Anna Burr

VP Corporate Communications
Lego
UK

Anna Burr joined Lego Group as vice president of corporate communications nearly eight years ago, during which time Lego has continued its evolution from a toy brick company to a global play and entertainment powerhouse, including computer games and movies, brand partnerships, and innovations in sustainability – Burr’s role includes overseeing the annual responsibility report – and diversity, such as the launch of the first Braille brick.

Burr has spent her career in big brand corporate comms around the world, started agency-side at Hill & Knowlton in Australia for six years, before moving to London as part of the agency’s issues and crisis team. She then moved in-house to Campbell’s Soup Company, working in senior comms roles across Europe, emerging markets and the company’s baking and snacking brands, to becoming director of communications for the Americas.

Can you share a moment in your career when you saw PR's direct impact on business performance?

Our marketing mix modelling regularly shows the impact of PR on sales. In the past year the contribution that earned has made to sales has doubled, ahead of other channels.

What are the communications industry's biggest challenges and opportunities in the year ahead?

Navigating a declining, fragmented and toxic media landscape. Reaching consumers at scale via new and emerging platforms, including owned channels. Retaining top talent, especially younger generations entering the profession who are more impatient about career progression than their predecessors. And harnessing the benefits of AI to remove the grind while staying alert to its risks, especially around disinformation.

What have you most admired about the communications industry over the past year, and what has disappointed you? 

I admire the role communications plays in helping companies navigate social and geopolitical issues. The camaraderie amongst CCOs facing similar issues and sharing best practice and pitfalls is fantastic and helps us to continually elevate the profession.

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

Girls Unstoppable. This campaign resonated with so many women, mums of girls and girls and is part of our long-term efforts to avoid gender stereotypes. And our sustainability communication. We know we will face uncomfortable headlines and scrutiny, but have been a conscious decision to be transparent and vulnerable about our sustainability efforts, honest about the challenges and bring consumers, especially kids on the journey given the collective effort required to tackle climate change.

How have you switched off from work and maintained wellness over the past year?

Prioritise exercise and getting outside - even if it's a 30-min dog walk early in the morning, getting outside and looking at nature reduces stress.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?

The Economist, across all platforms, including their podcasts.

If I wasn't working in marketing/communications, I would be...

A musician.