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 the risks they have taken in their career, the people, brands and work they admire, their advice for industry newbies, and their guilty pleasures.

In this week's Q&A, we speak to The PHA Group's new CEO, George Coleman, who joined the agency from Current Global, where he was founder and CEO.

What’s the biggest career risk you’ve ever taken? How did it work out?

I seem to have made a habit of starting new roles in moments of uncertainty and upheaval – which, in hindsight, have actually turned out to be a good time to take on a challenge. I joined Nelson Bostock to start up its enterprise tech practice at the nadir of the dotcom bust; moved to Weber Shandwick to run its global Microsoft account during the global financial crash; and launched Current Global as we headed into Covid lockdown.

I’ve found that if you’re brave enough to seize the moment, these periods of flux can lead to more opportunities compared to business-as-usual. Fortune does favour the bold – or at least those prepared to take a calculated risk. Right now Trump’s tariffs are a tragic act of economic self-immolation, but carpe diem, as a Dead Poet might say. I’m excited to be doing exactly that by joining The PHA Group – an agile, full-service agency, primed to help clients navigate any moment.

What’s the biggest creative risk you’ve ever taken?

I once presented a slide with the words ‘see you next Tuesday’ writ in extra-large font during a mega pitch. It was part of selling in a creative idea, but in retrospect it could have been worded better. That said, it certainly left an impression with the prospective clients. Probably the biggest creative risk I’ve taken, however, is using the plot of the climatic rap-off battle in the biopic film 8 Mile to sell in a massively high-stakes reputational strategy to the international president of one the world’s most valuable firms.

What do you think are the most important character traits for a great PR person?

I could reel off a list – curiosity, perseverance, integrity, resiliency, and so on – but as an industry we spend too much time thinking about whether someone will ‘fit in’. The opposite should be true: agencies should fit around us. That’s how we attract diverse talent. I don’t believe there is an archetype for a great PR person, and nothing great ever comes from conformity.

Which company or organization do you most admire in terms of PR, branding or reputation management?

That’s like asking me to choose a favourite child, but I’d say Lego. It’s all there: longevity, relevancy and creativity. I love the brand partnerships, the embrace of digital, extension into film, leadership on sustainability and so much more. Most of all, though, I admire how effectively it’s stayed true to its founding idea and purpose over the years: Play well. The world needs more of this.

Which individual, in any field, do you think exemplifies outstanding leadership or communication skills?

I’m heavily biased, but I think Satya Nadella exemplifies both. When he took the helm of Microsoft it was in the doldrums commercially and reputationally. He’s led a remarkable transformation of the business, built around the twin pillars of innovation and trust. His ability to communicate and engage in a very human, empathetic way has been instrumental in bringing employees, customers, policy makers and civil society along on the journey. That skill has never been more important than today, in the age of AI.

What’s the best campaign you’ve seen recently?

Having been given the moniker Daddy Pig by my children, despite having a pro athlete physique, I thought the announcement of Peppa Pig’s forthcoming sibling was artfully done. But I do love Weber Shandwick’s Supercube campaign for Knorr, tackling the issue of ‘supertasters’ and misconceptions around picky eating. The fact the creative idea drove product innovation that could help millions access healthy food is just brilliant.

Is there an industry trend or discussion you think is over-rated or exaggerated or just plain stupid?

The inability of our industry to retain the talents of 50+ year olds fits into the plain stupid category. Not only do we lose incredibly valuable experience and expertise, it further deepens the endemic issue of a default bias towards focusing campaigns on younger audiences. Gen X outspends Gen Z by an order of magnitude. Follow the money, not the pocket change.

What’s one piece of advice you’d give to someone entering the PR industry today?

Remember that no-one has a monopoly on good ideas.

What’s your guilty pleasure when you need to unwind from the high pressure of PR?

During the Covid lockdown it seemed the vogue was to choose a quest for self-improvement. I chose cocktail making. And it’s been the gift that has been giving ever since. What better way to wind down at the end of a busy day of PR than with an Alligator Kiss or a Violette Sour? Skål!