The Other Circle (TOC) has been appointed as the communications and public relations partner for the fourth edition of CultureCon, India's flagship conference dedicated to the creative economy.The two-day conference will be held on August 6-7 at the National Centre for the Performing Arts (NCPA) in Mumbai and is presented by Art X Company and Festivals From India in partnership with the NCPA. This year's edition is centred on the theme, "Creative Economy: Culture, Capital, Commerce and Careers," and will bring together artists, entrepreneurs, investors, policymakers and cultural leaders to discuss the future of India's creative industries.As part of its mandate, TOC will lead strategic communications, media relations, narrative development and thought leadership initiatives for the event. The agency will focus on amplifying conversations around India's growing creative economy across business, policy, education and cultural sectors.The appointment further strengthens TOC's portfolio across culture, entertainment and consumer brands and reflects its positioning at the intersection of business, storytelling and the arts."CultureCon is asking one of the most important questions facing India's creative sector today: what does it take to build sustainable creative careers?" said Aakanksha Gupta, Founder and CEO of The Other Circle."At TOC, we believe the creative economy deserves the same strategic storytelling that technology, finance and startups have benefited from over the past decade."CultureCon has emerged as a platform for examining the economic and social impact of India's creative industries, with this year's conference expected to explore how cultural enterprises can create sustainable opportunities across sectors ranging from the arts and media to design, entrepreneurship and innovation.Rashmi Dhanwani, Founder-Director of Art X Company and Festivals From India, said TOC's understanding of both culture and strategic communications made the agency a natural fit as the conference seeks to broaden its influence and reach.According to UNESCO, the creative economy contributes approximately 3.1% of global GDP and accounts for 6.2% of global employment. The sector is also one of the world's largest employers of young people, employing more individuals between the ages of 15 and 29 than any other industry.The growing prominence of India's creative economy has further elevated discussions around cultural entrepreneurship, intellectual property, creative careers and investment in the arts, making platforms such as CultureCon increasingly relevant for stakeholders across industries.By bringing together voices from culture, business and policy, CultureCon 2026 aims to contribute to a broader conversation about building a more sustainable and globally competitive creative economy for India.

Omnicom reported $679.1 million in public relations revenue for the second quarter of 2026, making PR its third-largest business discipline and accounting for 11.3% of the company's $6 billion in core operations revenue.The results mark Omnicom's second full quarter since completing its merger with Interpublic Group (IPG) on November 26, underscoring the scale of the combined communications and marketing services business.Integrated media remained Omnicom's largest revenue contributor during the quarter, generating $3.1 billion, or 52.5% of core operations revenue, followed by advertising at $942.6 million, representing 15.7%. Public relations narrowly outperformed experiential and other services, which contributed $669.2 million, or 11.2% of revenue, while the health segment generated $555.9 million, or 9.3%.Omnicom did not disclose year-on-year growth figures for its public relations business. While the company presented its overall core operations performance against combined Omnicom and IPG results from the second quarter of 2025, the discipline-level breakdown was limited to second-quarter 2026 revenues.Overall, core operations revenue grew 7.2% year-on-year to $6 billion compared with the combined Omnicom and IPG revenue recorded during the same period last year. The increase comprised 6.1% organic growth and a 1.1% benefit from foreign currency translation.The United States continued to be Omnicom's largest market, accounting for $3.5 billion, or 59% of total core operations revenue. Europe, excluding the UK, contributed 13.8%, followed by the UK at 9.3% and Asia-Pacific at 9%.Profitability also improved during the quarter. Adjusted EBITA from core operations rose to $1.07 billion from $887.4 million on a combined basis a year earlier, while the adjusted EBITA margin increased to 17.8% from 15.9%, primarily driven by cost-reduction synergies following the IPG acquisition.The company excluded $87.1 million in integration-related expenses from adjusted EBITA, including costs associated with the IPG transaction, acquisitions, severance and business repositioning initiatives.On a reported basis, Omnicom's revenue increased to $6.56 billion from $4.02 billion in the prior-year period, largely reflecting the impact of the IPG acquisition and constant-currency growth. Operating income rose to $922.5 million from $439.2 million, while net income more than doubled to $584.8 million from $257.6 million. Adjusted diluted earnings per share increased 29.3% to $2.65.Commenting on the results, CEO John Wren said the performance reflects continued momentum across the combined organisation, driven by organic growth, margin expansion and clients consolidating more of their business with Omnicom.The latest results offer an early indication of how Omnicom's expanded portfolio is shaping up following its integration with IPG, with public relations continuing to represent a significant contributor to the group's overall revenue mix.

Team Lewis has been appointed the public relations agency of record for e-commerce platform Lazada Malaysia following a competitive pitchLazada Malaysia is planning to further strengthen its brand positioning amid the continued expansion of Malaysia's digital commerce market.Under the mandate, Team Lewis will lead Lazada Malaysia's integrated communications programme, encompassing media relations, press office management, campaign communications and thought leadership initiatives. The agency will also oversee strategic storytelling, media engagement and brand activations aimed at strengthening connections with both consumers and sellers on the platform.The appointment comes as Lazada continues to invest in innovation and customer experience, including the introduction of its AI-powered shopping assistant, Lazzie, designed to deliver more personalised and intuitive shopping experiences in an increasingly competitive e-commerce landscape.Ann Chong, Managing Director, AI and Client Solutions, APAC at Team Lewis, said brands today require sustained and integrated communications strategies that go beyond individual campaigns."As the e-commerce landscape becomes more dynamic, brands need to show up with clarity, consistency and relevance across multiple touchpoints," she said. "We are excited to partner with Lazada Malaysia, which is strong in both innovation and market presence. We see an opportunity to further strengthen its narrative through integrated, always-on communications that connect with audiences in a more meaningful way."The partnership is already underway, with Team Lewis having supported communications for Lazada Malaysia's recent 6.6 Super Wow Sales campaign.The Lazada Malaysia win further strengthens Team Lewis Malaysia's growing portfolio of consumer and digital brands and comes as the agency continues to expand its capabilities across Southeast Asia.Earlier this year, Team Lewis announced key leadership changes in Malaysia, appointing Daniel Wong as Director of its Malaysian operations while promoting Ann Chong to the newly created role of Managing Director, AI and Client Solutions, APAC.Wong joined the agency from DNA Creative Communications and is responsible for overseeing Team Lewis Malaysia's operations, commercial growth and strategic direction. Reporting to Senior Vice President Keso Kendall, he will lead initiatives focused on strengthening the agency's market position, deepening client relationships and expanding its integrated communications capabilities.Meanwhile, Chong's expanded regional role reflects Team Lewis' growing focus on AI-enabled client solutions. Based in Malaysia, she now leads the expansion of the agency's AI capabilities and proprietary Sidekick services across Asia-Pacific, working closely with clients to develop AI-driven communications strategies and support regional growth initiatives.The Lazada Malaysia mandate underscores the increasing importance of integrated, always-on communications strategies as brands compete for consumer attention in one of Southeast Asia's fastest-growing digital commerce markets.

Zeno has announced the appointments of Matt Lackie, Lisa Sullivan and Jake Green as the agency continues to invest in its next chapter of growth. All three join from Axicom, bringing complementary leadership experience across technology, strategy, and business growth at a time when organizations are navigating an increasingly complex landscape shaped by AI, geopolitical change, economic uncertainty and accelerating technological advancement. These appointments build on Zeno's continued investment in talent and capabilities that bring clients deeper expertise, broader perspectives and more integrated counsel as communications and reputation become increasingly central to business success.Matt Lackie joins Zeno as President, International Strategy + Global Technology. Formerly Global CEO of Axicom and Chair of Burson's Global Technology Practice, Lackie will help shape and advance the agency's international strategy while leading the continued evolution of Zeno's global technology business.In this newly created role, Lackie will strengthen Zeno's ability to partner with companies and clients across every sector especially as technology has become a defining driver of growth and competitive advantage. Reporting to Global CEO Barby K. Siegel, Lackie will partner with leaders across North America, Latin America, Europe and Asia-Pacific to accelerate cross-border growth, deepen collaboration and unlock new opportunities across Zeno's global network.Widely recognized as one of the communications industry's leading innovators and strategists, Lackie has spent more than two decades helping many of the world's most influential organizations manage through transformation, build reputation, and fuel growth at the intersection of technology, business, and culture.Lackie will partner with Karyn Barr, who joined in October?as Head of Technology Communications for Zeno US, in addition to other technology leaders to strengthen and connect the agency's capabilities across AI, enterprise and consumer technology, and other rapidly evolving areas of client demand.Lisa Sullivan joins as Managing Director, Zeno West, where she will lead the continued evolution of Zeno's West Coast business, partnering with clients across communications, marketing, and innovation. An accomplished business leader with deep experience helping global brands navigate change, Sullivan has built a reputation for developing high-performing teams, cultivating enduring client partnerships, and delivering measurable business impact. Based in San Francisco, Sullivan will report to Grant Deady, President, Zeno US, and partner closely with Angela Alvarez, who is Head of Zeno Los Angeles.Jake Green joins as Executive Vice President, Strategy, further expanding Zeno's ability to connect strategy, reputation, audience intelligence, and business growth for clients faced with increasingly complex market dynamics and stakeholder expectations. Green brings deep experience helping B2B and technology companies identify opportunities for growth, differentiation, and relevance through strategy, brand positioning, channel planning, and innovation storytelling. He will report to Theresa Bertrand, Head of Strategy, Zeno US.Having successfully worked together for years, Matt, Lisa and Jake bring complementary strengths across global leadership, client strategy, business development, and operations. Their shared experience will enable them to create value quickly while building on the strong momentum already underway at Zeno.“AI, technology and business transformation are reshaping every organization, regardless of industry," said Barby K. Siegel, Global CEO of Zeno Group. "These appointments reflect our commitment to continually evolve, not by changing who we are, but by strengthening how we help clients succeed. Communications and reputation are business imperatives that shape growth and competitive advantage. Our clients need counsel that connects business strategy, marketing and communications in ways that create measurable value."Matt, Lisa and Jake bring a strong track record of helping organizations turn communications and reputation into drivers of business success, which aligns well with Zeno's focus on helping clients navigate both what's now and what's next. Above all, they embody what has always made Zeno, Zeno: ambition, curiosity, kindness, collaboration and an unwavering commitment to creating meaningful client impact."Matt, Lisa and Jake will join Zeno later this summer.Notably, these appointments build on Zeno's broader investment in leadership across the agency, including Dana Gandsman, who joined as Head of Global Health & Wellness following a distinguished career at Pfizer; Kevin Lawlor, who joined to lead Public Affairs from Washington, D.C.; Justin D'Onofrio, who leads AI & Innovation and Khushil Vaswani, MD, Zeno Singapore."I've admired Zeno for years, not just for the quality of its work, but for its culture and the way it approaches the business," said Lackie. "There is a confidence, creativity and entrepreneurial energy that encourages people to think differently, push boundaries and continually reimagine how we create value for clients. Zeno's independence, leadership model and culture give it the freedom to move with speed, invest in innovation, and structure the work to create the greatest value for clients. Lisa, Jake and I are excited to join colleagues around the world who share our passion for bold thinking and meaningful collaboration."

Primex Media Services has been appointed to manage the digital public relations mandate for Parul University, the NAAC A++ accredited multidisciplinary university based in Vadodara.As part of the mandate, Primex Media Services will facilitate the digital dissemination of the University's corporate announcements, institutional updates and media releases across leading online news platforms, strengthening the reach of its communications among key stakeholders.Commenting on the association, Pujan Shah, Head – Outreach & Public Relations, Parul University, said, "As a globally focused institution, we are committed to strengthening our digital presence and engaging with audiences across geographies. While our communication strategy continues to be driven in-house, we believe strategic collaborations play an important role in expanding the reach of our institutional communications. Primex Media Services will support us in strengthening our digital media outreach, enabling us to effectively showcase the University's academic excellence, institutional milestones, student and faculty achievements, as well as the impact of our research, innovation, industry collaborations and community initiatives to a wider audience."Speaking on the mandate, Ankur Parikh, Account Director, Primex Media Services, said, "We are delighted to partner with Parul University and support its digital public relations initiatives. Our focus will be on ensuring timely and effective dissemination of the University's announcements across relevant digital media platforms, helping enhance the visibility of its achievements and initiatives among diverse audiences."Established as a university in 2015, Parul University offers more than 450 programmes across 20 faculties and is home to students from over 75 countries. The University has been awarded NAAC A++ accreditation, the highest grade conferred on higher education institutions in India, reflecting its commitment to academic excellence, research, innovation and global engagement.Primex Media Services is an integrated public relations and strategic communications consultancy offering media relations, digital PR, corporate communications, reputation management and strategic outreach solutions across sectors including education, healthcare, infrastructure, real estate, consumer brands and corporate enterprises. The Parul University mandate further strengthens the agency's growing presence in the education sector.

Ariff Communications has announced a series of new client wins and partnership renewals, including a one year communications mandate from JETOUR Malaysia.As part of the appointment, the agency will support JETOUR Malaysia's communications efforts, with a focus on strengthening the automotive brand's visibility and brand awareness in the local market.The agency has also renewed its partnership with the Hong Kong Tourism Board for another two years. The renewed mandate will see Ariff Communications continue supporting the tourism board's communications efforts in Malaysia from 2026 to 2028. Over the past year, the agency has worked on media engagement, influencer collaborations and market led storytelling initiatives for the tourism board.In addition, Ariff Communications will continue its partnership with Hisense until 2027, extending its role in managing the brand's communications in Malaysia.Commenting on the developments, Aisya Hashim, Director at Ariff Communications, said, "Brands today are not only looking for visibility. They are looking for relevance, trust and communications that can move with the pace of culture."She added, "These wins and renewals mean a lot to us because they reflect both new confidence in our capabilities and the trust we have built with long term partners. Whether we are working with an automotive brand, a tourism board, an airline, a consumer technology company or an F&B brand, our role remains the same: to help brands tell stories that matter to the audiences they serve."

Singapore's Ministry of Trade and Industry (MTI) has appointed We. Communications as its public relations partner and GOVT VCCP as the lead integrated campaign agency to support Singapore's ASEAN Chairmanship in 2027, following a competitive pitch process.As part of the mandate, GOVT VCCP will lead the integrated campaign strategy, while We. Communications will oversee earned media and public relations. The two agencies have been appointed as a consortium to deliver communications across creative, content and media in support of the ASEAN Economic Community pillar.Commenting on the appointment, Daryl Ho, Managing Director, We. Communications Singapore, said, "Singapore's ASEAN Chairmanship presents an opportunity for the region's priorities and progress to resonate beyond the room, and we are grateful for MTI's trust in us to help amplify that story."He added, "This creative and communications collaboration with GOVT VCCP strengthens our ability to offer clients an integrated model that combines creative thinking with communications strategy, helping ideas move seamlessly from concept to conversation."

The Cowgirls has appointed former W Communications UK chief executive Matt Brown as its managing director and partner. The appointment marks the agency's first senior executive hire since its launch two years ago.Brown joins The Cowgirls after leaving W Communications, where he spent around 18 months. He initially joined as managing director before being promoted to UK chief executive in October last year.Prior to W Communications, Brown spent six years at Edelman, most recently serving as vice chair of brand for EMEA after holding the role of UK managing director. Earlier in his career, he was managing partner at The Brooklyn Brothers, where he worked alongside The Cowgirls' co founders Ali Alvarez and Cali Oliver.The Cowgirls was founded by former Brooklyn Brothers executives Ali Alvarez and Cali Oliver along with creative director Verity Fenner, whose career includes roles at BBH and AMV BBDO. The independent studio positions itself as a female founded creative business that brings the female perspective to brand communications.The agency has worked on projects across the UK, the US and Iceland, with clients including Action for Children and Wolf Escape Games.Announcing Brown's appointment, the agency said, "Female founded doesn't mean male excluded." It added that Brown brings the commercial expertise the studio was looking for while sharing its values and culture.Commenting on the appointment, co founder Cali Oliver said, "The Cowgirls was founded to bring the female perspective to commercial communications, to value missing perspectives, make room for new voices, and build creative work in a way that actually values its people."Bringing Matt in is part of the next phase of it. His track record is built on award winning, earned first thinking. He's also one of the kindest humans to work with."Brown said, "I've spent my career trying to find places where the work and the culture are equally worth fighting for. The Cowgirls is that, with a clarity of point of view that I find genuinely rare."Ali and Cali and I have history. I know what they're capable of. And Verity's craft is something I've admired from the outside for a long time. Having that level of creative rigour in the room changes what's possible. Part of my job is making sure the conditions stay right as the studio grows."

The Institute of Grocery Distribution (IGD) has appointed independent communications consultancy Sunny Side Up to lead communications for its Feeding Britain's Future workforce campaign following a competitive pitch.The campaign is designed to address skills shortages across the UK food and drink sector by encouraging more young people to explore careers in the industry. It aims to engage every UK secondary school by 2030, reduce the number of young people who are not in education, employment or training (NEET), and help strengthen the sector's future workforce.The account will be led by Senior Account Director Antonia Paget and Strategy Director Nick Woods. They will work closely with IGD Chief Marketing Officer Kirsty Saddler and Head of Corporate Communications Suzanne McClelland.Commenting on the appointment, Kirsty Saddler said the agency was selected for its understanding of the food industry and its ability to connect with younger audiences. She noted that while the food and drink industry employs one in eight people, it continues to face a shortage of young talent. She added that Sunny Side Up demonstrated the strategic insight and sector expertise required to support the campaign's objectives.Nick Woods, Strategy Director at Sunny Side Up, said the agency is looking forward to contributing to a campaign focused on addressing workforce shortages across the UK's food system. He said the communications strategy will focus on reaching young people, particularly those not currently in education, employment or training, through relevant voices, platforms and messaging.The appointment expands Sunny Side Up's portfolio in the food and drink sector, where it already works with brands including Pink Lady apples, Majestic Wine and Riverford Organic, alongside organisations in health, retail, sport and the charity sector.

PRAP Japan, one of Japan's leading public relations agencies, has consolidated its Southeast Asian operations by merging WILD Advertising & Marketing with affiliated companies PRAP Asia and PRAP POINTS Singapore. Following the integration, the unified business has been rebranded as PRAP & (PRAP AND Pte. Ltd.), with operations officially commencing on 1 July 2026.The newly formed company will be headquartered in Singapore and led by Managing Director Hiroaki Yamamoto. The merger is designed to accelerate the PRAP Group's growth across Southeast Asia while improving operational efficiency through the integration of resources and business functions.The new PRAP & identity reflects the company's vision of connecting businesses, markets and capabilities. According to the company, the "&" symbol represents collaboration, integration and expansion, highlighting its ambition to broaden its services beyond traditional public relations into a full spectrum of integrated marketing solutions. It also underscores the company's commitment to supporting clients' cross-border growth through long-term strategic partnerships.As part of the integration, overlapping corporate functions, including audit, legal and administration, will be streamlined to enhance efficiency and reduce operational costs. At the same time, the company will combine the specialist expertise of the three businesses across public relations, communications, creative strategy, social and digital marketing, and multilingual, multi-market execution.The strengthened organisation aims to provide clients with seamless campaign delivery across Southeast Asia, offering end-to-end marketing support from strategic planning through execution while delivering more integrated, value-added solutions.PRAP & has also unveiled a new visual identity centred around the concept of connection and collaboration. The company said the logo symbolises the intersection of ideas, people and partnerships, reflecting its belief that meaningful relationships drive creativity and business success.Looking ahead, PRAP & plans to leverage the combined strengths of its legacy businesses to expand its advertising, experiential marketing and public relations capabilities across Singapore and the wider Southeast Asian market. The company also reaffirmed its commitment to working closely with clients and stakeholders to address business and societal challenges while creating long-term value.

HP has appointed Dirk Lewis as India Market Communications Lead, where he will lead the company's communications strategy for the India market.Lewis shared the update through a LinkedIn post, outlining his responsibilities, which include corporate and product communications, thought leadership, media relations, content development, and localising HP's global narratives, campaigns and activations for India."The remit is a wide one: HP's overall communications strategy for the India market, thought leadership through corporate and product storytelling, media, content, and localising HP's global narratives, campaigns and activations," Lewis wrote in his post.He joins HP after a four month sabbatical and brings over two decades of experience in corporate communications, public relations, reputation management and brand storytelling across the technology, consulting and digital sectors.Before joining HP, Lewis served as Director, Corporate Communications, Online Reputation Management and Sustainability at Tata Digital for over four years. During his tenure, he worked on the launch of Tata Neu and led communications across Tata Digital's portfolio, while also overseeing sustainability communications and online reputation management.Earlier in his career, Lewis held communications leadership roles at MSL India, where he worked with technology clients including AWS and Capgemini Engineering, and at Wipro in global communications. He was also the first Public Relations Manager for Gartner across India and the Middle East.His professional journey also includes roles at FleishmanHillard, Text100, Vaishnavi Corporate Communications, Genesis BCW and Hanmer MS&L, with experience spanning corporate communications, crisis management, executive positioning and integrated communications strategy.

Access Communications has been appointed the public relations agency for DETERMINANT in Singapore, as the premium menswear brand looks to strengthen its presence in the market through strategic communications and brand storytelling.Under the mandate, Access Communications will lead public relations efforts for DETERMINANT in Singapore, focusing on enhancing brand awareness and communicating the company's technology-driven approach to functional menswear.Founded in Hong Kong by textile and apparel manufacturer Esquel Group, DETERMINANT has built its reputation around performance-driven menswear designed for modern professionals. The brand combines proprietary fabric technologies with minimalist design principles, offering products that address everyday challenges such as wrinkles, perspiration, odour and garment durability.DETERMINANT made its Singapore debut in 2025 with a pop-up at Takashimaya before expanding its retail footprint with its first standalone Southeast Asian store at Plaza Singapura. The brand is known for its signature dress shirts available in 61 size combinations and its use of patented textile technologies across its product portfolio.The appointment comes as DETERMINANT continues to grow its regional presence in Southeast Asia. Beyond apparel, the brand positions itself around helping professionals simplify their wardrobes through functional and sustainable product innovations tailored to contemporary work-life needs.For Access Communications, the partnership adds another consumer lifestyle brand to its client portfolio in Singapore. The agency will be responsible for driving strategic storytelling initiatives designed to deepen consumer engagement and strengthen DETERMINANT's positioning in the premium menswear segment.

Vantage Data Centers, a Denver-based provider of hyperscale data center campuses, has appointed Ed Harnaga as chief marketing and communications officer. Reporting to Jeff Tench, executive vice president, Harnaga will lead Vantage’s global marketing and communications organization, with responsibility for brand strategy, corporate reputation, public relations, executive communications and regional marketing across North America, EMEA and Asia Pacific.Harnaga joins Vantage at a pivotal moment as global demand for AI and cloud infrastructure continues to accelerate and customers increasingly require trusted partners capable of delivering capacity at speed and scale. In this role, he will work closely with Vantage’s sales, public policy, sustainability, product and executive leadership teams to strengthen the company’s market position, support customer growth and advance its global brand.“Ed brings the strategic perspective, leadership experience and communications expertise needed to help shape Vantage’s next phase of growth,” said Tench. “He has a proven track record of building world-class brands, advising executive teams and strengthening corporate reputation at global organizations. His leadership will be instrumental as we continue to scale our platform and deepen our role as a trusted infrastructure partner for the world’s leading AI and cloud companies.”Harnaga joins Vantage from Pfizer, where he most recently served as senior vice president and chief communications officer, leading the company’s global communications organization across corporate reputation, media relations, executive communications, digital and social media, branding and stakeholder engagement. During his tenure, he led Pfizer’s first corporate rebrand in more than 75 years, directed global communications throughout the company’s historic COVID-19 response and helped reposition Pfizer as one of the world’s leading science-driven organizations.Previously, Harnaga held senior leadership roles at FTI Consulting and Ruder Finn, advising Fortune 500 companies on corporate reputation, executive communications, public affairs and brand strategy. Across more than 30 years, he has counseled executives through business transformations, corporate transactions, public policy matters and high-profile communications challenges across the healthcare, technology and consumer sectors.“Vantage is helping power the next era of AI and cloud innovation, and I’m thrilled to join the company at such an important moment,” said Harnaga. “Vantage has earned a strong reputation for operational excellence, customer partnerships and responsible growth. I look forward to working with the team to strengthen our global brand and tell the stories of the customers, people and innovations driving the company forward, as well as the positive impact Vantage is making in the communities where it operates.”

As Chief Communications Officer at JCBL Group, Kimmy Babbar is shaping the narrative of one of India's diversified manufacturing conglomerates spanning mobility, defence, railways and engineering. Drawing on over a decade of agency leadership and her experience in integrated marketing communications, she believes corporate communications today is as much about building trust and purpose as it is about visibility. In this interview, Babbar discusses the shift from agency to in-house leadership, AI's role in communications, employer branding, and why Indian manufacturing brands should embrace their roots while competing globally.After spending 12 years leading an integrated marketing agency and then moving in-house at JCBL Group, what has been the biggest shift in your approach to corporate communications and brand building?The shift has been both challenging and incredibly rewarding. At the agency, I was largely working with consumer brands where the focus was on products, campaigns, and customer acquisition. At JCBL Group, the responsibility is much larger. I am helping shape the identity of a diversified corporate group with businesses spanning mobility, defence, manufacturing, railways, and several other sectors.I've also witnessed the evolution of marketing itself. We moved from clearly defined ATL and BTL strategies to a far more integrated, through-the-line (TTL) approach, where digital has become the thread connecting every touchpoint. The channels have changed, audiences have changed, and communication today is far more immediate and interactive.The biggest difference, however, is this: marketing here isn't about selling a product. It's about telling the story of an organisation, its purpose, and the impact it creates. That shift has completely changed the way I think about brand building.JCBL Group operates across diverse industries, from mobility and defence to manufacturing. How do you create a unified brand narrative while ensuring each business retains its own distinct identity?The businesses may be different, but the purpose is the same. Across JCBL Group, we're solving complex problems through engineering and manufacturing, and ultimately making a meaningful impact on people's lives.Each company has its own identity and its own audience. A defence solution that supports our armed forces tells a very different story from a metro project that moves millions of commuters every day, or a motorhome that enables people to travel differently. As a communications team, our role is to tell those individual stories while connecting them to a larger narrative.That's where the Group brand comes alive. Every business has its own voice, but together they reflect one shared purpose and one shared vision.Artificial intelligence is rapidly transforming communications, marketing and reputation management. How is JCBL Group integrating AI into its communications strategy, and where do you believe human creativity remains irreplaceable?We have been utilizing AI in our operations within the JCBL Group for some time now. The communications teams leverage AI and automation to ensure efficiency, effectiveness, and better workflow. At the same time, we encourage all our team members to get acquainted with the latest developments related to AI.And yet, we are a people-first company. We view AI as a technology that complements humans rather than substitutes them.There are three things that cannot be substituted by any technology and AI included: judgment, empathy, and human understanding. Great stories do not originate in prompts; they originate in human experience and emotions.Employer branding has become a critical business priority, particularly in manufacturing and engineering sectors. What strategies have worked best for JCBL Group in attracting and retaining talent through communications?Our employer branding starts with who we are as an organisation. JCBL Group has always been a people-first company, and our communication simply reflects that reality.As a communications team, we try to make the organisation transparent. We showcase our people, our workplace culture, learning opportunities, leadership development, employee wellbeing, and the everyday moments that define life at JCBL Group.Employer branding isn't about claiming to be a great place to work; it's about giving people enough reasons to believe it. Our role is simply to tell those stories honestly. When employees genuinely enjoy where they work and feel valued, that becomes the strongest message any organisation can communicate.You have consistently championed integrated marketing communications. In an era where audiences are spread across digital, social, traditional media and influencers, how do you measure the success of a truly integrated campaign beyond conventional metrics?Coming from an agency background, I understand the importance of numbers. Reach, engagement, impressions and conversions will always matter.But corporate communications operate a little differently. For us, success isn't measured only by campaign performance. It's measured by whether people understand who we are, whether they trust us more than they did before, and whether the story stays with them long after the campaign ends.An integrated campaign should create consistency across every touchpoint. If it strengthens the brand's reputation and deepens stakeholder trust, that's success in its truest sense.Looking ahead, what do you see as the biggest communications challenge for Indian manufacturing brands seeking to compete globally, and what role should corporate communications leaders play in shaping business growth?One of the biggest challenges is how Indian manufacturing brands position themselves on the global stage. For years, I've seen companies struggle with a simple question: should they present themselves as an Indian brand or as a global brand?I don't think those two ideas are mutually exclusive. At JCBL Group, we've always been proud of our roots. We believe in 'Making in India for the World.' Our engineering, innovation and manufacturing capabilities have been built here, and that's a strength, not something to hide.Corporate communications have a bigger role today than ever before. It's not just about building visibility; it's about shaping perception, building trust, and giving global audiences confidence in what Indian manufacturing is capable of. That's how communication becomes a driver of business growth, not just a support function.

Amy Capuano has commenced her new role as Head of Strategic Communications at Universities Australia, bringing more than two decades of experience spanning journalism, government communications, speechwriting and higher education public affairs.Capuano joins the peak body representing Australia's 39 universities after serving for two-and-a-half years at The Australian National University (ANU), most recently as Head of Public Affairs. At ANU, she led strategic communications initiatives and played a key role in translating complex policy and research issues into accessible public narratives.Before joining ANU, Capuano spent five years at Australia's Department of the Prime Minister and Cabinet as a speechwriter, drafting speeches, opinion pieces and ministerial communications for three Prime Ministers, the Foreign Minister and the Education Minister.She began her career in journalism, spending around 15 years across some of the world's leading news organisations, including SBS Australia, the ABC and CNN in Hong Kong and London. Her journalism background has informed a career focused on communicating complex public policy issues across government, academia and the media.Capuano is also a recipient of a Churchill Fellowship, awarded in 2023 to study the global decline of trust in democracy. As part of the fellowship, she travelled to the United States, the United Kingdom and Finland to examine how democratic institutions can strengthen public trust and engagement. Her writing has appeared in publications including The Interpreter at the Lowy Institute and E-International Relations.At Universities Australia, Capuano takes on a senior leadership role responsible for shaping the organisation's strategic communications agenda. Reporting directly to the Chief Executive Officer, the position oversees media, campaigns, digital communications, events and stakeholder engagement while supporting the organisation's advocacy efforts on issues affecting Australia's higher education sector.Her appointment comes at a pivotal time for Australian universities as the sector responds to reforms stemming from the Australian Universities Accord, changing international education policies and growing debates around research, skills development and workforce needs. Universities Australia has been increasingly active in shaping public and policy discussions around the future of higher education and its contribution to Australia's economic and social development.

Polycab India Limited has appointed Neha Shinde as Head of Corporate Communications & PR.Shinde announced her appointment through a LinkedIn post, marking her return to the company after serving as Lead Corporate Communications & PR at Epsilon Carbon Pvt. Ltd. and Epsilon Advanced Materials Pvt. Ltd.In her new role, she will lead the company's corporate communications and public relations, with a focus on reputation management, strategic communications, and brand storytelling.Sharing the news, Shinde wrote, "I'm happy to share that I've joined Polycab India Limited as Head – Corporate Communications & PR. In this role, I'll lead corporate communications, public relations, driving reputation, strategic communications, and brand storytelling."Prior to rejoining Polycab, Shinde spent over two years at Epsilon Carbon and Epsilon Advanced Materials, where she led corporate communications and PR across India, the United States, Finland, and Germany. During her tenure, she was recognised as the Best Performer in Q2 2025.This marks Shinde's second stint at Polycab. She previously served the company for nearly three years, first as Manager, PR & Corporate Communication and later as Senior Manager, PR & Corporate Communication, between May 2021 and April 2024.

Abhilasha Gupta has joined Vedanta Group as Head of External Communications.She announced the development through a LinkedIn post, stating that she is looking forward to shaping the company's external narrative across its portfolio of businesses following the completion of one of India's largest corporate demergers.Sharing her thoughts on the new role, Gupta said that the opportunity comes at a time when the energy and minerals sector is witnessing significant change, driven by increasing focus on resource security, sustainability and the energy transition.Prior to joining Vedanta Group, Gupta served as Global Head of Corporate Communications & Public Affairs at Tech Mahindra, where she spent more than eight years. Before that, she was associated with The PRactice as PR & Business Development Manager for the Technology Vertical.Earlier in her career, she worked as Senior Executive, Corporate Communications at HCL Technologies, handling corporate and strategic communications. She has also volunteered as a teacher with Make A Difference.

Omnicom Public Relations (OPR) has appointed Amanda Berenstein as President of OPR Mexico, marking a significant leadership transition in one of the group's key Latin American markets. The appointment comes alongside the departure of Karen Ovseyevitz and Sandra Kleinburg, the longtime Porter Novelli leaders who spent more than three decades building the agency's presence across Mexico and Latin America.Berenstein joins OPR from Weber Shandwick, where she most recently served as CEO of Weber Shandwick Mexico while also overseeing Golin and Current Global's operations in the country. She was instrumental in launching Weber Shandwick's Mexico office in 2015 and assumed broader leadership responsibilities across the three agencies in 2021.Her appointment forms part of Omnicom Public Relations' broader regional restructuring following Omnicom's acquisition of Interpublic. The communications group is implementing a new operating model that establishes regional and country leadership teams across select markets outside the US and UK, aimed at delivering greater collaboration across agency brands and more integrated client services."Mexico is a strategically important market for Omnicom Public Relations, and we are confident in our business and the opportunities ahead," said Chris Foster, CEO of Omnicom Public Relations. "Amanda is the right leader for this next chapter. She will deepen client partnerships, strengthen collaboration across our agency brands and further enhance the seamless, integrated experience clients expect."The leadership announcement follows a series of structural changes across the OPR portfolio. Earlier this year, the company placed Porter Novelli under FleishmanHillard's leadership as part of its post-acquisition integration strategy. The move was announced alongside plans to combine Ketchum and Golin, signalling a significant reshaping of Omnicom's global communications businesses.The transition also brings to a close an era for Porter Novelli in Latin America. Ovseyevitz and Kleinburg founded a communications consultancy in Mexico City in 1993 that was subsequently acquired by Porter Novelli. They remained with the organisation, playing a pivotal role in transforming the business into one of Latin America's leading communications networks.Ovseyevitz was named Regional Director for Latin America in 2007 before becoming President of Porter Novelli Latin America in 2013. Under her leadership, the agency expanded its regional footprint and established a reputation for delivering award-winning client work while fostering a strong workplace culture. Together with Kleinburg, she helped position Porter Novelli as one of Omnicom's most successful and consistent PR businesses in the region.Foster credited the outgoing leaders with building an exceptional business and strengthening the agency's standing in the Mexican market."I want to thank Karen and Sandra for their leadership, partnership and many contributions over the years," Foster said. "We wish them both every success in the future."Berenstein's appointment follows OPR's recent announcement of its new regional leadership team, which includes Joanne Wong as CEO of OPR Asia-Pacific, Hugh Taggart as CEO of OPR EMEA, and Greg Power as CEO of OPR Canada.Separately, Weber Shandwick has announced three senior leadership appointments ahead of Karen Pugliese's succession as CEO in September. Joy Farber Kolo has been named Chief Innovation and Integration Officer, Michael Wehman will serve as US President, and Mike Rosich will expand his role as President of Weber Shandwick New York while continuing as CEO of Current Global and dna.(Image: webershandwick)

Laura Hill has joined Aware Super as Head of External Affairs, bringing more than two decades of experience spanning corporate affairs, strategic communications, stakeholder engagement and public policy across Australia.Hill joins one of Australia's largest superannuation funds after spending five years in agency leadership roles, most recently serving as Managing Partner – Engagement and Regions at FleishmanHillard Australia, where she advised organisations across corporate reputation, stakeholder management and strategic communications.Her appointment comes as Aware Super continues to expand its capabilities across member engagement, advocacy and external affairs. The fund manages more than A$250 billion in assets on behalf of around 1.3 million members and has been strengthening its leadership team amid significant growth initiatives across investment, retirement and member services.Before joining FleishmanHillard, Hill held senior communications and engagement positions across the not-for-profit, banking and financial services, automotive and government sectors. Her career has been defined by leading complex stakeholder engagement programmes and building reputation strategies for organisations navigating periods of transformation.At FleishmanHillard Australia, Hill was part of the agency's senior leadership team, overseeing engagement and regional communications mandates. The global communications firm works across sectors including consumer brands, technology, healthcare, government and financial services.Aware Super has been actively investing in leadership and organisational capabilities in recent years as it scales its operations both domestically and internationally. Under Chief Executive Officer Deanne Stewart, the fund has pursued a strategy centred on member outcomes, responsible investing and retirement solutions, alongside expanding its international investment footprint.Hill's move reflects the growing importance of external affairs functions within Australia's superannuation sector, where regulatory developments, member expectations and stakeholder engagement have become increasingly critical.

Former journalists Paul Clifford and Emilie Hill have launched Context Studio, an independent communications and brand agency based in Dubai. The agency partners with businesses across the hospitality, wellness, beauty, interiors and lifestyle sectors, offering services spanning PR, editorial storytelling, content creation and strategic brand positioning.Hill brings more than a decade of experience across journalism, fashion, interiors, PR and digital communications in London and Dubai, having held roles at JBH Public Relations, ITP Media Group, MailOnline and The Telegraph. Clifford contributes decades of media and communications expertise, working extensively with hospitality, food and beverage, design and business publishing brands. He most recently served as Group Editor for the hospitality division at ITP Media Group."We've both spent our careers around founders, operators and creative entrepreneurs with exceptional ideas," said Paul. "Often, what they're missing isn't a better product or service, it's the ability to clearly communicate what makes them different. Context Studio exists to help bridge that gap.”"We never wanted to build an agency where clients become account numbers. Many of the businesses we work with have been built through years of hard work, personal investment and a clear vision from their founders. We believe those businesses deserve communications partners who are genuinely invested in their success.”"Today's audiences and consumers are increasingly discerning about where they place their attention and spend their money. The brands that stand out are those with a clear sense of identity and a story worth telling. Our role is to help founders understand how they should be positioned, what makes them relevant and how to communicate that with confidence,” Emilie said.“By keeping our client portfolio deliberately small, we're able to build stronger relationships, think more strategically and deliver work that reflects the individuality of each brand."

The Singapore Tourism Board (STB) has launched a regional public relations agency pitch to establish a panel of communications partners across six Southeast Asian markets as part of a new three-year engagement aimed at strengthening Singapore's tourism promotion in the region.According to the tender, agencies can bid for one or more of the six markets—Indonesia, Malaysia, the Philippines, Thailand, Vietnam and Cambodia—but must have a physical presence in the markets they wish to serve.Unlike the traditional model of appointing a single regional agency, STB plans to create a panel of agencies, assigning projects based on strategic fit and market expertise. In addition to core responsibilities, agencies may receive ad hoc assignments during the contract period.The agreement will run from 1 October 2026 to 30 September 2029 under a 1+1+1 arrangement, with annual performance evaluations determining whether agencies remain on the panel throughout the three-year term.Appointed agencies will provide strategic communications counsel, develop market-specific PR strategies and execute media and social media programmes. Their responsibilities will include media relations, key opinion leader (KOL) engagement, press trip management, content creation, media monitoring, reporting, and paid media partnerships where required.For Indonesia and Vietnam, the selected agencies will also manage STB's local social media channels and create market-specific digital engagement strategies.The scope of work may further extend to integrated marketing campaigns, media events, translation services and collaboration with STB's creative, media, digital and headquarters communications teams. Agencies will also be expected to ensure a smooth transition with incumbent partners where necessary.Terrence Voon, Executive Director, Southeast Asia at the Singapore Tourism Board, said the shift to a panel model reflects the diversity of Southeast Asia's media landscape and evolving traveller behaviour. He noted that the approach would allow STB to draw on specialised expertise and local market insights to deliver communications programmes tailored to each country's unique audience.The tender also outlines several challenges facing Singapore's tourism marketing efforts, including intensifying competition from neighbouring destinations, perceptions among repeat visitors that the destination offers limited novelty, relatively low awareness in secondary cities and Singapore's image as a comparatively expensive destination.Through the new appointments, STB aims to strengthen awareness, consideration and advocacy for Singapore as both a leisure and business destination while deepening relationships with traditional media, digital publishers, influencers and key opinion leaders across the region.The regional pitch follows STB's earlier appointment of Edelman as its public relations agency in Singapore, where the agency was tasked with supporting strategic communications, media engagement, crisis counsel, digital amplification and campaign execution under a contract that began earlier this year.

The Hong Kong Tourism Board (HKTB) has named Dubai-based integrated communications agency Katch International as its PR, social media, branding and experiential communications partner for the GCC market.Under the new partnership, Katch International will drive strategic communications across the Gulf, positioning Hong Kong as a must-visit destination through targeted media relations, social storytelling and integrated campaigns. The collaboration will highlight the city's unique blend of cultural heritage, luxury experiences, family attractions, world-class dining and year-round events, as outbound travel from the GCC continues to grow and regional travellers increasingly seek immersive and entertainment-led experiences.Commenting on the appointment, Georgina Woollams-Edwards, Founder and Managing Director of Katch International, said: "This is an incredibly exciting addition to our portfolio and a partnership we are immensely proud of. HKTB is one of our most prestigious destination wins to date."She added: "Hong Kong is one of the world's most vibrant and dynamic destinations, seamlessly blending culture, innovation, entertainment and heritage into one unforgettable visitor experience. At Katch, we are passionate about working with brands and destinations that inspire people and create meaningful connections, and the Hong Kong Tourism Board embodies exactly that."As part of its remit, Katch International will strengthen Hong Kong's appeal among GCC audiences, increasing awareness of the destination and showcasing the breadth of experiences available to travellers from the region."Hong Kong has so much to offer, and we look forward to inspiring even more GCC travellers to discover this truly one-of-a-kind destination," Woollams said.Established in its current form in 2001, the Hong Kong Tourism Board is a government-subvented organisation responsible for promoting Hong Kong as a world-class travel destination. Working closely with government entities, tourism stakeholders and industry partners, HKTB plays a central role in enhancing the visitor experience while reinforcing Hong Kong's position as one of Asia's leading international destinations for culture, entertainment, dining, business and leisure.About Katch InternationalKatch International is a Dubai-based integrated communications agency specialising in public relations, social media, branding and experiential marketing across the Middle East.

Tata Communications, a leading technology player, today announced the appointment of Narottam Sharma as Chief Transformation Officer. He will take charge of the new role from September 2026 and will be a part of the Global Management Committee at the company. A seasoned technology leader with more than two decades of experience, Narottam brings great expertise in enterprise-wide digital transformation, AI-led operating model redesign, large-scale process reengineering, and technology-driven transformation. Throughout his career, he has successfully led complex, cross-functional transformation programs spanning core business operations, supply chain, customer experience, and corporate functions, delivering significant business impact through technology and innovation. Commenting on the appointment, Ganesh Lakshminarayanan, MD & CEO, Tata Communications, said, “We are pleased to have Narottam join our leadership team. His experience in leading large-scale transformation and building future-ready organisations speaks for itself. We are confident that his ability to connect technology with business outcomes will help accelerate innovation and support our next phase of growth.”He will be joining Tata Communications from Jubilant FoodWorks, where he works as the Chief Information Officer. Before Jubilant FoodWorks, Narottam held a senior transformation leadership role at Mastek, where he drove a multi-track enterprise transformation agenda to support business growth and scale. Earlier in his career, Narottam served as Head Technology Transformation at Sterlite, where he led enterprise-wide business and technology transformation initiatives for the organisation’s 27-year legacy operations.  Speaking on his appointment, Narottam Sharma said, “I am excited to join Tata Communications that has a strong legacy of innovation and a unique position in enabling digital transformation for organisations globally. I look forward to working closely with the teams to advance our technology vision, strengthen our engineering capabilities, accelerate innovation, and create meaningful value for our customers and stakeholders.”

Authored By : Varun Aggarwal, Associate Vice President, Business & Strategy, PRP GroupFor a long time, PR was treated like plumbing. You called us when the pipe burst, or when a launch needed a press release pushed out by Friday. That version of the industry is gone, and good riddance. Reputation today isn't a service you hire. It's an asset you build, and like any asset, it has structure.I've sat across the table from enough founders and CMOs now to notice a pattern. Most founders I've worked with don't treat PR as one thing you switch on before a launch and off after. Good PR looks more like a building: foundation first, then the load-bearing pieces, then whatever finishing work makes it all look effortless. The bad version usually traces back to one decision, someone bets everything on a single layer, usually media hits, and can't figure out later why nothing holds up.The brands actually winning the trust war right now, the ones investors back, the ones journalists call back, the ones people defend in comment sections when things go sideways, have built out all five layers, not just one. Skip a layer and the rest starts to wobble no matter how much you spend. Get all five right, and the effort compounds in ways that are hard to fake and even harder to copy.Start with narrative, because everything else depends on it. This is where most founder conversations begin, and where most of them go wrong on the first try. A narrative isn't a tagline or an “About Us” paragraph. It's the answer to a harder question: why does the world need you to exist, and why now? Nail the story, the voice, the positioning, and every layer after this gets cheaper to build. Miss it, and you'll spend years paying journalists to explain a version of you that never quite lands.Once that's settled, the next question is where it should actually live. Coverage isn't a goal. Coverage in the right places, in front of the right people, at the right moment in your company's arc, that's a goal. A pre-IPO company doesn't need lifestyle features; it needs the financial press to understand its unit economics. A challenger D2C brand doesn't need a Forbes cover; it needs ten thoughtful pieces in the publications its customers actually read. Media strategy is knowing the difference, and having the discipline to pass on coverage that looks good but does nothing.Underneath the media hits sits a layer most agencies undersell, and the one that does the quietest work: the content engine. Op-eds. Founder bylines. LinkedIn posts. Podcast appearances. Internal notes that never see the outside world. None of this belongs on a retainer sheet as a line item to tick off, it's what makes the narrative feel true rather than announced. I've seen smaller-budget brands outperform bigger-budget competitors on this alone, simply by publishing more often and thinking harder about what they put out.Get this right for long enough and something else starts happening: influence. Not follower counts, something closer to pull in rooms you're not even standing in. An analyst quotes your data in a report. A founder you helped once vouches for you on a panel without being asked. A policymaker references something your team put in front of them months earlier. None of it is glamorous, and most of it looks like generosity long before it looks like strategy.And underneath all of it has to sit measurement. For years, our industry got away with vanity metrics: AVE, impressions, clipping books nobody read. Boards have wised up. Measurement today means linking activity to shifts in share of voice, sentiment movement, inbound deal flow, recruitment signals, even valuation conversations. If you can't show the line between the work and the outcome, you don't have a programme. You have an expense.The reason these layers matter is simple. Reputation isn't built in the moments people are watching. It's built in the long stretches when no one is, through choices that compound. A founder who treats narrative as a quarterly task, content as outsourced filler, and measurement as an afterthought will eventually run a campaign that flops, and won't understand why.Modern PR isn't about being loud. It's about being legible to the right people, in the right order, with proof at every layer.That's the architecture. Everything else is decoration.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Citigate Dewe Rogerson (CDR) has appointed Fergus Herries as Managing Director and Head of Hong Kong, strengthening its leadership team in one of Asia's most significant communications markets.In his new role, Herries will oversee the growth and development of CDR's Hong Kong business, leading the local team while supporting the consultancy's strategic ambitions across Greater China and the wider Asia-Pacific region. Herries brings more than a decade of experience in strategic communications consulting in Hong Kong, advising clients across financial institutions, professional services, technology and real estate. Before transitioning into communications, he began his career working in finance in London, providing him with a strong understanding of capital markets and corporate affairs. He joins CDR from FleishmanHillard Hong Kong, where he most recently served as Senior Vice President. During his time at the global communications agency, Herries provided senior strategic counsel to multinational and regional clients navigating complex communications challenges, corporate reputation management and stakeholder engagement initiatives. His appointment comes at a time when Hong Kong continues to reinforce its position as a leading international financial centre and gateway to mainland China, creating growing demand for specialist communications advisory services across financial services, technology and professional services sectors.CDR has a long-established presence in Asia-Pacific, operating offices across Beijing, Guangzhou, Hong Kong, Shanghai, Singapore, Taipei, and Tokyo. The consultancy advises clients on corporate and financial communications, investor relations, public affairs, crisis communications and ESG strategies, serving organisations ranging from multinational corporations and financial institutions to governments and industry bodies. The Hong Kong office remains a strategically important market for the consultancy, particularly given the city's role as a global financial hub. CDR's client portfolio in the region spans banking, asset management, insurance, real estate, professional services and technology sectors, reflecting the increasingly interconnected nature of corporate communications across Asia. Herries' experience advising organisations across multiple industries is expected to support the firm's continued growth in Hong Kong as businesses seek integrated communications strategies amid evolving market dynamics.His appointment also highlights the sustained demand for senior communications leaders with deep regional expertise as agencies continue investing in talent capable of advising clients across increasingly complex stakeholder environments.

Honner/Finn Partners has appointed Natasha Moldrich as Partner, recognising her leadership and contributions to the firm's growing financial and corporate communications practice.Moldrich steps into the partnership role after serving as Senior Consultant and Business Unit Lead at Honner/Finn Partners, where she has advised clients on strategic communications, reputation management and stakeholder engagement. Her promotion comes as the agency continues to strengthen its capabilities across financial services and corporate communications in Australia.Before joining Honner/Finn Partners, Moldrich was Senior Communications Manager at BT Financial Group, one of Australia's leading wealth management businesses, where she was responsible for developing and delivering strategic communications initiatives. Her experience spans brand communications, product marketing and stakeholder engagement across the financial services sector.Earlier in her career, she held senior marketing, product and communications roles at financial services organisations including HUB24 and AMP, building extensive expertise across wealth management, investment products and customer communications.Moldrich's appointment reflects more than two decades of experience across financial services marketing and communications, combining in-house leadership with agency-side strategic counsel. Throughout her career, she has worked across brand positioning, corporate communications, product strategy and integrated marketing programmes, advising businesses navigating complex and highly regulated environments.Her promotion also underscores Honner/Finn Partners' continued investment in senior talent following its combination with Finn Partners in 2024. The agency now operates as part of the global independent marketing and communications firm Finn Partners, which has more than 1,400 professionals across over 35 offices worldwide, expanding its capabilities across corporate communications, consumer marketing, healthcare, technology, travel and financial services.Honner, one of Australia's best-known independent communications consultancies, joined Finn Partners in 2024 after more than two decades of operations in the Australian market. The partnership has further strengthened the firm's international footprint and enhanced its ability to support clients across the Asia-Pacific region and globally.Moldrich's deep understanding of financial services communications positions her to play a key role in supporting clients navigating an increasingly complex communications landscape, where trust, transparency and stakeholder engagement have become critical business priorities.Her appointment highlights the growing demand for senior communications leaders with sector-specific expertise, particularly across wealth management and financial services as organisations adapt to changing consumer expectations, regulatory developments and technological transformation.

Weber Shandwick has unveiled three senior leadership appointments as Karen Pugliese prepares to assume the role of Chief Executive Officer on September 1, marking the latest step in the agency's leadership transition.The global communications firm has appointed Joy Farber Kolo as Chief Innovation & Integration Officer, Michael Wehman as US President, and Mike Rosich as President of Weber Shandwick, New York. Rosich will continue to serve as CEO of Current Global and dna alongside his expanded responsibilities.The appointments come as Weber Shandwick reshapes its leadership structure following the announcement earlier this year that long-serving CEO Gail Heimann will retire after nearly three decades with the agency. Pugliese, currently President and Chief Operating Officer of Weber Shandwick, was named as Heimann's successor and will officially take over the top role in September.Farber Kolo brings three decades of experience at Weber Shandwick to her new position. Having held several leadership roles across the organisation, including Chief Impact Officer, she will now oversee innovation and integration initiatives across the agency's global operations.Wehman, a 25-year Weber Shandwick veteran, most recently served as President of Client Experience & Operations for North America. In his new role as US President, he will lead the agency's US business units while also overseeing global operations, reflecting Weber Shandwick's emphasis on operational excellence and client delivery.Rosich will expand his remit after successfully leading dna Communications and overseeing its 2024 integration with Current Global. While continuing as CEO of both agencies, he will now take charge of Weber Shandwick New York, one of the firm's most significant markets.The leadership changes follow the departure of Jim O'Leary, Weber Shandwick's former North America CEO and Global President, who recently joined strategic advisory firm Penta as Chief Executive Officer. Together with Heimann's retirement, the moves represent one of the most significant leadership transitions in Weber Shandwick's recent history.The appointments also come amid broader changes across Omnicom Public Relations following Omnicom's acquisition of Interpublic Group. In recent months, the communications network has introduced a new regional leadership structure outside the United States and the United Kingdom, while streamlining governance across its portfolio of agencies.Earlier this year, Omnicom Public Relations announced plans to combine Golin and Ketchum, alongside integrating Porter Novelli into FleishmanHillard, signalling a wider effort to simplify operations and strengthen collaboration across its communications businesses.Commenting on the appointments, Pugliese said the three leaders bring complementary strengths spanning innovation, operations and client leadership. She noted that their deep institutional knowledge and operational expertise will play a critical role in shaping Weber Shandwick's next chapter.As the agency enters a new phase under Pugliese's leadership, the appointments underscore Weber Shandwick's focus on continuity, innovation and integration at a time of significant transformation across the global communications industry.

AustralianSuper has appointed Simone Stella as Principal, Leadership Communications, strengthening its strategic communications capabilities as Australia's largest superannuation fund continues to expand its global footprint and member-focused initiatives.Stella joins AustralianSuper after serving as Head of Corporate Affairs, Oceania at EY, where she led corporate affairs and communications strategies across the professional services firm's regional operations. During her tenure at EY, she played a key role in advancing the organisation's reputation, stakeholder engagement and leadership communications agenda across Australia and New Zealand.Prior to EY, Stella built an extensive career spanning in-house and agency communications roles across the financial services, manufacturing and automotive sectors. Her experience also includes a stint at Baldwin Boyle Group, one of Australia's leading corporate communications and investor relations consultancies, where she advised organisations on reputation management, strategic communications and stakeholder engagement.Her appointment comes at a time when AustralianSuper is investing heavily in strengthening its leadership and communications functions as it scales its operations across international markets. The fund manages more than A$400 billion in retirement savings on behalf of over 3.6 million members and has been expanding its global investment capabilities through offices in Melbourne, Sydney, London, New York and Beijing.“I’ve just ticked over one month in a new role at AustralianSuper and I’m looking forward to playing a role in contributing to member outcomes to help people like mum and dad get the kind of retirement they deserve. Thank you to my new colleagues for the warm welcome, and to my previous team at EY for the many laughs and lessons during the past year,” she wrote on her LinkedIN page.Leadership communications has emerged as an increasingly strategic function within large financial institutions, driven by growing stakeholder expectations around transparency, corporate purpose and executive visibility. AustralianSuper's Strategy and Corporate Affairs division includes dedicated leadership communications capabilities designed to support executive engagement, organisational culture and strategic priorities.Stella's cross-sector communications expertise is expected to support AustralianSuper's continued focus on member engagement and organisational leadership as the fund advances its long-term growth strategy.AustralianSuper remains Australia's largest superannuation fund and ranks among the world's largest pension funds by assets under management, with a significant proportion of its portfolio invested across global markets.Australia's superannuation industry has always sparked my curiosity, and the importance of a strong super industry has become much more obvious as I watch my parents in retirement. They’re humble and worked incredibly hard to give me and my siblings every opportunity to succeed. Through their super, they're enjoying a well deserved, stress free retirement. Pictured in front of their caravan, they’re currently surrounded by the beauty of South Australia's Flinders Ranges.

Edelman has emerged as the most nominated agency at the 2026 Asia-Pacific SABRE Awards, securing 23 nominations across categories and leading the region's public relations industry recognition programme.The agency topped this year's shortlist ahead of Burson and The Hoffman Agency, which received 12 nominations each, while Ogilvy secured 11. Weber Shandwick followed with nine nominations, while First Partners and MSL earned eight nominations apiece.Adfactors, Finn Partners and WE Communications, including Avian WE in India, received seven nominations each. Sandpiper, Teamwork Communications Group and Archetype secured six nominations.In total, 275 campaigns made this year's shortlist following an extensive judging process led by a jury comprising more than 35 communications industry leaders from across the Asia-Pacific region.The Asia-Pacific SABRE Awards, organised by PRovoke Media, recognise excellence in strategic communications, reputation management and public relations campaigns across the region.Winners will be announced at the SABRE Awards ceremony on August 18 at the Westin Singapore, alongside the presentation of the Asia-Pacific Agencies of the Year and Best Agencies to Work For awards. The ceremony will coincide with the PRovoke Summit Asia-Pacific.Commenting on this year's competition, PRovoke Media founder and jury chair Paul Holmes said the quality of work remained exceptionally strong despite a slight decline in the number of entries."The work we saw ranged from crisis and issues management campaigns responding to geopolitical and economic turmoil to influencer marketing campaigns that tapped into popular culture, to a massive amount of purpose-driven work proving that, in Asia at least, purpose is still a powerful way to build stakeholder relationships," Holmes said.The shortlisted campaigns reflect the breadth of communications work across the region, spanning crisis management, influencer marketing, corporate reputation, stakeholder engagement and purpose-led initiatives, underscoring the evolving role of public relations as a strategic business function across Asia-Pacific.

Tracy Ong has been appointed Head of Media Relations, Asia Pacific at Shell, marking the latest step in a communications career spanning journalism and corporate affairs across the energy, aviation and infrastructure sectors.Ong joined Shell in 2021 as Australia Media Relations Lead and has since played a key role in managing media engagement and corporate communications for the energy major in Australia. In her new regional role, she will oversee media relations across Asia Pacific, supporting Shell's communications strategy across one of its most significant growth markets. Before joining Shell, Ong held in-house communications roles across multiple industries, bringing extensive experience in media strategy, stakeholder engagement and reputation management. She began her career in journalism before transitioning into corporate communications, a path increasingly common among senior communications leaders navigating complex and highly regulated industries.Her appointment comes as Shell continues to strengthen its Asia Pacific operations across businesses including liquefied natural gas (LNG), lubricants, mobility, chemicals and low-carbon energy solutions. The company has also announced plans to relocate its Singapore headquarters to Asia Square Tower 1 in 2027 as part of its long-term regional growth strategy. Asia Pacific remains strategically important for Shell, which operates across key markets including Australia, Singapore, China, India, Malaysia, Indonesia and the Philippines. The region has also become increasingly significant for the company's media and stakeholder engagement efforts as energy transition policies, sustainability initiatives and investments in lower-carbon businesses continue to evolve. Shell's media relations function supports communications across its integrated energy portfolio, including corporate announcements, business developments and stakeholder engagement activities throughout the region.

Mutant has been appointed to lead communications for the Singapore Tennis Open (STO) 2026 and HSBC SVNS Singapore 2027, the Singapore leg of the World Rugby Sevens Series, extending its longstanding partnership with The Kallang.The appointments build on the agency's previous work on STO 2024 and HSBC SVNS Singapore 2023, further strengthening its presence in Singapore's sports and live events sector.The wins come as Mutant continues to expand its capabilities across MICE and live events, adding integrated communications and event collaborations to its regional offering.Lina Marican, Regional Managing Director at Mutant, said Singapore continues to cement its position as a destination for world-class sporting events."We're proud to play a role in bringing these events to life and grateful for the continued trust from The Kallang team. It reflects the strength of our team and our ability to deliver impact on the ground," she said.Pui Leng Low, Head of Communications at The Kallang, said Mutant has consistently demonstrated a strong understanding of the demands of major sporting events."Mutant has consistently delivered with clarity, speed and a strong understanding of what these events require, both on the ground and in-market. We're pleased to continue the partnership as we scale our event portfolio," she added.The appointments further expand Mutant's portfolio of sports and events communications mandates across the Asia-Pacific region as brands and organisers increasingly seek integrated agency support spanning communications, content and live experiences.

Nicole Moody, former owner of Hunter Communications, has returned to consultancy with the launch of Hunter Advisory, a Perth-based strategic communications and reputation management practice.Moody most recently served as Global Director of Communications at Fortescue. She said Hunter Advisory brings together experience gained across senior leadership roles spanning communications, media, politics, business and non-executive directorships.Alongside the launch, Hunter Advisory has introduced the Hunter Reputation Index, a diagnostic tool designed to assess how AI platforms represent business leaders online and help shape strategies for managing and strengthening personal brands.Nicole Moody said in a blog post that “Hunter Advisory is the culmination of all my years’ experience in communications, in business and around the board table. It is an advisory to support leaders during pivotal moments. It is designed to enhance, build and protect corporate and executive reputations.”According to her, Hunter Advisory is not Hunter Communications 2.0. “It has been refined and repositioned for the environment we are operating in right now - one where the rules have changed, the platforms have multiplied, and the stakes are higher than they have ever been. We work across two areas. Strategic communications - for leaders and organisations where what you say, how you say it, and when you say it carries real consequence. And reputation management - proactive and reactive counsel, underpinned by the Hunter Reputation Index, our proprietary framework for understanding exactly where a leader or organisation stands in the market and what to do about it,” she said.

Dairy Australia has named independent communications agency Keep Left as its public relations and influencer agency of record following a competitive pitch process.The three-year partnership will see Keep Left lead the organisation's community marketing communications, delivering integrated PR strategy, earned media, influencer engagement and reputation-building initiatives designed to strengthen public trust in Australia's dairy industry.The agency will support Dairy Australia in promoting the value of locally produced dairy while engaging consumers through strategic storytelling and community-focused campaigns.Commenting on the appointment, Gillian Gosling, Head of PR at Keep Left, said the partnership reflects the agency's expertise in developing communications programmes that create meaningful connections between organisations and the communities they serve.She said Dairy Australia plays a vital role in supporting one of the country's most important agricultural sectors while helping Australians better understand the nutritional and economic value of dairy products. Gosling added that Keep Left will apply its proprietary "cultural frame" methodology to identify authentic opportunities that build trust, strengthen community connections and reinforce confidence in locally produced dairy.The agency said the integrated programme will combine public relations and influencer engagement to encourage more Australians to choose local dairy products while enhancing the industry's reputation over the long term.Dairy Australia is the national services body for the Australian dairy industry, working with farmers and industry stakeholders to improve farm profitability, sustainability, market development and consumer engagement across domestic and international markets.

Australian communications agency Sling & Stone has expanded its specialist offerings with the launch of a dedicated Frontier practice, aimed at supporting startups, venture capital firms and deep technology businesses. The agency has appointed Stefanie Safahi as Associate Director, Frontier, to head the new division.The initiative comes as Australia's startup and venture capital ecosystem continues to attract increasing global attention. Industry data cited by the agency indicates that Australia has emerged as one of the world's fastest-growing venture-backed innovation hubs, with a strong track record of producing high-value technology companies relative to venture capital investment.Safahi, who joined Sling & Stone in 2024, will lead strategic communications for founders, investors and frontier technology companies spanning sectors such as artificial intelligence, climate technology, energy, healthtech and advanced innovation.Before joining the agency, Safahi led communications and brand at Australian venture capital firm Folklore Ventures, where she launched the widely referenced State of Australian Startup Funding report. She also co-founded VC Women Down Under, a professional network supporting women working in venture capital across Australia and New Zealand. Earlier in her career, she held communications roles with global technology companies including Salesforce and Schneider Electric.According to Sling & Stone, the Frontier practice has been established in response to growing demand from deep-tech companies emerging from Australia's universities, research institutions and innovation ecosystem. The agency aims to help these organisations communicate effectively with investors, policymakers, customers and prospective talent while accelerating international growth.Nichole Provatas, Managing Director, Australia at Sling & Stone, said frontier technology companies require communications partners with a strong understanding of both complex technologies and the investment landscape. She added that placing the practice under Safahi's leadership would enable the agency to provide specialised strategic counsel to clients operating in emerging technology sectors.Commenting on her appointment, Safahi said Australia's innovation ecosystem has evolved significantly over the past few years and that the agency intends to help locally developed frontier technologies gain stronger international visibility and commercial opportunities.The new practice builds on Sling & Stone's growing work with startup and innovation-focused organisations, including Main Sequence, MGA Thermal, Neara, Samsara Eco and UNSW Founders. Over the past year, the agency says it has supported more than 20 startups and venture capital firms with communications around company launches, funding rounds and global expansion initiatives.

Global international education services provider IDP Education has appointed Simone Gandur as Interim Head of Communications – Global, strengthening its leadership team as the company continues to support students, education institutions and governments across international markets.Gandur joins IDP from her own strategic advisory firm, Values Communication, where she counselled organisations on corporate communications, stakeholder engagement, reputation management and strategic messaging. In her new interim role, she will lead the company's global communications function, overseeing internal and external communications while supporting executive engagement and corporate reputation initiatives.An experienced communications executive, Gandur has held senior positions at Banksia Strategic Partners and across several Victorian Government departments, where she led communications and public affairs programmes spanning policy, public sector reform and stakeholder engagement. Her career includes extensive experience in issues management, strategic communications and government relations.IDP Education is one of the world's leading international education organisations, providing student placement services, English language testing through co-ownership of the IELTS test, and digital education services. The company operates in more than 50 countries, connecting students with universities and educational institutions worldwide.Gandur's appointment comes at a time when the international education sector continues to adapt to evolving student mobility trends, changing visa policies and increasing demand for trusted guidance in global education, placing greater emphasis on clear, consistent and strategic corporate communications.

Corporate affairs professional Nick Creevey has launched Hume Strategies, a Sydney-based strategic communications consultancy focused on helping organisations navigate reputation, public policy, regulatory engagement, and high-stakes communications.The new firm will advise clients across corporate communications, media relations, government engagement, regulatory affairs, executive positioning, and crisis and issues management. Hume Strategies will also support organisations in developing long-term reputation strategies while providing rapid-response counsel during complex or sensitive situations.Creevey brings nearly two decades of experience in strategic communications across government, financial services, and the corporate sector. Most recently, he served as Head of External Communications at the Australian Securities and Investments Commission (ASIC), where he led external communications for Australia's corporate, financial markets, and consumer credit regulator.Before joining ASIC, Creevey held senior communications roles at global fintech company Airwallex, worked within the Prime Minister's Press Office, and spent several years at the Commonwealth Bank of Australia, building expertise in financial services communications, public affairs, and stakeholder engagement.The launch of Hume Strategies reflects growing demand for specialist advisory firms capable of supporting businesses and executives through an increasingly complex regulatory, political, and media landscape. With heightened scrutiny of corporate governance, financial regulation, and reputation risk, organisations are increasingly seeking strategic counsel that combines public affairs expertise with crisis preparedness and executive communications.Based in Sydney, Hume Strategies will work with organisations seeking integrated communications support across media, government, regulatory, and corporate affairs.

Communications professional Aarooshy Srivastava has joined Stanley Communications, marking her return to the agency side after a brief stint in a brand communications role.Sharing the update on LinkedIn, Srivastava said her decision to move to the brand side a few months ago helped her gain a deeper understanding of communications from a client's perspective. She described the experience as an important learning phase that offered insights into decision-making, balancing competing priorities, and understanding what brands truly require from their communications partners.Announcing her new role, Srivastava said she is excited to be back in the fast-paced agency environment, which she described as a space that offers continuous learning, diverse client exposure, and the opportunity to solve different communications challenges every day.Reflecting on the transition, she noted that the experience on the brand side has strengthened the perspective she will bring to future client engagements, enabling her to better understand business objectives and client expectations.Stanley Communications is an integrated communications consultancy that works across public relations, corporate communications, reputation management, digital communications, and strategic brand storytelling for clients across multiple sectors.Srivastava is based in Lucknow, Uttar Pradesh, and brings experience in corporate communications and public relations. Her move reflects a wider trend in the communications industry, where professionals increasingly move between in-house and agency roles to build broader strategic expertise and deliver more client-centric counsel.

AU Small Finance Bank (AU SFB), India’s largest Small Finance Bank and among the first institutions in over a decade to receive in-principle approval from the Reserve Bank of India (RBI) to transition into a Universal Bank, has appointed Adfactors PR as its strategic communications partner. As AU SFB’s pan-India communications partner, Adfactors PR will lead integrated communications across corporate reputation, leadership positioning, thought leadership, brand storytelling, and strategic media engagement. The mandate will focus on strengthening AU’s brand narrative, amplifying its growth story, showcasing its customer-centric and digital-first approach, and reinforcing its role in advancing a more inclusive banking ecosystem.As AU SFB enters its 10th year as a Bank and prepares for its next chapter of growth, strategic communications will play a vital role in reinforcing institutional trust, enhancing brand salience, and effectively articulating the Bank’s long-term vision, purpose, and aspirations to stakeholders across the country.Commenting on the appointment, Sanjay Agarwal, Founder, MD & CEO, AU Small Finance Bank, said, “AU’s journey has been anchored in a customer-first philosophy, prudent growth, and a relentless focus on institution building. As we enter our next phase of growth and evolution, effective stakeholder communication will be critical to strengthening trust, enhancing brand salience, and articulating our long-term vision. Adfactors PR brings deep sector expertise and a strong track record in strategic communications, making them a valuable partner as we continue to expand our national footprint and shape the next chapter of AU’s journey.”Commenting on the mandate, Madan Bahal, Co-founder and Managing Director, Adfactors PR, said, “AU Small Finance Bank has built a remarkable institution grounded in entrepreneurship, customer trust, and consistent execution. We are delighted to partner with AU SFB and look forward to supporting its growth ambitions through strategic counsel, impactful storytelling, and meaningful stakeholder engagement.”The partnership will leverage an integrated, multi-channel communications approach spanning earned media, digital platforms, leadership advocacy, thought leadership initiatives, and emerging information ecosystems to strengthen AU SFB’s reputation, enhance brand visibility, and deepen engagement with key stakeholders, including customers, investors, regulators, employees, and the wider financial community.

Global smart logistics solutions provider DP World has appointed veteran communications leader Aarti Laxmanan as Senior Director – Corporate Communication, Indian Subcontinent.In her new mandate, Laxmanan will drive the company's integrated communications strategy across the region, overseeing external and internal communications, media relations and corporate reputation management for DP World's operations in the Indian subcontinent.Announcing the move on LinkedIn, Laxmanan said she was looking forward to working with a team that would "keep global trade moving through strategic, best-in-class communication."Laxmanan brings over 25 years of experience spanning corporate communications, public advocacy and business journalism. She joins DP World from Vedanta Limited, where she served as Chief Communication & Advocacy Officer – Power. Her earlier career includes a senior communications role at UFLEX Group's global operations, following stints in broadcast business journalism with NDTV and CNBC.

Melbourne-based communications consultancy Hyde & Seek Communications has appointed former ABC journalist and Olympian Frances Adcock as Senior Account Manager, strengthening its senior leadership team and expanding its capabilities across purpose-led, health and sustainability communications.In her new role, Adcock will lead client work spanning purpose-driven organisations, healthcare brands and sustainability-focused campaigns. She brings a diverse background in journalism, strategic communications and stakeholder engagement, having worked with organisations focused on social impact, public health and community initiatives.Commenting on the appointment, Hyde & Seek Communications Founder and Director Jasmin Hyde said Adcock's arrival reinforces the agency's senior-led operating model, where clients work directly with experienced communications professionals."Frances strengthens our senior-led model, where clients work directly with experienced practitioners. Her background across purpose and health also deepens our capability in two key areas of growth for the agency," Hyde said.Adcock is also a former elite athlete who represented Australia at the Olympic Games before transitioning into journalism and strategic communications. Her experience across media, public affairs and purpose-driven storytelling is expected to support Hyde & Seek's continued growth in sectors where reputation, trust and community engagement are increasingly important.Founded by Jasmin Hyde, Hyde & Seek Communications is an independent Australian agency specialising in strategic communications, public relations and reputation management, with a focus on health, sustainability, corporate affairs and purpose-led organisations.

Global marketing and communications agency TEAM LEWIS has announced two senior leadership appointments aimed at strengthening its operations in Malaysia and expanding its integrated client and AI capabilities across the Asia-Pacific region.Daniel Wong has joined the agency as Director, Malaysia, where he will oversee the country's strategic direction, commercial growth and operational performance. Reporting to Keso Kendall, Senior Vice President, Wong will lead efforts to deepen client relationships, strengthen the agency's market presence and further enhance its integrated communications offering.Wong joins TEAM LEWIS from DNA Creative Communications, bringing extensive experience in communications and agency leadership."We are thrilled to welcome Daniel to head our operations in Malaysia," Kendall said. "His industry expertise and commitment to developing talent make him a valuable addition as we continue investing in and growing our business in the Malaysian market."Commenting on his appointment, Wong said he aims to build on the agency's existing strengths by investing in its people, sharpening capabilities and delivering stronger outcomes for clients."My focus is to build a high-performing operation that raises the standard of our work while creating greater opportunities for both our team and clients. I'm excited to help drive the next phase of growth for TEAM LEWIS Malaysia," he said.In a separate leadership move, Ann Chong has been promoted to the newly expanded role of Managing Director, AI & Client Solutions, APAC. Based in Malaysia, she will lead the agency's client solutions strategy while overseeing the regional rollout of AI-driven services, including Sidekick, TEAM LEWIS' proprietary AI platform.Chong will report to Fairil Yeo, Executive Vice President, AI & Growth, as she assumes responsibility for accelerating the agency's AI integration and client innovation initiatives across the Asia-Pacific region.The appointments underscore TEAM LEWIS' continued investment in the Malaysian market while reinforcing its broader regional strategy to expand AI-powered communications capabilities and integrated marketing services.

Global communications firm Edelman has appointed Jarrod Moses, chief executive officer of United Entertainment Group (UEG), as vice chairman, expanding his remit across the firm's global network while retaining his leadership role at UEG.In the newly created role, Moses will work closely with Edelman's leadership team to strengthen the integration of its corporate communications, reputation advisory and marketing capabilities with UEG's expertise across entertainment, sports, lifestyle and the creator economy. He will report to Edelman Global President and Chief Operating Officer Mainardo de Nardis and Global Chief Financial Officer Vic Malanga.The appointment reflects Edelman's continued push towards delivering more integrated communications and marketing solutions as brands increasingly seek to navigate the convergence of culture, creators, entertainment and corporate reputation.Moses has been instrumental in expanding UEG's role within Edelman over the past decade, helping clients leverage entertainment, sports partnerships and creator-led strategies as part of broader business and communications objectives. He also oversees UEG Ventures, the agency's brand incubation and investment platform, which focuses on developing emerging consumer brands and strategic partnerships.Founded in 2007 and acquired by Edelman in 2008, UEG specialises in entertainment, sports and lifestyle marketing and works with leading global brands across sponsorship, talent partnerships, experiential marketing and creator collaborations.Throughout his tenure, Moses has led programmes for brands including Samsung, Starbucks and Unilever, helping integrate culture-driven marketing with broader communications strategies.Commenting on his expanded role, Moses said: "The lines between communications, marketing, entertainment, sports, creators and culture continue to blur, creating enormous opportunities for brands willing to think differently."Edelman said the appointment will further strengthen collaboration across its global practices at a time when organisations are increasingly looking to combine reputation management with cultural relevance and audience engagement.The move comes as communications firms continue to evolve beyond traditional public relations and advertising models, bringing together capabilities spanning corporate affairs, integrated marketing, creator partnerships, data, technology and experiential communications to address changing client demands.With brands placing greater emphasis on trust, authenticity and cultural impact, Edelman's decision to expand Moses' responsibilities underscores the growing importance of entertainment, sports and creator-led strategies within the broader communications landscape.

Authored by Unnati Gala, Founder & CEO, Chakrum Brand CommunicationsGujarat has long been home to large, family-owned businesses. While second- and third-generation entrepreneurs continue to lead established family businesses, the entrepreneurial ecosystem has evolved significantly over the last five to seven years. We've seen a growing number of startups emerge from Gujarat, with several even securing national visibility through platforms like Shark Tank India over the past few seasons. Despite this entrepreneurial growth, the region has historically been slower to adopt modern marketing and communication practices. Businesses have largely thrived through strong relationships and word-of-mouth, reducing the perceived need for structured public relations. Even digital marketing, which today is widely accepted, reached Gujarat much later than metro and Tier I cities. Since businesses were already performing well, there was little to no urgency to explore newer communication channels.Why PR has been a Slow Cell One of the biggest challenges has been the perception that PR doesn't generate immediate leads. Unlike digital marketing, branding campaigns, or paid advertising, which offer measurable metrics such as leads, impressions, and conversions, PR is often viewed as intangible. While you can count the number of advertisements placed or evaluate campaign performance through dashboards, the impact of PR isn't always immediately visible.This has made PR a difficult investment to justify, particularly in markets like Gujarat, Rajasthan, and Madhya Pradesh, where businesses often prefer initiatives with clearly measurable returns. There is naturally some hesitation in investing in something whose outcomes are perceived as long-term rather than immediate. However, PR has never been about lead generation. Its true value lies in building credibility, strengthening founder reputation, enhancing brand image and establishing long-term trust. Historically, Gujarati businesses already enjoyed credibility within their own networks because relationships have always been central to how business is conducted in the state. With Vadodara being an 80% industrial hub, word of mouth about the business community travelled fast. Additionally, a lot of Gujarat-based companies are now eyeing an IPO, which is where having the right PR agency can help you with the process.  Changing Perceptions Around PR As businesses look to expand beyond regional markets, the role of PR has become increasingly important. It's no longer just about visibility but also building authenticity, trust and industry authority while showcasing innovation. The PR landscape itself has evolved tremendously. Earlier, PR primarily meant newspaper coverage. Today, it encompasses digital publications, expert articles, founder interviews, media bytes, podcasts, social amplification, and multiple content formats that together shape public perception. Our objective in building a strategy-first PR agency in Vadodara has been to help businesses understand that many of them have been practising PR informally for years, but without a structured, strategic approach. Making PR Tangible One of our biggest responsibilities has been making PR feel tangible. Rather than asking businesses to make a large upfront investment, we often begin with a modest three-month engagement. This allows founders to experience the value and to believe in how PR can work for them and their businesses firsthand before committing to a long-term strategy. During this period, we demonstrate how media coverage can be amplified through social media, integrated into business communications and leveraged to strengthen credibility. Many of these businesses have existed for 25, 30, or even 50 years, yet their reputation often remained confined to Gujarat. Through PR, we've helped founders gain recognition well beyond state boundaries. People in cities like Mumbai, Bengaluru and other parts of India have begun discovering these businesses. Increased visibility has also opened conversations around startup funding, investor interest, IPO launches, industry collaborations and opportunities on platforms such as Shark Tank India. Explaining PR in the Right Context One important learning has been that strategies that work in metro cities cannot simply be replicated in Gujarat. Instead of using industry jargon or following the same playbook as Mumbai or Delhi, we've focused on explaining PR in simple, relatable terms that resonate with local founders. The first objective isn't to sell PR but to build belief in its value. Once founders understand that PR contributes to long-term business growth through credibility and trust, strategic conversations naturally become much easier. The newer generation of entrepreneurs who have now taken over their family businesses have helped accelerate this shift. With expansion being their focus, they're more open to exploring structured brand-building initiatives. Their willingness to adopt PR has grown considerably once they see its long-term business impact.  Bridging the Awareness Gap More than anything else, the biggest challenge has been awareness. We are Gujarat’s first strategy-focused PR agency. Most agencies in the region have traditionally limited PR to press releases or press conferences. emphasising more on the regional visibility. However, strategic reputation management, founder positioning, thought leadership, and integrated media planning have largely remained unexplored. Over the last two years, I have personally interacted with more than 150 founders, entrepreneurs, communications professionals and business leaders to understand their perceptions of PR. A clear pattern emerged: ?     Many simply don't know what PR actually involves.?     Those who understand its importance often don't have the time or internal bandwidth to execute it effectively.?     Others outsource their PR to agencies in Mumbai, Delhi, or Bengaluru because they haven't found the right partner/ agency capable of delivering the same strategic quality and results. That gap in understanding and in execution is precisely what we're working to bridge. Building a Strategy-Focused PR Ecosystem From a founder's perspective, another challenge has been access to the right talent. Vadodara is home to one of the largest colleges, Maharaja Sayajirao University (MSU), which produces a large number of journalism and media graduates every year. However, because Gujarat has historically lacked strategy-led PR agencies, many talented professionals have either moved to metro cities or transitioned into adjacent fields such as digital marketing and social media. Finding experienced strategic PR professionals has therefore been challenging. Fortunately, remote working and hybrid work models have significantly reduced this limitation.  Today, I can say Chakrum came to life to bring PR to Gujarat and drive brands towards purpose-driven communications. Now that vision has extended beyond Gujarat, we cater to clients PAN India.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

The Ahmedabad Chapter of the Public Relations Society of India (PRSI), in association with Anant National University and with the support of the Indian Institute of Mass Communication Alumni Association (IIMCAA), will organise a National Conference on “Fact-Checking in the Age of AI: Combating Misinformation in a Digital-First World” on Saturday, July 18, 2026, at Anant National University, Ahmedabad, from 9:30 AM onwards. The conference seeks to address one of the most pressing challenges confronting modern communication ecosystems, the growing spread of misinformation and disinformation. The day-long event will bring together communication professionals, academicians, journalists, policymakers, technology experts and fact-checkers from across the country to deliberate on practical, ethical and institutional approaches to strengthening information integrity in the digital age. More than 80 participants, including delegates from PRSI chapters across India, are expected to attend the conference, reflecting its national significance and cross-sector relevance. The programme will feature keynote addresses, expert talks, panel discussions and interactive sessions focusing on artificial intelligence (AI), media literacy, digital ethics, fact-checking practices and the evolving role of communication professionals in safeguarding public trust. Dr Ajit Pathak, National President, PRSI, said: “In the age of Artificial Intelligence, the credibility of information has become one of the defining challenges for communication professionals. Fact-checking is no longer the responsibility of journalists alone; it is a shared responsibility of public relations practitioners, academia, technology experts and institutions. Through this national conference, PRSI seeks to foster meaningful dialogue, encourage ethical communication practices and strengthen the collective capacity to combat misinformation in the public interest.” Dr Sanjeev Vidyarthi, Provost, Anant National University, said: “Universities have an important role in preparing students and professionals to deal with the challenges of a fast-changing digital world. We are happy to partner with PRSI Ahmedabad for this conference, which will encourage thoughtful discussions, media awareness and ethical use of technology. Such collaborations help build stronger connections between academia and industry.” Dr Kashyap Jani, Founder & Director, JANI Infotech Pvt. Ltd., said: “In emergencies and disasters, accurate information can save lives, while misinformation can create panic and hamper response efforts. As Artificial Intelligence accelerates the creation and dissemination of content, the need for robust fact-checking and trusted communication systems has never been greater. Technology must be designed not only to respond faster but also to ensure that verified, credible information reaches citizens when they need it most.” Vicky Shah, Chairman, PRSI Ahmedabad Chapter, said: “Artificial Intelligence is changing the way we communicate and consume information. While it brings many opportunities, it also makes it easier for misinformation to spread. Through this conference, we want to bring together professionals and experts to have honest conversations about how we can strengthen fact-checking and promote responsible communication. Our aim is to contribute to a more informed and trustworthy information environment.” A major highlight of the conference will be the unveiling of the PRSI National Knowledge Report on “Fact-Checking in the Age of AI”, followed by a presentation of its key findings. The publication is expected to be among PRSI’s first comprehensive reports examining the intersection of artificial intelligence (AI), misinformation and information integrity in India. The report has been prepared as a pre-cursor to the conference by Utsav Jain, Research Scholar in Mass Communication, Sardar Vallabhbhai Global University, under the guidance of Dr. Archana Kumari, Associate Professor, Centre for Media Studies, Jawaharlal Nehru University. The publication is expected to provide valuable insights for communication practitioners, researchers and policymakers while adding a strong research and policy dimension to the conference deliberations. In another significant step, PRSI will launch its National Committee on Fact-Checking during the conference as a pioneering initiative aimed at helping society stay informed and resilient against misinformation and disinformation. The initiative reinforces PRSI’s commitment to ethical communication, public awareness and information integrity in an era increasingly influenced by AI-mediated content flows. The conference schedule includes inaugural addresses, release of the Knowledge Report, thematic sessions, moderated discussions, audience interaction and a valedictory segment, making it a comprehensive national forum on one of the most critical communication challenges of the present time. By bringing together voices from academia, industry, media, public institutions and public relations (PR), the event aims to advance a more collaborative and future-ready approach to truth, trust and accountability in communication. Event Details:Date: Saturday, July 18, 2026Time: 9:30 AM onwardsVenue: Anant National University, AhmedabadOrganised by: PRSI Ahmedabad ChapterIn Association with: Anant National UniversitySupporting Association: Indian Institute of Mass Communication Alumni Association (IIMCAA)

Reliance Industries Limited (RIL) has appointed veteran corporate affairs executive Bhaven Bhatt as its new President of Corporate Affairs, effective July 2026.Bhatt steps into the critical leadership role at India's largest conglomerate following a highly successful 27-year career in public relations, government affairs, and strategic stakeholder management. He will lead Reliance's corporate relations strategy and government engagement programs nationwide.Executive Profile and Career BackgroundBhatt brings nearly three decades of heavy-industry experience to Reliance, having managed complex regulatory and corporate environments for some of India's biggest infrastructure and industrial giants.Strategic Vision for RelianceIndustry insiders view Bhatt's appointment as a strategic move by RIL to further strengthen its regulatory navigating capabilities and bolster its public-private partnerships. Based at the corporate headquarters in Mumbai, Bhatt will directly oversee policy advocacy and strategic community alignment across Reliance’s energy, retail, and digital ecosystems.The transition comes at a time when Reliance continues to scale its green energy and technology portfolios, sectors requiring deep integration with state and central governance frameworks. RIL has not yet released an official statement regarding the structural changes under Bhatt's new secretariat.

UK communications agency The Academy has appointed Daisy Phillips as Creative Director, strengthening its senior creative leadership team as the agency continues to expand its client portfolio and build on recent business growth.Phillips joins The Academy from Manifest, where she spent four years and was promoted to Creative Director in 2023. Prior to Manifest, she spent more than six years at DeVries Europe, having begun her career in communications at Hill & Knowlton.In her new role, Phillips will work across The Academy's client portfolio, leading creative development and helping shape campaigns that combine strategic communications with measurable business outcomes.The appointment comes during a period of continued momentum for the agency. The Academy has secured a number of new business wins in recent months, including audio brand Shokz, and works with Edgewell Personal Care, the owner of brands such as Bulldog Skincare and Wilkinson Sword.Commenting on the appointment, Mitch Kaye, CEO and co-founder of The Academy, said Phillips brings both creative talent and energy to the business."Daisy is another big signing for us and brings talent and energy to our team. She is someone whose work we've admired over many years, and we are excited about the impact we can have together," he said.Kaye added that the agency delivered its strongest performance to date in 2025 and has continued its growth trajectory in 2026."Ideas are our currency, work that works is what we promise, and investing in the best creative talent is how we continue to scale and offer this with confidence. So bringing in Daisy is a boost and strengthens the team ahead of a big period of time ahead," he said.Phillips said she was attracted by the opportunity to join an agency that combines strategic thinking with impactful creative work."I'm excited to join The Academy at a time of real momentum for the agency. What drew me to the opportunity was the chance to be part of a growing creative team that's ambitious about producing ideas that don't just win attention but deliver meaningful results for clients," she said."The Academy combines strategic thinking with creativity that works, creating campaigns that drive genuine, real-world impact. That's the part that resonates with me most. The opportunity to help lead creative for organisations where the work has the potential to make a tangible difference to people's lives."Phillips' appointment follows another senior hire at The Academy earlier this year, with Matt Wilcock joining the agency to lead one of its consumer PR divisions. Wilcock previously served as Managing Director at Cow and later took on the role of Executive Creative Director before joining The Academy.The latest appointment underscores The Academy's continued investment in creative leadership as communications agencies increasingly look to deliver integrated campaigns that blend creativity, strategy and business impact for clients across sectors.

The Estée Lauder Companies Inc. has announced the appointment of Madeleine Boyd as Senior Vice President, Global Brand Communications, effective July 20, 2026.As part of the company’s continued efforts to strengthen how its brands better connect with consumers, Boyd will establish and lead a newly integrated Global Brand Communications team. In this role, she will ensure the company’s diverse portfolio is anchored by a cohesive enterprise communications strategy, while accelerating bold, consumer-first storytelling that drives earned media, cultural relevance, and brand desirability. She will also strengthen creator engagement, helping the company’s brands gain attention where culture is being shaped.Boyd brings extensive experience spanning brand strategy, communications, consumer engagement, and cultural insights across the beauty, luxury, and lifestyle sectors. Most recently, she served as Global Senior Vice President, Beauty & Wellness at Together Group, where she led the Group’s Beauty & Wellness division across its portfolio of 15 leading agencies and consultancies, driving strategy, growth, and market positioning.Prior to Together Group, Boyd spent nearly seven years at Karla Otto, one of the industry’s leading luxury communications agencies, where she held a series of senior leadership roles, ultimately serving as Senior Vice President, Global Beauty & Wellness. Earlier in her career, Boyd held roles across brand marketing, digital content, and editorial at MECCA and Vogue Australia.Throughout her career, she has partnered with some of the world’s most influential beauty and luxury brands, helping them navigate evolving consumer behaviors, cultural trends, and new communications channels to build relevance and long-term brand equity. “Madeleine brings a powerful combination of strategic communications expertise, cultural fluency, and a deep understanding of today’s beauty consumer,” said Meridith Webster, Chief Communications & Public Affairs Officer, The Estée Lauder Companies. “As we continue to evolve how our brands engage consumers and shape conversations globally, Madeleine will lead a best-in-class Global Brand Communications organization that elevates our storytelling, strengthens collaboration across our portfolio, and helps our brands earn relevance, resonance, and long-term desirability.”

Engineering, architecture and urban development consultancy SJ Group Hongkong has appointed Giles Harrison as Director, Communications & Marketing – Buildings + Cities, strengthening its global communications leadership as the company expands its focus on sustainable urban development and integrated design services.Based in Hong Kong, Harrison will lead a global communications and marketing team responsible for strategic communications, executive positioning, thought leadership, digital communications, and brand engagement for SJ Group's Buildings + Cities business.Harrison brings nearly two decades of communications experience spanning corporate affairs, financial communications, reputation management and integrated marketing. He joins SJ Group after a 14-year tenure at Weber Shandwick, where he most recently led the agency's Corporate and Financial Services practice in Hong Kong. During his agency career, he advised multinational corporations, financial institutions and listed companies on corporate reputation, executive visibility, stakeholder engagement and strategic communications.His appointment comes as SJ Group continues to expand its international presence and deepen its expertise across architecture, engineering, urban planning and smart, sustainable city development. The company, formerly known as Surbana Jurong Group, rebranded to SJ Group in 2024 to unify its global identity while continuing to operate across Asia, the Middle East, Australia and other international markets.SJ Group delivers consultancy services across infrastructure, buildings, energy, water, transport and urban development, supporting governments and private-sector clients on large-scale projects worldwide.

Volkswagen has appointed Hannah Wilding to oversee corporate and chief executive communications for Volkswagen Brand China, strengthening its communications leadership as the German automaker accelerates its transformation strategy in one of its most important global markets. Based in Beijing, Wilding will be responsible for corporate communications and CEO positioning for Volkswagen Brand China, spanning brand storytelling, strategic communications, events and digital engagement. Her remit will support Volkswagen's efforts to strengthen its brand narrative and leadership communications as it expands its "In China, for China" strategy in the world's largest automotive market. Prior to joining Volkswagen, Wilding built her career in strategic communications at London-based agencies Freuds and Headland Consultancy, where she advised clients on corporate reputation, media relations and integrated communications programmes. Freuds is one of the UK's leading communications consultancies, specialising in corporate communications, public affairs, brand strategy and reputation management. Her appointment comes at a pivotal time for Volkswagen in China. The company has significantly expanded its localised innovation strategy, investing heavily in electric vehicles, intelligent connected mobility and software capabilities tailored specifically for Chinese consumers. Volkswagen Group's Beijing headquarters has become a central hub for its China operations, reflecting the market's growing importance to the automaker's global ambitions. China remains Volkswagen's largest single market globally, accounting for a substantial portion of the group's sales volumes. However, intensifying competition from domestic EV manufacturers has prompted the company to accelerate product development cycles and strengthen its local partnerships and communications efforts. Wilding's role is expected to focus not only on enhancing Volkswagen Brand China's corporate positioning but also on elevating executive communications amid the rapidly evolving automotive landscape, where issues ranging from electrification and artificial intelligence to sustainability and digital transformation increasingly shape stakeholder expectations.Her appointment underscores the growing importance of strategic communications in helping multinational companies navigate China's highly competitive automotive sector while maintaining strong relationships with consumers, policymakers and industry stakeholders.

IndusInd Bank has appointed Shakti Tokas as Assistant Vice President (AVP), Brand and Communications Marketing. In his new role, he will be part of the bank's marketing communications team, contributing to brand building and communications initiatives.Tokas shared the news of his appointment through a LinkedIn post, reflecting on his professional journey."Almost a decade ago I walked into the advertising agency ecosystem as a trainee who didn't know what he didn't know.Today, I'm joining IndusInd Bank's Marketing Communications team as AVP, Marketing. Moving in-house, owning a brand from the inside for the first time, at a bank in the middle of rewriting its own story. Terrifying in the best way.The agencies gave me the clients, the late nights, the pitches won and lost, and the people who turned all of it into something I'll carry," he wrote.Prior to joining IndusInd Bank, Tokas was associated with Propagate India, where he served as Brand Partner for more than two years.

Public relations is entering one of the most consequential phases in its evolution. In an era where artificial intelligence can generate content in seconds, creators rival traditional media in shaping public opinion, and every stakeholder has the power to influence brand perception, the industry's role is expanding far beyond securing headlines. Reputation today is built across multiple touchpoints—earned, owned, shared and executive-led—and organisations are increasingly looking to communications not simply for visibility, but for strategic counsel that strengthens trust, manages risk, shapes narratives and delivers measurable business outcomes. The shift reflects a broader transformation in how businesses view communications. Once measured largely by media coverage, impressions and clip counts, PR is now being evaluated on its ability to influence stakeholder perception, support corporate strategy, navigate crises, enhance executive visibility and create long-term brand equity. As media consumption fragments, AI reshapes information discovery and audiences become more discerning about authenticity, communicators are finding that credibility—not reach alone—has become the industry's most valuable currency. On the occasion of World PR Day, Adgully spoke to communications leaders across agencies and brands to understand how the profession is evolving. Their insights reveal an industry that is moving decisively from media relations to reputation management, from campaign execution to strategic business advisory, and from chasing visibility to building influence, trust and sustainable business value. While technology is transforming how PR is planned, measured and executed, industry leaders agree that the profession's future will ultimately be defined not by automation, but by human judgment, authentic storytelling and the ability to shape narratives that stand the test of scrutiny. From media relations to reputation managementFor Shalini Gupta, Co-founder & Director, Secret Sauce Communications Pvt Ltd, public relations has evolved far beyond media relations to become a critical driver of corporate reputation and stakeholder trust."PR today is beyond mere media relations and is a corporate reputation and an indispensable tool for every organisation focused on long term growth in creating credibility and stakeholder trust," she says.Gupta believes one of the industry's biggest challenges lies in changing client expectations. Rather than treating PR as a commodity or evaluating it by the number of media placements, she says organisations need to recognise its strategic value."For clients, we need to remind them that PR isn't a commodity. PR agencies need to stop selling mere articles and instead thrive on the foundation of transparency and truth."While acknowledging the growing role of artificial intelligence, Gupta believes technology should enhance strategic communications, not replace it."PR holds and will forever hold tremendous worth, especially in an era of AI generated misinformation. AI helps consultants work more efficiently and with agility, but the real thinking, customer research and strategic counsel continue to come from people."Reflecting on six years of building a strategic communications consultancy, Gupta adds that the industry's future lies in creating sustained narratives rather than chasing coverage metrics."Our clients continue to value strategic counsel that creates credibility beyond clip counts. Until Indian clients stop asking 'How many articles?' As the first question, the golden age of PR will remain largely aspirational. The real question is what narrative are we driving and how can we sustain it in line with the organisation's larger purpose."The AI era demands credibility beyond visibilityThe rapid adoption of artificial intelligence is also reshaping how brands are discovered and evaluated online. Communications professionals say PR is no longer responsible only for earning media attention, but also for building a credible digital footprint that AI driven search engines can trust.For Sayesha Arora, Associate Vice President, Tech for Consumer, Zeno India, discoverability has become just as important as visibility."The biggest shift we are witnessing in public relations is that discoverability has become as important as visibility. Search has evolved from keywords to AI generated answers, which means brands are now being evaluated long before someone visits a website or speaks to a spokesperson."Arora believes this shift places PR at the centre of reputation building, where earned media, expert voices and authentic storytelling serve as trust signals for both audiences and AI."PR is no longer just about earning media coverage. It's about building a credible digital footprint that AI can trust, cite and surface. In a world flooded with AI generated content, credibility is becoming the ultimate differentiator, and that's where strategic public relations has never been more valuable."The fundamentals of communication remain unchangedHaving witnessed the industry's evolution over nearly two decades, Namrata Aswani, Director, Marketing & PR, MiQ, says communications has transformed from celebrating newspaper coverage to building integrated brand narratives."Going back nearly two decades, when I started my career in PR, tracking newspapers was a great start to the day. What was once focused on traditional storytelling and celebrating every client mentioned in print has evolved into crafting powerful narratives within an integrated ecosystem that strengthens brand perception and drives business outcomes."Despite the rapid rise of the creator economy and AI powered insights, Aswani believes the essence of effective communication has not changed."One thing shall remain constant, the essence of communication and the relevance of content. It is no longer just about what you say, but about how and when you say it, authentically, consistently and meaningfully to stay relevant and make an impact."Business impact is becoming PR's biggest metricAs organisations increasingly integrate communications with business strategy, industry leaders believe the success of PR can no longer be measured through coverage alone. Instead, its contribution to trust, brand preference and commercial outcomes is becoming a defining benchmark.Tarun Joshi, Founder & CEO, IGP, says successful PR in today's landscape is ultimately about influencing business outcomes."When we talk about successful PR in 2026, it won't be defined by just headlines alone but by its ability to influence business outcomes. The real measure of success is whether it fosters consumer trust, influences brand preference and contributes to business growth."According to Joshi, media visibility, creator partnerships and executive thought leadership are no longer independent pillars but complementary elements of a unified communications strategy."Today's audiences move seamlessly between traditional media, creators, communities and digital platforms. PR has evolved from a communications function into a business function that connects storytelling with culture, commerce and credibility."Drawing from IGP's campaigns including In My Lover Era, To Mom, With Love and To Papa, My Hero, he adds that communications today must create meaningful engagement while remaining closely aligned with long term business growth.One brand story across multiple touchpointsFor Nivedeeta Moirangthem, Country Communication Manager, IKEA India, the communications landscape has fundamentally changed because consumers now interact with brands through multiple channels rather than a single source."People don't experience brands through one channel anymore. They discover us through conversations, stories, creators, news, colleagues, communities and their own experiences. Communications today is much bigger than PR in the traditional sense because it helps businesses stay relevant, build trust and create meaningful connections."She says successful communications is no longer about treating media, creators and executive voices as separate channels but integrating them into one consistent brand narrative."At IKEA, we don't see media, creators, executive voices or our own channels as separate parts of the story. Our role is to make sure every touchpoint comes together to tell one authentic and consistent story that reflects who we are as a brand."According to Moirangthem, visibility alone is no longer enough. "The strongest communications connect culture, consumers and business with consistency and purpose. Visibility will always matter, but its true value lies in the impact it creates, whether that's building trust, strengthening brand preference or supporting long term business growth."Executive thought leadership is gaining prominenceAnother notable shift within modern communications is the growing importance of executive thought leadership. As audiences increasingly seek authentic perspectives over promotional messaging, industry leaders believe organisational voices are becoming one of the strongest assets in building credibility.For Hemendhira Muralidharan, Vice President of Marketing, Blackstraw.ai, authentic leadership creates a lasting impression that extends beyond traditional media coverage."I would always lean towards executive thought leadership, but not in the way many companies approach it. Everyone is competing for attention, but one thing that stands out is a leader who provides an authentic opinion that stems from experience and real conversations."He believes sustained leadership communication builds stronger recall than isolated media mentions."Media visibility gradually disappears. Readers may forget the headline, but they remember leaders who consistently share real world stories with clarity and purpose."Credibility will outweigh visibilityAs artificial intelligence becomes deeply embedded in communications, Nikita Manchanda, Co-founder, Brandsadvert, believes authenticity and credibility will become even more valuable."We're entering a defining era for public relations where influence is earned through credibility, not just visibility."While AI has transformed how agencies analyse data, generate content and monitor conversations, she believes the industry's future will continue to depend on human judgement."Strategic PR today is about helping brands navigate complexity with purpose, respond to cultural moments with sensitivity and build lasting relationships with stakeholders."Looking ahead, Manchanda believes agencies that combine technology with ethical storytelling and business understanding will define the next phase of communications."The 'Golden Age of Strategic PR' is not about doing more communication. It's about delivering communication that creates measurable trust and long term business value."Trust remains the profession's strongest foundationDespite rapid technological advancements, communications professionals agree that the core principles of public relations remain unchanged. While AI may reshape workflows and new platforms may continue to emerge, trust, credibility and sound judgement remain central to the profession.For Anushka Dey, Vice President, PR, SRV Media, the ability to build and sustain trust has become more important than ever."If there's one shift that has stood out to me over the years, it's that trust has become harder to earn and easier to lose."While AI and data continue to improve efficiency, Dey believes they cannot replace human understanding or strategic judgement."Our role has never been just about securing visibility. It has always been about helping organisations communicate with credibility, build meaningful relationships and protect their reputation."Looking ahead, she says the communications industry will ultimately be judged by its ability to earn trust consistently."Technology will continue to evolve, but trust will remain the one thing every brand will have to earn, every single day."As the communications landscape continues to evolve, one message resonates across agencies and brands alike. Public relations is no longer measured by the volume of coverage it generates, but by its ability to build trust, shape reputation and deliver meaningful business outcomes. In an era increasingly influenced by AI, creators and fragmented media ecosystems, the industry's greatest strength may still lie in what has always mattered most: authentic storytelling backed by strategic thinking.