Methodology | Influence 100 2021

The 2021 Influence 100


The Influence 100 is PRovoke Media’s annual compilation of the most influential in-house communicators around the world: the chief communications officers and chief marketing officers who have the most clout, in terms of their personal voice, the status of the companies they work for, and the PR agency hiring decisions they make.

This is the 10th year we have produced the listing and surveyed its members. Against the backdrop of the second year of the pandemic and continuing economic, geopolitical and societal upheaval, major corporations and brands are facing more intense consumer, media and stakeholder scrutiny than ever. And their senior communications and PR executives are expected to deliver more than ever, faster than ever, from crisis counsel and employee communications, to insights and strategy, to creative content that will engage stakeholders in new ways, to bottom-line results.

Meanwhile, smart CEOs recognise, now more than ever, that a trusted communications advisor is not only integral to their — and their organisation’s — reputation and transformation, but is probably business critical in such uncertain times.

The 100 corporate communications and marketing executives profiled in the Influence 100 global listing are senior counsellors to some of the most powerful CEOs in the world. Those selected for the list are also central to their organisation’s public engagement.

PRovoke Media’s senior editorial team compiles this list based on our own research and external nominations, according to the following criteria:

  • The nominee’s status within their organisations, as well as the profile and topicality of those organisations. Only one person can be selected from each company for the global listing.
  • Their influence over the PR agencies with which they work, and the budget they control.
  • Their thought leadership within — and occasionally beyond — the public relations industry, and their reputation for innovation.