UK Power Book 2015

The definitive guide to the brightest and most influential PR professionals in Britain.

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Don Baer

Don Baer

CEO and worldwide chair

Burson-Marsteller

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When and where were you born?

In 1954 in Fayetteville, North Carolina.

Where do you live?

Washington, DC.

To whom do you report?

Martin Sorrell.

To which medium do you turn for breaking news?

Television.

Which media outlet is the most influential in your world?

The New York Times.

Which politician do you respect most?

Bill Clinton.

Which business/brand (other than your employer) do you most admire?

Microsoft.

What is your favourite comms campaign of the past year (not one of your own)?

The Ice Bucket Challenge.

In what respect has your job changed most in the past five years?

I now have much greater responsibility for P&L and personnel management

What is the biggest single challenge facing the profession in your market?

Getting clients’ senior leadership to embrace our role as comms strategists.

What is the best piece of advice you ever received?

Be nice to everyone you meet on the way up, because you are likely to meet them on the way back down.

Who is your favourite fictional PR character (in a movie/TV show/literature)?

Don Draper from Mad Men.

If you weren’t in PR what would you do for a living?

Make movies.