early bird discounts available now. [Register now ](https://www.praxisonline.world/mena?ref=earned-first.com) ### Fault lines in the Kingdom 🇸🇦 URL: https://www.earned-first.com/fault-lines-in-the-kingdom/ Last updated: 2025-10-30T05:00:03.000Z To Riyadh, where more than 3,000 people gathered for a creative festival unlike most others. Now in its third year, the Athar Festival's rapid expansion reflects the burgeoning ambition at play in Saudi Arabia — where new projects and ideas emerge at a rapid clip, seemingly unencumbered by the legacies that weigh down other markets. There is, accordingly, a sense of optimism and spirit that can seem mildly intoxicating, particularly amid the broader malaise that has enveloped the marcomms sector in other parts of the world. Few, at the festival at least, are visibly concerned about AI-fuelled automation, geopolitics or agency consolidation — these are just a few more factors that help determine a 21st century growth strategy. Saudi's economic potential has hardly gone unnoticed among PR firms, who have flocked to the Kingdom in recent years. But their experiences tell us something about the tensions that accompany the region's rise, providing a useful reminder that this industry's streets are rarely paved with gold. _This post is for subscribers only._ ### Podcast: The Hoffman Agency's Isabelle Demaude URL: https://www.earned-first.com/podcast-the-hoffman-agencys-isabelle-demaude/ Last updated: 2025-10-29T09:01:09.000Z The Hoffman Agency’s Isabelle Demaude joins Arun Sudhaman to explore why credibility has emerged as a crucial factor in the AI era. Drawing on her [PRAXIS Asia-Pacific](https://www.earned-first.com/praxis-a-p-earned-medias-currency-is-credibility/) panel, Demaude discusses how generative AI challenges authorship and trust, why earned media may be regaining influence, and how cultural intelligence is becoming essential for communicators navigating complex, multi-market realities. The conversation also tackles the tension between corporate conviction and caution in an era of polarization, and what humans still do better than machines: listening, reading the room, and earning belief through empathy and context. [Isabelle Demaude on credibility, culture and corporate courage](https://rss.com/podcasts/earned-first/2295569?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/mena?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the Middle East's defining communications gathering — the inaugural edition of **PRAXIS MENA**, taking place ****3 Feb in Abu Dhabi**. Early bird discounts available now. [Register now ](https://www.praxisonline.world/mena?ref=earned-first.com) ### PRAXIS A-P: Influence & leadership in the AI era URL: https://www.earned-first.com/praxis-a-p-influence-leadership-in-the-ai-era/ Last updated: 2025-10-27T03:34:07.000Z Artificial intelligence is no longer a distant disruptor. It is actively reshaping how influence is created, distributed, and consumed across Asia Pacific. Tools like ChatGPT and Google’s AI overviews are becoming gatekeepers of information, serving answers directly and bypassing traditional media channels. What once revolved around mass media and marquee voices has splintered into a fast-moving constellation of micro-communities, niche creators, newsletters and podcasters. Each operates with its own rhythm and rules of engagement. For brands and communicators, staying in tight legacy orbits risks irrelevance. Influence is decentralising faster than most can adapt, and AI is accelerating the shift. In Asia, in mobile-first markets like Singapore and India, younger users are already turning to AI platforms as their primary source of information and inspiration. So, how does this impact credibility and influence? “Consumers increasingly prefer genuine content over highly polished messages,” said Nitin Mantri, group CEO of Avian WE, in a session on Human & Machine Gatekeepers: Mastering Influence in APAC’s New Constellation, as part of [PRAXIS Asia-Pacific](https://www.earned-first.com/tag/praxis-asia-pacific/) in Singapore recently. “In other words, reach no longer necessarily means resonance.” This shift in credibility-building is especially evident in the focused independent platforms being built by media professionals, who have left established companies to strike out on their own. “These platforms blend trust, personality, and independence,” he added. “Brands have engaged them on both that credibility and the community (they have built).” This new influence also extends beyond media entrepreneurs to social media creators too, contended Mantri. “Social media influencers are not just entertainers… they are trust proxies,” he said. These creators are more deeply influencing decisions on subjects ranging from beauty products to politics, he added. In this rapidly changing environment, AvianWE has identified three “north stars” for companies to focus on to build their engagement and credibility. 1. Double code content for both humans and machines. Humans consume stories emotionally. Machines scan them logically. 2. Start testing and iterating a new media strategy for your brand, incorporating a “full constellation” of personalities and publications shaping trust today 3. The third guiding principle is focusing campaigns is “focused engagement” where you find niches and don’t need to “light up every star every time.” “If your strategy does not flex across humans and machines, personalities and platforms, you will be left out in space,” Mantri explained. While these tenets may help shape a company's influence and credibility, how do CEOs manage communication in the AI era? This was the topic of a compelling study by Sandpiper Communications. According to the agency’s research corporate leaders, mis and dis information and cyberattacks are the top concerns for organisations. “Almost everyone we surveyed is concerned about how AI will exacerbate existing issues and compound potential risks for organisations,” said Emma Smith, CEO, Sandpiper Communications. “As cyberattacks become more sophisticated with the help of AI, disinformation becomes harder to detect, discern and supress.” Organisations face several threats to their reputations, including CEO deepfakes and disinformation campaigns, and they need to respond rapidly. “Crisis comms plans will be an integral plan of digital security strategies, linking tech responses with stakeholder comms,” she added. Communications professionals will also be increasingly integrated with cyber security experts to manage reputational risks from these attacks. As they make this shift, communications needs to shift from a reactive to proactive approach to guard organisations from these cyber threats. “CEOs will also need to consider AI ethics,” Smith contended. “Communicating the impact of AI not only externally, but internally is becoming important, but is still being overlooked.” While corporate leaders may be confident in managing the potential reputational risks from the increasing use of AI, they may be underplaying the need for constant vigilance. “With AI we can’t just adapt for the day’s technological changes, we must be prepared for the (challenges of) tomorrow,” she added. To safeguard their reputation, business leaders must invest in understanding the constantly evolving world of AI, how new technologies can impact their organisations at all levels, and how they can optimise their operations. “But further, it is the upskilling that is key,” she contended. “Beyond the leadership is impacting every level of a business’ ability to deliver to customers, clients and other stakeholders and leaders must ensure they are investing … in those capabilities.” ### PRAXIS A-P: "Communicators can't just be tool pushers" URL: https://www.earned-first.com/praxis-a-p-communicators-cant-just-be-tool-pushers/ Last updated: 2025-10-26T03:30:57.000Z The rise of AI has redrawn the communications playbook, creating a sharp divide between what machines can execute and what only humans can interpret, panellists at [PRAXIS Asia-Pacific](https://www.earned-first.com/tag/praxis-asia-pacific/) in Singapore earlier this month warned. It has already become evident that the rise of AI poses the greatest threat to certain types of jobs. "I think, put simply, the jobs that are repetitive, the roles that are rules-oriented, that are routine, are the most exposed to this revolution," said Hin-Yan Wong, EVP strategic planning and head of Asia-Pacific analytics and intelligence at Weber Shandwick. "I think if a task can be done through prediction, that patterns can be codified, then actually the job can be done faster, probably quicker, and definitely at scale \[by AI\]." Given the rapid rise of AI, what kind of job descriptions can be saved from the machine? "Our value shifts to what machines still struggle with, judgment, creativity, empathy, ethics and relationships, "added Wong. As AI cuts a swathe through traditional job roles in the communications sector, speakers said people needed to rethink their career path. "When AI enters the picture, people don't just ask, what can you do for me?, "asked Wong. "People will ask, what does it mean? What is my role? How can I contribute? Can I trust this change? And most important of all, will I still belong here. Jessica Uhlmann, vice president of employee engagement and transformation at the Weber Shandwick Collective explained that in the future, AI agents and human employees would co-exist. "AI owns the routine. Humans bring credibility, creativity, accountability (as part of) their irreplaceable value," she said. As people seek to survive and thrive in this AI revolution, Wong of Weber Shandwick argued that they must look beyond the utility of AI platforms and consider the deeper human motivations and behaviours. "We need to start thinking about humans, how they think, how they behave, what truly motivates them. Our role as communicators can't just be tool pushers flogging platforms," she said. "It's really about guiding people through the transformation, messiness, challenges \[and\] occasional flat-out ugliness." Part of the challenge with AI is intrinsically human — the inertia to change. "The natural impulse, a lot of the time, isn't going to be straight, outgoing and wanting to chase really shiny rewards … \[it is\] going to be protecting what they already have and making sure they don't lose something that they really value today." Rather than being viewed as a career killer, Uhlmann said these tech tools could empower people. "We can position AI as a tool that enables employees to take charge of their careers \[and\] bolsters those unique human skills, we can inspire employees to see AI as a way to increase their impact," she added. Companies could introduce champion networks and super users who guide and serve as role models for their colleagues in adopting AI. As people worry about the future of their jobs, some executives also suggest that they look beyond their core capability and develop a secondary skill set. "We need to have this thing called primary skill set and secondary skill sets," said Robin Chang, Asia-Pacific GM at W Communications. "It is not only enough just to do your realm of PR very well, your media pitching, your press release pitches, your interview opportunities, your buying. You also need to recognise that there's this bit about secondary skill sets." As people increasingly compete with machines for jobs, they must demonstrate their ability to offer multiple skill sets to current and future employers. In this uncertain environment, it is essential for employers to carefully consider how they structure their teams, according to chief marketing officer for LAC, Evelyn Teo. Firstly, companies must be comfortable with the idea that people have varied career ambitions and paths. Then they need to identify people who need development, weed out those who don't fit, and establish their people plans. "First, the current team has to secure in order to attract new talent," she said. "I think this insecurity will then lead to them hiring sub-par teams, which is not helpful for an organisation." ### Run towards the fire 🔥 URL: https://www.earned-first.com/run-towards-the-fire/ Last updated: 2025-10-21T07:45:48.000Z In an increasingly atomised world, there is immense value in community. That might have been my overriding takeaway from the inaugural Asia-Pacific edition of [PRAXIS](https://www.earned-first.com/tag/praxis-asia-pacific/), held successfully at Singapore’s stunning National Gallery last week. In truth, though, there were many lessons, ideas and provocations, as you might expect from an event that brought together 200+ communicators and PR pros for a day of discussion, debate and recognition. If there was one more notion that helped me understand the direction of PRAXIS conversations, it involved ‘running towards the fire’, an idea that will not be unfamiliar to issues management veterans. A refreshing level of honesty meant that neither speakers nor delegates shied away from the inexorable challenges that confront the communications sector, even as public relations becomes increasingly indispensable. In a bid to bring that notion to life, I’ve summarised what the event tells us about four themes that are reshaping the communications sector. Those of you that attended may well feel that I missed something. You are more than welcome to let me know, while I’ve also rounded up all of the [PRAXIS session coverage and photos](https://www.earned-first.com/tag/praxis-asia-pacific/) here and within this newsletter too. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### PRAXIS A-P: Communicators face 2030 reality check URL: https://www.earned-first.com/praxis-a-p-communicators-face-2030-reality-check/ Last updated: 2025-10-21T06:45:18.000Z New research from Zeno Group, unveiled at PRAXIS Asia-Pacific, set the stage for a candid discussion on how AI, automation and shifting skills are reshaping communications — and how teams can prepare for what’s next. _This post is for subscribers only._ ### A-P Consultancy Performance Index: Scorecards & analysis URL: https://www.earned-first.com/a-p-consultancy-performance-index-scorecards-analysis/ Last updated: 2025-10-20T12:08:16.000Z This week's announcement of the 2025 [Asia-Pacific Index Champions](https://www.earned-first.com/asia-pacific-consultancy-performance-index-2025-champions-revealed/) marked the culmination of a research exercise that benchmarked and recognised the industry's most impactful and innovative PR firms, from more than 50 Asia-Pacific submissions. Firms were evaluated across five key performance areas: Business Performance (25%) | Client Impact & Outcomes (25%) | Innovation & Thought Leadership (20%) | Team & Talent (20%) | Industry Leadership (10%). Top performers were [shortlisted](https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/) in three categories — with **Index Champions** reflecting the highest scores in each particular category. Please find below full scorecards for all shortlisted consultancies, accompanied by analysis for the top 13, reflecting the depth of insight and transparent benchmarking that Earned First aims to bring to PR consultancy evaluation. [Five forces shaping Asia-Pacific consultancies in 2025Behind the shortlist lies the bigger story: five trends that reveal how Asia-Pacific consultancies are evolving in a volatile, AI-driven, geopolitically charged market.![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/icon/earnedfirstn-Logo-Mark---AutumnGold-6.png)Earned FirstArun Sudhaman![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/thumbnail/Swirling-forces-Asia.jpg)](https://www.earned-first.com/five-forces-shaping-asia-pacific-consultancies-in-2025/) **Index analysis also helps us understand industry trends at play in Asia-Pacific* _This post is for subscribers only._ ### PRAXIS A-P: "Earned media's currency is credibility" URL: https://www.earned-first.com/praxis-a-p-earned-medias-currency-is-credibility/ Last updated: 2025-10-17T03:59:32.000Z With more than 400 AI-generated images created every second, communications professionals confront an unprecedented credibility challenge: fake CEO portraits, fabricated financial documents, and synthetic content that can upend corporate reputation overnight — all while navigating a splintered influence landscape that fragments messaging strategies across markets. But, at PRAXIS Asia-Pacific in Singapore earlier this week, Bytedance Asia communications head Puneet Pal Singh asked the industry to consider credibility as earned media's core currency, and should be wielded as such. "What you can buy with it is trust, what you buy is belief. Are there enough people that you can convince about your credibility that are willing to defend your brand when you're not? That's employee sentiment and engagement. That's your repeat customers. That's your net promoter score," he added. "That's your people standing up for you in rooms where you are not present." To do that, says LinkedIn Asia and Japan communications head Alisa Chopard, a combination of empathy and intelligence is crucial as the influence landscape changes. "I think that empathy is a very, very important skill, because it helps us listen to what our consumers, our stakeholders are saying, understand their concerns, their challenges, and then respond in a way that addresses that," she contended. "That's how you come across as authentic." "I think we need to take a step back and detach the AI piece from the credibility piece," added Singh of Bytedance. "When you think of the profession, the things that define our credibility haven't changed. At the end of the day, we build, enhance and protect reputations. That's the job. What you say has to be factually correct. How you deliver has to be relevant to your audience. Then, how the company shows up and what you say is what defines your credibility. That will never change." However, ensuring your organisation sounds and behaves in an authentic and credible manner is especially challenging in a region like Asia, argued panel moderator Isabel Demaude, head of executive training and development at The Hoffman Agency. "Asia-Pacific is a landscape, but it's 50 countries or so within this region, all with very different beliefs, cultural systems, religious systems, etc. And so we know that when we're trying to build credibility in Asia-Pacific, it's going to look very different no matter where you can go," she explained. Despite being such a heterogenous region, Lenovo Asia-Pacific communications leader Stephanie Yu advocated for consistent messaging to ensure authenticity and build trust. "(Companies must ensure) their messaging has a certain consistency to really make sure our limitations are viewed and received consistently across the board," she added. While tightly controlling the content pipeline and using your own channels to deliver it to your stakeholders might have its advantages, the market is moving away from this linear approach, said Chopard of LinkedIn. "I think that we are seeing a shift where people are starting to rely more on other people, their opinions, their insights," she said. "I think the question then becomes, how do we utilize community voices, experts, creators to sort of champion our brands for us?" Singh believes this shift is reshaping earned media, even as people contend with skyrocketing rates of content delivery. "You have to earn the credibility through third party, independent voices… I definitely haven't had this discussion earlier." ### PRAXIS A-P: "No perfect solution" to geopolitical complexity, say public affairs leaders URL: https://www.earned-first.com/praxis-a-p-no-perfect-solution-to-geopolitical-complexity-say-public-affairs-leaders/ Last updated: 2025-10-16T12:01:47.000Z Given the world's increasing geopolitical complexity, it may be impossible for companies to find solutions that please all sides, heard delegates at PRAXIS Asia-Pacific earlier this week, during a panel that discussed Asia's rising influence amid geopolitical turbulence. "There is no perfect solution, because ultimately they may just need to choose which is the most important government to us," argued Douglas Dew, regional MD of corporate and public affairs at Burson, in response to a question on how companies can navigate competing governmental demands. "Maybe we are going to have to pay a price in one market, because we can't simultaneously satisfy all of these different places." By 2030, Asia could account for four of the five largest economies worldwide. After a period of economic frost, China, the region's top market, is being courted with fresh purpose, but equally, Asia is becoming a splintered and multipolar market. The rise of technology nationalism, furthermore, presents new challenges for public policy professionals walking a tightrope between global consistency and local demands. "There's never been a more important time to be both global and local," said Claudia Chan, senior director of public policy, Asean and South Pacific, for Coca-Cola. For public policy practitioners, this means taking a more nuanced approach to the advice they provide to management. "We are increasingly seeing that there's a need to adapt the narratives, not just to every region, but to take a more data-driven and smart approach to the changing circumstances externally," she added. A key challenge in the public policy sphere is to help companies identify areas of strength in the countries they operate in or wish to enter. Identifying these opportunities is especially true in an [increasingly multipolar world](https://www.earned-first.com/america-first-reputation-next/), where old strategic boundaries have been redrawn. For example, China has established a strong presence in emerging markets such as artificial intelligence, while smaller countries in Asia, including Singapore, Japan and Korea, are also carving out their own distinct identity. "When you're a business which is global, and you're trying to operate in this multipolar world… it becomes a challenge to figure out how you clearly position who you are, what you do, and why that matters," says Sanjay Nair, global marketing co-lead at BCG. "Specifically on AI… …you know what kind of compliance and regulatory mechanisms you have put in place, what kind of governance… there is no one-size-fits-all (approach)." Accordingly, he noted, there is a crucial opportunity for professionals to prove their global relevance to HQ, by demonstrating a sophisticated understanding of the regions and countries in which they operate. But how do companies unlock these local nuances, while AI is beginning to dominate the information landscape? According to Dew, having a presence on the ground is essential to secure market and country-specific opportunities. "Engaging with governments and think tanks and employees and others," he explained. "So they can really get a visceral sense of things going on, and meeting with leading Asian companies and getting a sense directly of how strong and innovative they are." In the last couple of years, America's largest companies, whether Amazon or Starbucks or Apple or Coca-Cola, are being challenged to navigate a range of geopolitical currents in Asia. While many are keenly aware of the economic opportunities that Asia offers, their initiatives have faced customer boycotts, retaliatory tariffs and uneven regulatory regimes, all while their own government touts [its America First stance](https://www.earned-first.com/america-first-reputation-next/). "It's more the risks from regulators and governments who are playing the geopolitical chessboard and that kind of tit-for-tat dynamic, said Dew, pointing out that geopolitical scenario planning has risen rapidly in importance. Public policy professionals, for example, may need to help their clients determine investment priorities from a market perspective. Apple, for instance, has stayed committed to India despite the looming threat of retaliatory tariffs, while Starbucks has had to negotiate diving boycott-related issues in such places as Indonesia and Malaysia. Chan contended that companies need to take a hard-nosed approach to managing these geopolitical risks. "I think fundamentally at times, we need to take a step back and tell governments that we are ultimately businesses," she said. However, she noted that this does not preclude the opportunity to develop strong partnerships in specific markets, by harnessing ground-level insights. Coca-Cola, she noted, helps clean up rivers, rejuvenate nature reserves and ensures these initiatives are communicated to governments, communities and consumers. "Whether this is a sunny day or stormy day, you have to continue to show up for your consumers and their stakeholders, where they know you are reliable." These high stakes, continued Chan, mean that public policy professionals must "never, ever wait for a crisis…there are organisations or certain groups that will be impossible to convert, because their role is to speak up against you and to respect that, not that we agree with it," she explained. "But then you have to make sure that those who love you continue to love you \[and\] those who are neutral you need to convert." However, even this human-centric approach to crisis management may be called into question by the rise of agentic AI, which is likely to cause further upheaval in Asia's reputation landscape. "You can't say, I don't know, blame the machine. How do we explain how the machine was trained? What were the operating principles, why this happened?" said Nair. Crisis playbooks may need updating to include the impact of AI agents. "What is the playbook for that, and how do companies react to that? That is a real, immediate future that is coming our way, fast." ### PRAXIS A-P: How communicators become business leaders URL: https://www.earned-first.com/praxis-a-p-how-communicators-can-become-business-leaders/ Last updated: 2025-10-16T02:27:12.000Z Dr Bicky Bhangu OBE has served in senior global roles at blue-chip companies such as Rolls-Royce, sat on dozens of boards and, in keeping with the times, advises startups too. He’s witnessed corporate upheaval, had a ringside view of the rise of artificial intelligence and witnessed geopolitical turmoil unravel worldwide. Now, he believes these shifts will have a profound impact on the communications industry and the role of communicators. “We need to really distil back to what does that actually mean,” Bhangu, who is president of the United Nations Global Compact Network, Singapore, said in a keynote conversation with Earned First founding editor Arun Sudhaman at the inaugural PRAXIS Asia-Pacific in Singapore. “What does it mean for my business, for my organisation, for my product or the service that I'm taking to the market, and what does it mean for the country that I'm operating in?” From operating at global or even regional levels, companies and communicators now must manage local nuances to make a truly significant impact. And do this as the ground shifts beneath their feet. “We're seeing a huge amount of technology disruption,” he says. “Because of the huge amount of data and the analytics… you've got a lot more data, which means you've got a lot more insights.” However, Bhangu argues that communicators can no longer afford to lean on these insights to provide only reactive counsel to their clients and management. “When we look at comms, there is a huge amount of legacy that exists within organizations. Comms is seen as a crisis management savior. That legacy does still exist. We wait for things to go wrong and then tap into the comms team and say, can you help us correct that? And we've got to shift that conversation from reactive to proactive.” He also admitted that comms functions, as we have seen in the current economic environment, are often among the first to attract attention when restructuring is called for. “Comms is the first department that gets scrutiny; then it gets offshored into agencies who support bringing those insights in.” To stay relevant, communicators must adopt a more strategic and proactive approach. Corporate affairs should be integrated into a company’s strategy during its development, rather than as a response to existing plans. Using the wealth of data and insights available to communicators, he issued a challenge to attendees. “Are we efficient enough to actually bring that information in and distil it into a language that is understood by the businesses?” Bhangu explained what that translation looks like in practice: “We’ve got to find the right language, the right tools, the right areas to be partnered with, whether it's in strategy, whether it's in sales, whether it's in commercials.” To be truly impactful, he says, communicators need to work more closely with other functions. “The ones who sell effectively … are the ones who actually capitalise on the partnership with comms and position themselves (correctly) in the geography and then chase sales.” To do this, communicators can no longer sit on the sidelines but need to embed themselves into business, in particular sales and strategy teams to drive conversations proactively forward. “Embedding that into strategy plays a big part and I don't think we do enough of that today,” he added. “I feel we need to move away from thinking of business continuity to business modeling and business resilience," continued Bhangu. "What needs to be in place is a much more resilient strategy — that needs inputs and conversations with comms embedded into that strategy when it's being developed. Not 'here's a strategy, help us execute it'.” The most effective companies are those that capitalise on partnerships with their communications teams and work together to position themselves strongly in the market. “The ones who sell effectively in countries are the ones who actually capitalise on the partnership with comms — they work with comms to position themselves in that geography before they go for the sales. You don’t go for the sales and then build a reputation afterward. The sequence matters,” Bhangu said. However, business teams demanding deeper data and insights from communications teams, rather than relying on vanity metrics. Accordingly, argued Bhangu, the measurement suite must change: “We used to report how many hits we got or how many good likes we got or you know which geography likes our product," he said. "We need to actually take the data, take the competition's data, distil it down into insights that are aligned with the strategy of that business or the function or that company.” Communications plans then need to be both proactive and data and insights-rich. “Communicators need to develop the ability to look around corners.” ### Asia-Pacific Consultancy Performance Index 2025 — Champions Revealed 🏆 URL: https://www.earned-first.com/asia-pacific-consultancy-performance-index-2025-champions-revealed/ Last updated: 2025-10-15T08:19:24.000Z Yesterday, at PRAXIS Asia-Pacific in Singapore, we revealed the Index Champions across Asia-Pacific in our inaugural Asia-Pacific [Consultancy Performance Index](https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/). This announcement marked the culmination of a research exercise that benchmarked and recognised the industry's most impactful and innovative PR firms, from more than 50 Asia-Pacific submissions. Firms were evaluated across five key performance areas: Business Performance (25%) | Client Impact & Outcomes (25%) | Innovation & Thought Leadership (20%) | Team & Talent (20%) | Industry Leadership (10%). Top performers were [shortlisted](https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/) in three categories — with **Index Champions** reflecting the highest scores in each particular category. _This post is for subscribers only._ ### PRAXIS A-P: “It’s all about wanting proof, not promises” URL: https://www.earned-first.com/praxis-a-p-its-all-about-wanting-proof-not-promises/ Last updated: 2025-10-15T06:47:40.000Z Across industries, corporate affairs teams are being restructured, merged, or redistributed — even as expectations rise. Yet at PRAXIS Asia-Pacific, senior communicators reframed this disruption not as decline but as opportunity. In a conversation led by APACD president and Haleon corporate affairs head Shweta Shukla, a panel of corporate affairs heavyweights described a function moving from the margins of messaging to the centre of business strategy. “It’s all about wanting proof and not promises,” said Heineken corporate affairs chief Erin Atan. “Never before have we been on the frontline so much — with trust, with ESG. The importance of corporate affairs in regulated industries is becoming even more pronounced.” For her, the function’s relevance now lies in quantifiable contribution. “One of our STIs is revenue per hectolitre,” she added. “This is really about corporate affairs impacting the P&L … it’s no longer communicators, it’s not just shapers.” Mae Loon, corporate affairs head at Airwallex, argued that this accountability demands broader ambition. “The job description is not the job,” she said. “Think about the buckets you want to influence. There’s an opportunity to align sales with what you are doing — are you opening doors for business, and then closing the door to make sure the deals close?” Corporate affairs, she suggested, can and should affect commercial outcomes directly. For Kellanova corporate affairs senior director Rimmi Harindran, reinvention also requires personal evolution. “We’ve evolved from being the voice keepers to internal sirens,” she said. “We are in a role that is enabling strategy and building resilience in a high environment of change. I also feel we’ve evolved as people, because working in change it’s not about having control — but also losing control.” That human dimension, she added, is integral to sustaining credibility in volatile contexts. All four speakers stressed that the modern corporate affairs leader must be as fluent in numbers as in narratives. “Be fluent in finance, be fluent in the business,” said Loon. “If I walked into any exec meeting and didn’t know the numbers on non-performing loans, I couldn’t walk in.” Atan was unequivocal: “You have to be fluent in ESG. You have to be data fluent. If there’s one key thing that is non-compromised, it’s data. Corporate affairs people tend to be great storytellers — but you’ve got to learn data really, really well because it helps you assess and analyse stakeholders’ signals.” Metrics, Harindran added, must also expand beyond social engagement to capture strategic value. “Imagine if you are able to link qualitative aspects with quantitative indices,” she said. “That’s really the ultimate way we would like to measure — licence to operate, talent retention, stakeholder engagement.” Atan summed up the complexity of this shift: “We are schizophrenic — part strategist, part influencer, part storyteller. You have to be fluent in policy, in ESG, data fluent.” Rather than seeking stability, Loon argued, practitioners should embrace agility. “I wouldn’t redesign it,” she said. “I would encourage everybody to flex with change. Be really agile, have a growth mindset. This function is going through a lot of change — every company has their own version of what they want from corporate affairs. As a function, let’s support everyone.” That flexibility, said Harindran, should extend to redefining purpose itself: “It would be good to reframe the purpose from reputation owners to a function that drives impact, trust and builds resilience. The minute you transform the purpose of the function, it changes the way you hire. I like to imagine ourselves as resilience engines.” The importance of generational renewal cannot be understated either. “It’s not about reshaping corporate affairs. But I would invite communicators to think about how you are building the next gen as leaders. How are you exposing them to all of this — really important, can’t-be-taught-in-school opportunities. Are we doing enough to bring the next gen to the table?” Harindran added that the next phase of capability-building will come from lived experience and simulation, not instruction alone. “All of us have evolved in our careers,” she said. “We did have the grounding, but we evolved with real-life experiences. These days with AI and technology, there are many more opportunities to build simulations in crisis handling and stakeholder management. With the help of industry, bringing some real-life examples to the forefront and giving hands-on experience would help the teams.” Ultimately, the panel offered a measure of hard-earned optimism. Corporate affairs can and should be redefined by strategic integration, but this shift can only be measured in terms of value creation. At a time of relentless change and scrutiny, the function’s relevance will depend on proving its impact. ### Podcast: Precious founder Lars Voedisch 🎙️ URL: https://www.earned-first.com/podcast-precious-founder-lars-voedisch/ Last updated: 2025-10-09T06:23:21.000Z In this episode Arun Sudhaman speaks with Lars Voedisch, founder and CEO of Singapore-based Precious Communications, who explains how a startup mindset, regional expansion and a business-first approach to communications built his agency to 100 people across eight markets. We discuss the practical playbook for scaling in Southeast Asia, why global networks are ceding the mid-market, how AI is reshaping the execution/strategy split, and where Precious is betting next. Voedisch gives tactical advice for new agency founders — land, prove execution, then expand — and argues the future winners will be those who move from campaign work to business advisory. [Lars Voedisch on building a regional agency in Sou | RSS.com](https://rss.com/podcasts/earned-first/2260394/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the region’s defining communications gathering, joining more than 20 partners and 190+ registered participants already. Discounts available via your national/professional association. ****PRAXIS Asia-Pacific**, 14 Oct at Singapore's National Gallery. [Register now ](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ### India’s IPO darlings need to deliver narratives, not just numbers 📈 URL: https://www.earned-first.com/indias-ipo-darlings-need-to-deliver-narratives-not-just-numbers/ Last updated: 2025-10-08T08:43:50.000Z *Delhivery is executing a sophisticated, multi-pronged strategy: acquiring Spoton for B2B logistics, integrating Ecom Express for tier-2 and 3 India, launching rapid commerce for two-hour deliveries and using AI tools like RTO predictors for D2C clients. Yet this vision disappears in earnings calls. Instead of owning "India's commerce infrastructure platform," investors hear line items like "Express Parcel revenue grew 7% YoY." Instead of reframing the quick commerce challenge as a major opportunity for “speed-as-a-service,” the responses are defensive.* *The result: a company building a platform is valued like a courier. Despite 67% profit growth and strong operational improvements, Delhivery's modest +3.54% annual gain and volatile stock range (₹236-₹485) reflect investor confusion, suggesting they can't agree on the company’s worth due to an unclear long-term story.* Delhivery is not the only one suffering post-IPO blues, with missing narratives. Ola Electric and Ather emphasize manufacturing metrics over their role electrifying India's transportation. Cello World, despite changing the food storage solutions, presents itself with only manufacturing metrics rather than its role in transforming Indian kitchen experiences. Inox Green Energy's communications focuses on capacity addition and power generation numbers rather than articulating contribution to powering India's clean energy infrastructure for climate leadership. These companies are missing the fact that earnings calls are no longer just compliance rituals. _This post is for subscribers only._ ### Edelman names new president as Matt Harrington becomes executive vice chairman URL: https://www.earned-first.com/edelman-names-new-president-as-matt-harrington-becomes-executive-vice-chairman/ Last updated: 2025-10-06T14:47:46.000Z Edelman has named Mainardo de Nardis as global president and chief operating officer, as Matthew Harrington moves into a new position as executive vice chairman. In addition, the firm has elevated Brian Buchwald to the newly-created role of president, global transformation and performance. Harrington, who has spent 41 years with Edelman, has been COO since 2012, adding global president duties in 2019\. After requesting to focus on client work, his executive vice chairman role will see him concentrate on strengthening relationships with Edelman’s largest global clients. Reporting to CEO Richard Edelman, de Nardis becomes responsible for operations, large clients, geographies and integration. The advertising veteran previously served as executive vice chairman of Omnicom Media Group and CEO of OMD Worldwide, global CEO of Aegis Media, and CEO of MEC at WPP. Since leaving Omnicom seven years ago, he has focused on advisory and investment in the adtech sector, and has also been a member of the DJE Holdings group board for more than five years. _This post is for subscribers only._ ### Why communication makes or breaks transformation | Partner Content URL: https://www.earned-first.com/why-communication-makes-or-breaks-transformation-partner-content/ Last updated: 2025-10-03T04:31:28.000Z In a monthly column called ***Independents' Day***, Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In our second instalment, we talk to 24/7 founding partner and CEO Dirk Aarts about PROI's new [Transformation Readiness Index](https://www.proi.com/transformation-report?ref=earned-first.com), which examines how organisations lead and communicate through transformation. The study includes quantitative and qualitative research from 650 business professionals and 25 senior transformation experts in over 30 countries. **1\. While communication is highly valued by business leaders, with 97% considering it important for transformation success, only 27% of transformations are rated as truly successful, indicating a significant gap in effective implementation. What are the most significant underlying reasons for this persistent disconnect in business transformations?** The problem is rarely that leaders don’t value communication. They clearly do. The disconnect comes from underestimating what it takes to turn communication into a disciplined practice. Too often, companies launch transformations without a communication strategy at all – one in three projects starts this way. Leaders have often been debating a change for months, but for employees the announcement is sudden. What feels like a logical step at the top feels like disruption below. On top of that, communication is still handled too rationally. Leaders explain the 'what' and 'why,' but they fail to create an emotional connection. Storytelling, dialogue, and empathy remain underused. That’s why so many employees feel talked at rather than brought in. In short, communication is treated as a support function, when in reality it is the engine that makes transformation stick. **2\. The study identifies middle management as an 'underused communication asset' and a 'missing link', noting that their support and communication effectiveness often lag behind. There’s also a disconnect between general management and communication functions regarding middle management’s capabilities. What strategies have you seen succeed in empowering middle managers to become more effective communicators and facilitators of change?** Middle managers are the ones employees look to every day, yet they are the most overlooked group in transformations. Our research shows only half of communication leaders believe they convey goals effectively. In practice, many managers receive a deck of slides and are expected to cascade messages, without training or ownership. The companies that succeed flip this dynamic. They treat middle managers as co-authors of change, not just couriers. That means giving them toolkits, not just content. Provide conversation guides and answers to tough questions. It means creating safe spaces for managers to process their own doubts before they face their teams. And it means recognition: holding them accountable but also rewarding them as transformation enablers. Microsoft is a good example. When Satya Nadella reframed the company around a 'growth mindset,' the shift didn’t happen because of slogans, it happened because thousands of managers were coached and empowered to lead those conversations in their teams. That’s where culture really changed. **3\. The report repeatedly highlights the importance of human factors such as trust, empathy, and sensitivity to cultural differences, noting they are often overlooked. How can organisations ensure empathy and emotional intelligence are embedded into their transformation communication strategies, particularly when navigating employee resistance, uncertainty, or diverse cultural contexts?** Empathy in transformation isn’t a 'soft' add-on, but it’s a hard success factor. People don’t resist change because they’re stubborn; they resist because they fear loss. In our study, experts described 'competence grief' – the sense of mourning when your skills or role are suddenly less relevant. Unless leaders acknowledge this openly, resistance festers. The best organizations build empathy into the process itself. They run listening tours before announcing big changes. They tailor messages to cultural realities rather than pushing one-size-fits-all communications. They coach leaders to role-model vulnerability – admitting their own doubts or learning curves. Some companies create rituals that make empathy visible: regular 'ask me anything' sessions with executives, cross-cultural dialogues before a global rollout, even symbolic gestures of recognition for teams most affected by change. These aren’t side activities — they’re what create trust, and trust is the currency of transformation. **4\. A notable finding is the 'transformation paradox,' where internally focused transformations (eg personnel and culture) receive the lowest scores in internal employee engagement, while externally focused ones (eg customer experience) score significantly higher in these internal engagement areas.** **Why do you believe this paradox exists, and how can communicators help organisations boost internal engagement specifically for transformations focused on internal aspects like culture and personnel?** The paradox exists because employees instinctively connect with customer-facing goals. 'We’re improving the customer journey' feels concrete and energizing. 'We’re changing our culture' feels abstract, or worse, like a coded message for cost cuts or control. That’s why internally focused transformations so often struggle with engagement. Communicators can break the paradox by making the internal external. A cultural transformation should never be sold as an HR project; it should be framed as business-critical. For instance: 'To win in digital, we must become more collaborative – our culture is the enabler.' Purpose is the bridge. When people see how culture connects to customer impact, they lean in. **5\. The study finds that communication monitoring and metrics are often underused. Yet, continuous assessment and adaptability are crucial for success. What are the most effective ways organisations can implement feedback loops and monitoring mechanisms without overwhelming employees or leadership, and how can these insights be reliably translated into tangible communication adjustments?** Monitoring often fails because organizations either do too much – endless surveys no one reads – or too little. The answer is simplicity and visibility. Short, regular pulse checks combined with qualitative listening sessions are far more effective than annual mega-surveys. Employees should be able to answer two or three quick questions: 'Do you understand the change?' 'Do you trust leadership on this journey?' That’s enough to flag red or green zones. Crucially, the feedback must be acted upon visibly. If employees give input and nothing changes, fatigue sets in. In transformations, data may not be the bottleneck. Willingness to adapt is. The best communicators don’t just measure – they show they’re listening by adjusting the message, the channel, or even the pace. **6\. With 'transformation being the new norm' and the increasing 'pace of change' in a 'digital world' where conversations are constant and public, organisations face an evolving landscape. How can communication strategies be designed not just to react, but to proactively anticipate and effectively navigate continuous, unpredictable change in this environment?** We’ve entered an age where transformation is no longer a project with a start and end date – it’s the operating context. That means communication strategies must shift from campaign mode to continuous mode. Proactive organizations use three levers: - Scenario readiness: Preparing narrative playbooks for likely shocks, from regulatory shifts to AI disruptions. - Always-on listening: Real-time monitoring of sentiment inside and outside, so leaders aren’t surprised by emerging resistance or reputational risks. - Agile comms teams: Small, empowered groups that can change tone and channel at speed, more like newsrooms than corporate functions. Grayling’s 2025 trends report makes the same point: speed and agility in communication are now survival skills. If crisis readiness used to be optional, it’s now the standard for all transformation communication. **7\. The report points out that while leaders communicate the reasons for change, they often fall short in using storytelling to build emotional connection and clarity. What are some proven best practices for crafting compelling transformation narratives that resonate deeply with employees and stakeholders, and how can leaders be better equipped to utilize storytelling effectively?** Facts explain, but stories inspire. Our research shows most leaders are comfortable explaining the rationale – 76% do it – but barely half use storytelling to bring it alive. The most compelling transformation narratives follow three rules: 1\. Start with the 'why' – link the change to a higher purpose, not just metrics. 2\. Make it human – show how it impacts a customer, a patient, a colleague. 3\. Show vulnerability – when leaders share personal stories, even mistakes, employees believe them more. In our survey, one CEO told his company’s story not through charts, but by admitting his own doubts and explaining how he’d changed his leadership style during the process. That authenticity created far more conviction than any formal strategy document. Communicators can help leaders here by coaching, not scripting. Give leaders the space to find and own stories in their own voice. The result is not polished perfection but authentic connection — and that’s what moves people. ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Southeast Asia's newest PR hub finds gains & growing pains URL: https://www.earned-first.com/southeast-asias-newest-pr-hub-finds-gains-growing-pains/ Last updated: 2025-10-02T10:45:06.000Z When it comes to Asia's tiger PR economies, the Philippines has not always set pulses racing. The country has rarely been prioritised by global PR networks, with most choosing to affiliate with local players. The handful that did establish owned operations in the Philippines, like Weber Shandwick and FleishmanHillard, have scaled back their presence considerably — focusing their resources on the comparatively brighter lights of surrounding countries in Southeast Asia. It would not be stretching the truth to say that Singapore, Indonesia, Thailand, Malaysia and even Vietnam have all attracted more interest from major PR networks over the past decade. But this end of the market is no longer the only barometer by which markets are judged. And that observation is brought into sharp relief by the remarkable procession of Singapore-headquartered independents that have made a beeline for the Philippines in recent months and years. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### 2 weeks to go: PRAXIS Asia-Pacific in Singapore URL: https://www.earned-first.com/2-weeks-to-go-praxis-asia-pacific-in-singapore/ Last updated: 2025-10-01T02:30:38.000Z In just two weeks, the acclaimed **PRAXIS Summit** makes its international debut with **its** [**inaugural Asia-Pacific edition**](https://www.praxisonline.world/apac?ref=earned-first.com), on **14 October at the National Gallery Singapore**. This landmark event brings together senior leaders, global agencies, and regional innovators under the theme *Communications at the Crossroads*. Join our movement to elevate communications as a strategic driver across Asia-Pacific. [Programme highlights](https://www.praxisonline.world/apac?ref=earned-first.com#schedule) include: - **Communications at the Top Table** — **Dr. Bicky Bhangu OBE** on how communicators can claim and keep their seat in the C-suite, sharing lessons from his leadership at Rolls-Royce. - **2030: Are You Ready?** — **Heidi Ashley** (HSBC), **Bridgit O'Donovan** (Meta) **Thomas Bunn** (Zeno) & **Barby K. Siegel** (Zeno) on the forces reshaping communications, debuting new research on AI, influence & the skills required for the next decade. - **Asia’s Power Pivot** — **Sanjay Nair** (BCG), **Claudia Chan** (Coca-Cola) & **Douglas Dew** (Burson) on managing reputation and opportunity as Asia surpasses 50% of global GDP. - **From Pressure to Proof** — **Mae Loon** (Airwallex), **Rimmi Harindran** (Kellanova), **Erin Atan** (Heineken) & **Shweta Shukla** (Haleon), on whether corporate affairs is eroding or reinventing itself under pressure. - **CEO Communications in the AI Era** — **Emma Smith** (Sandpiper) unveils research on how CEOs and comms teams align in an AI-driven world. - **Beyond the Noise: Why Credibility Is PR’s New Superpower** — **Stephanie Yu** (Lenovo) & **Isabelle Demaude** (Hoffman) on why trust and relationships matter more than volume. - **Human & Machine Gatekeepers** — **Nitin Mantri** (WE Communications) on navigating decentralised communities and AI-powered search engines as the new arbiters of influence. - **AI or You: Who Really Deserves the Job?** — **Hin-Yan Wong** & **Jessica Uhlmann** (Weber Shandwick) on how communicators can help organisations adapt to AI’s disruption of work. - **Evolving Consultancies: Growth, Transformation & Exit Paths** — **George Kypraios** (Yefira Group), **Lina Marican** (Mutant Communications) & **Sheetal Sandhu** (Stephenson Harwood) on building, scaling, and exiting agencies in a changing market. - **The Talent Tussle: Winning and Keeping Asia’s Next-Gen workforce**: **Evelyn Teo** (LAC Global) & **Robin Chang** (W) on what it takes to strike the right balance in leadership for a new generation of talents young and old. - **Earned First Index Champions 2025** — unveiling the consultancies setting benchmarks for performance, client impact, and innovation. ☕ **Endnote & networking coffee** will wrap the day at the National Gallery. ➡️ **Special APACD/Globescan extension:** *Recalibration: Corporate Affairs at a Strategic Crossroads*, 5.45pm at The Foundry, 11 Prinsep Link. Please note this requires separate registration for a separate venue. [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ****Tickets are limited — secure your place today**, joining more than 20 partners and 150+ registered participants already. Discounts available via your national/professional association (see partners below). ****PRAXIS Asia-Pacific**, 14 Oct at Singapore's National Gallery. [Sign up now ](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) With thanks to our partners: [Zeno Group](https://www.zenogroup.com/?ref=earned-first.com), [Burson](https://www.bursonglobal.com/?ref=earned-first.com), [The Hoffman Agency](https://www.hoffman.com/?ref=earned-first.com), [We. Communications](https://www.wecommunications.com/?ref=earned-first.com), [Weber Shandwick](https://webershandwick.com/?ref=earned-first.com), [W Communications](https://www.wcommunications.sg/?ref=earned-first.com), [Yefira Group](https://www.yefira.group/?ref=earned-first.com), [Finn Partners](https://www.finnpartners.com/apac/?ref=earned-first.com), [Sandpiper](https://sandpipercomms.com/?ref=earned-first.com), [Golin](https://golin.com/about/?ref=earned-first.com), [CARMA](https://carma.com/?ref=earned-first.com), [Edelman](https://www.edelman.com/?ref=earned-first.com), [Kommune](https://www.kommune.in/?ref=earned-first.com) & supporting organisations [AMEC](https://amecorg.com/?ref=earned-first.com), [APACD](https://apacd.com/?ref=earned-first.com), [ICCO](https://iccopr.com/?ref=earned-first.com), [IPR](https://instituteforpr.org/?ref=earned-first.com), [PRCA](https://apac.prca.global/?ref=earned-first.com), [PRCAI](https://prcai.org/?ref=earned-first.com), [PRCAM](https://www.prcamalaysia.org/?ref=earned-first.com), [PRHK](https://www.linkedin.com/company/prhongkong/?originalSubdomain=hk&ref=earned-first.com), [PRSP](https://prsp.ph/?ref=earned-first.com). We look forward to welcoming you to this landmark gathering. Best wishes, Arun Sudhaman ### Weber Shandwick promotes Shashikanth Someshwar to India CEO URL: https://www.earned-first.com/weber-shandwick-promotes-shashikanth-someshwar-to-india-ceo/ Last updated: 2025-09-30T08:32:52.000Z Weber Shandwick has named Shashikanth Someshwar as India CEO, Earned First can reveal, elevating the 10-year agency veteran from his existing role as a managing director. Someshwar takes charge of a team of more than 150 people across Mumbai, Gurgaon, and Bengaluru, serving as one of Weber Shandwick’s fastest-growing markets in Asia-Pacific. _This post is for subscribers only._ ### UNGA: Global South communicators must claim their seats at world's top tables URL: https://www.earned-first.com/unga-global-south-communicators-must-claim-their-seats-at-worlds-top-tables/ Last updated: 2025-09-29T13:38:19.000Z Communicators from Africa, Asia and Latin America cannot risk absence from UNGA, Davos and COP —the forums where their regions' narratives are being written without them. _This post is for subscribers only._ ### Podcast: Rochelle Ford URL: https://www.earned-first.com/podcast-roc/ Last updated: 2025-10-09T05:42:24.000Z In this episode Arun Sudhaman speaks with Rochelle Ford, CEO of Page, about the challenges and opportunities facing chief communications officers today. Rochelle explains the Page Navigator — a benchmark and functional framework created by CCOs for CCOs — designed to provide the specific data that leaders need to make stronger cases for resources and structure. They discuss a central tension: remits for communications are expanding (brand, culture, ESG, data and AI), yet functions are being restructured or dispersed — sometimes into legal or other teams — risking fragmentation of narrative and influence. The conversation also tackles measurement — why teams default to easy-to-count outputs like media coverage, how that can change, and what it takes to speak the language of the CFO and CEO. Finally, they discuss geopolitics, the role of communications in risk management and innovation, and why proving action (not performative language) restores confidence in business. [Rochelle Ford on proving CCO value amid pressure | RSS.com](https://rss.com/podcasts/earned-first/2240581/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the region’s defining communications gathering, joining more than 20 partners and 140+ registered participants already. Discounts available via your national/professional association. ****PRAXIS Asia-Pacific**, 14 Oct at Singapore's National Gallery. [Register now ](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ### Enter Now: MENAT Consultancy Performance Index URL: https://www.earned-first.com/enter-now-menat-consultancy-performance-index/ Last updated: 2025-11-25T07:58:38.000Z Earned First's [Consultancy Performance Index](https://www.earned-first.com/consultancy-performance-index/) is now accepting submissions from PR consultancies across the Middle East, North Africa and Turkey, as part of its landmark initiative to identify and recognise the industry's most innovative and impactful PR consultancies. PR and communications consultancies in MENAT markets may now begin their submissions for the Index, which will culminate in Earned First Index Champions being recognised across specific markets and categories at **PRAXIS MENA in Abu Dhabi on 3 February 2026**. The Index addresses the industry's need for transparent, comprehensive benchmarking that goes beyond traditional criteria to evaluate the full spectrum of consultancy performance, including client impact, innovation capabilities, business growth and industry leadership. [Asia-Pacific Champions](https://www.earned-first.com/asia-pacific-consultancy-performance-index-2025-champions-revealed/) were recently revealed, alongside [crucial data and trends](https://www.earned-first.com/five-forces-shaping-asia-pacific-consultancies-in-2025/) produced from the research. Submissions, which do not carry any cost, will be evaluated across five key performance areas, which will inform published scorecards for consultancies that are shortlisted for further recognition: - Business Performance (25%) - Creative Impact & Client Outcomes (25%) - Innovation & Thought Leadership (20%) - Talent & Culture (20%) - Industry Leadership (10%) **The deadline for MENAT submissions is 28 November 2025**. You may edit a completed submission at any point before this date via the link in your confirmation email. For partially completed submissions, your progress is automatically saved as long as you resume from the same browser/device. [Enter Earned First's Consultancy Performance Index now](https://www.earned-first.com/consultancy-performance-index/) For any queries, please [contact us here](mailto://hello@earned-first.com). I'm hopeful that these data-driven insights will help us better understand and benchmark what truly drives consultancy success in today's fast-changing communications sector. ### Chris Foster: PR's resistance to change threatens unique "architects of meaning" role URL: https://www.earned-first.com/chris-foster-prs-resistance-to-change-threatens-unique-architects-of-meaning-role/ Last updated: 2025-09-24T07:01:39.000Z Omnicom PR Group CEO Chris Foster has warned that the PR industry’s biggest firms must rethink how they grow, as structural and technological pressures reshape the communications landscape. Foster made the comments during the PRAXIS India Weekend event in Dehradun on Saturday, during an onstage interview in which he discussed agency transformation against a tough economic backdrop, which is further punctuated by a shifting competitive environment, the impact of AI, and — not least — the looming acquisition of Interpublic Group by Omnicom. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: Carolyn Devanayagam URL: https://www.earned-first.com/podcast-carolyn-devanayagam/ Last updated: 2025-09-22T02:52:42.000Z In this episode Arun Sudhaman is joined by Carolyn Devanayagam, head of Weber Advisory for Asia-Pacific and managing director, Singapore at Weber Shandwick. They discuss how geopolitical shifts — from tariff regimes to political rhetoric — are reshaping corporate communications, forcing CEOs and comms teams to take public positions and manage complex stakeholder demands. Devanayagam argues this environment is simultaneously a risk and an opportunity for Asian brands: those that combine operational strength with cultural humility and purpose can own a seat at the global table. The conversation closes with a practical look at talent: diversified hiring, advisory groups across policy/AI/government, and the balance of tech fluency with human listening and judgement. [Carolyn Devanayagam on how brands navigate the Ame | RSS.com](https://rss.com/podcasts/earned-first/2221729/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the region’s defining communications gathering, joining more than 15 partners and 75+ registered participants already. Discounts available via your national/professional association. ****PRAXIS Asia-Pacific**, 14 Oct at Singapore's National Gallery. [Register now ](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ### Five forces shaping Asia-Pacific consultancies in 2025 URL: https://www.earned-first.com/five-forces-shaping-asia-pacific-consultancies-in-2025/ Last updated: 2025-09-17T10:30:42.000Z Last week, we published the inaugural [Asia-Pacific shortlist](https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/) for Earned First’s Consultancy Performance Index. Lists are nice, of course, but the underlying trends — curated from more than 45 submissions and consultancy meetings — tell us much more about how the profession is evolving. Before we get to those, some context is probably helpful. This may well be the toughest year I have seen for the PR industry, thanks to a combination of economic malaise, geopolitical caution and automated uncertainty. Not that the year before was much easier, but this overall landscape should be borne in mind when assessing some of the trends that arise from this research. Investment levels, often an indicator of overall confidence, do not appear to be in especially rude health — with slow client decision-making and extended payment terms continuing to stifle the pace of progress. **Numbers behind the narrative** Thankfully, the Index's call for transparent data was heeded by many across the PR world, giving us some metrics to work with — although comparisons, obviously, will only become more tangible in year two of this endeavour. Even so, several topline statistics jump out, not least an overall industry fee income growth rate of approximately **+4.2%** in 2024, which I am quite sure declined in 2025\. Growth was especially elusive at the bigger end of the scale; dropping to +2.7% for Asia-Pacific PR firms above $50m in regional revenue. _This post is for subscribers only._ ### Why 77% of comms pros are getting AI wrong URL: https://www.earned-first.com/why-77-of-comms-pros-are-getting-ai-wrong/ Last updated: 2025-09-17T05:20:28.000Z The data should be encouraging: 75% of knowledge workers now use AI at work, with nearly half having adopted it in just the last six months. But here's what the surveys aren't capturing—a recent study of 2,500 professionals found that AI actually increased workload for 77% of workers, with 47% admitting they don't know how to unlock productivity benefits. After analyzing AI adoption patterns across communications teams in Asia-Pacific, I've come to understand why this paradox exists—and why it cuts particularly deep in our industry. The answer isn't what you'd expect. _This post is for subscribers only._ ### Index leaders, talent shifts & trust battles URL: https://www.earned-first.com/consultancy-performance-index-a-p-leaders-revealed/ Last updated: 2025-09-12T03:18:11.000Z I'm happy to reveal [the shortlist of leading consultancies](https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/) identified by Earned First's inaugural Consultancy Performance Index, which aims to benchmark and recognise the industry's most impactful and innovative PR firms. More than 45 consultancies submitted their credentials, data and other key information, helping us thoroughly examine the state of play among PR firms in key Asia-Pacific markets. Shortlisted consultanices have been grouped according to the geographic and excellence categories featured below. **One** **Index Champion for each category** will be revealed and awarded at [PRAXIS Asia-Pacific](https://www.praxisonline.world/apac?ref=earned-first.com), taking place in Singapore on 14 October. [The shortlist revealed here](https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/) follows evaluation of firms across five key performance areas: Business Performance (25%) | Client Impact & Outcomes (25%) | Innovation & Thought Leadership (20%) | Team & Talent (20%) | Industry Leadership (10%). [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/Banner-Ad---Brand-Love-Demand-1200x300-1-1.jpg)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Asia-Pacific Consultancy Performance Index: Leaders' Shortlist URL: https://www.earned-first.com/asia-pacific-consultancy-performance-index-leaders-revealed/ Last updated: 2025-09-12T10:21:28.000Z I'm happy to reveal the shortlist of leading consultancies identified by Earned First's inaugural Consultancy Performance Index, which aims to benchmark and recognise the industry's most impactful and innovative PR firms. More than 50 consultancies submitted their credentials, data and other key information, helping us throughly examine the state of play among PR firms in key Asia-Pacific markets. Shortlisted consultanices have been grouped according to the geographic and excellence categories featured below. **One** **Index Champion for each category** will be revealed and awarded at [PRAXIS Asia-Pacific](https://www.praxisonline.world/apac?ref=earned-first.com), taking place in Singapore on 14 October. The shortlist revealed below follows evaluation of firms across five key performance areas: Business Performance (25%) | Client Impact & Outcomes (25%) | Innovation & Thought Leadership (20%) | Team & Talent (20%) | Industry Leadership (10%) As promised, **scorecards for shortlisted consultancies will be published after PRAXIS Asia-Pacific**, examining each firm's performance as per the above criteria, alongside industry analysis of key metrics and trends. I'm incredibly thankful for the support the industry has provided for this initiative, along with the transparency and insights that help us better understand and benchmark what truly drives consultancy success in an era of immense change. _This post is for subscribers only._ ### Aaron Kwittken to depart Stagwell for FGS Global URL: https://www.earned-first.com/aaron-kwittken-to-depart-stagwell-for-fgs-global/ Last updated: 2025-09-10T18:45:22.000Z Kwittken leaves Stagwell after six years in charge of its PRophet AI platform, and 20 years since he founded his own consultancy. _This post is for subscribers only._ ### When headlines lie, trust dies URL: https://www.earned-first.com/when-headlines-lie-trust-dies/ Last updated: 2025-09-10T04:54:05.000Z Over the past few months, I’ve had more than a few clients ask me the same question: how do we deal with the rise of clickbait in mainstream media? Their concern is real, and the frustration is palpable. What once felt like an occasional irritation now feels like a global trend gathering momentum, driven by platform shifts and fundamental economic pressures. Sadly, the examples speak for themselves. Misleading headlines. Annual results of listed companies reported incorrectly - sometimes spectacularly so — with little appetite to address this. ‘News-adjacent’ platforms pumping out AI-generated copy that swings from sensationalist bait to outright disinformation. And increasingly, rage-baiting content designed to provoke rather than inform. This isn’t just sloppy journalism or an unfortunate by-product of the digital news economy. The real cost is far more damaging: it's the erosion of credibility itself. And once credibility goes, everything else follows. _This post is for subscribers only._ ### Burson MENAT names new CEO amid senior departures URL: https://www.earned-first.com/burson-menat-names-new-ceo-amid-senior-departures/ Last updated: 2025-09-11T04:19:16.000Z Fouad Bou Mansour has joined Burson as Middle East, North Africa and Turkey (MENAT) CEO, while four senior executives are departing the agency. The four are chief operating officer Lisa Welsh, regional director of innovation Kirsty O'Connor, group MD Iman Issa and Abu Dhabi SVP Baha Haroun. Of these four, Welsh, O'Connor and Issa all spent several years with Hill & Knowlton in Dubai prior to the merger with Asda'a BCW that created Burson last year. _This post is for subscribers only._ ### Podcast: Peter Jacob URL: https://www.earned-first.com/podcast-peter-jacob/ Last updated: 2025-09-09T07:02:50.000Z Peter Jacob, managing director of Current Global MENAT, joins the Earned First podcast to discuss how international PR firms are adapting to a fast-changing Middle East environment. The lure of the region stands in stark contrast to tougher market conditions elsewhere, but Jacob warns comms professionals that a long-term perspective is required for success. In conversation with Arun Sudhaman, he also reflects on his own journey from business development to agency leadership, and considers how the region’s relative youth is shaping the way PR firms evolve in the Middle East. [Peter Jacob on promise and patience in Middle East | RSS.com](https://rss.com/podcasts/earned-first/2205008/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ****Help shape this community's continued progress** Secure your place at the region’s defining communications gathering, joining more than 15 partners and 75+ registered participants already. Discounts available via your national/professional association. ****PRAXIS Asia-Pacific**, 14 Oct at Singapore's National Gallery. [Register now ](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ### New voices revive licensing debate URL: https://www.earned-first.com/new-voices-revive-licensing-debate/ Last updated: 2025-09-04T05:30:49.000Z It was 20 years ago or so, at the first Indian edition of the ICCO Global Summit, when I was lucky enough to hear Harold Burson hold forth on the merits of licensing PR practitioners. Given the legendary scope of the late Burson founder's career, this surely accounts for little more than a footnote — but I was reminded of his views upon visiting Nairobi last week for the inaugural Africa Global PR Week. The Kenyan Parliament is currently debating [a bill](https://parliament.go.ke/sites/default/files/2024-05/The%20Public%20Relations%20And%20Communication%20Management%20Bill%2C%202024%20%282%29.pdf?ref=earned-first.com) that seeks to regulate PR practice, setting out formal standards for the registration and licensing of practitioners while also outlining responsibilities and a code of conduct. This kind of initiative is rare; I cannot think of any other countries that regulate PR practice by law — although it does appear that similar moves have been mooted in a handful of African countries, and [in Malaysia](https://practitioners.my/2024/10/01/pr-bodies-express-concern-over-pr-practitioners-act/?ref=earned-first.com). Harold Burson, for his part, felt that licensing [might be a good idea](https://www.campaignasia.com/article/burson-calls-on-pr-industry-to-counter-bad-publicity/200936?ref=earned-first.com) — helping PR people overcome their "derogatory" depiction in the media. That stance, as it happened, represented a reversal of his previous views on the matter. He admitted it would "get in the way of how a lot of firms do business," explaining why regulation remains something of a third rail in the PR business. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/Banner-Ad---Brand-Love-Demand-1200x300-1-1.jpg)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### PROI's lessons from 55 years of independence | Partner Content URL: https://www.earned-first.com/prois-lessons-from-55-years-of-independence/ Last updated: 2025-09-03T09:48:53.000Z In a new monthly column called ***Independents' Day***, Earned First is partnering with PROI to explore how independent PR firms are navigating industry disruption while preserving their competitive edge. In our first instalment, we speak with PROI president Angela Scaffidi about the partnership's 55-year evolution and the challenges facing independent agencies as they compete in an increasingly complex, technology-driven communications landscape. **1\. As PROI turns 55, what aspects of its legacy do you see as most essential to preserve – and which do you believe must evolve in order to stay relevant over the next decade?** The 90 plus agencies in PROI Worldwide value their independence. Our independent spirit and agility have always been at the core of PROI. We are entrepreneurs who are looking for new and better ways to evolve our work and our consultancies. We take risks. We encourage each other to try new things and we learn from each other’s successes and failures. We know and trust each other. We have strong relationships that enable us to share knowledge, clients and even resources. One of my business partners joined me at a recent global PROI summit in Italy. He said: “I really get it now. Everyone is so generous with their ideas and knowledge. The relationships are deep and you clearly trust each other”. That’s the legacy we want to preserve. What needs to evolve? We need to continue building our base in developing parts of the world. We want to remain a strong global network. This will include bringing in new partners with different backgrounds and specialties. And we need to ensure that we’re helping every partner to evolve what they do and how they do it in our rapidly changing world. AI is important, but so is building the workforce of the future, findings ways to address misinformation and disinformation, and using data to make better decisions. **2\. How are client needs changing in ways that create advantages or disadvantages for independent networks versus global holding companies?** As a network of independent agencies, we are agile and responsive. We can quickly adapt to changing client needs and contexts, particularly during uncertain economic times. Our clients may need us to move faster than ever. To do more with less. To find ways of solving new problems. We can respond quickly. Clients continue to want to feel valued. We are owner-led businesses with skin in the game. Our clients know we value them and we will do what we can to support them as organisations and as individual leaders. Clients are often looking for local support within a global context. We know our markets well. But we’re also tapped into partners and insights across the globe. We recently invited a US PROI partner to speak to a group of Australian corporate affairs leaders. The leaders in the room valued the quality of the insights as well as the honesty of the person sharing. This honesty comes from knowing and trusting each other as PROI partners (and friends). The disadvantage came come down to procurement and client preferences. Despite our reach across 165 cities, sometimes clients find it easier to hire a global holding to service their needs in multiple markets. This isn’t always the case – we have great examples of our partners servicing joint clients in every region. But it can be a challenge and one we’re working hard to overcome. **3\. AI, data, and platform shifts often seem to reward scale. How can a network of independents compete on innovation and investment while maintaining their entrepreneurial DNA?** Entrepreneurs are never short of good ideas or energy. Scale can be a challenge for some of our partners, particularly when you have a great idea but you don’t have the time or resources to make it happen. I know this from experience. That’s why we join forces where it makes sense to learn together and to harness our global scale. There are many great examples of this action, from our AI working groups in each region, the strength of our Latam Squad, research projects we’ve run together, and helping to trial and use each other’s new products, especially in the digital space. This only works because of the generosity and trust within the PROI. One of our PROI values is around ambition – “we value collaboration above competition within the PROI”. It’s a value we work hard to protect. **4\. Is there a tension between being an independent firm and being part of a global network? How do you see PROI balancing local autonomy with collective identity in the years ahead?** It’s always a matter of balance. Our partners are fiercely independent and have often spent decades building their profiles in specific sectors and/or markets. They join forces where it makes sense, such as knowledge sharing and developing people. We have created joint products and offerings without losing our independence. We’ve done this for 55 years. The challenge is ensuring that our next generation of PROI leaders understand the value of the partnership and how we work. We’ve articulated our values as a way of sustaining our culture. It will remain a priority of the PROI Board. And we’re always looking for engage future leaders within consultancies. In the years to come they’ll decide how best to strike this balance. **5\. With new models emerging (from boutique alliances to digital-first networks), what differentiates PROI today – and how must that differentiation sharpen for the next decade?** What differentiates PROI today is partly our size and scale and the strength of our connections as PROI partners. But I think the most important differentiator is our collective entrepreneurial spirit. There are so many examples of PROI partners bucking the trend – growing when others are downsizing, hiring leaders who are far from being the usual suspects, providing unique training experiences for staff, and diversifying their services. My PROI partners are always looking for ways to get ahead of the curve, to try new things, to challenge the norms. As long as we keep doing this, and doing it well, we will remain differentiated. It’s our role as PROI leaders to support and showcase what our partners are doing differently. **6\. What does the next generation of leadership across PROI firms need to look like to ensure independents remain competitive in a more complex, globalized communications ecosystem?** Our next generation of leaders will need to be humble and hungry. They will be dealing with a pace and complexity of change that will require them to learn and collaborate in new ways. They will be leading their teams through increased uncertainty and I expect there will be more pressure than ever to prove their worth to clients. They will need to be focused on a path while being ready to pivot quickly. They will need to specialise while being open to opportunities. They will be experts in balance – fast and slow, local and global, today and tomorrow. Speed, courage and creativity will be critical. The ability to experiment and scale with trusted PROI partners will be more important than ever, particularly in the data and digital space. ![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/09/PROI-Linkedin__Banner-1.jpg) ### Comms at the crossroads: PRAXIS heads to Singapore URL: https://www.earned-first.com/comms-at-the-crossroads-praxis-heads-to-singapore/ Last updated: 2025-08-29T05:05:53.000Z For months in this newsletter we’ve explored how communicators are navigating an extraordinary moment — where geopolitical tensions, economic volatility, technological disruption, and rising social expectations converge to reshape the role of public relations. Again and again, the themes that emerge are clear: influence is being redefined, reputation sits at the heart of corporate value, and communicators are being asked to prove impact at the very highest levels. It’s exactly this landscape that we will bring to life at the inaugural **PRAXIS Asia-Pacific**, taking place on **14 October at the National Gallery Singapore**, under the theme '*Communications at the Crossroads'.* Building on 12 editions in India, this international debut is designed to convene the region’s most thoughtful voices — and to offer our community the space to debate, connect, and shape responses to the challenges we discuss here every week. I’m delighted, accordingly, to announce that [**Dr Bicky Bhangu OBE**](https://www.linkedin.com/in/bickybhangu/?lipi=urn%3Ali%3Apage%3Aorganization%5Fadmin%5Fadmin%5Fpage%5Fposts%5Fpublished%3Bfc62be5c-15cf-408e-9162-2314e3b2f85c&ref=earned-first.com), the former Rolls-Royce president who now serves as a board-level technology strategist across multiple organisations, will headline the conference. Dr Bhangu brings exactly the perspective our profession needs right now: how communicators can shape organisational vision, influence risk decisions, and anchor reputation at the centre of corporate strategy. In his keynote fireside chat, *'Communications at the Top Table,'* he will share insights on building cross-functional influence, proving business value in measurable terms, and navigating the geopolitical, technological, and societal forces reshaping leadership in Asia-Pacific. In addition to his previous roles as president of Rolls-Royce SEA, Pacific & Korea and the British Chamber of Commerce in Singapore, Dr Bhangu currently holds a number of advisory positions — including president of the UN Global Compact Network Singapore, council member of the Singapore National Employers Federation, chairman of the Singapore Business Federation’s Sustainability Action Committee and panel member of the Future Economy Advisory Panel at Singapore’s Ministry of Trade and Industry. Alongside Dr Bhangu, PRAXIS Asia-Pacific will feature regional corporate affairs leaders including **Shweta Shukla** (Haleon), **Erin Atan** (Heineken), and **Rimmi Harindran** (Kellanova), with agency leaders and advisors such as Nitin Mantri (WE), Emma Smith (Sandpiper), George Kypraios (Yefira) and Lina Marican (Mutant) also confirmed — and more to come. Sessions will reflect the same themes animating this newsletter, from economic resilience and AI disruption to influence, ESG, and the transformation of the consultancy model. In addition, PRAXIS Asia-Pacific will host the Earned First [Consultancy Performance Index](https://www.earned-first.com/consultancy-performance-index/) awards, recognising the region’s most impactful and innovative firms. Ultimately, though, this is about community. The conversations we’ve been having here are best expressed when we gather in person, to test ideas, share experiences, and build the collective voice of Asia-Pacific communications. I very much hope you can join us in Singapore this October. [![CTA Image](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/favicon.png)](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ****Be part of the community** Secure your place at the region’s defining communications gathering — PRAXIS Asia-Pacific, 14 October at the National Gallery Singapore. ****Early bird passes: US$99 (33% off)** — only until ****31 August**. [Register now ](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/PRAXIS-AP-Speaker-grid-2-1.jpg)](https://www.praxisonline.world/apac?ref=earned-first.com) The international debut of PRAXIS is the one of the key initiatives in the partnership [announced earlier this year](https://www.earned-first.com/dont-call-it-a-comeback/) between Earned First and the Promise Foundation. The event is further strengthened by the broad coalition of partners who have come together in support. With **Zeno** as Premier Partner and **Burson** as Lead Partner, the conference is further backed by consultancies including **WE**, **Allison**, **Yefira**, **Weber Shandwick** and **Sandpiper**. Community partners include **CARMA**, **Golin**, and **Kommune**, alongside professional associations including **PRCA**, **APACD**, **PRCAI**, **PRHK**, **PRSP**, and the **IPR**. 🤝 [Please get in touch](mailto:arun@promisefoundation.com) if you'd like to discuss joining our partner lineup. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/Banner-Ad---Brand-Love-Demand-1200x300-1-1.jpg)](https://www.zenogroup.com/?ref=earned-first.com) --- ### Earned First Podcast 🎙️ Talking with Caroline Hsu reminded me of her unique journey — moving from 15 years in-house to leading one of Asia's fastest-growing tech PR firms. Her belief that agility matters more than scale has powered The Hoffman Agency’s growth, alongside her passion for Asian brands. We also discussed familiar tensions — why so many agency professionals still want to go client-side, and why global brands continue to misread local markets. And then there was Taiwan’s [chip documentary](https://focustaiwan.tw/culture/202506120019?ref=earned-first.com), which Caroline connected to identity, resilience and branding in a manner that reflected her own 'third culture' story. [Listen/watch here](https://www.earned-first.com/podcast-caroline-hsu/). Alka Winter, VP of destination marketing and communications at Ras Al Khaimah's Tourism Development Authority, reflects on the Gulf’s optimism, from mega-projects to the UAE's nation-branding strategy. She discusses how AI is reshaping travel planning, the rise of sovereign creators, and shifts in media consumption, while stressing the importance of trust-based agency relationships and authentic storytelling in tourism. [Listen/watch here](https://www.earned-first.com/podcast-alka-winter/). I was not expecting Richard Edelman to bring up the topic of agency IPOs, but that was just one of the highlights from a wide-ranging chat with the Edelman CEO on our previous podcast. Edelman was in an expansive mood, discussing everything from the state of trust, the reinventions required to revitalise growth, and the firm's succession strategy. [Listen here](https://www.earned-first.com/podcast-richard-edelman/). [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/PROI-Linkedin__Banner-1.jpg)](https://www.proi.com/?ref=earned-first.com) --- ### On my radar 📡 - India's proposed law to [ban online gaming](https://www.reuters.com/world/india/india-passes-bill-ban-money-based-online-games-app-shutdowns-loom-2025-08-21/?ref=earned-first.com) is likely to have significant implications for the country's PR industry, given the emergence of this sector as a key player in terms of agency spend and comms teams. - [Reuters' 2025 Digital News Report](https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2025/dnr-executive-summary?ref=earned-first.com) finds traditional media struggling to connect with the public, amid an accelerating shift towards social media and video platforms. --- ### In rotation 💿 🎈 LWSTD selections: 90s hip-hop classics on [Let's Get Better](https://www.mixcloud.com/lwstd-fm/2025-08-23-lets-get-better-tarek-el-shawarby/?ref=earned-first.com); dub, reggae & calypso from [Land of Jam](https://www.mixcloud.com/lwstd-fm/2025-08-24-land-of-jam/?ref=earned-first.com); and, the usual wonderful ambience from [Sarah Gregs](https://www.mixcloud.com/lwstd-fm/2025-08-23-saturdays-with-sarah-gregs/?ref=earned-first.com). 💙 [My latest LWSTD show](https://www.mixcloud.com/lwstd-fm/2025-08-09-underbelly-mixtape-waxxmatic/?ref=earned-first.com) was live and direct, bringing together a lot of newer sounds across r&b and neo-soul. ### Podcast: Caroline Hsu URL: https://www.earned-first.com/podcast-caroline-hsu/ Last updated: 2025-08-28T16:21:12.000Z In this episode of the Earned First podcast, host Arun Sudhaman speaks with Caroline Hsu, who leads The Hoffman Agency as chief global officer and Asia-Pacific managing director. Hsu reflects on her career trajectory, from 15 years in-house at major technology companies to taking the helm at Hoffman with a mission to help Asian brands expand onto the global stage. She explains how deliberate agility has underpinned the agency’s growth under her leadership, positioning it as a rare independent player with regional and international clout. The conversation also addresses wider industry trends. Hsu discusses the enduring pull for junior and mid-level talent in Asia to move in-house, and the parallel challenge of persuading global companies to take local market nuances seriously when operating in the region. The episode concludes with Hsu’s reflections on *A Chip Odyssey* — a documentary tracing Taiwan’s ascent to semiconductor leadership. She considers how Taiwan built a unique ecosystem that turned it into a global technology brand, and what that means amid intensifying geopolitical pressures. [Caroline Hsu on tech agency growth, localisation & | RSS.com](https://rss.com/podcasts/earned-first/2188100/?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ****Be part of the community** Secure your place for the region’s defining communications gathering, at the National Gallery Singapore on 14 October. ****Early bird PRAXIS passes: US$99 (33% off)** — only until ****31 August**. [Register now ](https://www.praxisonline.world/ticket-detail?ref=earned-first.com) ### Stagwell taps Margaret Key for dual Asia-Pacific leadership role URL: https://www.earned-first.com/stagwell-taps-margaret-key-for-dual-asia-pacific-leadership-role/ Last updated: 2025-08-22T08:05:17.000Z Margaret Key is leaving MSL, Earned First can reveal, joining Stagwell as Asia-Pacific executive director and CEO of its Allison PR firm in Asia. Key departs MSL after almost six years as CEO of the Publicis Groupe PR network across Asia-Pacific and the Middle East. The former Edelman and Burson executive led a substantial turnaround of MSL's operations in Asia, helping the firm contend again for Consultancy of the Year honours. _This post is for subscribers only._ ### When purpose goes underground URL: https://www.earned-first.com/when-purpose-goes-underground/ Last updated: 2025-08-20T11:18:36.000Z Do you recall when corporates, aided and abetted by enthusiastic consultancies, could not stop talking about ESG? I do; I even [wrote a story](https://www.provokemedia.com/long-reads/article/analysis-as-easy-as-esg?ref=earned-first.com) about it. What a time that was, before the resurgence of Donald Trump helped accelerate a wide-ranging backlash that has forced many corporates, particularly in America, to publicly roll back their commitments across DEI, sustainability and social impact. These days, there are fewer takers for ESG sessions at conferences, even in Asia. Like many, I had assumed that Western anti-woke brigades would cause little alarm in our region, but it turns out that many sectors are simply too inter-connected to ignore the forces reshaping what we once used to describe as "purpose". Last year's [APACD Comms Index](https://www.provokemedia.com/research/article/2024-commsindex-budgets-under-pressure-as-lead-gen-overtakes-esg?ref=earned-first.com), for example, found in-house leaders reporting an ESG retreat, amid rising backlash concerns. "Last year, they wouldn’t shut up about ESG, but now it seems like it’s a dirty word," confirms Eco-Business deputy editor Robin Hicks, who was similarly sceptical about the impact of US politics on Asian corporates. After examining how usage of the unwieldy acronym has [steadily faded from the corporate lexicon](https://www.eco-business.com/news/esg-is-fading-from-corporate-lexicon-study/?ref=earned-first.com), Hicks has reached a different conclusion: "Singapore banks are not talking about ESG anymore, because of Trump." While corporates are [not necessarily abandoning their sustainability](https://www.eco-business.com/news/cdp-sees-greater-than-ever-uptake-of-disclosures-despite-esg-backlash-and-greenhushing/?ref=earned-first.com) or social impact work, they have certainly become quieter about it — often deploying different terminology to heighten the contrast. Last month, while [marvelling at the rise of 'greenhushing'](https://www.economist.com/business/2025/07/29/the-remarkable-rise-of-greenhushing?ref=earned-first.com), The Economist found that business, for the most part, is "getting on with the job of decarbonisation without making a fuss." Which prompts me to wonder, what if the "fuss" is part of the job? [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/Banner-Ad---Brand-Love-Demand-1200x300-1-1.jpg)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: Alka Winter URL: https://www.earned-first.com/podcast-alka-winter/ Last updated: 2025-08-19T15:05:22.000Z In this episode, Ras Al Khaimah VP of destination marketing & communications Alka Winter unpacks the forces reshaping tourism and destination marketing. From the Gulf’s optimism and mega-projects to seismic shifts in media and the rise of AI-powered travel planning, she highlights how trust, creativity, and technology are transforming the industry. She also shares Ras Al Khaimah’s nation-branding strategy and the power of agency relationships in driving breakthrough campaigns. [Alka Winter on agencies, technology and nation branding](https://rss.com/podcasts/earned-first/2173804?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [YouTube](https://www.youtube.com/@EarnedFirst?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### America First, reputation next URL: https://www.earned-first.com/america-first-reputation-next/ Last updated: 2025-08-14T09:00:54.000Z Five years ago, according to [Oxford-Globescan's annual study](https://globescan.com/2025/07/17/oxford-globescan-global-corporate-affairs-2025-survey-report/?ref=earned-first.com), just 47% of senior corporate affairs practitioners identified geopolitical risk as their primary concern. Today, that proportion has soared to 76%, according to the study's latest edition — reflecting how we are all, apparently, geopolitical risk managers now. Geopolitical instability not only ranks as the top concern for corporate affairs leaders, but is expected to be the clear frontrunner for at least the next two years. In every region except North America, furthermore, the research ranks geopolitical risk as the top short-term threat to business. The factors in play — ongoing conflicts in Europe and the Middle East, intensifying East–West tensions, rising social inequality and renewed populism — make this shift in sentiment unsurprising. A new question introduced by Oxford-Globescan this year adds notable clarity: geopolitics and regulatory/policy uncertainty are ranked as the top sources of reputation risk, ahead of traditional drivers like product quality and financial performance. Understanding how corporate affairs leaders effectively navigate this new era, particularly as President Trump's latest wave of tariffs start to bite, is of considerable interest. Especially when you consider the impact on American brands, in a corporate communications sector that remains dominated by US-led MNCs across large parts of the world. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/08/Banner-Ad---Brand-Love-Demand-1200px.jpg)](https://www.zenogroup.com/sites/g/files/aatuss621/files/2025-05/Brand%20Love%20and%20Demand%5FZeno%20Group.pdf?ref=earned-first.com) _This post is for subscribers only._ ### The enemy we can't avoid URL: https://www.earned-first.com/the-enemy-we-cant-avoid/ Last updated: 2025-08-08T08:35:17.000Z A conference, as the late Francis Ingham once remarked to me, marches on its stomach. Food matters, so too the venue, naturally. But canapés and chandeliers are never enough. A decent turnout is sought, perhaps a little less desperately than in pre-Covid times. The schedule cannot slip, with the hope that a few sessions spark a measure of inspiration. Photos ought to be ready soon, ensuring your participants look ready for primetime or, at the very least, LinkedIn. And don't forget the content! Nor the lighting, temperature and roaming mics. No doubt I have missed many elements that determine a successful event. But, after [our Reprise gathering in Dubai](https://www.flickr.com/photos/153618128@N06/albums/72177720328102079/?ref=earned-first.com) last week, no longer will I underestimate the importance of candour. That may not be easy, necessarily, because realism is not always prioritised at industry shindigs. There are services to sell, achievements to tout and prospective employers to impress. Not everyone wants to discuss this industry's problems. Luckily, through whatever alchemy produces these results, our Reprise participants reminded me that the PR world can only progress if it addresses its challenges with the same energy that it reserves, rather more breathlessly, for hyperbole. Reflecting on his pioneering journey in the region, for example, Sunil John took few prisoners in describing the comms sector's size and significance. To those listening, the broader implication was unmistakeable: to fulfil their transformative potential, PR practitioners will need to engage with what they need to hear, not just what they want to hear. That sense of tough love permeated through other discussions. Alka Winter, Anastasiya Golovatenko and Neda Shelton openly recounted their difficulties (and successes) in terms of proving the value of their reputation management work, while Ghaleb Zeidan, Kirsty O'Connor and Udit Pathak pulled few punches in terms of the exceptional cultural intelligence required for brands to prosper across the Middle East's diversity. But, perhaps this outspoken zeal was never more helpful than when the conversation turned to the one topic this industry cannot afford to avoid: the rise of generative AI. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### The great unbundling URL: https://www.earned-first.com/the-great-unbundling/ Last updated: 2025-07-30T12:51:19.000Z The recent exodus of talent from senior roles across the PR industry may well be unparalleled. Certainly, from my perspective at least, I cannot recall a moment when so many experienced practitioners have found themselves outside of their traditional homes within major agencies or corporate communications departments. That shift alone, whether fuelled by budgetary pressures or a lurch towards generative AI, should spark some semblance of concern. The PR world, you would think, can ill afford to squander the human capital that remains its most precious asset. Particularly if, as is sometimes the case, those people end up leaving the discipline altogether. But traditions can, and sometimes should, be upended. At a time of dizzying change, it makes a certain amount of sense that senior communications figures are increasingly eschewing tried and tested career routes, whether by necessity or design. And while entrepreneurialism has always played a crucial role in the industry's fortunes, the turbulence at bigger networks suggests that [there are market opportunities](https://www.prweek.com/article/1918221/why-so-corporate-comms-experts-starting-own-firms?ref=earned-first.com) which can be exploited by new firms and newer models. A new consultancy from former Weber Shandwick corporate advisory president Chris Deri is one of several new offerings that provide a glimpse of what this future might look like. New firms are hardly breaking news, but the current availability of seasoned practitioners offers considerable expertise and client networks for the next generation of advisory offerings. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### AstraZeneca hires, Pfizer restructures URL: https://www.earned-first.com/astrazeneca-hires-pfizer-restructures/ Last updated: 2025-07-22T09:33:43.000Z Rikki Jones is joining AstraZeneca, Earned First can reveal, after more than a decade with Burson's GCI Health agency — most recently as Asia-Pacific president. Jones will relocate from Singapore to Dubai to become head of communications for international and EU/Canada at the pharma and biotech giant. _This post is for subscribers only._ ### Podcast: Burson's Adrian Warr URL: https://www.earned-first.com/podcast-bursons-adrian-warr/ Last updated: 2025-07-25T07:12:05.000Z In this episode of the Earned First Podcast, Arun Sudhaman speaks with Adrian Warr, CEO of Burson South Asia-Pacific, as he approaches the end of his first year in the role. Warr offers a candid assessment of the communications industry's current inflection point, arguing that scale, AI investment, and specialist depth continue to give holding groups a strategic edge over smaller, independent firms—even as the market becomes more fragmented and client expectations shift. The discussion also explores the practical implications of AI in public relations, including Burson’s own proprietary platforms, which use machine learning to quantify the link between reputation and business outcomes. And the duo also examine the state of play in Asia, where Warr advocates for a regional-first approach to brand activism, especially on topics like DEI and sustainability. [Adrian Warr on AI, activism and Asia’s communications future](https://rss.com/podcasts/earned-first/2123511?ref=earned-first.com) The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Ruder Finn bets on local depth with ERA acquisition URL: https://www.earned-first.com/ruder-finn-bets-on-local-depth-with-era-acquisition/ Last updated: 2025-07-07T07:45:50.000Z Ruder Finn has acquired ERA Communications, Earned First can reveal, deepening the independent firm's commitment to Southeast Asian markets including Cambodia, Laos, Myanmar, Thailand and Vietnam. Founded a decade ago as Echo Myanmar by Anthony Larmon, ERA was born from a subsequent merger with RevoTech in 2019\. The firm, best known for a string of highly creative award winning campaigns, now stands at 90 people — with bigger operations in Myanmar, Cambodia and Laos supplemented by Vietnam and Thailand. Larmon will remain in place in charge of Ruder Finn ERA, reporting to Ruder Finn Asia-Pacific MD and global chief growth officer Elan Shou. The addition of ERA significantly expands Ruder Finn's footprint in Southeast Asia, which had hitherto consisted of relatively small operations in Singapore and Malaysia. For Ruder Finn, the deal provides a compelling opportunity to finally diversify a regional offering that remains dominated by its China presence. Having grown to become the biggest international PR firm in China, around 85% of Ruder Finn's $60m in Asia-Pacific revenue comes from its Greater China offices, thanks to considerable strength across integrated marketing, luxury, beauty, travel/retail, automotive and technology. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Emily Poon to depart Ogilvy PR URL: https://www.earned-first.com/emily-poon-to-depart-ogilvy-pr/ Last updated: 2025-07-01T13:00:52.000Z Emily Poon is to step down from her role as Asia-Pacific president at Ogilvy PR next month, Earned First can reveal. She will be replaced by Ogilvy PR Australia CEO Richard Brett, as part of a planned succession strategy that has been underway for the past few months. Poon's decision comes four and a half years after she was elevated to the top job at Ogilvy PR in Asia-Pacific. A 17-year veteran of the firm, she had previously risen through the ranks in Singapore, eventually becoming managing partner of the latter operation in 2019\. She will take a break before planning the next chapter of her career. As the youngest-ever leader of Ogilvy PR Asia-Pacific, Poon had significant shoes to fill — taking over from Scott Kronick. Unlike many of its network rivals, Asia-Pacific had emerged as Ogilvy PR's biggest region by fee income, thanks to a significant China presence and an enlightened expansion strategy under Kronick and previous leaders Chris Graves and Matthew Anderson. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/07/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: Richard Edelman URL: https://www.earned-first.com/podcast-richard-edelman/ Last updated: 2025-07-01T11:08:10.000Z [Richard Edelman on trust, AI, and reinventing his agency’s future](https://rss.com/podcasts/earned-first/2094608?ref=earned-first.com) In this episode of the Earned First podcast, Arun Sudhaman joins Richard Edelman to explore the evolving strategy behind the world’s largest PR firm. Edelman shares candid insights into how his agency is navigating creative investment, the shift to influencer and creator economies, and the integration of AI into core operations. He discusses plans to double Edelman's Asia business, the push to move beyond traditional time-based billing, and why the agency remains committed to independence — steering clear of debt, private equity, or public listing. As industry holding groups consolidate and lean into data-driven advertising models, Edelman outlines why he believes the future lies in culturally resonant, earned-first creative work. The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Tim Dyson retires from Next 15 URL: https://www.earned-first.com/tim-dyson-retires-from-next-15/ Last updated: 2025-06-26T08:55:15.000Z Tim Dyson is retiring as Next 15 CEO, 33 years after becoming CEO of pioneering tech PR firm Text 100\. He will be succeeded by Sam Knights, currently CEO of Shopper Media Group. Dyson's tenure included the global growth of the Text 100 group (now known as Archetype), which was listed in London in 1999 before repositioning as the Next 15 holding group and acquiring numerous PR, digital and data consultancies — including US players M Booth, Outcast and Nectar. In 2022, the company added UK consultancy MHP as part of its deal to acquire Engine Group. In recent years, much of the focus has been on digital and data-led firms. Next 15's most recently reported revenues stood at £569.7m after a single-digit decline in 2024\. The group issued a profit warning this morning, attributed to issues at its Mach 49 acquisition, along with investment in new capabilities and currency movements. Dyson's retirement, which also sees him stand down from the board, comes after Next 15 CFO Peter Harris also [stepped down](https://www.businesswire.com/news/home/20250326517301/en/Directorate-change?ref=earned-first.com) earlier this year, replaced by Mickey Khalifa. _This post is for subscribers only._ ### Plus ça change? 🦁 URL: https://www.earned-first.com/plus-ca-change/ Last updated: 2025-06-26T04:25:23.000Z > "Go where you’re celebrated, not tolerated" This mantra, which recently came to my attention [via CIPR president Advita Patel](https://www.linkedin.com/posts/advitapatel%5Fgo-where-youre-celebrated-not-tolerated-activity-7335693607997255680-eNRX?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAAAUGj4BqzaGEf3-0qsfwNJXAgdQtGWj9Jw), is one that struck me on more than one occasion in Cannes last week. Indeed, it's one that is always worth keeping in mind when covering the fortunes of the PR sector across the Croissette over the years. Because, if there's one thing that has been in short supply, it's the validation that comes with being lauded on the same creative level as the adland agencies that continue to dominate the PR Lions. Perhaps that recognition doesn't really matter. After the heroics of 2024, the PR world came back down to earth with a bump this year, winning a solitary Gold Lion in the PR category. But earned first ideas continued to lead the way across ever more Cannes categories, representing the ascendancy of the discipline at least, if not quite the industry that birthed it. There are plenty of people who will argue that this is what truly matters. The marketing world has found itself inexorably drawn towards reputation and trust issues, and a publication of this name is hardly going to quibble about the success of earned first creativity. More importantly, the preponderance of PR activity across Cannes, from the mainstage to the fringe, reflects an industry that is considerably more secure in its footing, whether in *espadrilles* or otherwise. [![](https://storage.ghost.io/c/66/e3/66e376f0-d950-4be0-a457-abdd9881b294/content/images/2025/06/Zeno-Banner-1.png)](https://www.zenogroup.com/?ref=earned-first.com) _This post is for subscribers only._ ### Podcast: Barby Siegel & Thomas Bunn URL: https://www.earned-first.com/podcast-barby-siegel-thomas-bunn/ Last updated: 2025-06-24T13:36:13.000Z [How Zeno harnessed cultural intelligence, AI & agility to restore growth](https://rss.com/podcasts/earned-first/2085408?ref=earned-first.com) In a tough agency market, Zeno Group CEO Barby Siegel and chief client impact officer Thomas Bunn share how they've returned to growth by restructuring around culture-first strategy and predictive intelligence. Recorded at the 2025 Cannes Lions Festival, the duo reveal their shift from traditional account management to embedded teams of strategists, creatives, and data analysts working directly with clients. And while AI tools are crucial in identifying cultural moments before they break mainstream, human intuition remains irreplaceable, in an era that requires constant vigilance. Successful cultural engagement, argue the duo, requires knowing when to pause, when to participate, and when to pass. In conversation with Earned First founding editor Arun Sudhaman, the Zeno leaders discuss emerging undercurrents brands should watch: persistent polarization, creator fatigue, platform disruption, and renewed focus on women's issues. The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Podcast: Emma Smith URL: https://www.earned-first.com/podcast-emma-smith/ Last updated: 2025-06-16T04:27:31.000Z Emma Smith joins the Earned First podcast to discuss how her fast-growing corporate consultancy, Sandpiper, is aiming to elevate Asian PR onto the global stage. Smith, who has been based in Asia for 30+ years, also recounts her journey with seminal PR firms Forrest and Weber Shandwick, her pioneering MBO from MHP that launched Sandpiper, and her bullish ambitions for the firm as it continues to grow from Asia. The [Earned First podcast](https://www.earned-first.com/earned-first-podcast/) is produced by [Earshot Media](https://www.earshot.in/?ref=earned-first.com). Subscribe here: [RSS](https://media.rss.com/earned-first/feed.xml?ref=earned-first.com) | [Apple Podcasts](https://podcasts.apple.com/podcast/id1817344734?ref=earned-first.com) | [Spotify](https://open.spotify.com/show/1ytiJCvo2HLCfV9z3SaLR4?ref=earned-first.com) | [More](https://rss.com/podcasts/earned-first/?ref=earned-first.com) ### Cannes in context 🦁 URL: https://www.earned-first.com/cannes-in-context/ Last updated: 2025-06-16T04:28:09.000Z 16 years later, Cannes continues to occupy a curious place in the PR world’s psyche. To the extent that, sometimes, the conversations can start to feel therapeutic. This industry does have value! Even if the PR Lions remain dominated by those swaggering adland types. Much of that angst may have lifted last year, when Golin, Ogilvy PR and Weber Shandwick each took home a well-deserved Grand Prix apiece, while Edelman became the first PR firm to win a Titanium Lion. Before Golin broke the drought, lest we forget, it had been 15 long years of waiting for a PR firm to take top honours in the category that bears its name — after the PR Lions was launched to muted fanfare in 2009. Having got that monkey off its back, the hope might be for a more relaxed industry presence on the Croisette this year, bereft of the collective need to justify its existence amid the festival's glittering chaos. Having attended every edition since that rain-soaked 2009 debut, and built considerable programming that addressed these questions, I suspect that things may not be quite so simple — particularly with existential dread now writ large across the marketing and communications world in general. There are still, no doubt, questions to be asked of an awards process that often rewards simpler, bold ideas, rather than the complexity amid which public relations typically thrives. But, with earned first creativity continuing to set the agenda, it seems clear that PR firms have figured out how to win the biggest Cannes awards. And that, at an event that features the world's largest marketing budgets, is no bad thing. Or is it? No credible discussion of Cannes can ignore the polarisation it continues to trigger among industry opinions. [As I noted a couple of years ago](https://www.provokemedia.com/latest/article/cannes-change-required-as-pr-industry-continues-battle-for-recognition-influence?ref=earned-first.com), people tell you why they are attending, and people tell you why they're not. The alluringly titled 'idea creation credit' will continue to vex many minds. And, there are those who have told me that Cannes is an unforgivably crude simplification of PR's higher calling. _This post is for subscribers only._ ### From pyramid to hourglass URL: https://www.earned-first.com/from-pyramid-to-hourglass/ Last updated: 2025-06-11T04:13:02.000Z Thanks to gen AI, a new shape is emerging. It’s time we talk about it. _This post is for subscribers only._ ### Why Asian PR firms are eyeing IPOs URL: https://www.earned-first.com/why-asian-pr-firms-are-eyeing-ipos/ Last updated: 2025-06-08T09:20:08.000Z The public markets are not especially popular with the public relations industry these days. Publicly-owned PR firms, dominated as they are by the giant holding groups, have underperformed overall market growth by a sizeable factor over the past decade. The reasons have been discussed ad nauseum, not least by me, starting with an indelible focus on short-term quarterly profits over long-term client and talent relationships. Private equity money has flocked to independent firms, which have outgrown their publicly-held brethren by a factor of 2:1 in recent years. Even so, understanding why holding groups are public rather than private is not especially difficult. Access to capital is one of the primary benefits that a conglomerate structure brings to its individual agencies, and no matter how attractive the [PR industry is to PE money](https://www.earned-first.com/pe-vs-pr/), their investment levels pale in comparison to the pension funds. That’s the theoretical argument, anyway, even if that capital does not always find itself deployed to the benefit of publicly-held PR networks. For an individual PR firm seeking capital, the options are well established. Sell to a bigger player, take on debt or maybe pursue a management buyout or some other form of employee ownership. Tried and tested methods all, but unlikely to bring in the levels of funding that might be available on public markets. Perhaps you can see where this is going. Individual consultancies, by and large, have demurred when it comes to public ownership — largely because the risks and costs of an IPO have always been thought to outweigh the benefits. _This post is for subscribers only._ ### PR firms can't stay silent on climate criticism URL: https://www.earned-first.com/pr-firms-cant-stay-silent-on-climate-criticism/ Last updated: 2025-06-05T04:17:13.000Z A spoof Edelman wellness app called [Oilwell](https://oilwell.app/?ref=earned-first.com) is the latest attempt by climate campaigners to shame a major marketing services company into making different choices. It’s one of the funnier ones, too, using the tropes of employee wellbeing (smog breathing exercises, drought meditations, and more) to skewer the world’s largest PR agency’s willingness to work with fossil fuel companies. I’m not going to argue the pros and cons of agencies boycotting fossil fuel clients here, although for full disclosure, my most recent employer is owned by Edelman’s holding company, and I lean towards respecting agencies’ autonomy in deciding who they work for. What’s more interesting, I think, is why agencies – comprising the cream of the world’s communications professionals – struggle so hard to address this kind of criticism. And how they could be doing things more effectively. _This post is for subscribers only._ ### Podcast: Nitin Mantri URL: https://www.earned-first.com/podcast-nitin-mantri/ Last updated: 2025-06-05T04:00:29.000Z The Earned First Podcast launches with WE Communications Asia-Pacific president Nitin Mantri. _This post is for subscribers only._ ### Enter Now: Earned First's Consultancy Performance Index URL: https://www.earned-first.com/enter-now-earned-firsts-consultancy-performance-index/ Last updated: 2025-07-02T07:47:44.000Z Earned First has launched its inaugural [Consultancy Performance Index](https://www.earned-first.com/consultancy-performance-index/), which aims to identify and recognise the industry's most innovative and impactful PR consultancies through rigorous analysis of business metrics, client outcomes, market influence, and strategic capabilities. PR and communications consultancies in Asia-Pacific may now begin their submissions for the Index, which will culminate in Earned First Index champions being recognised across specific markets and categories at PRAXIS Asia-Pacific in Singapore on 14 October. Middle East and African consultancies can enter separately later this year. The Index addresses the industry's need for transparent, comprehensive benchmarking that goes beyond traditional criteria to evaluate the full spectrum of consultancy performance, including client impact, innovation capabilities, business growth and industry leadership. Submissions, which do not carry any cost, will be evaluated across five key performance areas, which will inform published scorecards for consultancies that are shortlisted for further recognition: - Business Performance (25%) - Client Impact & Outcomes (25%) - Innovation & Thought Leadership (20%) - Team & Talent (20%) - Industry Leadership (10%) **The deadline for Asia-Pacific submissions is ~~4 July~~ extended to 15 July 2025**. You may edit a completed submission at any point before this date via the link in your confirmation email. For partially completed submissions, your progress is automatically saved as long as you resume from the same browser/device. [Enter Earned First's Consultancy Performance Index now](https://www.earned-first.com/consultancy-performance-index/) For any queries, please [contact us here](mailto://hello@earned-first.com). I'm hopeful that these data-driven insights will help us better understand and benchmark what truly drives consultancy success in today's fast-changing communications sector. ### Heather Kernahan steps down from Hotwire URL: https://www.earned-first.com/heather-kernahan-steps-down-from-hotwire/ Last updated: 2025-06-05T07:33:45.000Z Search for global CEO successor underway as Kernahan departs after nine years with Enero tech firm. _This post is for subscribers only._ ### The unlikely case for integration URL: https://www.earned-first.com/the-unlikely-case-for-integration/ Last updated: 2025-05-29T10:00:48.000Z It's always worth questioning conventional wisdom. After all, things change — and sticking to one point of view is a recipe for obsolescence. Around a decade ago, I penned an analysis of MSL's attempts to consolidate its many agencies and acquisitions down into one brand. Across the global PR industry, it was hard to find much support for this initiative, not least among the affected agency leaders and entrepreneurs. It was, said critics, a plan that gravely underestimated the basics of successful agency management — too cavalier with its brands, its P&Ls and its specialist capabilities, and not respectful enough of the autonomy required to ensure that public relations fulfils its ideal mandate. But maybe, just maybe, MSL was onto something, whether by virtue of foresight or good fortune. In recent years, the Publicis Groupe firm is one of the few networks to have performed credibly in a challenging holding group environment, alongside another firm with which it shares some structural similarities: Ogilvy PR. In Asia-Pacific, especially, the duo have defied gravity over the past couple of years, while most of their holding group rivals have struggled to record significant growth. Zoom out, and they have also avoided the existential questions that regularly arise about the fate of these competitors. In MSL's case this is also down to a specific turnaround that has taken root after some ill-fated acquisitions in this region. Both firms, furthermore, no doubt benefit from relatively stable leadership amid industry turbulence. Regardless, the broader patterns are worth investigating, particularly given the marked differences between their models and those of standalone PR networks. _This post is for subscribers only._ ### Beyond peak comms URL: https://www.earned-first.com/beyond-peak-comms/ Last updated: 2025-05-23T06:30:58.000Z It’s not easy being an in-house communications head. Confronted by a pandemic that brings many countries to their knees, you bring crucial insight and leadership to a range of issues that are instantly elevated up the boardroom agenda. From employee wellness to remote working to business continuity, crisis management to policy oversight — internal communications is suddenly electrified and ESG institutionalised as corporates come to terms with a very different stakeholder economy. In a way, you have been preparing for this for all your professional life. Your agility becomes a critical advantage when inertia threatens the corporate response to a deepening global health crisis. Empathy is unexpectedly in vogue as you help to showcase CEO humanity on endless Zoom calls. You become the connective tissue between the boardroom and the broader workforce. The CCO role has never been more highly valued — recognised as essential to organisational resilience and corporate behaviour. No one wants to dwell on the Covid years, but they cannot be forgotten if we are to truly reckon with the journey that corporate communications leaders have been on in the past decade. After consistent calls for a coveted ‘seat at the table’, the pandemic creates innumerable opportunities for CCOs to demonstrate their value, encouraging the notion that — this time — the dividend from this elevation will be rather more permanent than the transient gains of earlier crises. _This post is for subscribers only._ ### PE vs PR URL: https://www.earned-first.com/pe-vs-pr/ Last updated: 2025-05-14T07:30:41.000Z For the most part, the private equity era has not been too unkind for PR agencies. Over the past decade, we have seen an explosion of private equity funding of communications consultancies — reaching a peak in 2023, according to available research. It was not always easy to understand PE's interest in the PR sector. This is an asset-light industry in which sales cycles and growth patterns can be difficult to discern. The slash-and-burn approach that sometimes characterises private equity investment was never going to work in a business that prizes people as its primary source of revenue. The idea of rolling up separate firms for a short-term sale at an inflated multiple also attracted a similar measure of bemusement. Any initial aversion has, largely, proved unfounded. PE firms, many of them at the smaller end of the spectrum, have built significant holdings across the communications sector. In this, they have been significantly boosted by the steady exit of traditional agency buyers — namely, the major holding groups — from the agency acquisition game. But they have also been helped by a relatively thoughtful model that has prioritised long-term investment over short-term gains, one that has developed a credible understanding of how successful PR firms can build for the future. The likes of Real Chemistry, APCO, SEC Newgate and Team Farner have turbocharged their growth thanks to strong private equity partnerships — reflecting the best of the PE/PR model. _This post is for subscribers only._ ### Industry vibe check 🌡️ URL: https://www.earned-first.com/industry-vibe-check/ Last updated: 2025-05-07T11:01:42.000Z So, let's take stock shall we? The last six months have provided me with a welcome break from the minutiae of PR industry coverage. But stepping back, if anything, has only made the broader shifts across the sector even more apparent to me — bolstered by a range of research assignments and speaking/listening engagements that I have conducted for various consultancies. And so, the first edition of the Earned First newsletter will look at five trends that I believe are reshaping the public relations business at a fundamental level. As ever, I'm curious to hear your thoughts and — of course — I look forward to discussing how we can build this community together. If you're not a subscriber, you can [sign up for free](#/portal) here and if you missed my announcement, [that's here](https://www.earned-first.com/dont-call-it-a-comeback/). First, a little backdrop. There's no question that the PR industry is facing an incredibly challenging environment, with few markets or even sectors demonstrating the kind of growth that many of us had perhaps taken for granted in years gone by. Specifically, a confluence of concerns have punctured the industry’s exceptional rebound from the lows of the Covid era, including: - Economic volatility and broad downturns in communications spending, particularly in technology and healthcare - Rising costs and inflationary challenges in many markets - A ‘secret slowdown’ that often involves extended payment terms, never-ending pitches, and shifting budgets - Geopolitical concerns around US engagement with the rest of the world - Increasing competition from other disciplines, amid a changing landscape that favours the rise of influencers - New expectations from a new generation of employees, particularly around working models and career progression Meanwhile, if we are talking about Asia-Pacific specifically, a number of structural issues are also slowing growth. Most prominent among these is China's prolonged slowdown, which has shifted the market from the key beacon of growth for Asia-Pacific PR networks towards a situation where it may well represent their greatest liability. Neither does China's increasing antipathy towards foreign business and consultancies help. Elsewhere, Singapore's efforts to position itself as the region's primary hub remain hampered by rising costs, talent challenges and stagnant communications budgets. Hong Kong's presence is sadly diminished, while India’s strong economic growth is offset by persistent undervaluation of communications and PR counsel, from both a financial and strategic perspective. If nothing else, it's certainly not boring. And while the prognosis above may call for a stiff drink or two, there are clear opportunities that are emerging from the current turbulence. Or, at the very least, important trends that are serving to significantly reshape the public relations landscape, as detailed below. _This post is for subscribers only._ ### Welcome to Earned First URL: https://www.earned-first.com/dont-call-it-a-comeback/ Last updated: 2025-05-07T10:42:09.000Z [Official release here](https://commsnews.com/the-promise-foundation-goes-global-with-apacmea-expansion-as-arun-sudhaman-takes-helm-as-ceo/?ref=earned-first.com) I'm glad to share that I'm joining the PRomise Foundation as CEO, to oversee the global expansion of an organization that is best known for its acclaimed PRAXIS community platform. I have long admired founders' [Amith Prabhu](https://www.linkedin.com/?ref=earned-first.com) and [Roshan Alexander](https://www.linkedin.com/?ref=earned-first.com)'s values and homegrown spirit, so I'm thoroughly invigorated to be joining forces with them. As part of this collaboration, we will launch 'Earned First' as a media and events community for PR and corporate affairs professionals across Asia-Pacific, the Middle East and Africa. In addition to operating The PRomise Foundation’s events and properties outside India, Earned First will serve as an essential voice for PR markets across these regions and beyond, providing industry analysis, research/consulting, thought leadership, news/podcasts and peer networking. For decades, our regions have largely been understood through the lens of New York or London, but the pace of global disruption provides a unique opportunity for the rest of the world to demonstrate why it is a crucial source of innovation, creativity and cultural intelligence for the global PR and communications sector. Building on The PRomise Foundation’s Indian roots and homegrown success, our expansion kicks off with several events that aim to elevate, inspire and foster community, including: - 🇦🇪 The Huddle Communication Conclave in Dubai on May 21 – benchmarking and recognising the MENA region’s best in-house communication teams. - 🇱🇰 An exclusive Global PR Retreat in Colombo in August - 🇸🇬 The first overseas edition of PRAXIS on October 14 in Singapore As you can imagine, there will be plenty more to come. In addition to working alongside the fabulous PRomise Foundation team, I'm looking forward to continuing my 20+ year collaboration with a global community that has provided me with invaluable backing, advice and encouragement throughout. There are far too many names to mention, but all of you deserve my most sincere gratitude, not least the [Folgate Advisors](https://www.linkedin.com/?ref=earned-first.com), [LWSTD-FM](https://lovewillsavetheday.fm/?ref=earned-first.com) and [Asian Communications Network](https://asiancommsnetwork.com/?ref=earned-first.com) families that will continue to receive my wholehearted support 💙 And I will remain involved with my various other initiatives, including the Institute for Public Relations and the Asia-Pacific Association of Communication Directors. 📸 The photo above comes from last week's enthralling ACN event, which provided yet more proof of how conclusively the global world order is being redrawn. There is no question that these shifts are significantly reshaping the public relations world, raising fundamental questions about its continued progress and evolution. Those of you that know me are probably well aware that I'm not exactly prone to unbridled excitement. But, if anything, the current turbulence only strengthens my conviction in both the critical value of public relations, and the importance of a movement that rebalances its global narrative. Ultimately, our shared community is built on the enduring truth that underpins the resilience and vibrancy of our regions: trust, influence and reputation must be 'earned first'. Let's see what we can build together 🤩 ## Sign up for Earned First The PR intelligence platform for high-growth markets. Subscribe Email sent! Check your inbox to complete your signup. No spam. Unsubscribe anytime.