UK Power Book 2021

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

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Faeth Birch

Faeth Birch

CEO UK and international

Finsbury Glover Hering

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Describe your 2020. (In one sentence or no more than 5 words.)

A roller coaster, but proud we executed our own global merger to create Finsbury Glover Hering, despite operating in a wholly virtual world.

How will COVID-19 change the comms industry in 2021?

In the UK, we were already considering the wider impact of our actions on the environment, society and people, but in 2021 this will accelerate. COP26 and the focus of the Biden presidency will be a key moment when ESG concerns go global – from social justice to climate change.

Has 2020 changed your media consumption? If so, how?

In a physical agency world, like in a newsroom, you soak up the media – TVs on every channel, PMQs, relentless social monitoring, desk chat, energy and excitement at every development. Lockdown has meant we can't rely on absorption, so we have to be ruthlessly selective.

Which newspaper, website, TV or social media channel is now most important to you professionally?

I still read everything (particularly comment) and try to read The Economist at the weekend.

What's been your favourite creative PR campaign of the past 12 months?

Marcus Rashford’s work on free school meals – it came from the heart and is making a lasting difference.

What do you think you'll do more of in 2021 than ever before?

Analysing. Striving. Relishing each and every connection in real life not on Zoom. I’m looking forward to eating out, meeting friends, going to the theatre and all the things we used to take for granted.

What are you determined to do less of, professionally, than you did in 2020?

Staring at a screen.

Which destination are you most determined to visit in 2021, and why are you excited to go there?

Maldives. Turquoise water, beauty and heat.