Profile: Hershell Ezrin, GPC International - Revealing GPC’s diplomatic core/Hershell Ezrin is well qualified to be the ultimate ambassador for GPC

Hershell Ezrin, GPC’s new chief executive, has spent most of the past two months since he was appointed in mid-air between north America and Europe: ’Somebody asked me what my permanent address was the other day and I replied: ’on an aeroplane’,’ he laughs.

Hershell Ezrin, GPC’s new chief executive, has spent most of the

past two months since he was appointed in mid-air between north America

and Europe: ’Somebody asked me what my permanent address was the other

day and I replied: ’on an aeroplane’,’ he laughs.



However, globe-trotting is by no means new to Ezrin. He was a diplomat

in the Canadian foreign service for the first 12 years of his

career.



This included living in New Delhi for two years - where he learnt to

make a mean curry among other things - and in the US, where he was

instrumental in Canada’s drive to improve relations with its American

big brother during the 1970s as Canadian consul in Los Angeles and New

York.



This diplomatic offensive amounted to a sort of high level PR exercise:

’It was a new kind of diplomacy, working with congressmen and senators

on their home territories as well as on Capitol Hill. We targeted 12 of

the Canadian consulates in the US to develop and maintain new kinds of

relationships with these people and with interest groups,’ he says.



This type of bridge-building seems to crop up again and again in Ezrin’s

career. As chief of staff to the future premier of Ontario, David

Petersen, Ezrin played a pivotal role in getting the Liberal party to

power in the province by securing an alliance with a coalition party,

the New Democrats.



Similarly, at Canadian conglomerate the Molsen Companies, which lists

production of Molsen beer among its wide-ranging activities, he

describes his job as ’the senior trouble shooter for the CEO.’



His remit there included having to pacify the entire cast of a Broadway

musical which was being funded by the company in 1988, a few days into

the job, when the executive producers decided the piece needed to be 30

minutes shorter. ’I was the bad guy. I was doing what I was told. The

musical turned out very well, that’s all I’m going to say. I was happy

to be supportive of what was the right decision.’



This assessment of his PR escapade on Broadway reflects the way a

lifetime of diplomacy, politics and PR seems to have permeated Ezrin’s

outlook on life. His language is as ’on-message’ as Tony Blair’s and his

tone never errs on the wrong side of the politically correct divide.

’GPC is poised for another round of international growth. We’ve had the

biggest year we’ve ever had in Brussels and London,’ he beams with

genuine self-belief. The fact that 11 consultants have quit the firm’s

London office in the past six months is airbrushed away with the fact

that: ’we’ve had more people come in than leave’.



As head of the consultancy which formerly employed Derek Draper of

’Drapergate’ fame, Ezrin chooses his words especially carefully when

assessing the impact of the cash for access allegations made in the

Observer last July which implicated Draper. ’What our clients have told

us is they respect and value the work we’ve done,’ he says, arguing that

the scandal has affected the public affairs industry as a whole, rather

than specific agencies.



As well as working on key clients and managing the firm’s 300 staff,

Ezrin has plans to expand GPC’s international network well beyond its

Canadian homebase and European operations. In particular, he has set his

sights on the US. The firm currently only operates in Washington DC but

is in talks to create a wider presence.



’Bringing the GPC International brand together is one of my challenges.

People in the company have not yet seen the relationships which are

starting to develop as we send people back and forth. Some of the London

people are going to Canada next week,’ says Ezrin. At this rate, he is

unlikely to ever step off that aeroplane.



HIGHLIGHTS

1969

Diplomat, Canadian Foreign Service

1982

Chief of staff for Ontario Liberal leader, David Petersen

1988

Senior vice-president, corporate and public affairs, Molsen Companies

1992

CEO, Speedy

1998

Chairman, GPC Canada

1998

Chief executive, GPC International



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