Profile: Barry Leggetter, Fleishman-Hillard/PRCA: Preparing for the hot seat - Barry Leggetter aims to make PRCA membership a top priority for agencies

The prospect of chairing the PRCA from next May would be daunting enough for most people. But Barry Leggetter, who was named to the post last week, also has other things on his mind.

The prospect of chairing the PRCA from next May would be daunting

enough for most people. But Barry Leggetter, who was named to the post

last week, also has other things on his mind.



For one thing there is the future of Fleishman-Hillard, the

international agency of which he is UK managing director, and which is

currently being acquired by Omnicom. If negotiations over the coming

months are successful, he will be operating within the world’s largest

provider of PR services, alongside the agency he left for F-H three

years ago, Countrywide Porter Novelli. When quizzed about the deal,

Leggetter is loyal and adamant that he will not step out of line by

discussing it.



The cautious response is very much Leggetter’s style and in stark

contrast to the PRCA’s most outspoken chairman in recent years, Quentin

Bell. Some PRCA members feel the association has lacked a public

figurehead to maintain interest in the industry since Bell’s departure.

Current chairman Jackie Elliot has focused on internal PRCA matters and

worked hard to revitalise the association.



Leggetter describes his own style as a bridge between Bell and

Elliot.



He says: ’I’m not a Quentin Bell. Yes, I do want to be visible, but I

always want to be consultative. This is not a one man band office.’



Peter Hehir, chairman of Countrywide, where Leggetter was joint managing

director for ten years, describes him as ’a team player who likes to

lead from the front’. ’He’s an enormous enthusiast,’ Hehir adds.



A former journalist, Leggetter can claim the distinction of being, at

21, the youngest reporter on the Sun, where he worked for three years

until 1967. He then spent ten years in-house at construction and civil

engineering group Taylor Woodrow and brewery group Scottish and

Newcastle Breweries before joining Welbeck (now Welbeck Golin/Harris) in

1976.



He also claims to be an international authority on BS EN ISO 9000, a

quality accreditation which assesses the processes by which

organisations are run. ’It’s a bit of a passion of mine,’ says

Leggetter.



Another passion is staff development - F-H spends more per head on

training that any other UK agency, according to Leggetter.



Leggetter’s stated aim is to make PRCA membership essential to serious

agencies by establishing the association as a symbol of quality in the

industry. ’We want it to be so well known that if you aren’t a member

you aren’t likely to get invited to pitch,’ he says.



He hopes to achieve this by ensuring that every member of the PRCA is

assessed according to a set of quality standards.



Asked for his own list of those who might represent the industry’s

highest standards he suggests Graham Lancaster, chairman of Biss

Lancaster, Antony Snow, chairman of Hill and Knowlton, Trevor Morris,

managing director of the Quentin Bell Organisation and Peter Hehir.

’They are solid without me suggesting in any way that they are boring,’

he says.



Leggetter himself is keen not to come across as a grey suit. He is a fan

of the energetic country rock singer Garth Brooks. ’In my afterlife I

want to be a reincarnated as a rock impresario,’ he says.



Colleagues describe Leggetter as conscientious and extremely hard

working.



’Half the problem used to be to try to get him to work less hard,’ says

Hehir.



Leggetter, who has a wife and two daughters, rises before six on

weekdays and regularly works evenings and weekends. He is determined

that his chairmanship of the PRCA will not detract from his agency

work.



’I’ll never compromise my day job and that’s understood,’ he says

adamantly.



’At the start of the day companies come first and everyone understands

that.’





HIGHLIGHTS

1976

Senior account executive, Welbeck (now Welbeck Golin/Harris)

1989

Joint managing director, Countrywide Porter Novelli (London)

1994

Managing director, Fleishman-Hillard UK and worldwide executive

vice-president and senior partner

1997

Chairman elect, PRCA



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