UK Power Book 2020

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

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Ruth Warder

Ruth Warder

Chief client officer | EMEA chair, Brand


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

Volatile, contentious, energetic – the disruption continues. Business and Brands will need to play a visible, positive role in the World – 2020 a year of commitment, action and change.

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

The same as every year – outpacing the pace of evolution.

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

KLM – 'Fly Responsibly'.

Who handled PR most adeptly in the past year?

Tesla – the Cyber Truck fail and volatility of its leader does nothing to dent its perception, mission or share price (as of time of writing!).

…And who most poorly?

Scotty from Marketing.

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

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

What action is a business or brand going to take now and how will they measure the value of the action?

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

Businesses and agencies setting ambitious policies and taking bold action to meet them – it's not one solution.

The industry jargon or buzzword that annoys me most is…


I can’t start the day without…


One surprising thing about me is…

I used to work in prisons.