In our Headliners series of conversations, we get under the skin of PR and communications leaders around the world who have made PRovoke Media headlines recently, uncovering what they see as the greatest challenges and opportunities for the industry, where they find inspiration (and how they switch off), what they’ve learned about themselves, as well as the creative campaigns they love and the work they are most proud of.

In this week's Q&A, we chat to former advertising executive Amy Garrett, who has been promoted from EVP, creative at Weber Shandwick to become the firm's first UK president, with a pledge to put creativity at the heart of the business. 

What are the greatest challenges and opportunities for the PR and communications industry over the next 12 months?

The main challenge we face is the constantly evolving business and communications landscape, where the media is saturated with content, making it difficult to create impact. However, we view this as an opportunity. Our Earned Effect study, conducted with the Institute of Practitioners in Advertising (IPA), reveals that even in challenging economic conditions, brands can achieve remarkable success. This demonstrates the power of contributing value to earn value.

What’s the best PR campaign you’ve seen recently and why?

The Project #ShowUs campaign by Dove is fascinating. The brand aims to offer a more inclusive vision of beauty by curating a collection of 10,000+ images that media and advertisers can use. Women and non-binary individuals worldwide are redefining the concept of beauty. I think this is an essential step that more brands should take.

What work from your team are you most proud of over the past year?

The OG Drops campaign we developed for our client eBay - placing the brand at the forefront of the sneakerhead culture. This initiative allowed fans to revisit iconic designs and buy them at their original, OG price point. This campaign proved to be both successful and on-trend.

What have you learned about yourself over the past couple of years?

Patience. Creative work takes time and patience, but it's worth it. In today's world, we're all about instant gratification, which often means we have little patience for ourselves and others. I now believe practicing patience is essential for meaningful creation.

How do you switch off and maintain wellness?

In our fast-paced environment, the pressure and tight deadlines can be overwhelming. That's why it's crucial to take breaks and reset. I walk my Dachshund, Bobby, to unwind

What cultural source has provided creative inspiration for you lately? 

The book, ‘In Vogue: An Illustrated History of the World's Most Famous Fashion Magazine’ is fascinating. It’s more than just a book about fashion; it’s about fashion, culture, art, photography and media. It explores the history of the world's most influential magazine. It’s a wonderful source of inspiration.

If I wasn’t working in PR/comms I would be…

I trained as an actor, and once played a milkmaid opposite Nigel Havers. So perhaps in an alternative reality, I'd be an Oscar-winning actress. Failing that, a fashion designer.