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 talk to Emily Poon, president of Ogilvy PR Asia, which was recently named Regional Consultancy of the Year at the 2023 Asia-Pacific SABRE Awards. 

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

Talent retention and attraction have always been topmost of our challenges. The new generation workforce has different needs and motivations. Employers who cultivate a culture of continuous learning to provide a sense of purpose and manage the pace of change will win the war for talent. Increasingly, traditional ATL marketing budgets have been making way for influencer and social media-led remits that drive engagement and commerce opportunities. Clients are increasingly moving from ‘what brands say’ to ‘what others say’ and this trend favours PR’s agile approach to content and storytelling that earn talkability and headlines..

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

Singapore President Tharman’s recent election campaign was a masterclass in communications. Using pineapple as his campaign logo was a smart choice as a relatable everyday object and an Asian symbol of prosperity. It effectively brought to life his message of ‘Respect and Opportunity for All’. His frequent use of social media to complement traditional media touchpoints won over voters across diverse segments of society, securing his strong mandate.  

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

Almost 50% of girls globally have been criticised on appearance - by their family. This can have a profound negative impact on self-esteem. Ogilvy’s #StopTheNameCalling campaign for Dove called attention to this issue and drove action. We tapped on real women – celebrities, family experts, mom communities - to share their real stories, creating a powerful movement to stop the name calling across the country. This held deep personal meaning as I had similar experiences as a child. Driving meaningful work like these to positively impact culture and society is important. 

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

1) I am a constant work-in-progress. In the last two years, I shifted my mindset from a ‘manager’ of an office to an ‘influencer’ of diverse teams across the region, like a conductor of an orchestra bringing a unified vision.
2) There is power in regular self-reflection, to hold a mirror to my good and bad, and re-focus on what I can best influence and where I can make the biggest impact.
3) I have been more mindful about living in the present and enjoying the process along the way.

How do you switch off and maintain wellness?

1) TGIF wine Fridays have also been a great way to ‘unwind’ (pardon the pun).
2) Spending time with loved ones and giving my kids lots of big hugs.
3) Finding the humour in the everyday moments and laughing a lot! As they say, laughter is the best medicine! 

What cultural source (eg book/podcast/movie/TV show/music artist) has provided creative inspiration for you lately?

‘Heartstopper’, a coming-of-age romantic comedy-drama, deals with modern day issues from mental health to representation for marginalised identities - in an entertaining, empathetic yet thought-provoking way. I recently read “Navigating the Jagged Technological Frontier” paper released by Harvard Business School, which covers insightful findings from experiments analysing the impact of AI on the performance of highly-skilled workers.

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

A sommelier. Where else would I combine my love of wine and storytelling!