In our new 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 the latest Q&A in the series, we chat to Faeth Birch, the UK, Middle East and Asia CEO of FGS Global; private equity group KKR this month struck a deal with FGS owner WPP that gives it a large stake in the corporate and financial communications specialist agency.

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

The wonderful thing about the communications industry is that we are needed when times are good and bad. The world is a particularly volatile place at the moment and challenges for companies and individuals are coming thick and fast. Communications plays a pivotal role in navigating these complex times. For FGS Global and for our industry at large talent is everything. Finding, motivating, training and rewarding our people is the priority – that presents different challenges whether you look at it from Asia, the Middle East or the UK. For us, as we have grown over the years it’s also important to ensure that we are maintaining the same entrepreneurial culture that the firm was built on.

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

Airbnb's help for Ukrainian refugees stands out for its compassion, impact, and authenticity as they committed to offering free, short-term housing to up to 100,000 refugees fleeing Ukraine.

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

It’s impossible to pick one project, but our work supporting the prosecution for George Floyd’s murder has been recognised by the wider industry with several awards, and although it’s great to receive recognition it’s the support towards helping secure accountability for George Floyd and his family that brings us pride. Since we launched FGS Global in June last year, you can feel the energy around the firm and I’m immensely proud of what has been achieved globally, including achieving multiple top rankings for M&A. The recent KKR investment is a partnership that we are undoubtedly proud of, as it also means we can expand our employee ownership to include nearly half of employees worldwide. FGS Global was built on partnerships so the fact that we can now extend this to even more employees globally is great.  

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

The pandemic brought home to me how much I thrive on the buzz I get from working in teams in person. Working from home is effective and convenient but there is no substitute for being together – with clients and with colleagues doing great work.  

How do you switch off and maintain wellness?

I try to work out most days and at the weekend a long, long run with great music is my form of meditation. 

What cultural source has provided creative inspiration for you lately?

I’ve finally got around to starting ‘The Mirror and the Light’ by Hilary Mantel and I am not disappointed so far. I was completely gripped by Wolf Hall and Bring up the Bodies. Mantel’s version of Thomas Cromwell was an inspiration – the resilience of the man was incredible. The only problem with historical novels is that I know this one doesn’t end well for him. Also love, love, loved Happy Valley – Sarah Lancashire’s character is another very resilient person.

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

I am a secret numbers nerd. Probably something to do with statistics.