UK Power Book 2020

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

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Kev O’Sullivan

Kev O’Sullivan

Partner & executive creative director

FleishmanHillard UK

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

Corporate communications got exciting again: a combination of the good, the bad and the ugly played out on every type of screen. I look forward to even more moral blurriness, and more challenges to the status quo of brands’ reputations.

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

Ensuring a truly inclusive creative culture for our agency. This will start with a truly diverse team of creative apprentices.

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

Ikea’s ‘Silence the Critics’ with grime legend D Double E. If you have to ask, you haven’t seen it.

Who handled PR most adeptly in the past year?

Mariah Carey and her 25th anniversary of AIWFC.

…And who most poorly?

Well, Meghan appears to have it pretty rough. Undeserved, but rough.

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

Who’d have thought I’d do all my shopping on Pinterest and Instagram? Screw the ‘Likes’, they’ve now got my actual pennies.

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

There’s no right answer or approach to corporate purpose; it’s akin to creating a formula for the human soul.

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

Each person should take a course in unconscious bias, and how to tackle it individually.

The industry jargon or buzzword that annoys me most is…

‘Creative’. I am not sure any of us are using it quite right.

I can’t start the day without…

A Clueless-style wardrobe moment. With 90s soundtrack.

One surprising thing about me is…

I have spent the last 37 years trying to learn French. I cannot speak French.