Discussing the winners in this week's PRWeek TV, he said: ‘On the maturity side, it was about people working at board level, working with CEOs, comments from clients about their professionalism, and how insightful they were.
‘In terms of innovation there was a lot of introducing codes of conduct, introducing measurement and evaluation systems, training and creating new product offerings. On effectiveness, there was some fantastic demonstration of results, in terms of creating revenue and winning new business.’
He added that it was important to recognise and showcase young people coming through and making an impact within the industry, which can often focus too much on senior people.
Frohlich also warned those entering the industry that the 29 under 29 demonstrated just how much hard work was required to make it in PR, which can often be perceived as frivolous from the outside.
Watch PRWeek TV above to hear more from Frohlich on young talent and PRWeek’s 29 under 29.
Take a look at the interactive PRWeek 29 under 29 and see who’s the best and the brightest.