UK Power Book 2018

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

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Andy Sutherden

Andy Sutherden

Global head of sports and partnership marketing

Hill+Knowlton Strategies

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Why?

Sports marketing and comms expert Sutherden has worked in the sector since the 1990s, and in his current global role (from London) since 2011. It’s a big job, having worked with some of the biggest names in world sport, from the FIFA World Cup to the Olympics and brands from Adidas to Gillette.

Describe the past year and your predictions for the next 12 months

The continued certainty of uncertainty.

Your favourite campaign of the past 12 months?

American brand Tostitos, for its Superbowl breathalyser tortilla-chip bag that illuminated a money-off Uber code if users were over the limit.

Which person or organisation handled PR most adeptly in the past 12 months?

Showtime, for its promotion of Mayweather vs McGregor. The pay-per-view record underscored the currency of hype.

…And which the most poorly?

The Conservative Party. From predicted landslide to minority government in less than two months – not great.

How has Brexit affected your organisation to date?

Business planning is being measured in days and weeks rather than months and years.

Which traditional media outlets do you prioritise?

The BBC, cross-platform.

Most important social media outlet?

Snapchat. How else would I converse with my teenage children?

Where is your most useful live professional networking place?

Stamford Bridge.

A genie grants you three wishes. What are they?

Trump's Twitter account is deactivated for longer than 11 minutes. My newsfeed does not include the word 'Brexit' for just one day. Cessation of procurement-driven RFPs.