PRWeek UK Awards Winners 2022: Young Game Changer of the Year

This award, sponsored by MSL, goes to Adina James, who has made a major impact at Allison+Partners and already has a reputation for being a natural leader.

Winner – Adina James, Allison+Partners

In little over five years Adina, who has a first-class honours degree in public relations and communication, has worked her way up from assistant account executive to senior account manager at one of the world’s biggest PR agencies.

Read: PRWeek UK Awards 2022: Winners revealed

She has made a name for herself by a combination of always going above and beyond what is expected and impressing colleagues and clients alike with results.

James Selman, partner and managing director for the agency in the UK, pays tribute to “the extraordinary results” that she delivers as being “crucial to our growth here at A+P and she is very much one of the original architects of our London office success story.”

Her line manager, Alexa Hershy, vice president, describes James as “a stellar professional and human being” and adds: “she’s always been a natural leader and someone who truly cares about opportunities and development of junior staff.”

Adina, who won the agency’s employee of the year award in 2020, leads on the Reddit consumer PR programme, Aura Frames European programme, and UK media relations campaign for international executive leadership organisation, Vistage.

In 2020 she spent a year on the CEO Advisory Council, where she addressed employee wellbeing and client overservicing. The agency has since rolled out employee wellbeing initiatives and announced plans to tackle client overservicing. Adina also helped set up a global employee advocacy group to support and promote diversity.

As if all that wasn’t enough, this young game changer founded the content review board, which looks at campaign ideas to ensure they are as inclusive as possible. What started as a small idea brainstormed by a few people in London has since grown into a fully-fledged, billable global programme used with clients.

The judges said

A truly exceptional talent… she’s delivering innovative work which is growing the bottom line and she’s winning global internal awards from the respect of her peers.

Highly commended – Anthony Ou, BCW

After shifting from consumer to healthcare PR and moving to the UK from Canada four years ago, Anthony was rapidly promoted within BCW and is now an account director managing six-figure global pharma accounts. He co-founded WPP Unite, BCW’s first employee-driven task force championing diversity and inclusion, and his passion for diversity and inclusion, and rapid rise in the industry in the UK, recently resulted in his recognition as one of PRWeek UK’s 30 Under 30.


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Roxy Nacu, previously Harvard

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