UK Power Book 2020

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

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Lisa Parfitt

Lisa Parfitt


Engine Sport and Brand Experience

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

Twenty-nineteen has been a huge year for sport and the creation of new heroes: FIFA WWC, Vitality Netball World Cup, Solheim Cup, Cricket WC, Rugby WC. After a few years of in a tough sponsorship market it’s now buoyant, and in 2020 brands will further capitalize on passion-powered marketing to connect to culture.

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

Balancing the needs of clients and the fast-paced nature of agency life with colleague work-life balance, health and wellbeing.

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

Paddy Power’s unsponsored shirts with Huddersfield Town.

Who handled PR most adeptly in the past year?

Raheem Sterling.

…And who most poorly?

Prince Andrew.

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

The Daily Telegraph, Women’s Sport.

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

Corporate purpose shouldn’t be considered as just corporate.

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

Change the perception of the industry at grassroots levels and tackle unconcious bias at the point of recruitment.

The industry jargon or buzzword that annoys me most is…

The catch-all ‘millennial’.

I can’t start the day without…

A train delay.

One surprising thing about me is…

I hate surprises.