UK Power Book 2020

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

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Justin Westcott

Justin Westcott

COO UK & Ireland, & head of technology, Europe


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

Much better than one would have expected, considering the local and global political environment – busy, with lots of good and progressive work for the firm. This year will see lots of companies talking about needing to have 2020 vision on their future.

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

To really unlock the full potental of our London business.

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

It was such a good year for campaigns. Anything Burger King did I thought was ace. But while not a campaign exactly, I loved the Aviation Gin ‘Peloton wife’ video response – perfect timing, delivered extremely well.

Who handled PR most adeptly in the past year?

Boris Johnson.

…And who most poorly?

Jeremy Corbyn.

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

The Information.

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

To stop defending whether it’s important or has any positive commercial impact. It is and it does.

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

We have to get out and find people from nontraditional backgrounds. Don’t wait to be found, go find.

The industry jargon or buzzword that annoys me most is…

‘Swim lanes’.

I can’t start the day without…

A good strong cup of tea.

One surprising thing about me is…

I don’t actually need the glasses, I just like wearing them and, of course, I look way more intelligent with them on (well, so I think).