UK Power Book 2020

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

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Julia  Bainbridge

Julia Bainbridge

Partner & founder, health & behaviour change unit

freuds

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In no more than two sentences: describe the past year, and make predictions for 2020.

The last year has been as volatile and turbulent for the communications sector as it has more broadly politically. Advertising continues to struggle to retain its place and purpose in today’s marketplace, and we will continue to see more blurring of the disciplines and further opportunity for PR in 2020.

In a sentence: what is your biggest professional challenge for 2020?

Continued expansion when there is a limit on what can be planned for.

What has been your favourite campaign of the past year? (Not one you were involved in.)

I think media outlets – such as the Daily Mail but particularly the Evening Standard – taking on issues where they can affect genuine change (with reader support) have been admirable. The results of the Standard’s homeless fund have shown what a tangible difference the paper can make.

Who handled PR most adeptly in the past year?

Gareth Thomas and the Terrence Higgins Trust.

…And who most poorly?

Vue Cinemas was a miss in handling. It could so easily have gone a more positive way for Vue with better consideration.

Which newspaper, broadcast news outlet or website is now most vital to keeping you informed?

I couldn’t possibly pick one.

In a sentence: what is the single most important aspect of the debate surrounding corporate purpose?

Purpose cannot be tokenistic; it must be authentic and not driven by a marketing objective; it must be a true commitment at the very top of the business.

What’s the single most important thing the industry should do to encourage more diversity?

Actively seek it out and recognise that the best ideas are formed by having a multitude of perspectives and backgrounds in a room.

The industry jargon or buzzword that annoys me most is…

Anything that demonstrates that someone doesn’t know what they want or need, so ‘Let’s elevate this’, or something equally meaningless.

I can’t start the day without…

Coffee or green juice or both, depending on the day.

One surprising thing about me is…

Ha! I have far too many character traits to pick just one thing.