Jolene Otremba
Oct 13, 2011

VIDEO: Weber Shandwick's Timothy Sutton on 'effort-full' creativity

ASIA-PACIFIC - In the first edition of the PR Influencers video series, Timothy Sutton, chairman at Weber Shandwick Asia-Pacific, shares his views on where he sees the PR industry going over the next few years.

wide player in 16:9 format. Used on article page for Campaign.

True to the old adage, change is at the core of any industry. Given the rising importance of digital in communications today, the industry has had to grapple with doing things very differently compared to the past. But Sutton says that how the industry changes will largely be determined by how PR firms manage their reputation in this new environment.

“You have to hang on to the fundamentals,” he says. “You have to ask yourself: what do people think of me?”

Sutton urges PR firms to take off their blinkers and break away from silos and start responding to what clients want. He says it’s time for big ideas that are both creative and strategic and that requires transforming the current business models.

“It’s effort-full, not effort – less,” he says, but PR firms need to comes to grips to what is driving change in the new PR world, and it’s no longer enough “to have the flour, the sugar, and the milk to bake the cake”, but it’s about how firms will put all the ingredients together that will determine their success.

Source:
Campaign Asia
Topics

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

29 minutes ago

1000 Media: Can Nas Daily’s storytelling magic ...

Nuseir Yassin’s latest digital marketing company bets on fast, AI-powered, emotion-driven storytelling to help brands break through digital clutter—starting with India.

8 hours ago

Delicia Tan adds Singapore to remit in Edelman ...

Tan takes on an expanded role as CEO of Edelman Singapore, while retaining her leadership of Hong Kong and Taiwan, following Julia Wei's upcoming departure. In other Edelman news, Vorasit Turongsomboon has been appointed MD for Thailand.

9 hours ago

Selfie-obsessed humans can now match with shelter dogs

Cheil Worldwide's latest campaign uses AI to match humans with shelter dogs based on looks and personality. Ad Nut is baffled and judging you.

9 hours ago

'The holding company model has been broken for a ...

EXCLUSIVE: Fresh off two major acquisitions in 2024, Jamie Posnanski unpacks why the traditional agency-supplier model needs an overhaul, combating transformation fatigue, and why so few clients believe their agency models are fit for purpose.