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Alex Burnett brings considerable energy experience to his role as CCO of Abu Dhabi oil giant ADNOC, which he joined in late 2023 after a two-year stint with Brunswick. Previously, Burnett had spent more than a decade with Shell, where he served as senior advisor to the executive committee and global strategy lead and head of corporate communications.
At ADNOC, Burnett oversees a team of more than 130 across brand, corporate, financial, internal and employee communications. Crucially, he is also charged with leading ADNOC’s sustainability story, at a time when the company is bringing forward its net zero commitments and transforming its decarbonization efforts.
Can you share a moment in your career when you saw PR's direct impact on business performance?
At Shell, the communications team undertook the analysis and was trusted to design and implement the company's strategy, Powering Progress.
What are the communications industry's biggest challenges and opportunities in the year ahead?
Adapting to AI will be the biggest challenge – avoiding knee jerk reactions. Adapting to AI will also be the biggest opportunity - harnessing it's potential to support data-led communications, augment creativity and enhance efficiency.
What have you most admired about the communications industry over the past year, and what has disappointed you?
Admired: embrace of AI. Disappointment: AI hype (at the expense of socio-economic targets and progress).
How have you switched off from work and maintained wellness over the past year?
Exercise and spending time with my family and friends.
Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
Book: ‘The Material World’ by Ed Conway; Show: The West Wing (again); Album: Raye, My 21st Century Blues.
If I wasn't working in marketing/communications, I would be...
A landscape gardener.
Intelligence and insight from across the PR world.
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