"Indies up, networks down," Warren Johnson on the PRmoment Podcast

With 100 Days of 2026  to go, Warren Johnson founder of W Communications and PRmoment Podcast host Ben Smit discuss 2026 so far, and look ahead to Q4 and 2027.The PRmoment podcast is produced in association with the Markettiers NetworkWarren Johnson's verdict on 2026 so far is blunt: "Indies up, networks down." He argues independents have had a strong year while the big networks continue their "seemingly endless merging and rebranding."  Pushing back on the idea that AI and data integration will revive the holding groups, he says those arguments work in paid media but not comms: you can't buy global inventory and resell it at a margin, so economies of scale are limited.What clients actually want is nuanced, market-specific connectivity.On the economy, he's cautiously positive despite the backdrop. August was quiet but activity surged, and while crude back at over $100 a barrel worries him —  client conversations about next year are relatively bullish. Constant shocks, he says, are simply the new normal to trade through.In terms of the PR sectors that are up or down? Influencer and creator work has "gone bananas" — three six-figure briefs in a week, won from social, digital and PR rivals alike.Luxury and high-net-worth are strong, sport and tech is edging forward. Travel is harder, with the Iran war hitting UAE stopovers. Johnson is far more excited by creator economy than by GEO/LLM optimisation, which he sees as exploratory and commoditised.Strategy: Creator and social need to be staffed with social strategists, community and talent managers from creative-first backgrounds Talent: He calls UK employer taxation "absurd" — you tax what you want less of — and attacks student debt averaging over £50,000.AI, he argues, is most dangerous for juniors; expect flatter, senior-heavy structures resembling law firms, plus fractional experts hired by the day.Commercials and 2027: Revenue growth came from a shift away from rate cards toward value based pricing.September–November are PR's best months; but your numbers must be booked by mid-December, including January. His top 2027 task: forward-managing client budgets for production inflation.Here are some top quotes from Warren from this week's PRmoment podcast:"Indies up, networks down. Simple as that." — Warren Johnson, 01:35"The networks (continue to) rearrange the deck chairs on the sinking ships." — Warren Johnson on the marcomms holding groups and PR, 01:39"People have had to accept this is the new normal. There's no euphoric, utopic period coming where everything's perfect again." — Warren Johnson, 07:34"We have to stop giving creator and influencer work away as part of a PR service. It needs to be seen as a specific thing, with specific experts." — Warren Johnson, 08:47"Adding creators next to journalists and VIPs on a press trip isn't additive. That's not understanding the power of the creator economy." — Warren Johnson, 15:43"We're creating an environment that's creative-first — not a bunch of PR people pretending they know about creators." — Warren Johnson on Hello Frances, 17:10"You tax the things you don't like. That's why tobacco and petrol are taxed so high. Tax employers for hiring people and you disincentivise hiring people." — Warren Johnson, 20:30"AI will decimate entry-level jobs for a different reason than we all thought — by showcasing laziness , rather than people being replaced by robots." — Warren Johnson, 27:02Support the show

This edition of the PRmoment News Review, hosted by Ben Smith with Angie Moxham and Mark Borkowski, worked through four stories that each turned on the same question: what communications can and cannot fix.The Sussexes opened the show, and both guests pushed back hard on the week's dominant narrative. Borkowski said he felt "incredibly sorry" for the couple's comms team and rejected the theory that their PR is incompetent — the problem, he argued, is a client who defines the work and then cannot be advised. Moxham agreed, calling the adviser role a poisoned chalice and the succession of departures a revolving door. Both located the fault in the principals and the institution rather than in the consultants. Borkowski's prescription was counterintuitive: the only tactic the couple have never tried is silence. A quiet return, he suggested, would have surprised everyone; instead they chose visibility, and the King's statement this week poured cold water on any reading of the trip as coordinated reconciliation. On the RNLI, the panel was unequivocal about the Portsmouth protests. Moxham called the scenes disgraceful, noted the charity has offered volunteers the option of removing the badge, and directed blame at both protesters and government. Borkowski set the images in a longer political frame — black shirts and balaclavas evoking Oswald Mosley — while pointing out that small-boat crossings are reportedly down 40%.His communications concern was practical: if the controversy damages the RNLI's fundraising, coastal safety suffers. He also used the segment to make the episode's broadest point, urging comms professionals to remember how algorithmic feeds shape which version of the migration story each audience receives, and how much of Middle England is genuinely uneasy.The 9/11 anniversary drew the show's most provocative argument. Borkowski repeated a position that once landed him in hot water: the attacks were, in his reading, the darkest and most effective publicity stunt ever staged, engineered around a twenty-minute gap so cameras were pointed at the first tower when the second plane hit. Moxham spoke more personally about the tribute's power and the unresolved health legacy of the Manhattan dust.Finally, Anthropic. Borkowski read the whistleblower's 10% extinction claim as a genuine wake-up call rather than a stunt; Moxham was more cynical, tying it to AI valuations and a possible IPO, while arguing governments have not built any real accountability framework. Both landed on regulation being unlikely in the current US political climate — a short conversation, as Moxham put it.Here is a selection of quotes from this week's show:Mark Borkowski on Harry & Meghan"I'm going to step out and say I feel incredibly sorry for their comms team. There seems to be this theory that they've got incompetent PR, and I don't think they've got incompetent PR at all.""If you keep on doing the same thing time and time again, expecting a different outcome, that's a definition of madness. They need to do something that they have never done before, and that is stay incredibly quiet."Angie Moxham on Harry & Meghan"It's a poisoned chalice being their advisers, because they clearly don't take advice. They've had some good people in there. It's been a revolving door."On the RNLI bringing migrants ashore and the civil unrest in PortsmouthAngie Moxham "These people risk their lives day in, day out to help people struggling at sea. Shame on the protesters, and shame on the government."Mark Borkowski "The image of those black shirts — it was like Oswald Mosley is back again, thuggish blokes with balaclavas on — has had a profound effect.""If it affects their ability to raise the money, God knows how we can all be safe on the coast."Mark Borkowski on Media & Algorithms"We all have our own feeds of news we go to, our own biases, our own bubbles. We must never forget, as comms people, the profound way the algorithms affect how news enters into our individual lives."Mark Borkowski on 9/ 11 "I still think to this day that the planes going into the towers was the darkest, most evil publicity stunt of all time. We'd never heard of Al Qaeda before that."Support the show

Nigel Farage’s latest scandal and Andy Burnham’s six-week report card dominate this PRmoment News Review, as Ben Smith quizzes Angie Moxham and Mark Borkowski on what the fallout means for UK politics and political communications.Here are some quotes from this week's show:"We woke up to the classic investigating journalist scam of trapping Nigel Farage and his two closest aides in a pub garden in Clacton-on-Sea." Mark Borkowski 0:01:10"It's an absolute blow to Farage and the Reform Party, isn't it? I thought it was a long time coming. His riding of the tide of favour has now completely waned."– Angie Moxham 0:03:29"I think Farage had his moment, and I think it's gone. He'll put up a good fight for sure – he's a fighter – but I don't think he can really come back now from this." – Angie Moxham 0:04:49"Farage is Trump-like. He plays to the front line of running straight on. He's spun it that this is just a climate activist stunt, and he has a sort of rhino Teflon coating that repels a lot of this stuff." – Mark Borkowski 0:05:17"You do feel to a certain extent that Reform is a one man and a horse sort of party, and for many who wanted to join this new party, seeing some of the old Tory throwaways isn’t something they want to see." – Mark Borkowski 0:05:17"The last few months, the damage to the Reform Party has been significant, and when we're living through a continued cost of living crisis, the general public are just looking at the pounds, shillings, and pence and thinking, ‘what the actual?’" – Mark Borkowski 0:05:17On Andy Burnham:"I think he's doing really well. I think he's still a bit starstruck – slightly shocked that he's in this position – but I think the guy's an honest player and he's doing a good job." – Angie Moxham 0:09:11The episode opens with the Channel 4 sting on Reform UK’s funding. Borkowski sketches the scene of Farage and his aides being covertly filmed in a pub garden in Clacton-on-Sea, courted by a fake donor operation designed to funnel foreign money into the party via a resident son. “We woke up to the classic investigating journalist scam of having a night trapping Nigel Farage and his two closest aides in a pub garden in Clacton-on-Sea,” he says 0:01:10. The alleged £200,000 offer, and Farage’s apparent enthusiasm for it, throws the “brown paper envelope” question of political donations back into the spotlight.Angie Moxham is unequivocal. “Oh, it’s incredibly damning. But I’m not surprised." Adding that in modern politics, any underhand behaviour will be found out sooner or later 0:03:29. For her, this feels terminal for Farage’s recent momentum: “I think Farage had his moment, and I think it’s gone. He’ll put up a good fight for sure – he’s a fighter – but I don’t think he can really come back now from this” 0:04:49.Borkowski is less willing to write him off. He frames Farage as structurally similar to Trump in his communications armoury. “Farage is Trump-like. He plays to the front line of running straight on… he has a sort of rhino Teflon sort of coating that repels a lot of this stuff” 0:05:17. Reform, he argues, is “a one man and a horse sort of party” drawing in the disillusioned fringes of the right, many of whom are tired of the “wokeiness” of mainstream politics 0:05:17. The party may be badly damaged, but Farage as a communicator is far from finished.Both guests tie the scandal to the broader cost of living mood. Borkowski notes that “the last few months, the damage to the Reform Party has been significant,” and in a cost of living crisis, voters are simply looking at “the pounds, shillings, and pence” and thinking “what the actual?” 0:05:17. That economic anxiety becomes the bridge into Burnham’s early days in Downing Street.Moxham gives Burnham an upbeat if cautious review. She sees an honest, pragmatic communicator who is still slightly stunned by his elevation. “I think he’s still a bit starstruck – slightly shocked that he’s in this position – but I think the guy’s an honest player and he’s doing a good job” 0:09:11. His highly visible social media presence, guitar-playing and “man of the people” persona may eventually grate, she concedes, but for now he’s broadly cutting through.Borkowski stresses that Burnham’s real test will come with events beyond his control – from bond markets to Putin. “Any prime minister is challenged by events, events, events. It’s how he manages events at home and abroad that will show whether he’s more than this mayoral prime minister” 0:11:11. Six weeks in, the communications story is still in its honeymoon phase. The real narrative will be written by the winter ahead.Support the show

This PRmoment News Review opens with Ben Smith framing three big themes of the week: the return of Harry and Meghan to the UK, Meta’s eye‑watering $18 billion settlement with dozens of US states, and an uneasy communications environment around Russia, Ukraine and NATO. Here are some highlights from this week's episode:“Harry is built for purpose, he’s built for service, and being stuck out under an orange tree in Montecito is hardly fulfilling for someone who still has a lot to give to this country.” – Mark Borkowski [0:02:48]“I think the days of the paid influencer are changing… a lot of them are just on the make, on the take – they’re not authentic partners.” – Angie Moxham [0:12:40]“Facebook was always going to be more toxic than big tobacco, and it’s clearly proved to be the case.” – Mark Borkowski [0:08:13]“Eighteen billion sounds a lot to us, but it’s a drop in the ocean to Zuckerberg – I’m glad he had his ass slapped, but it hasn’t gone far enough.” – Angie Moxham [0:11:08]“Social media is now a utility – it’s as important as water, heat and food in our lives, so it’s going nowhere.” – Angie Moxham [0:12:40]“The Royal Family has survived Wallis Simpson and Princess Diana, and it will survive Meghan Markle – its prime concern is to keep the institution alive and relevant.” – Mark Borkowski [0:05:47]“UK society doesn’t seem to be ready for any sort of hardship – we’ve become incredibly complacent.” – Angie Moxham [0:17:04]“The fabric of society is more likely to be broken by cutting our digital umbilical cords – the undersea cables, the ATMs, the supply chains – than by nuclear weapons flying across our skies.” – Mark Borkowski [0:18:06]Across the episode, Ben, Angie Moxham and Mark Borkowski keep circling back to power, ego and the fragility of modern institutions – from the Royal Family to social platforms and digital infrastructure.On Harry and Meghan, Mark argues the comeback has been handled with precision PR. The story is seeded in the US, the Telegraph and key West Coast outlets so that, by the time Britain wakes up, the narrative is everywhere. He sees the move as a smart test of the UK market and a reaction to things “not working” in America. In his view, Harry is “built for service”, and life “under an orange tree in Montecito” was never going to be enough. He also points to worries about US gun crime in schools and the King’s poor health as likely drivers of a return.Angie is more sceptical that this signals long-term reconciliation. She reads it as a short-term move shaped by Charles’s health and by Meghan wanting to be a “big fish in a small pond” after an underwhelming US celebrity run. For Angie, the deeper blocker will be William’s character: she paints him as stubborn and profoundly wounded by Harry’s book and its challenge to the fabric of the monarchy. While Mark insists “anything is retrievable” given the brothers’ shared trauma and the institutional resilience of the Royal Family, Angie feels the relationship is fundamentally broken, even if everyone can fake unity for PR optics.The conversation then pivots to Meta’s $18 billion settlement. Ben notes the paradox that Meta’s share price rose after the deal, despite the size of the fine and the absence of any admission of wrongdoing. Mark characterises Facebook and Meta as structurally “more toxic than big tobacco”, driven by profit with no real social value. He cites whistleblower literature that details knowing failures to protect children and sees the settlement, plus Meta’s open letter inviting TikTok and YouTube into a “better internet”, as a reputational sugar rush that tries to shift blame onto rivals while preserving a rotten culture.Angie agrees that, in Meta terms, $18 billion is a slap rather than a reckoning. She makes the point that social platforms could, technically, make themselves less addictive but won’t. For her, social media is now a utility – as essential as electricity water and food – which makes genuine disengagement impossible. She also suggests the era of the paid influencer is waning as audiences increasingly view them as inauthentic, with brand spend cycling back towards big, bankable celebrities.The final section zooms out to geopolitical risk. Mark, casting himself as a “Cold War baby”, worries less about nuclear war than about asymmetric attacks on digital and infrastructure systems: undersea cables, ATMs, the NHS, supply chains.Angie notes repeated tabloid stories urging people to “stock up”, plus recent emergency alerts, as unsettling signals. Both suggest the UK public is complacent and unprepared for real disruption, while Russia’s messaging and capabilities point towards a future where the most effective attacks target connectivity and the fabric of civil society rather than physical territory.Support the show

Mark Borkowski returns to the PRmoment Podcast’s news review with Ben Smith to unpack how the UK’s recent wildfires expose not just a climate crisis, but a communications one. The pair start from a shared frustration: despite record temperatures and terrifying imagery of homes engulfed in flames, too much coverage still skirts around climate change and instead reaches for more comfortable or distracting narratives.Borkowski argues that the migration of journalism online has created a dangerous incentive structure. News is increasingly treated as entertainment, driven by emotion and engineered for clicks rather than clarity. Here is a selection of quotes from the show:“At the moment, one of the casualties of everything moving online is an ever‑growing degree of emotional response in news. We’re generating clickbait, and there are publishers who would prefer to see conspiracy theories run riot, because it gets eyeballs on websites and news sites.” – Mark Borkowski [0:01:45]“I urge everybody to read Sarah Williams’s book, ‘Careless People’, the whistleblower’s story about Facebook. It shows how Facebook created entertainment out of news and exploited those who created it – the Times, New York Times, Washington Post, whoever – grabbing it for free, throwing it back into the platform, and creating these bubbles.” – Mark Borkowski [0:02:39]“We’ve seen profound bubbles around climate change: people who deny it and say it’s just a blip, and people who are passionate that if we don’t do something about net zero, we’re all going to burn. Yet we doubt the scientists who are giving us the facts, because we’re in our bubbles, listening only to commentators who reflect our views.” – Mark Borkowski [0:02:39]“I remember listening to a broadcast years ago, an impassioned person literally weeping on a radio show, more or less predicting what people are seeing in their homes in the Midlands today. Those pictures are vivid – ordinary middle‑class homes being enveloped by fire – and yet we still struggle to get a clear signal of common sense through all the noise.” – Mark Borkowski [0:02:39]“Somehow the communication challenge for under‑funded NGOs is to make tiny steps feel meaningful. We’ve got to get a message across that everybody has some part to play in this and each person can make a difference – and that message has to become sexier, something people genuinely believe in.” – Mark Borkowski [0:07:16]“If you look at what China is doing, they are preparing themselves for a renewable future. The wind and solar in China is outstripping anything that’s happening in America. The smarter money knows we’re going to have to rethink how we live our lives.” – Mark Borkowski [0:07:16]“I don’t think Ed Miliband was ever a successful communicator. He always felt like the brother who took power when most people would probably have preferred to see his brother in the job. When someone isn’t a great communicator in politics, it opens them up to parody, and once that sticks, there’s no real strength left in the narrative.” – Mark Borkowski [0:09:57]“You’ve got to have your facts in place, you’ve got to have charisma, you’ve got to have determination, and you’ve got to be able to take on the naysayers. My old client, Dale Vince, for all the attacks he gets, has been very single‑minded about the messages he wants to get across – and that single‑mindedness really matters in this debate.” – Mark Borkowski [0:11:10]As he puts it, “one of the casualties of everything moving online is an ever‑growing degree of emotional response in news. We’re generating clickbait, and there are publishers who would prefer to see conspiracy theories run riot, because it gets eyeballs on websites and news sites” [0:01:45].Here's a summary of the themes covered in this week's PRmoment Podcast:Social media supercharges this trend. Citing Sarah Williams’s book “Careless People,” Borkowski sketches Facebook’s role in turning news into a free raw material to be repackaged, gamified and fed back into algorithmic bubbles. “It shows how Facebook created entertainment out of news and exploited those who created it… grabbing it for free, throwing it back into the platform, and creating these bubbles” [0:02:39]. Within those bubbles, climate change becomes either a hysterical overreaction or a trivial blip, rather than a hard, shared reality.He recalls hearing, years ago, a caller “literally weeping on a radio show, more or less predicting what people are seeing in their homes in the Midlands today… ordinary middle‑class homes being enveloped by fire” [0:02:39]. The tragedy, he suggests, is that even such powerful warnings struggled to cut through the noise. Muscle memory and the next news cycle quickly drag attention elsewhere.Against this backdrop, Borkowski calls for a renewed respect for “sensible journalism” and for voices with a professional sense of responsibility, whether in traditional outlets or on platforms like Substack. He links the information chaos to a wider crisis of political leadership and authority: without trusted leaders and communicators, fear and conspiracy fill the vacuum.The imbalance is especially stark for NGOs trying to campaign on climate. Underfunded and outgunned by oil and gas lobbies, they need to reframe individual action in more compelling terms. “We’ve got to get a message across that everybody has some part to play in this and each person can make a difference – and that message has to become sexier” [0:07:16]. He points to China’s massive investment in renewables as evidence of where the “smarter money” is already going [0:07:16].Finally, Borkowski turns to political communication, using Ed Miliband as a case study in how a lack of charisma and narrative resilience can doom even a principled, passionate advocate. “You’ve got to have your facts in place, you’ve got to have charisma, you’ve got to have determination, and you’ve got to be able to take on the naysayers” [0:11:10]. On climate, as on everything else, the messenger and the message are now inseparable.Support the show

The August edition of the PRmoment podcast’s UK pitches, mergers and acquisitions round‑up is steeped in cautious‑no‑more optimism. Host Ben Smith is joined, as ever, by AAR lead consultant and PCB Partners deal‑maker Andrew Bloch, who declares that the market mood has decisively shifted. Don't forget to get your tickets for the Creative Moment Awards, coming up in September.Bloch reports that the usual summer slowdown never arrived. Instead, he describes “the busiest summer I’ve ever, ever seen, despite everyone being on holiday” [0:02:01], with frenetic activity on both the pitch and M&A fronts. September, he predicts, “is going to go nuts” as agencies head into a packed autumn new‑business season.Here are some highlights from this week's show:[0:01:27] Andrew Bloch: “I’m going to drop the cautious today. I think everyone is feeling pretty buoyant and optimistic… the last couple of months have been a much‑needed shot in the arm for a lot of firms heading into the second half of the year.” [0:02:01] Andrew Bloch: “There’s just a feeling of, we’ve just got to get on with stuff… the summer’s busy. It’s the busiest summer I’ve ever, ever seen, despite everyone being on holiday!”[0:03:38] Andrew Bloch: “The smartest firms on the market are moving quick to buy in AI capabilities, rather than building it at a slower pace.”[0:03:38] Andrew Bloch: “We’re seeing global network expansion firmly back on the agenda – a lot of American firms using bolt‑on acquisitions to stake out positions in markets they can’t afford to ignore.”[0:05:38] Andrew Bloch: “Hugo Boss has appointed M&C Saatchi Sport & Entertainment on more or less a global brief… it really touches on their sweet spot of understanding culture, sport and entertainment.”[0:09:10] Andrew Bloch: “Sky Sports have added Spike to their roster to create culturally driven activations designed to connect with sports fans beyond live broadcasts.”[0:13:59] Andrew Bloch: “I’m of the firm belief that when done well, PR is the best discipline to run influencer campaigns because they understand storytelling.”[0:19:02] Andrew Bloch: “The National Lottery Community Fund’s £3 million AI fund is designed to make sure marginalised groups aren’t left behind by rapid advances in technology.”[0:20:14] Andrew Bloch: “The travel industry is grappling hard and fast to work out how to capitalise on changes in search and protect themselves from declines in traditional SEO.”[0:30:41] Andrew Bloch: “AI is an integral part of how any modern comms firm has to create value for clients… it’s not a conversation that’s ever going to go away.”On the deals side, three structural themes dominate. First, EOTs continue to entrench themselves as a mainstream exit route for founders. Eulogy and Field Consulting are the latest to go down the employee‑ownership path, joining a growing list that includes Citypress, Brands2Life and W. The tax regime has tightened but remains attractive. “The current capital gains tax on an EOT is 12%… they remain a very viable option, with lots of pros – not to say there aren’t cons as well”  [0:26:17].Second, AI has moved firmly from buzzword to board‑level requirement. “The smartest firms on the market are moving quick to buy in AI capabilities, rather than building it at a slower pace” [0:03:38], says Bloch.Parity’s acquisition of AI advisory firm Enigma is the standout example, aimed at helping clients become “AI‑native” and future‑proofing the group’s own proposition. More broadly, he argues, “AI is an integral part of how any modern comms firm has to create value for clients… it’s not a conversation that’s ever going to go away” [0:30:41].Third, global network expansion is back in fashion, particularly for US‑headquartered groups. “We’re seeing global network expansion firmly back on the agenda – a lot of American firms using bolt‑on acquisitions to stake out positions in markets they can’t afford to ignore” [0:03:38]. Finn Partners’ buy of Australian corporate shop Honner and FGS’s Washington DC acquisition of Rich Foley & Anderson are cast as emblematic of this land‑grab in financial and public affairs work.On the pitch front, the episode reads like a roll‑call of heavyweight consumer and corporate briefs. Hugo Boss hands a multi‑market mandate to M&C Saatchi Sport & Entertainment, a win Bloch says “really touches on their sweet spot of understanding culture, sport and entertainment” [0:05:38]. Adobe’s UK and EMEA comms move to Burson in what Bloch calls “a whopper of a win” [0:07:47], stretching across corporate reputation, AI storytelling, creator comms and hub‑agency coordination.Influencer and social briefs are another clear through‑line. Mischief’s Matalan win underlines Bloch’s conviction that, “when done well, PR is the best discipline to run influencer campaigns because they understand storytelling” [0:13:59].Uncovered’s social mandate for Weetabix and Alpen, and Milk & Honey’s work on the National Lottery Community Fund’s £3m AI fund – “designed to make sure marginalised groups aren’t left behind by rapid advances in technology” [0:19:02] – round out a month that suggests UK PR is not just busy, but structurally evolving around AI, ownership models and genuinely integrated campaigning.Support the show

Matt Neale’s return to the PRmoment Podcast is framed by one big question: what does scale, data and AI actually mean for the future of PR – and where does Golin Ketchum sit in that evolving landscape?Beore we start the interview with Matt, one quick plug, The Creative Moment Awards always sell out, partly because it's an intimate venue, so if you want to come, best to get your ticket quick!Here are a few quotes from Ben Smith's interview with Matt:“Size doesn’t really matter when it comes to excellence in public relations.”— Matt Neale [0:06:47]“If we can be at the apex of human ingenuity and human creativity backed up by all of the audience data, the customer data, the consumer data, that now enables us to predict the outcomes of what we do – that’s core to the offering of the new agency.”— Matt Neale [0:08:58–0:10:32]“A holding company leaves you in splendid isolation as long as you’re doing well. An operating company is obsessed with the red thread that runs between the businesses.”— Matt Neale [0:10:48–0:13:22]On a soon to be announced pitch win:“There’s no way that any of the agencies could have won this on their own or dislodged it from the partner they’d worked with for three decades.”— Matt Neale [0:10:48–0:13:22]“I think there is going to be a bifurcation in the market… small independents on one side, and big networked agencies on the other cleaning up because of access to this information.”— Matt Neale [0:18:26–0:21:29]“I don’t think there’s much evidence, on the aggregate, that the public relations market is booming at the moment.”— Matt Neale [0:23:07–0:23:41]“In the heartland of brand and consumer, any growth agencies are achieving is by taking market share from each other.”— Matt Neale [0:24:12–0:25:34]Ben Smith opens by rewinding Neale’s journey from co-CEO of Golin London in 2005 to Global CEO of the newly merged Golin Ketchum. The integration itself was done at speed. Neale admits he had “a little eye on Burson’s integration with Hill and Knowlton” [0:01:19]. The speed of the merger was helped by good cultural alignment and early trust, particularly with Tamara Norman from the Ketchum side, now President of Golin Ketchum. As Neale puts it, channeling his inner Margaret Thatcher, after his first meeting with Norman, he thought: “I can do business with this person” [0:01:19–0:03:03].From there, he claim the task was classic post‑merger heavy lifting: set the vision, build a new management team, align values, restructure offices and, crucially, maintain client continuity.Beyond the specifics of the merger, Neale is clear that scale alone is not the point.He recalls Golin being “the 35th or 36th largest agency in the country (UK)” when it set out to win Agency of the Year – and did so within three years [0:06:47–0:08:04]. For him, excellence comes from the work, a point of view on the industry and the quality of talent, not headcount.Where the merger gets Neale excited is in the offer: creativity plus data. Legacy Golin brings creative heat. Golin consistently performed well in PR creativity rankings and is a multi award winner at both the PRmoment Awards and the Creative Moment Awards [0:08:58–0:10:32] – while Omnicom supplies deep consumer and customer data. Neale wants Golin Ketchum positioned at the “apex of human ingenuity and human creativity backed up by all of the audience data” [0:08:58–0:10:32], using that to predict outcomes, not just report them.A big structural shift for Neale has been moving from a holding company (Interpublic) to an operating company (Omnicom). Under IPG, Golin enjoyed “splendid isolation” as long as the numbers were good. Omnicom, by contrast, is obsessed with the “red thread” between agencies and uses technology to force collaboration across PR, PA and creative shops [0:10:48–0:13:22]. Neale says the biggest recent wins – including what he calls “the pitch of the year” [0:10:48–0:13:22] – simply could not have been landed by any single agency acting alone.That scale and shared data are reshaping the market. Neale sees a bifurcation: nimble, often founder‑owned independents thriving in corporate advisory, public affairs and high‑touch media work; and big networks “cleaning up” at the top end because of proprietary real‑ID data and integrated AI. Omnicom, he notes, “know pretty much everything about 98% of the population through credit card data” in the US [0:21:58–0:22:28], and plugging AI into those data lakes is, in his view, the only real differentiator.On market conditions, he’s sober rather than breathless. Globally, PR is “not booming”, but public affairs and corporate advisory are strong, tech is bouncing back and the US is outpacing the UK and Europe [0:23:07–0:25:34]. Growth, he argues, is currently largely about market share moves between agencies, not an expanding pie – Golin’s own compound growth of around 9% over five years came as some rivals shrank by a similar amount [0:26:52–0:27:23].Creatively, Neale draws a sharp distinction between the UK’s still‑powerful newspaper‑driven culture – with humour and news‑hooked ideas – and the US bias to large‑scale activations and installations designed for influencers and creators [0:30:42–0:33:21]. Underneath it all, he credits PR’s structural advantages – small, close‑to‑client teams and an ingrained curiosity – with helping the discipline adapt faster than other parts of the marketing mix [0:28:31–0:30:10].Three Cannes golds in a row for idea creation [0:36:01–0:36:41] suggest the creative momentum survived the merger. The task now, as Neale puts it, is to get “back into the fight on the new business” [0:35:32–0:36:41] – with a model built on head, heart and a very large data spine.Support the show

This episode of the PRmoment News Review frames Andy Burnham not just as a skilled communicator, but as a potential reset figure in UK political communications, operating in a structurally hostile environment.Ben Smith positions the discussion around a pivotal political moment – Burnham’s ascent to national leadership – and asks whether he is “more than a better communicator than Keir Starmer.” Angie Moxham’s core argument is that Burnham’s strength is not superficial performance but value‑driven communication: his clarity and fluency are rooted in conviction and a sense that Labour has drifted from its founding values. This gives his messaging an authenticity that is hard to manufacture and may underpin a more energetic, “forward‑moving” government narrative.However, Mark Borkowski stresses the expectation‑management gap. Burnham’s team, he argues, has not matched high emotional appeal with clear, visible policy detail—especially on social care, in a way that echoes Starmer’s own family stories. Mark characterises the UK as operating on an “economy of hope”, drawing a parallel with the England football team: audiences project outsized hopes onto symbolic figures, while structural problems (seven prime ministers in ten years, deep‑rooted social and fiscal constraints) remain.The panel converges on a key comms challenge: Burnham must sell hard trade‑offs—notably higher taxes to fund social care and other public services—in a fragmented, hyper‑critical media environment where “bad news sells” and social platforms amplify outrage. For PR professionals, this raises the question of whether a leader can sustain a truth‑telling, “hard ass” narrative about limits and sacrifice without being politically destroyed.Burnham’s minimalist media strategy is a central theme. Angie notes that he limits access, grants few interviews (Gary Lineker being one!), and deploys allies like Steve Rotheram as surrogates—essentially a tight‑circle, low‑exposure model.Mark likens this to carrying a “Ming vase” during Starmer’s campaign: minimal risk, minimal visibility. The open question is whether this approach can survive the “brutal” post‑honeymoon phase, when scrutiny intensifies and media (including right‑wing outlets) actively seek to puncture his legitimacy.Strategically, Burnham’s focus on regional power and the North is both a policy and branding choice. Angie suggests he will prioritise domestic issues, the machinery of government, and devolution over grandstanding on the international stage, in contrast to Starmer’s more statesmanlike positioning. This is likely to sharpen political polarisation—a clearer Labour identity versus a Conservative counter‑narrative led by Kemi Badenoch—even though Burnham will likely need to command the political centre to retain power.For PR and comms leaders, the episode underscores three imperatives:Expectation design as a core comms function, not an afterthought.Narrative discipline that ties personal storytelling to concrete policy.Building resilient strategies for fragmented media—where influence, not just coverage, must be actively architected.This week's PR News Review's top quotes:On Burnham vs Starmer – substance and style“He’s painted as ‘just Keir Starmer with better comms’ – and that’s absolutely not the case. He’s way more than a communicator, he’s just bloody good at it.” Angie Moxham, [00:01:17]On the UK’s ‘economy of hope’“We live in an economy of hope. He comes down from the North bearing communication gifts – but we’ve had seven prime ministers in ten years. That’s a shocking statistic.”Mark Borkowski, [00:02:10]On the brutal post‑honeymoon reality“The real test comes after the summer honeymoon – when the brutality of the autumn hits and he has to sell more tax for everything we say we want.”Mark Borkowski, [00:02:10–00:04:00]On Burnham’s toughness and intent“It’s not going to be an easy job, of course it’s not. But he’s made of tough stuff, he’s a hard worker, and I think he’ll rip up rule books as quickly as he can.”Angie Moxham, [00:04:52–00:06:00]On minimalist media strategy“The interesting question is whether he’s going to continue as a minimalist media communicator – because so far he’s just not interested in walking into the bear pit of press conferences.”Angie Moxham, [00:07:20–00:08:00]On the new comms puzzle for politicians“Everybody is struggling to work out the new way of communicating to the electorate. The old world of the Sun and the Mail ‘winning elections’ has gone – but nobody’s really mastered the new one.”Mark Borkowski, [00:08:17–00:09:30]On Britain’s status and hard truths“We are not a superpower; we’re an ailing nation dealing with difficult social themes and great poverty. We need a hard‑ass prime minister who tells some hard‑ass truths.”Mark Borkowski, [00:12:25–00:13:30]On media sensationalism and public mindset“I’m fed up of clicking on headlines that promise one thing and deliver rubbish. That sensationalism warps how people think and feel about the world.”Angie Moxham, [00:10:48–00:12:10]On the UK’s hidden strengths“We are a nation of talent. We’re spawning amazing companies and, against many of our European neighbours, we’ve been performing far better than people think.”– Angie Moxham, [00:10:48–00:14:00]On what politics now needs“We’ve lived off far too much hope. The real mark of the man will be whether he can do what needs to be done – however uncomfortable it is for the electorate to suck it up.”Mark Borkowski, [00:12:25–00:14:00]Support the show

The episode of the PRmoment Podcast titled “PR Pitch Hacks” features host Ben Smith in conversation with agency Hannah Sharratt of Axe & Saw, exploring how PR pitching currently works and how it should evolve. Ben opens by noting that pitching, alongside timesheets and AVE, is one of the most emotive issues in PR, with recent years marked by excessively long shortlists, reverse pitch auctions and widespread ghosting of agencies. Here is the link to a previous PRmoment Podcast with Tui's Amy Dowling, where she outlined a recommended 12 stage PR pitch process.He argues that in‑house teams often overcomplicate what should be a structured, courteous process, and that following a clear best‑practice model would save agencies time and deliver better client–agency fit.Hannah, who likens pitching to dating with its “icks, tricks and hacks,” describes both the traditional pitch process and her more disruptive alternative. Traditionally, brands move from longlist to shortlist, run chemistry sessions with three or four agencies, issue a written brief, then hold pitch meetings where agencies present polished strategies and big ideas before a Q&A, followed by a delayed decision and often poor feedback. From an agency standpoint, chemistry sessions are critical for understanding how clients think, why the brief exists, what their vision is, and who the real decision‑makers are. She stresses the need to research and challenge in advance to bring a point of view, not just show up passively.Hannah’s proposed four‑step model retains the chemistry session but demands a much clearer, more brief. She insists on explicit budgets, not necessarily large but realistic, so agencies can shape ideas to fit. She also wants success metrics and decision‑maker clarity set out from the start. Her major innovation is replacing traditional pitch theatre with a live workshop. In this setup, the brief lands shortly before the meeting—perhaps 24 hours in advance—and the pitch itself becomes a collaborative working session. The agency leads, dissecting the brief, challenging assumptions and building ideas in real time with the client. She argues that this is far better for assessing how an agency thinks, responds under pressure and will work day‑to‑day than judging them on speculative deck polish. This is reinforced by her estimate that only about 10 to 15 percent of pitched ideas are ever implemented once legal, brand and procurement weigh in.The conversation also covers red flags and etiquette. For Hannah, no budget, fuzzy timings, overlong unfocused briefs and “blue‑sky thinking” requests without a defined sense of “bold” are strong warning signs. She is particularly wary of tissue sessions dominated by junior stakeholders that send agencies down the wrong path before senior decision‑makers appear at the final pitch. On ghosting, both she and Ben are blunt: decisions should come within 10 days to two weeks, and losing agencies deserve meaningful feedback, ideally via a phone call.Finally, they discuss how independent agencies like Axe & Saw use pitching strategically. Averaging roughly one pitch a week has helped them nearly double revenue in a year, but Hannah emphasises intentional growth: each win should either pay the bills or shift the agency’s trajectory, and profile is built as much through consistent, visible work as through formal announcements and awards.“I think pitching, agency pitching, is like dating. Everyone loves to talk about the icks and tricks and the hacks, and everyone gets very heated and irate.”— Hannah Sharrett, [0:01:58]“We’ve seen extraordinarily long long lists, reverse pitch auctions, and loads and loads of ghosting… it’s one of those topics that always stirs the passions, particularly with agency folks.”— Ben Smith, [0:00:03]“I don’t think it should be slick‑Rick presentations at all. I think the best pitch should feel like a live working session.”— Hannah Sharratt, [0:03:16]“If they can’t make a decision throughout the pitch process, that probably suggests they can’t make a decision that easily throughout your working relationship.”— Hannah Sharratt, [0:06:29]“I’m actually not looking for the biggest budget. I’m looking for the most honest conversation about where the budget actually is.”— Hannah Sharratt, [0:03:16]“In a dream world, 10 days, max two weeks. Anything longer than two weeks is offensive, or you can’t make a decision.”— Hannah Sharratt, [0:11:42]“If you don’t win, proper feedback is the most valuable thing you can give an agency. It’s the one thing that says, ‘This hasn’t all been for nothing.’”— Hannah Sharratt, [0:11:42]“If a client says they want bold but they can’t define what bold means to them, they’re probably not ready to buy bold.”— Hannah Sharratt, [0:17:39]“Bold without a budget—that’s the ultimate destructive combo.”— Hannah Sharratt, [0:18:43]“Every pitch matters because every client changes your trajectory.”— Hannah Sharratt, [0:24:48]Support the show

In this episode of the PRmoment Podcast’s weekly news review, Ben Smith is joined by Angie Moxon and Mark Borkowski for a wide‑ranging discussion spanning British politics, football, FIFA’s reputation, and Wimbledon.The conversation opens with what Angie has dubbed “the politics of farce”, focusing on Nigel Farage, the Reform party, Count Binface, and the Clacton by‑election. Angie predicts Count Binface could “trash” Farage and laments that, despite the historic struggle to win the vote, British politics has descended into something comical and depressing. Public disillusionment, she argues, is understandable given the corruption and behaviour of politicians.Mark acknowledges Farage’s skill as a communicator and campaigner, noting how effectively he has handled tough questions about a £5 million donation from Christopher Harborne. However, he suggests that Farage has “crossed the line” regarding rules on political funding and now faces appropriate scrutiny, potentially including police investigation. Mark argues that Farage’s strengths as a campaigner do not necessarily translate into being a capable constituency MP, and suggests many Reform supporters may worry about his actual ability to represent them.The trio then discuss the strategic move by other major parties to unite against Farage by refusing to play his “let the people decide” by‑election game. Mark sees this as a rare moment of unity against political outliers that, if repeated more often, might strengthen parliamentary democracy. Angie reflects on the demographic profile of Clacton – likely older voters – and suggests this still favours Farage, though national mood and protest votes could yet shape the result. Ben points out that Reform typically struggle to exceed 30–35% of the vote, making them vulnerable if they face a single unity candidate.The discussion shifts to sport, starting with the World Cup and Kylian Mbappé’s handling of a racist remarks from a Paraguayan senator Celeste Amarilla. Mark praises the transformation in elite footballer behaviour, contrasting today’s professionalism with the troubles of past stars such as Gazza and Wayne Rooney. Top players like Mbappé, Ronaldo, Bellingham, and Kane are portrayed as heavily media‑trained, acutely aware of their social‑media power, and highly responsible communicators who understand their status as global icons. Angie adds a personal perspective, recalling the open racism she heard on football terraces as a child and highlighting how far, despite serious remaining problems, things have improved.From there, the panel turns to FIFA’s communications and governance. Mark brands FIFA’s PR an “absolute disaster” and is scathing about Gianni Infantino’s ego and political manoeuvring, including the rescinding of a controversial red card and the theatrical awarding of a “peace prize” to Donald Trump. Angie broadens the critique to the systemic corruption and “jobs for the boys” culture she sees in male‑dominated sports administration and corporate leadership, arguing this erodes credibility and is terrible public relations.Finally, the conversation moves to Wimbledon. Ben notes that, in a World Cup year with a depleted British tennis contingent, organisers must have been worried about interest – until Arthur Ferry’s unexpected run to the semi‑finals. Angie welcomes him as a much‑needed “Great British hope” whose success can lift viewing figures. Ben closes by observing that the power of sport to capture attention and provide a temporary escape from a troubled world is as strong as ever.“We’re now in a season of political farce – and that’s a tragedy for a country where people fought so hard to win the vote.” Angie Moxon [00:00:49]–[00:01:20]“Farage is a remarkable communicator – but he’s never been a man who embraces rules, and this time he’s crossed the line.” Mark Borkowski [00:01:29]–[00:02:15]“If you woke up from a 40‑year sleep and saw the last two weeks’ headlines, you’d ask: what on earth has happened to this country?” Mark Borkowski00:02:56]–[00:03:18]“Count Binface’s best strategy might be to stay quiet – and let Farage’s circus speak for itself.” Angie Moxon  [00:05:04]–[00:05:35]“Today’s superstars – Mbappé, Bellingham, Kane, Ronaldo – are not just great players; they’re some of the sharpest communicators in global sport.” Mark Borkowski[00:06:17]–[00:08:06]“I grew up hearing vile racism on the terraces as a little girl – so when modern players call it out, it really matters.” Angie Moxon[00:08:25]–[00:09:10]“FIFA’s PR has been an absolute disaster; Infantino’s ego is centre‑stage while the credibility of the organisation collapses.” Mark Borkowski[00:09:10]–[00:10:18]“This is a classic ‘jobs for the boys’ structure – male, closed, and corrupt – and it’s terrible PR for football.” Angie Moxon[00:10:51]–[00:11:22]“Despite all the scandals, the World Cup still pulls in more than half the planet – that’s the scale of spectacle we’re talking about.” Mark Borkowski [00:11:43]–[00:12:37]“Arthur Ferry turning up in a Wimbledon semi‑final is exactly the kind of underdog story broadcasters dream of in a World Cup year.” Ben Smith (with context from Angie)[00:12:46]–[00:13:17]Support the show