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 with G&S Business Communications principal & managing director Anne Green, who will become the firm's new CEO on January 1 following the retirement of Luke Lambert.

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

The speed of technological innovation is wild to watch. Areas like generative AI will be highly transformative in both empowering and intensely challenging ways. I was there for the seismic shifts that came with Web 2.0 — and I’m excited to fully participate in this next stage of our evolution.

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

In scanning news out of Cannes, I appreciated the Dove campaign #KeepTheGrey designed to spark conversation about ageism against women in the workplace. It was nimble, smart and fully rooted in Dove’s brand values. As a female leader who is embracing my natural greys, this resonated strongly with me.

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

Our communications, digital and creative pros pulled together in just a few days to spotlight President Biden’s visit to silicon carbide leader, Wolfspeed. They were the first stop on Biden’s “Invest in America” tour and our G&S team did a fantastic job making the most of this moment for our client!

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

I’ve learned that I still love what I do. I’ve been agency side my entire career – and I still love jumping into new sectors and subject matters, serving as a counselor to client partners, and working in an environment of constant learning across four generations of colleagues. It’s pretty amazing!

How do you switch off and maintain wellness?

Leaders in this space are not the best at “switching off.” As I prepare to become our agency’s next CEO, taking care of myself means I can be my best for others. This includes prioritizing time with my husband and dear friends, yoga, being out in nature and getting more sleep!

What cultural source has provided creative inspiration for you lately?

Like many, I’m a voracious podcast listener. I’m engaged and inspired by The Ezra Klein Show, Freakonomics Radio, Planet Money/The Indicator and (for something quite different) On Being. Reading both fiction (finally picked up Wolf Hall) and non-fiction (currently Thinking, Fast and Slow) also opens significant creative space for me.

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

I had fully planned to become a literature professor. I wanted some work experience before going to grad school for my PhD, which is how I found Burson-Marsteller in the early 1990s. Just goes to show that you should stay open to wherever the journey may take you!