UK Power Book 2015

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

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Katrina Andrews

Katrina Andrews

Executive director, Asia-Pacific, Middle East and Africa

VMA

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When and where were you born?

I was born in Sydney, Australia.

Where do you live?

Hong Kong.

To whom do you report?

Julia Meighan, CEO of VMA Group.

To which medium do you turn for breaking news?

I look at the BBC and The Guardian first.

Which media outlet is the most influential in your world?

Reuters and The Wall Street Journal.

Which politician do you respect most?

Eleanor Roosevelt and Benazir Bhutto.

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

Companies such as Trip Advisor, AirBnB and the like. These are businesses of the future, and their direct level of customer contact is inspiring.

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

Employees are our greatest asset, so those that relate to internal communications: BNY Mellon, Telstra and KPMG all have great examples of Asian-focused internal communications best-practice.

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

With the fast evolution of comms in Asia, my role has really been focused on working with heads of function on how to demonstrate the value of communications internally and making the business case, which then impacts on resources.

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

Finding, developing and nuturing talent.

What is the best piece of advice you ever received?

"Play the long game, and be authentic. Whatever project you work on, make it sustainable."

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

Edina Monsoon in 'Absolutely Fabulous'.

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

I'd be renovating houses—I'm fascinated by home renovation programs.